深圳市大疆创新科技有限公司进入美国市场营销策略(全英文)
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l UAV expenditures reached more than US$ 8 billion and constituted a growth of more than 20% in 2014
l Half of the expenditures on UAVs are dedicated for Research and Development activities.
Psychographi c Segmentatio n
l For those who want to find different scenery from life, these groups of people are yearning for different life experience.
Comsumer Positioning
l The popularization of non-professional consumer crowd.
Ⅴ Marketing Analysis
PEST Analysis
Supply Chain
l The assembly parts of phantom 3 are all supplied from China, thanks to the company years of the development of the expanding and good cooperation of partners, each part of the supply chain have been better guaranteed.
l UAS market includes all unmanned vehicles such as UAVs, blimps and zeppelins. Approximately 70% of global growth and market share is in the US
l Unmanned Aerial Vehicles (UAVs) are the most predominant segment of the UAS market
Ⅱ Market Research
Global Market
l In the most recent report from BI Intelligence, The global commercial drone market will take shape around applications in a handful of industries: agriculture, energy, utilities, mining, construction, real estate, news media, and film production.
深圳市大疆创新科技有限公司进入美国市场 营销策略(全英文)
Unmanned Aerial Vehicle
Phantom 3
SZ DJI Technology Co., Ltd.
深圳市大疆创新科技有限公司
Marketing plan of DJI’s drones to enter the United States market
Internal Organization
l American marketing manager solely responsible for the local market in the US, the overseas division of the organizational structure is the parallel management structure.
l UAV manufacturers remain fairly concentrated in the US.
The USA Market
To sum up, the USA UAV market is big and brilliant!
The market share of DJI
l Chinese drone maker SZ DJI Technology Co Ltd has established a strong early lead in the U.S. commercial market as companies turn to its inexpensive, lightweight flying devices for a host of uses from shooting films to mapping and site inspections.
Ⅰ Profile
Company Profile
l Native name Da-Jiang Innovation Science and
Technology o., Ltd.
l Type
Private
l Industy Aerial Photography
l Founded 2006
l Fouder Frank Wang
The USA Market
The USA Market
UAS (Unmanned Aircraft Systems) are an emerging sector of the aerospace industry with great opportunity and market demand that can be leveraged to high profitability in the near future
Behavioral Segmentatio n
l People who can accept new things, and always have a curiosity to new things, willing to experience a new technological device.
Price: Phantom 3 ADVANCED USD $999 Phantom 3 PROFESSIONAL USD $1,259
Product Profile
Features:
l Epic aerial vedio l Live HD view l Complete control l Powerful mobile APP l Vision positioning l Easy to fly l Worry-free Autopilot l Inteligent battery
Contents:
l Profile l Market research l Market segmentation l Product positioning l Marketing analysis l Strategic decisions l Policy decision l Marketing management l Conclusion
Ⅳ Product Positioning
Product Positioning
l Unmanned Aerial Vehicle with high HD quality camera which can record 4K images, and can provide the best performance, the professional aerial application experience with the best revolutionary intelligent flight control products and solutions to the customers.
l Having a full understanding of DJI’s products, and has used some of DJI’s products before, and have a desire to continue to experience great DJI’s products in the future.
Qustionaire
The country's total population: 200 million Likly to buy drones: About 30% Potential buyers: 60 million
Ⅲ Market segmentation
Demographic Segmentatio n
l Age：25-50
l Income:middle-income
l Occupation：Photographer, explorer, whitecollar, scientific research personnel, drawer, instructor and student
l Education:University cultural level or higher
Global Market
l As is shown in the chart, most growth in the drone industry is on the commercial/civilian side, as the shift away from the military market gains momentum. The market for commercial/civilian drones will grow at a compound annual growth rate (CAGR) of 19% between 2015 and 2020, compared with 5% growth on the military side.
Competitive Conditions
l Recent cometitiors in the U.S. Market: 3D Robotics(the most competitive one), senseFly Ltd, Aibotix, DroneDeploy, Airware, Flyver, Parrot, so on ......
Corporate Positioning
l Supreme leader of USA UAV market share.
Competitive Positioning
l Great competitive advantage on price against sensefly、Aeryon、Cybaero、3D Robotics, for instanse, Phantom 3’s price is 50% lower than the 3D robotics solo.
l Shenzhen-based DJI, whose best-selling Phantom 2 Vision+ drone retails for around $1,200 in the United States, estimates that it already has about 70 percent of the commercial market worldwide and a larger portion of the consumer market. -Reuters
l Slogan "The future of possible"
l Website
Product Profile
Introduction Vedio
Product Profile
Name:Phantom 3 Advanced & Professional Release:April 9, 2015;London, New York, Munich.
l Headquarters Shenzhen, Guangdong, China
l Area served Worldwide
l Products Photography Platforms,
Flight Contollers
l Division China, North America,
Europe, Japan
l Half of the expenditures on UAVs are dedicated for Research and Development activities.
Psychographi c Segmentatio n
l For those who want to find different scenery from life, these groups of people are yearning for different life experience.
Comsumer Positioning
l The popularization of non-professional consumer crowd.
Ⅴ Marketing Analysis
PEST Analysis
Supply Chain
l The assembly parts of phantom 3 are all supplied from China, thanks to the company years of the development of the expanding and good cooperation of partners, each part of the supply chain have been better guaranteed.
l UAS market includes all unmanned vehicles such as UAVs, blimps and zeppelins. Approximately 70% of global growth and market share is in the US
l Unmanned Aerial Vehicles (UAVs) are the most predominant segment of the UAS market
Ⅱ Market Research
Global Market
l In the most recent report from BI Intelligence, The global commercial drone market will take shape around applications in a handful of industries: agriculture, energy, utilities, mining, construction, real estate, news media, and film production.
深圳市大疆创新科技有限公司进入美国市场 营销策略(全英文)
Unmanned Aerial Vehicle
Phantom 3
SZ DJI Technology Co., Ltd.
深圳市大疆创新科技有限公司
Marketing plan of DJI’s drones to enter the United States market
Internal Organization
l American marketing manager solely responsible for the local market in the US, the overseas division of the organizational structure is the parallel management structure.
l UAV manufacturers remain fairly concentrated in the US.
The USA Market
To sum up, the USA UAV market is big and brilliant!
The market share of DJI
l Chinese drone maker SZ DJI Technology Co Ltd has established a strong early lead in the U.S. commercial market as companies turn to its inexpensive, lightweight flying devices for a host of uses from shooting films to mapping and site inspections.
Ⅰ Profile
Company Profile
l Native name Da-Jiang Innovation Science and
Technology o., Ltd.
l Type
Private
l Industy Aerial Photography
l Founded 2006
l Fouder Frank Wang
The USA Market
The USA Market
UAS (Unmanned Aircraft Systems) are an emerging sector of the aerospace industry with great opportunity and market demand that can be leveraged to high profitability in the near future
Behavioral Segmentatio n
l People who can accept new things, and always have a curiosity to new things, willing to experience a new technological device.
Price: Phantom 3 ADVANCED USD $999 Phantom 3 PROFESSIONAL USD $1,259
Product Profile
Features:
l Epic aerial vedio l Live HD view l Complete control l Powerful mobile APP l Vision positioning l Easy to fly l Worry-free Autopilot l Inteligent battery
Contents:
l Profile l Market research l Market segmentation l Product positioning l Marketing analysis l Strategic decisions l Policy decision l Marketing management l Conclusion
Ⅳ Product Positioning
Product Positioning
l Unmanned Aerial Vehicle with high HD quality camera which can record 4K images, and can provide the best performance, the professional aerial application experience with the best revolutionary intelligent flight control products and solutions to the customers.
l Having a full understanding of DJI’s products, and has used some of DJI’s products before, and have a desire to continue to experience great DJI’s products in the future.
Qustionaire
The country's total population: 200 million Likly to buy drones: About 30% Potential buyers: 60 million
Ⅲ Market segmentation
Demographic Segmentatio n
l Age：25-50
l Income:middle-income
l Occupation：Photographer, explorer, whitecollar, scientific research personnel, drawer, instructor and student
l Education:University cultural level or higher
Global Market
l As is shown in the chart, most growth in the drone industry is on the commercial/civilian side, as the shift away from the military market gains momentum. The market for commercial/civilian drones will grow at a compound annual growth rate (CAGR) of 19% between 2015 and 2020, compared with 5% growth on the military side.
Competitive Conditions
l Recent cometitiors in the U.S. Market: 3D Robotics(the most competitive one), senseFly Ltd, Aibotix, DroneDeploy, Airware, Flyver, Parrot, so on ......
Corporate Positioning
l Supreme leader of USA UAV market share.
Competitive Positioning
l Great competitive advantage on price against sensefly、Aeryon、Cybaero、3D Robotics, for instanse, Phantom 3’s price is 50% lower than the 3D robotics solo.
l Shenzhen-based DJI, whose best-selling Phantom 2 Vision+ drone retails for around $1,200 in the United States, estimates that it already has about 70 percent of the commercial market worldwide and a larger portion of the consumer market. -Reuters
l Slogan "The future of possible"
l Website
Product Profile
Introduction Vedio
Product Profile
Name:Phantom 3 Advanced & Professional Release:April 9, 2015;London, New York, Munich.
l Headquarters Shenzhen, Guangdong, China
l Area served Worldwide
l Products Photography Platforms,
Flight Contollers
l Division China, North America,
Europe, Japan