保洁公司案例分析

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: • High volumes • Low margins • Extensive distribution networks • High stock turnover
Historical Development of FMCG in China
POLITICAL
ECONOMICAL SOCIO-CULTURAL TECHNOLOGICAL
➢The personal income tax amendment was implemented in September 2011, aiming to reduce the tax burden on low-income people.
Total Amount and Year on Year Growth Rate of Annual Retail Sales of Social consumer goods in China
Data source: National Bureau of Statistics
Industry Analysis - PEST
Contents
1ห้องสมุดไป่ตู้
Industry Analysis
I. A Brief Historical Overview of the Industry II. Industry Analysis III. Intra-industry Analysis IV. The future of the Industry
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 equipment and etc.
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.
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Firm Analysis
I. A Brief Historical Overview of the Firm II. Analysis of Competitive Strategy and Position III. The Future of the Company &
Recommendations
Contents
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Industry Analysis
I. A Brief Historical Overview of the Industry II. Industry Analysis III. Intra-industry Analysis IV. The future of the Industry
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
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 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.
Sub-sectors of FMCG Industry:
Personal Care Face cream, shampoo, etc. Household Care Liquid detergent, etc Food and Beverage Milk, cookies, etc Alcohol and Tobacco
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Firm Analysis
I. A Brief Historical Overview of the Firm II. Analysis of Competitive Strategy and Position III. The Future of the Company &
Recommendations