战略咨询入门-汽车行业-行业

Industrialgoods&Automobile

Chloe2014.02未经CareerVenture许可，任何个人或机构不得用于商业目的SelfintroductionName:ChloeEmployer:A.T.KearneyEducation:FudanUniversityContact:chloe@Bain&CoPTARolandBergerSpringPTAL.E.K.ConsultingSummerassociateCorningcorporateStrategyinternA.T.KearneyBusinessanalyst2012.22012.42012.72013.22013.91ContentChemical&NewmaterialAutoCaseinpointSummary2GeneralDefinitionofindustrialgoodsUsedintheproductionofothergoodsincluderesourcesusedintheactualproductionprocess.EnduserisnotconsumerIndustrialproductsConsumerproductsIndustrialGoods:ThesegmentationofindustrialgoodsSource:CareerVentureMarketentryDuelDiligenceOperation“Tobuyortomake”Profitability4IndustrialGoods:lifecycleandCurveS5IndustrialGoods:Industrialproductsprofitabilitycase

generalsolutionSource:CareerVentureStrategyBatchAssemblersSweatshopsBulkprocessorsEquipmentMakerGrowthOrganicMulti-brandstrategy√√Diversifyrevenue√√InorganicBolt-onacquisitions√√√√Internationalexpansion√√ProfitabilityOperationalExcellenceImproveoperationalefficiency√√√√Consolidateindustry√√PricingPremiumpricing√√√√6IndustrialGoods:ThecharacteristicsofindustrialgoodsSource:CareerVentureHeterogeneousHomogeneousPriceProductionPromotionPlacementTransparentSensitivetoexteriorenvironmentfright(FOB&CIF),exchangerate,tax,economyofscaleNon-transparentPremiumqualityCustomizedsalesHigh-marginGenerallynotconfinedtocapacityAffectedbyregulation,price,downstreamdemandCapacitymaybetheglassceilingTechonology-drivenIncentivesfordealersPricereductionsynergyIncentivesfordealersPricereductionSynergyIncentivesforclientsNewproductlaunchDealerhighlyprice-sensitiveE-commerceDistributor/AgentE-commerce7Caseinpoint：OutsourcingoptionsinChina

(BCG1stround)8Caseinpoint：OutsourcingoptionsinChina

(BCG1stround)9Caseinpoint：OutsourcingoptionsinChina

(BCG1stround)MainquestionKeyAreastoexploreKeyAreastoexploreRecommendationOtherfactorsShouldplasticsmanufacturermoveproductionintoChina?CostsavingConsumerbehaviorandpurchaseCriterionEffectoncurrentproductioncapabilitiesWouldsave$0.25(25%ofcurrentcost)Atcurrentproductionlevelwouldsave50Minfreezerbag75Minplasticsplatesandutensils25MinspecialtyplatesandutensilsQualityistoppurchasecriterionforfreezerbagsLowerqualityfromChinaPriceistopcriterionforplasticplatesandutensilsStyleistopcriterionforspecialtyplatesandutensilsHighlyvariabledemandrequiresshortleadtimeCurrentplantisatcapacityOutsourcingwouldeliminateneedtobuildadditionalcapacityPlasticsandutensilsare50%oftotalproductionOutsourcingmaycreatetoomuchextracapacityOutsourcingplasticplatesandutensilstoChinaDonotoutsourcespecialtyplatesandutensilsDonotoutsourcefreezerbags(althoughfurtheranalysismaybewarranted)Tocompensateforextracapacitythatwouldbecreatedincurrentplant,couldproducenewproductline,rentoutsparecapacity,ormovetosmallerfacility10ContentChemical&NewmaterialAutoCaseinpointSummary11GeneralsegmentationofautomobileindustryChina’sautomobileindustryPassengerVehiclePassengerBusCommercialVehicleSedanCarSUVMPVPremium(Vst>2.6L)MiddletoHigh(Vst>2.3L)Middle(1.6L<Vst<2.3L)Low(Vst<1.6L)Large(length>10m)Medium(7m<length<10m)Small(length<7m)Heavy-dutytruck(weight>14ton)Medium-dutytruck(weight>14ton)Light-dutytruck(weight>14ton)12312Dynamicsofconsumercars—PremiumAuto1High-endconsumercarsareenjoyinggreatgrowthpotentialsinChinaCurrentregulationsboosthighpriceinChinaConsumptiontaxTariffsEnvironmentalpolicyKSFofluxurycarsAutomobiledesign/performanceDistributionchannelBrandpositioningKeyinformationExample:DifferentproductportfolioindifferentpartofChinaPromoteSUVCayennetobusinessandfamily-typeconsumersGoodserviceexperienceExpandedsalesdistributionchannelIncludingsecond,third-tiercities13Dynamicsofconsumercars—MiddleendcarsReleaseFunForceVitalityAffirmationRespectDifferentiationSelf-EsteemControlSecurityTranquilitySocial

opennessBelongingConfirmation214Dynamicsofcommercialvehicles—Trucks3HeavydutytrucksLightdutytrucksMarketdynamicsPossiblegrowthstrategyLighttruckmarketismainlyfocusedonlow-endmarketwithexcessivecapacityMarketishighlyconsolidatedTop4playersaccountfor85%shareFiercecompetitionleadstolowprofitabilitylevelHeavy-dutytruckmarketisquitequality-drivenForeignbrandholdsdominantmarketplaceMarketishighlyconsolidatedConsumersarelessprice-sensitiveProfitmarginishighgivenhardqualitystandardMarketingthebrandashigh-quality,wearablevehicleIncreasepenetrationbyestablishingnetworkwithSOE-ownedfleetsProvidegoodafter-serviceIncreasepenetrationbyusingmulti-channelstrategyIncreaseproductportfoliotosatisfycustomer’sdiversifiedneedsSeekM&Aopportunities15DecisionprocessofCommercialvehicles416Commercialvehiclesdemanddrivers3UnderlyingindustryactivityPenetration&SubstitutionRequiredinstalledbaseNewdemandReplace-mentdemandReplace-mentcircleActualinstalledbaseFleetUtilizationAnnualsalesDriversInstalledBaseAnnualSalesLegendUnderlyingindustryactivity(e.g.,coaloutputorconstructionvolume)isthekeyprimarydriverindeterminingcapacityneedsandhenceexpansiondemand.ItisalsocorrelatedwithutilizationoftheexistingfleetwhichinturndriveswearandtearInamarketwithacceleratingunderlyingindustrygrowth,utilizationpicksup,andmoreintensiveuseoftrucksleadstotrucksbeingreplacedfasterDeceleratinggrowthintheunderlyingindustriesdecreasesutilizationofexistingfleets,whichallowstruckstobeusedlongerbeforetheyneedtobereplaced,andextendsthepaybackperiodoffleetownersComments17Caseinpoint：EuropeanHydraulicCylinderOurclientisthebiggestmanufacturerofautopartsmanufacturer,whichisanimportantandindispensableelementofdumptruck.Ourclientnowfaceaproblemofshrinkingmarketshareanditnowhiredustoinvestigatereasonsandcomeupwithstrategies.CompetitorCustomerCompanyMarketThreebiglocalplayers

withLowerpriceRelativelyLowerbutimprovingqualityGrowingmarketshareThelargestcompetitorhasreallygoodrelationshipwithmajorOEMsThere’satrendofbodybuildertohavein-househydrauliccylinderfacilitiesMajorCustomersarebodybuilders,OEMsAllpartiesinsupplychainhaveasayinginthepurchasingdecisionCustomer’schoicecanbeinfluencedbysalespersonTruckusersareinfrastructures,coalminesandotherminesBrandrecognitionvariesdifferentlyacrossdifferentregionEndusersareveryscatteredandprice-sensitivePriceare20%higherthancompetitors’Usedtobethemarketleader,withthemostqualityproductsandbrandequityFailedtoprovidespecificproductswhichmeetscurrentcustomer’sneedDonothaveverygoodrelationshipwithmajorbodybuildersBetterqualityandbetterafter-serviceMarketareshrinkingbecauseUtilizationislowerInfrastructuresegmentationisgrowingstrongly18Caseinpoint：EuropeanHydraulicCylinder

CaseroadmapCapabilityMarketCustomerCompetitorAreatoprobeProblemUnderlyingmarketpotentialRoadtransportationInfrastructureCoalmineImplicationofmarkettrendUtilizationReplacementcycleWhoisthecustom