全球四大管理咨询公司培训讲义：毕马威案例分析大赛.ppt

Outline,LetswelcometheHerboristschiefmarketingofficer,A.CaseOverview,B.SituationAnalysis,D.MarketSelection,E.Strategy,F.Forecast&longtermplan,C.MarketsAnalysis,PROBLEM,COMPANY,GOAL,ShanghaiJahwacompanywasfoundedbackto1889anditsthelargestdomesticcompanyforpersonalandhouseholdcareproducts.Establishedin1998,distinguisheditselfbyusingtraditionalChineseherbalprinciples,targetedathigh-endpersonalcarewithmid-highprices.EstablishedHongKongHerbalLaboratoryCo.Ltdin2002OpeneditsfirstcounterinSephorasflagshipstoreinParisattheendof2008By2010,ithasownedanetworkofsome800exclusivestoresacrossmorethan80citiesinChina.,Becomeaninternationalbrandwithitsmainmarketsbeingoverseas,WhichmarketisHerboristsfirstpriority?WhatstrategyshouldHerboristadopttogaincompetitiveness?,AfterChinajoinedWTO,thetradewenttoliberalizationandthetariffreducedLabelingsystemsfornaturalproductsareimprovingAsialaggedbehindinlabelingsystemsandthevoidwaspartiallyfilledbyEuropeanschemes,TheconsumptionneedsgrowwithnumerousbrandsThecompetitioninthemarketisfiercewithbigcompaniesdominatingthemarketEconomiccrisis,IncreasingpopularityinthenaturalandorganicproductsIncreasinginterestinChinesecultureTheconsumersdisloyaltytobrandsandpursuitsofthosefashionsTheconsumptionismostlyemotionalandbeyonditsphysicalbenefit,TheintroductionofnewtechnologiesProductsupdatespeedsupMorespecifictechnologyforaparticularproductsection,TECHNOLOGY,PESTANALYSIS,Thenaturalbeautyandpersonalcareindustryispromisingdespitetheeconomicdownturn.,CosmeticsIndustryAnalysis,Highlyfragmentedwithtop3playersoccupyinglargemarketshareFiercecompetitionCustomersdesirefornaturalandorganicproductsincreasesbuthowtoreachasmanycustomersaspossiblewiththelimitedbudgetisstillaproblemGrowfromUS$356.14billiontoUS$487.74billionfrom2003to2010,Seeitanicecakeandwanttohaveashare,Letstakealookatthenaturalcosmeticsindustry,Well-knownbrandsoccupymostofthemarketsEconomiccrisisanddecliningpurchasingpowerBarrierofenteringnewmarketswithlimitedresourcesandchannelsCompetitorsquickandaggressiveresponse,Threat,HighstandardizedresearchcenterandproductlinesExperiencegainedfromthesuccessforayinWesternmarketGoodrelationshipwithSephoraPlacedgreathopeonbyShanghaiJahwaDistinguishitselfviatraditionalChineseherbalmedicine,Strength,LackadvertisingandpopularityoverseasLimitedaccesstocustomersTheshortageofcoreproductsTheconsumersabroadarelessopentoChinesetraditionalherbalcultureLackexperienceofexploringtheinternationalmarkets,Weakness,SephorahasstoresallovertheworldTheincreasingpopularityoftheChinesecultureTheincreasingdesirefornaturalandorganicproductsThecosmeticsindustryisstillgrowing,Opportunity,Continentsharein2009,Marketyear-on-yeargrowthbyretailvalue,SalesintheEuropeannaturalcosmeticsmarketThoughthepotentialmarketinEuropemightbeconsiderablysmallerthaninAsia,Europeisenjoyingabiggershare,LatinAmerican,withdouble-digitgrowthrate,isanewmarketlefttoexplore,EXPANDEDBY12%IN2010,Assumethat“pest”conditionsisstableandcompetitorsbehaviorsstaythesame.,marketpenetrationability:marketIndicatesthatwiththesameamountofadvertisingbudget,howmanycustomerscanbereached,Typicalcountriesofeachcontinent,Comparison,culturalperspectives,channel,companyoperationandexperience,Competitionindomesticmarketshouldntbeignored,3500localplayers.LOrealhadestablishedahairandskincareresearchcentreinShanghaiandShiseidoopenedoneinBeijing,Thebarriertothemarketishighwithtop3companiesconstantlyoccupyingmostofthemarkets.Infer:Themoremarketshareinfewcompetitors(likeEurope),thehigherbarrieris.,TheCompetitionInTheNaturalBeautyAndPersonalCare,Bargainingpower:Facedwithmanybrandstochoosefromandexperiencesgained,theconsumersbargainingabilityinEuropeisbetter,Exsistingcompetitors:EuropeanmarketissaturatedwhileLatinAmericanlefttobeexplored,Potentialentrants:SomeestablishedbrandsaretoputoutnaturallinesandmanyChinesemedicinecompaniesplantogetin.,Producthomogeny:Asiahastraditiontouseherbalmedicine.Sothereremoreproductswiththesameeffets.,Parisisacentrefornaturalandorganicbrands,withSwiss-basedWeleda,France-basedCouleurCaramelandGermany-basedDrHauschkaopeningflagshipstroesthere.USisalsoafashionleaderEuropehadthehighestadoptionrateandplantolaunchtheEuropeanCosmeticsStandardsWorkingGroupsCosmeticsOrganicStandardstoimprovetheregulatoryenvironmentTheUSDepartmentofAgriculturesNaturalOrganicProgramandtheallianceBetweennon-profitproductcertificationbodyNationalSanitationFoundationandtheAmericanNationalStandardsInstitute.AsialaggedbehindwithfewestablishedrequirementsorlabelingsystemsandthevoidwaspartiallyfilledbyEuropeanschemes.,FACTS,TheIntegratedEvaluationOnMarketChoosing,4PModel,PRODUCT,advantage:Healthconceptofpurenatural+UniquefeatureoftheChineseherbal+Distinguishedproductaddedinspa,disadvantage:A1:ThevarietyofproductsisnotsufficientA2:Lackeye-catchingproductsA3:BasiccareneedsfurthersegmentationA4:TargetMarketisnotbigenough,PLACE,PRICE,Suggestion:Basicproductsremainswhilespecialcareproductshigher,popularity,Characteristic,reputation,harmony,Strengthenthemanagement:DistinguishtheHerboristscultureandtrainEuropeansalesmanagerforconsistencyLearnaboutthedifferentstandardsbeforemarketingtheproducts,Brandconstruction,Usesephoratocontactwithconsumersandentertheflagshipstorestopromotetherecognition.,SPAlifehall+servicemodel，strengthenthehigh-endbrandcognitive.,Drugstorebuildupprofessionaimageandincreasethecharacteristics,sponsorpublicactivities,Gainthetrustan