麦肯锡天津LG发展战略咨询报告(英文)
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• The competition in China is already intense and will continue to increase, as Galanz and Midea have
麦肯锡天津LG发展战略 咨询报告(英文)
2020年8月5日星期三
THE JOINT LG/McKINSEY TEAM HAS COMPLETED THE PROJECT WITHIN
5 WEEKS
•Modules
•Key activities
•End products
•Market
Demand/Forecast
• High level recommendation on product mix • Brand positioning status and recommendations • Channel mix diagnosis and high level channel
• Analyze value chain costs
• Current organization’s strengths and
weaknesses
• Current processes and incentive systems
strengths and weaknesses
• LGE aspirations for future growth
• Analyze different product mix options • Gather information on branding and marketing • Conduct channel diagnosis
prioritization
• Detailed breakdown comparison on costs,
COGS in particular
010326SH_120703_085v5i
TODAY's DISCUSSION
• The Microwave oven market in China will continue its strong growth and should reach 7.5 million units
• Forecast potential market by segment through
refining market segmentation, understanding key growth drivers, and modeling market growth
• Market demand forecast by areas and product
government agencies, competitors to collect
competitor information
• Analysis on overall competitive environment • Detailed information on competitor performance
in 2003. Primary regions will be Central China, followed by South and Southwest China. Other regions should develop as income grows. Computer grill and mechanical grill should further increase their share as prices decline.
• Conduct internal data collection within LGE • Develop sound undFra Baidu bibliotekrstanding of value
proposition based on available market research
including branding and consumer survey
• Four customer segments are found from market research: Premium buyers, basic brand buyers,
rational technophile, and generic buyers. All segments, except premium buyers, are highly pricesensitive, thus skewing market demand towards low-end products. At the same time, reliable performance, ease of use, and good after-service are important across segments.
• Detailed analysis on consumer purchasing
pattern
• Develop competitive assessment for microwave
oven competitors
• Conduct interviews with distributors, retailers,
including sales, branding, pricing, channel mix
and incentives
• Key competitors’ COGS analysis • Strengths and weaknesses of each competitor
group and the implications
type
•Consumer
•Competitor
•LGE
performance assessment
•Strategic
development opportunities
• Conduct consumer survey via external research
house in 6 specified cities and 1 rural area to understand consumer purchasing behavior
麦肯锡天津LG发展战略 咨询报告(英文)
2020年8月5日星期三
THE JOINT LG/McKINSEY TEAM HAS COMPLETED THE PROJECT WITHIN
5 WEEKS
•Modules
•Key activities
•End products
•Market
Demand/Forecast
• High level recommendation on product mix • Brand positioning status and recommendations • Channel mix diagnosis and high level channel
• Analyze value chain costs
• Current organization’s strengths and
weaknesses
• Current processes and incentive systems
strengths and weaknesses
• LGE aspirations for future growth
• Analyze different product mix options • Gather information on branding and marketing • Conduct channel diagnosis
prioritization
• Detailed breakdown comparison on costs,
COGS in particular
010326SH_120703_085v5i
TODAY's DISCUSSION
• The Microwave oven market in China will continue its strong growth and should reach 7.5 million units
• Forecast potential market by segment through
refining market segmentation, understanding key growth drivers, and modeling market growth
• Market demand forecast by areas and product
government agencies, competitors to collect
competitor information
• Analysis on overall competitive environment • Detailed information on competitor performance
in 2003. Primary regions will be Central China, followed by South and Southwest China. Other regions should develop as income grows. Computer grill and mechanical grill should further increase their share as prices decline.
• Conduct internal data collection within LGE • Develop sound undFra Baidu bibliotekrstanding of value
proposition based on available market research
including branding and consumer survey
• Four customer segments are found from market research: Premium buyers, basic brand buyers,
rational technophile, and generic buyers. All segments, except premium buyers, are highly pricesensitive, thus skewing market demand towards low-end products. At the same time, reliable performance, ease of use, and good after-service are important across segments.
• Detailed analysis on consumer purchasing
pattern
• Develop competitive assessment for microwave
oven competitors
• Conduct interviews with distributors, retailers,
including sales, branding, pricing, channel mix
and incentives
• Key competitors’ COGS analysis • Strengths and weaknesses of each competitor
group and the implications
type
•Consumer
•Competitor
•LGE
performance assessment
•Strategic
development opportunities
• Conduct consumer survey via external research
house in 6 specified cities and 1 rural area to understand consumer purchasing behavior