A: The market is really becoming more and morecompetitive.
B: Exactly. So we must know how things stand withus and do something to keep our lead.
A: We'd better look at the strengths, weakness,opportunities and threats we have. First, it'sobvious that our main competitve advantage is our range of products.
B: I think our strength also lies in another thing, that is our people.
A: You mean...
B: I mean the after-sale service.
A: Right you are. Our after-service team is faster, more qualified and more efficient.
B: How do you analyse our weaknesses?
A: I think our problem is that we have a strong product but we haven't achieved the sort ofmarket penetration we should have.
B: That's because our marketing is not so effective as our competitors'. We've relied tooheavily on product quality, not enough on promotion.
A: I agree. So from now on, we have to put considerably more effort into our advertising anddirect mail campaigns.
B: We should take effective measures to dominate the market. We must be aware of thethreat we face.
A: So we've still got a tough job to do.