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ons can not often research it clearly. However, no one doubts that the external marketing environment is significant in the process of planning marketing strategy, because its influence on corporations’ development and existence is actually great. The analysis should offer the current situation of politics, economy, society, and technology. In other words, PEST analysis can make macro-environment show its strengths and weaknesses. Traditionally, its PE parts namely political and economic part, are the most important parts in PEST analysis, because political situation and government policies or regulations, or other industry laws are closely linked with companies’ business; economic measures, employment rate, economic growth rate, and infrastructure are also the basic factors that are surely indispensable in companies marketing strategy. However, recent years many cases happened showed businessmen that as globalization is ever increasingly developing, more and more business conflicts are mostly the social or cultural conflicts, so in this paper much more attention will be paid to social part, though political and economic factors can not ignored.     

SWOT analysis

In 1957 Selznick first used his idea of matching external and internal factors so as to attain the overall and true opinion of the situation. Since then, his idea has been widely spread. Also due to Christiansen and Andrews who made the idea a scientific method, SWOT analysis was accepted by the public.

SWOT consists of the initial letters of Strengths, Weaknesses, Opportunities and Threats. This analysis contains all positive and negative factors that may influence one company’s existence. In its broad systematic view, the most important issues are how to use strengths, and how to stop the function of weaknesses, and how to catch every little opportunity, and how to try to avoid the potential threat. SWOT analysis is an acknowledged system, in which each point is absolutely equal to another one. Therefore, a company can not put too much attention to a certain issue and ignore other issues. For instance, so as to fight against the potential threats or weaknesses, a lot of attention was paid, and the outcome is the increase of cost. In other words, if money is vested in supporting strengths and using opportunities, a balanced system would occur. In this paper, SWOT analysis will be used to help companies get external and internal details about machinery market.     

Porter′s Analysis of Five Forces

This type of analysis gives a better overview of a certain industry. The five factors are the environmental forces that impact a company’s ability to compete and develop and even exist in a given market. As for their strength and importance, the main competitive factors are described through this analysis. There are four main forces that impact the competition of leasing industry. They are new entrants, suppliers, buyers, substitute products. These four forces drive industry competition. That is Porter’s competitive marketing strategy( techniques for analysing industries and competitors with a new
introduction, p. 4). 

Balanced Scorecard 

Kaplan and Norton fist came up with this tool in 1992. Balanced Scorecard is very comprehensive in terms of key per本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。