rtunities, and threats an organization may face in the future or is facing in the present. The other theory is the PEST which may affect the general environment of the company.
一般环境包括两个理论分支。SWOT分析可检测组织未来或当前可能面临的优势、劣势、机会和威胁。另一种理论是PEST，它可能会影响公司的总体环境。
2.2 PEST analysis PEST分析
As well as the internal factors that can affect an organization’s performance, there are also a number of external factors that affect the organization success in the business world. Many organizations use the PEST analysis in determining the impact of these factors on the organization. Pest analysis consists of four factors political, economical, social, and technological.
To achieve the highest benefit from this analysis, organizations must understand the role of each factor.
除了影响组织绩效的内部因素外，还有许多外部因素影响组织在商业世界中的成功。许多组织使用PEST分析来确定这些因素对组织的影响。害虫分析包括四个因素：政治、经济、社会和技术。
为了从这一分析中获得最大利益，组织必须了解每个因素的作用。
As a company apple Inc. concentrates a lot on PEST analysis and Porter’s five forces. Actually these two theories are considered very important for any successful company.
作为一家公司，苹果公司专注于PEST分析和波特的五种力量。事实上，这两种理论对任何成功的公司都非常重要。
As a company apple cannot control its relationships with other countries such as, china, and Korea. Any political conflicts between United States of America and any of these countries will cause horrible effects on Apple Inc.
作为一家公司，苹果无法控制与中国和韩国等其他国家的关系。美国和这些国家之间的任何政治冲突都会对苹果公司造成可怕的影响。
Since is producing many of its products outside America in Chinese and Korean factories.
在美国以外的中国和韩国工厂生产许多产品。
Any economical crisis will highly have an impact on Apple Company. Although inflation rates will also affect the company, as well as the U.S.D value in international market will also affect the company.
任何经济危机都会对苹果公司产生重大影响。虽然通货膨胀率也会影响公司，以及美元在国际市场上的价值也会影响到公司。
Socially the world has changed a lot in the last 5 years with the help of Apple’s advanced technology. Apple contributed in this social change. Apple is required to improve and develop their technologies more and more, so that they can get the highest benefit from the social changes that occur in the world. Apple is a prestige for any high class person, so they should always stay like that.
Nowadays technology is improving quicker than before. Apple is considered one of the innovative companies in the world right now, so they always should utilize any development in the technology to innovate and introduce more products to the world.
在过去5年里，在苹果先进技术的帮助下，世界社会发生了很大变化。苹果为这场社会变革做出了贡献。苹果被要求越来越多地改进和开发他们的技术，以便他们能够从世界上发生的社会变化中获得最大的利益。苹果是任何高级人士的威望，所以他们应该一直保持这样。
如今技术进步比以前更快。苹果公司目前被认为是世界上最具创新性的公司之一，因此他们总是应该利用技术的任何发展来创新并向世界推出更多的产品。
2.3 Competitive environment 竞争环境
The competitive environment is the dynamic system in which your business competes. The status of the whole system controls and sometimes limits the amount of flexibility in your business due to the world economic status. Economical crisis, shortage, and unexpected disasters affect the competitive environment. There are two types of competitive environments direct and indirect competitors.
竞争环境是企业竞争的动态系统。由于世界经济状况，整个系统的状态控制并有时限制了业务的灵活性。经济危机、短缺和意外灾难会影响竞争环境。有两种类型的竞争环境——直接竞争对手和间接竞争对手。
Direct competitors are competitors who produce the same products as yours. They compete with you directly in order to achieve higher revenue than your company.
直接竞争对手是生产与您相同产品的竞争对手。他们直接与您竞争，以获得比您公司更高的收入。
The other type of competitive environment is the indirect competitors. Most of the organizations face competition from suppliers of different products or services.
另一种竞争环境是间接竞争对手。大多数组织面临来自不同产品或服务供应商的竞争。
2.4 Value creating Activities 创造价值的活动
Value creating activities is the set of actions that increase the value of the product, or the service. In order to gain a competitive advantage, throughout this process the product or the service of an organization will achieve a marginal value. If these set of activities are applied properly the organization will gain a
