国际商务环境分析案例立顿在加拿大投资的PESTLE分析ppt课件.ppt

1 Lipton senteringCanadianmarket PESTLEanalysis 2 LiptonLiptonisoneoftheworld sgreatrefreshmentbrands makingabigsplashintheglobalbeveragesmarketwithtea baseddrinksincludingleaftea infusions ready to drinkteaandotherhealthy refreshingalternativestosoftdrinks Itistheepitomeofinternationalquality LiptonYellowLabel sassuranceofqualityhashelpeditbecometheworld slargestsellingteabrand SpeciallypluckedfromthebestteagardensofKenyaandblendedtoperfection itistrulythegoldstandardintea The100 InternationalBlend madewithoneofthebesttechnologiesavailableintheworld hasbeenbroughttoyoutoprovidethefinestteadrinkingexperience Makingourfoodhealthier ourtarget 3 DisadvantageFiercemarketcompetition Toaltermanagementconceptionandmanagementsystem EconomicalEnvironment Advantage FastandstablegrowthLowinflationrateEconomicpolicyConsummateinfrastructureMaturemarket 4 Foreigninvestmentcanreinvest ThePoliticalEnvironment ConstitutionalmonarchyFederalstateParliamentarydemocracy 5 Anecosystemisasysteminwhichthebiotic plants animals people thenon biotic landforms soil water climate endureasaunitinnature Canadaisnotthecountrywhichproduceteas soLiptondoesnothavetheadvantageinmaterial ButwecaninvestandsetfactoriesinCanada TheEcologicalEnvironment 6 ThelegalprocessinCanadaiscomplex soit simportanttohavegoodlegalconsultant AsLiptoniscapabletoownprofessionallegalinstitutions ourcompanycanenterCanada TheLegalenvironment Legalsystem commonlaw Consumersafeguards around1lawyertoevery450peopleinCanada Costoflegalservices high Legalprocess complex Highhealthandsafetystandards 7 reducetheenvironmentalimpacts TechnologicalEnvironment Technologicalenvironmentisabouttheapplicationoftools methodsandtechniquestoimproveproductionandprocesses Halfourrawmaterialscomefromagricultureandforestry essentialamountofpackagingmaterialsreduce reuse recycleandeliminate 8 SocialEnvironmentCulturereferstothespecificlearnednormsthatreflecttheattitudes values beliefsandcustomsofasociety Actually thesocialenvironmentcontainsallkindsofactivitiesbehaveinthesociety Liptonprovidesethnicbrandsaswetrytomakeimmigrantsfeelathome ThisuniquechannelbringsinbrandsthatincludeproductsfromalloverAsia bringinginuniqueflavoursandauthenticitytoourconsumersinNorthAmerica ForCanadahasbeeninfluencedbyBritish Frenchandaboriginalculturesandtraditions itmightalsogetthehabitofdrinkingafternoontea ortheymightspendsomeoftheirsparetimeintheteashoptohaveacupoftastytea willthey Asweallknowthatthere spurifiedwaterprovidedinpublicareaallaroundCanada Sotakingacupoffreshteaissuchanenjoyablething evenmoreconvenientthangoandbuyabottleofsoftdrink Aswecanseeinthegraph theclimateinCanadaisnotsuitableforpeopletotaketoomuchcolddrink Liptonmightbeanabsolutegreatchoicefortheconsumertowarmthemselvesup 9 Lipton Wecareabouthealth whichiswhywe veoverhauledourentirefoodanddrinkportfolio We vecutdownlevelsofsalt sugarandtransfatsandareimprovinglabelingtohelpyoueatbetter feelbetterandstayhealthy Teadoesn tjusttastegreat ithasmanyadditionalqualities Forexample it snaturallyrichinflavonoidantioxidantsknownascatechins ItisalsoagreatsourceoffluorideinthedietandisthemajordietarysourceofL theanine anaturallyoccurringaminoacid Ontheotherhand brewedteacontainsonaveragehalfthelevelofcaffeinefoundinacupofbrewedcoffee Whendrunkonitsown withoutmilkorsugar itcontainsvirtuallynocalories Goodfoodanddrinkcanimproveourhealthandvitality befunandbringfamiliesandfriendstogether Wecareaboutfoodbecauseyoudo Unilever suniqueportfoliooffood homeandpersonalcareproductscanmakeadifferencetothehealthandwell beingofpeopleeverywhere Peopleallaroundtheworldliveafasttempolife Liptonteaismoreportableandconvinientforpeopletotake Ascostsofproducingareincreasingrapidly Thepaperpackagesweusearemoreavailableforboththecostsandtheenvironmentprotect 10 TheCompetitiveenvironmentCompetitiveenvironmentisthatpartofthecompany sexternalenvironmentwhichconsistsofotherfirmsvyingforpatronageofthesamemarket Customer growthofteadrinker Moreconsiderationonhealth IncreasingofAsian Habitofdrinking Competitor cokeandcoffeeproducerhasnewmarketstrategy PossiblefutureChineseorIndiaincursionintoCanadianteamarket Conclusion Asthecustomers tendsischanging theyaresearchingfordifferentbeveragetoinsteadthe olddrink IfLipton sproductisspecialenoughandcanappealtothecustomer ourcompanycangetsuccessinCanadianmarket AnotherpointisthatLiptonhavealreadybeenawell knownbrand wecouldusethefametoattractmorecustomers 11 Conclusion ThecountryleadbytheConservativePartyhasaconstitutionalmonarchy afederalstateandaparliamentarydemocracy Thesecontributetoitsstablepoliticswhichreallydogoodtotheeconomicdevelopment TheeconomysysteminCanadacarriesoutthemixedeconomyandisnowtransformingintoamoreindustrialandurbanplane Generally thegovernmentwelcomesforeigninvestment thismustbeapieceofgoodnewsforLiptonwhichplanningtoextendtheCanadianmarket AsLiptoniscapabletoownprofessionallegalinstitutions ourcompanycanventureinCanada Andweallbelievethatthelegalsystemheremayprotectourrightsifwemakegooduseofit Healthbecomestheglobalfocusinrecentyears Itgivesexpressiontobothhealthandenvironmentprotect UnileverCanadaisnowCana