市场营销案例分析.ppt

PowerPoint L Oreal MarketingManagement 欧莱雅在中国 80年代在巴黎成立中国业务部专门从事对中国市场的研究 90年代香港的分公司里设立中国业务部 在广州 北京上海等地设立欧莱雅形象专柜 测试中国消费群体对欧莱雅产品的市场反响 1996年欧莱雅公司正式进军中国市场 与苏州医学院建立合资公司 1999年 欧莱雅中国转变为外商独资公司 L Oreal s firstphase inChinawastointroduceitsoriginalstarbrands L Oreal s secondphase inChinawastopurchaselocalbrands Weaknesses Opportunities Threats Strengths StronginternationalbrandsandpresenceinalldistributionchannelsAcceleratingglobalizationandinternationalizationofthebrandportfolioFocusoninnovationanddifferentiation SWOT分析 Strengths Opportunities Threats Weaknesses HeavilydependentonthirdpartyretailersLackoflow endproductcategoriesPricefactorsrestricttheconsumers purchasingpoweratthegrass rootslevel Weaknesses Strengths Threats Focusonnichesegmentslikeanti ageing menandorganicproductsGrowingpresenceinemergingmarketsAcquisitionofprofessionalproductdistributorsintheUS Weaknesses Strengths Opportunities GrowingcounterfeitgoodsmarketTighteningconsumerspendingonluxurygoodsIncreasingcompetition AnalyzetheadvantagesandshortcomingsofL Oreal s BrandPyramidStrategy Advantages 1All roundbrandpyramidstrategycanattractmorecustomerswhichhavedifferentdemands andimprovemarketshare occupancy 2Canoccupylargershelfspace tomakethecompetitors spacebesmaller andmakeafoundationforhighermarketshare 3Variesdifferentbrandsstandfordifferentproductfeatures 4Canavoidrisk ifonebrandfailed othersalsocansalewell Theirbrandsareindependent Shortcomings 1Salespromotioncostsrise andthereistheriskofitscompetition2itwillcourseownbrandexcessivecompetition ThemainreasonsforL Oreal ssuccessinChina1Purchaselocalbrandstomakemorepeopleknowitandbuy2Makeanewsalechannelsaccordingtochina scon