乳制品行业分析

1.Customer factor （1） Economic situation of consumers （2） The consumer's career and status （3） The age and gender of consumers （4） The consumer's personality and self concept
Processing enterprises
Packaging eq uipment and material
The supply of milk
Production and processing
Consumer
agency
supermarket
Marketing Consumption
Defining industry
Growth rate and Maturity
MATURITY
EXPANDING
GROWTH RATE
COMPETITION
MKT LEADERS/ STANDARDS MKTG GOALS
MKT SHARE/ STRATEGY PRODUCT RANGE CUSTOMER LOYALTY
Very high Shake-out Emerging Differentiate Build share Expanding Growing
2009-2012我国奶酪进口量
2009
2010
2011
2533
4614
7250
2012 8000
At present, the development of China‘s cheese industry is still in its embryonic stage, along with the recent years our country dairy industry is booming, the development of the domestic industry is the necessary trend of cheese.
乳制品行业分析
Growth rate and Maturity
Growth
Growth rate and Maturity
Competition
1.Because of food security, foreign
brands took the opportunity to occupy a certain market share
在在此此录录Y入入o上上g述述u图图rt表表的的综综合 合分 分析 析结 结论 论
Ice cream
Student milk
Female milk
Powder Milk
Pregnant woman milk
Customer segments
Meaningful - Affect their buying decision
乳制品行业分析
Defining industry
Five forces
乳制品行业分析
目录 1 Defining industry 2 Growth rate and maturity 3 Customer segments 4 Leading companies 5 Threats and opportunities 6 Predict the future
Defining
Forage feed supply and Pest control
industry
Processing equipment
Industry chain:
Direct sales
store
Dairy farmers and farm
milk station
Breeding Techn ology and disease control
乳制品行业分析
2020/11/7
乳制品行业分析
contents 1 Defining industry 2 Growth rate and maturity 3 Customer segments 4 Leading companies 5 Threats and opportunities 6 Predict the future
乳制品行业分析
Defining industry
Barriers to entry
乳制品行业分析
Defining industry
Buyer power:
1.The age structure of consumption of dairy products in China by infants and the elderly dominated extended to all ages. 2.The changes of the concept of consumer. Health becomes the first choice. 3.Consumers are more rational, can see through the tricks of business.
乳制品行业分析
目录 1 Defining industry 2 Growth rate and maturity 3 Customer segments 4 Leading companies 5 Threats and opportunities 6 Predict the future
乳制品行业分析
乳制品行业分析
目录 1 Defining industry 2 Growth rate and maturity 3 Customer segments 4 Leading companies 5 Threats and opportunities 6 Predict the future
乳制品行业分析
2.Social factor
(1) Social cultural (2) Relevant social groups
3. Enterprise and the product factor
(1) The quality of the product (2) Price (3) Brand (4) Packaging (5) Corporate promotional work
乳制品行业分析
Defining industry
Threat of substitutes:
1. Soybean milk has sufficient raw materials and suitable for Chinese. 2. Juice can enhance immunity, reduce illness, delay aging. 3. Rice paste is easy to digest and different formulations have different effect.
2.With thΒιβλιοθήκη Baidu improvement of people's
income level and economic change in eating habits, the demand for dairy products will continue to grow
3.Twochild policy open, increasing
the consumption of dairy products
Growth rate and Maturity
Market leaders
Growth rate and Maturity
Product range
Growth rate and Maturity
Product range
年份 进口量（吨）
乳制品行业分析
Defining industry
Supplier power:
1.Large dairy enterprises have their own milk source base, so the milk source is no more important 2.The quality of milk is similar. Supplier has no competitive advantages, only through lower prices to sell raw milk
乳制品行业分析
Defining industry
Barriers to entry：
1.Once the formation of consumer brand loyalty is hard to change ,the new brand is very difficult for consumers to buy their products. 2.Consumers increasing demands on health quality and packaging grades, entrants must have the safety production and quality control capacity. 3.The dairy industry of huge investment, long payback period, so the cost barriers is high.
Leading Companies
Leader companies
输入文字
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Leading Companies
乳制品行业分析
Defining industry
Products:
Liquid milk
Milk fat
Milk powders
Cheese
Milk ice cream
Condensed milk others
Defining industry
Substitute：
Soybean milk Rice paste juice
Value chain:
乳制品行业分析
Defining industry
Degree of rivalry:
1.National: Industry production concentration degree enhances unceasingly, the rise of a batch of production, supply, marketing integration model of dairy enterprises. 2.Local: Liquid dairy need preservation and each area has its own flagship brand. 3.International: International enterprise promote their own brand with the help of local enterprise and their technology is mature.
Customer segments
Age
all
Liquid milk
Dairy
all
Yogurt
Ice cream
Powder Milk
Baby Children Teenagers
Youth Middle age Old age
乳制品行业分析
Customer segments
Function
Liquid milk
Easy to absorb
Dairy
Yogurt
Ice cream
Supplementary nutrition
Low calorie
Powder Milk
Help digestion
Customer segments
Identity
Dairy
Liquid
milk输入文字
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乳制品行业分析
Defining industry
Definition:
Dairy products refers to cattle (sheep) of fresh milk and dairy products as the main raw materials, through processing into various products.