保洁公司 案例分析

2
I. II. III.
Firm Analysis
A Brief Historical Overview of the Firm Analysis of Competitive Strategy and Position The Future of the Company & Recommendations
Alcohol and Tobacco
A Brief Historical Overview of the Industry
Main characteristics of FMCGs:
From the consumers' perspective: • Frequent purchase • Low involvement • Low price From the marketers' angle:
Industry Analysis - PEST
POLITICAL ECONOMICAL SOCIO-CULTURAL TECHNOLOGICAL
The huge population has brought heavy pressure to China, but it has also brought gigantic consumer groups and huge room of development for the growth of FMCG industry in China. In addition, the consumer groups and lifestyle of consumers have also undergone great changes, mainly as follows: First, young people, who have relatively high income, economic autonomy and pursuit of life quality, will become the major consumer group; Second, the increased elder people will promote the development of communities convenience stores, which will gradually become the first choice for these consumers; Third, with the accelerated rhythm of social life, housework will have more features of commercialization and socialization.
A Brief Historical Overview of the Industry
Fast-moving consumer goods (FMCG) are retail goods that are generally replaced or fully used up over a short period. They are sold quickly and at relatively low cost, e.g. soft drinks, toiletries, and grocery items. Durable goods are goods that do not quickly wear out or yield utility over time rather than being completely consumed in one use, e.g. cars, consumer electronics, furniture, sports
FMCG, thus resulting in increase of both volume and price of FMCG industry.
Indu百度文库try Analysis - PEST
POLITICAL ECONOMICAL SOCIO-CULTURAL TECHNOLOGICAL TECHNOLOGY
-通用格式
-通用格式 -通用格式 -通用格式 -通用格式 -通用格式 -通用格式 2002 2003 2004 2005 2006 2007 2008
-通用格式
-通用格式 2009 2010 2011
Annual retail sales of social consumer goods（Billion）
Contents
1
I. II. III. IV.
Industry Analysis
A Brief Historical Overview of the Industry Industry Analysis Intra-industry Analysis The future of the Industry
• High volumes
• Low margins • Extensive distribution networks • High stock turnover
Historical Development of FMCG in China
Today, FMCG industry has developed into the world's largest industry. Food industry, a subsectors of FMCG, had become the world's largest industry ever since 1998. China‘s retail industry maintained steady and rapid growth. The total annual retail sales of
Due to the long run effect of last financial crisis and the impact of current European crisis, the global economic is actually in a down turn situation. Besides, the cost of raw materials, labor, and transportation is also increasing in recent years in emerging market countries, including China. China's macroeconomic growth is also slowing down this year. Due to the influence of weak external demand and the high competition in retailing channel, the sales growth rate of FMCG market as a whole will be significantly reduced.
equipment and etc.
Sub-sectors of FMCG Industry:
Personal Care
Face cream, shampoo, etc.
Household Care Liquid detergent, etc Food and Beverage
Milk, cookies, etc
The personal income tax amendment was implemented in September 2011, aiming to reduce the tax burden on low-income people. When delivering the government’s work report of 2012, Premier Wen Jiabao emphasized the
Industry Analysis - PEST
POLITICAL ECONOMICAL SOCIO-CULTURAL TECHNOLOGICAL TECHNOLOGY
E-commerce channels are growing pretty fast. More and more purchasing are realized through online shopping channels, and the size of these channels is growing at a speed of
China was only 3 billion yuan in 1990, became over 40 billion yuan in 2001 and over 180
billion yuan in 2011, and it is having an average annual growth of nearly 18% in the last 5 years.
Total Amount and Year on Year Growth Rate of Annual Retail Sales of
Social consumer goods in China
-通用格式 -通用格式 -通用格式 -通用格式 -通用格式 -通用格式-通用格式-通用格式 -通用格式-通用格式 -通用格式 -通用格式 -通用格式 -通用格式 -通用格式 -通用格式 -通用格式 -通用格式
Strategic Management
Group Project Presentation
Analysis of FMCG Industry and
Group 4
HONG Da 1101213509 ZHANG Yue 1101213548 YAN Sihua 1101213143 ZHOU Shiquan 1101213553 LIU Shuiyin 1101213521
importance of improving people’s income.
These consumption promoting policies will not only increase the consumption power of Chinese people, improve social demand of consumer goods, but also will increase the unit price of
nearly 50% a year.
Many FMCG companies are increasing the use of digital , which will enable companies to manage the business in real time and on a demand-driven basis, interact with consumers, and
Year on year growth rate of retail sales（%）
Data source: National Bureau of Statistics
Industry Analysis - PEST
POLITICAL ECONOMICAL SOCIO-CULTURAL TECHNOLOGICAL
2
I. II. III.
Firm Analysis
A Brief Historical Overview of the Firm Analysis of Competitive Strategy and Position The Future of the Company & Recommendations
Contents
1
I. II. III. IV.
Industry Analysis
A Brief Historical Overview of the Industry Industry Analysis Intra-industry Analysis The future of the Industry