《品类吸引力分析》PPT课件.ppt
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1、华南理工大学工商管理学院-黎文版权所有,Copyright1市场分析和预测Marketing Analysis&Forecasting教师:黎文时间:2010.09电子邮件:联系电话:华南理工大学工商管理学院-黎文版权所有,Copyright2品类吸引力概述综合市场因素品类因素环境因素华南理工大学工商管理学院-黎文版权所有,Copyright3概述无论是对于新产品还是现有产品,产品/品牌经理都应该了解相关的产品品类是否具有足够的吸引力,以吸引新的或者后续的投资来自于本公司、现有竞争者或者潜在的新进入者波士顿咨询公司采用产品组合分析方法是用市场增长率来描述市场吸引力;其他模型则采用市场吸引力和业
2、务地位两个因素所组成二维战略分析框架影响品类吸引力的关键因素1.综合品类因素;品类规模、品类的增长、产品生命周期阶段、销售的周期性、季节性、利润2.品类因素;市场新入者的威胁、购买方的议价能力、供应商的议价能力、现有竞争对手、来自替代品的压力、品类容量3.环境因素;技术因素、政治因素、经济因素、管制因素、社会因素华南理工大学工商管理学院-黎文版权所有,Copyright4综合市场因素吸引力吸引力高低市场规模+-市场增长+-销售周期-+销售季节性-+盈利水平+-盈利变化-+华南理工大学工商管理学院-黎文版权所有,Copyright5市场规模规模大的市场总比小市场要好规模大的市场会吸引雄厚资源的竞
3、争者华南理工大学工商管理学院-黎文版权所有,Copyright6市场增长快速增长的品类因其在随后的年份中能够带来高的边际利润和维持其收益的能力,而成为众人追逐的目标。快速增长的品类会吸引竞争者对于腾讯的模仿,有人总结出,1.腾讯QQ模仿ICQ,2.QQ游戏大厅模仿联众,3.QQ堂模仿泡泡堂,4.QQ飞车模仿跑跑卡丁车,5.腾讯拍拍模仿淘宝,6.财付通模仿支付宝,7.QQ拼音输入法模仿搜狗输入法,8.搜搜问问模仿百度知道,9.搜吧模仿百度贴吧,10.QQ播客模仿土豆,11.QQ交友中心模仿亚洲交友中心,12.QQ炫舞模仿劲舞团华南理工大学工商管理学院-黎文版权所有,Copyright7Categ
4、ory Attractiveness over the Product Life CycleStage of product life cycleCategory sizeCategory growthCategory attractivenessIntroductionSmallLowLowGrowthModerateHighHigh MaturityLargeLow Low/highDeclineModerate NegativeLowSalesTime华南理工大学工商管理学院-黎文版权所有,Copyright8II.Competitive Factors for Industry Ana
5、lysisIndustry Concentration*Intensity of Rivalry*Power of Buyers&Suppliers*Pressure from SubstitutesThreat of Entries and ExitsCapacity Utilization华南理工大学工商管理学院-黎文版权所有,Copyright9 Industry Concentration Measures1.The share of the largest firm2.The combined shares of the three largest firms3.The number
6、 of firms with at least x percent of the market(e.g.,1 percent)4.The share of the largest firm divided by the share of the next three largest competitors5.Herfindahl-Hirschman Index(HHI):-The Sum of Squared Shares of the Firms in the Industry-Use-Thresholds:below 1000;1,000 to 1,800;above 1,800华南理工大
7、学工商管理学院-黎文版权所有,Copyright10Characteristics of Intensive Rivalry Many or Balanced Competitors Slow Growth High Fixed Costs Lack of Product DifferentiationAny Example?华南理工大学工商管理学院-黎文版权所有,Copyright11Buyer Power Is Higher When Buyer accounts for a large percentage of the industrys output.Product is undif
8、ferentiated.Threat of backward integration.Buyer has full information.Example:华南理工大学工商管理学院-黎文版权所有,Copyright12Supplier Power Is Higher When Suppliers are concentrated.No or few Substitute for the product.Differentiated product/high switching cost.Limited Supply.Example:Video Game Machine(Nintendo!)华南
9、理工大学工商管理学院-黎文版权所有,Copyright13Industry Attractiveness based on Market FactorsHighLowSizeLargeSmallGrowth HighSlowStage in life cycleEarlyLateCyclicityLowHighSeasonalityLowHighMarketing spendingLowHighProfitsHighLowFinancial ratiosHighLowAttractivenessMarket Factors华南理工大学工商管理学院-黎文版权所有,Copyright14Indus
10、try Attractiveness based on Competitive FactorsHighLowConcentrationLowHighPower of buyers Low HighPower of suppliers LowHighRivalryLowHighPressure from substitutesLowHighCapacity utilizationHighLowThreat of entryLowHighAttractivenessCompetitive Factors华南理工大学工商管理学院-黎文版权所有,Copyright15III.(Macro)Enviro
11、nmental Factors Technological*Economic*Social Political Regulatory*For your project,pick only important ones 华南理工大学工商管理学院-黎文版权所有,Copyright16Typology of Technical DevelopmentsWelfareDiffusionInnovationInventionInformationMaterialsTransportationEnergyGenetic*CommercialDefenseTechnologyProcessImpetus*I
12、ncludes agronomic and biomedical developments.华南理工大学工商管理学院-黎文版权所有,Copyright17Projected Change in U.S.Population 1995-2005The coming bulge of TEENAGE“ECHO BOOMERS”will benefit the entertainment,casual apparel,and consumer electronics industries.AGING BOOMERS will give a lift to industries related to
13、financial services,travel and leisure,nutrition,and home furnishings.ES:华南理工大学工商管理学院-黎文版权所有,Copyright18U.S.Income Inequality华南理工大学工商管理学院-黎文版权所有,Copyright19Business Implications of Social Changes The Shrinking Day Connected Individual Body+Soul 华南理工大学工商管理学院-黎文版权所有,Copyright20Examples for EvaluatingCa
14、tegory Attractiveness Energy Bars(from earlier version)Retail CoffeeMP3 Phone华南理工大学工商管理学院-黎文版权所有,Copyright21Energy Bars:Category Attractiveness SummaryAggregate MarketAnalysisCategory Size$504 mm energy bar category in 2001Attractiveness+Energy bar category contains four primary brands,plus their su
15、b-brands and over 100 smaller players华南理工大学工商管理学院-黎文版权所有,Copyright22Energy Bars:Attractiveness Summary(cont)Aggregate MarketAnalysisCategory GrowthAverage annual growth rate of 57%between 1997 and 2001Attractiveness+U.S.energy bar category sales forecasted at$750 mm in 2003 for a continued expected
16、growth of 22%Industry reports suggest current annual growth for the energy bar market 25%-30%Category expanding:new competitors are entering,existing brands are expanding with new products and flavors,market penetration and usage occasion is increasing华南理工大学工商管理学院-黎文版权所有,Copyright23Energy Bars:Attra
17、ctiveness Summary(cont)Aggregate MarketAnalysisProduct Life CycleBoth the category and Odwalla Bars specifically are both securely in early stages of growth phaseAttractiveness+华南理工大学工商管理学院-黎文版权所有,Copyright24Energy Bars:Attractiveness Summary(cont)Aggregate MarketAnalysisSales CyclicityWhile energy
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