[originaltext]W: The market is becoming really more and more competitive. M: E

W: The market is becoming really more and more competitive.
M: Exactly. So we must know how things stand with us and do something to keep our lead.
W: We’d better look at the strengths, weaknesses, opportunities and threats we have.First, it is obvious that our main competitive advantage is our range of products.  Our software packages are perceived as the most user-friendly ones on the market, requiring much less training than those of our competitors and representing better value for money. So all in all, we have got an excellent product.
M: I think our strength also lies in another thing, which is our staff.
W: You mean...
M: I mean the after-sales side.
W: Yeah, our after-sales team is faster, more qualified and more efficient.
M: How do you analyze our weaknesses?
W: I think our problem is that we have a strong product but we haven’t achieved the sort of market penetration we should have.
M: That’s because our marketing isn’t so effective as our competitors’. We’ve relied too heavily on product quality, not enough on promotion.
W: I agree.  So from now on, we have to put more efforts into our advertising. And we actually have the opportunity to dominate the small business user market but we are clearly not taking it.
M: We should take effective measures to dominate the market.  Look at Collin company. It has got a more impressive dealer network and its promotion is more sophisticated than ours.
W: So, we still have a tough job to do.
Questions 12 to 15 are based on the conversation you have just heard.
12. What is one advantage of the speakers’ company?
13. What disadvantage is the speakers’ company faced with?
14. What will the speakers’ company put more efforts into?
15. What does the man think of Collin company?