麦肯锡：天津LG发展战略咨询报告(英文)
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refining market segmentation, understanding key growth drivers, and modeling market growth
• Market demand forecast by areas and product
type
Consumer
• Conduct consumer survey via external
• Develop competitive assessment for • Conduct interviews with distributors, retailers,
government agencies, competitors to collect competitor information microwave oven competitors
• Detailed breakdown comparison on costs,
COGS in particular 1
prioritization
010326SH_120703_085v5i
Biblioteka Baidu
TODAY's DISCUSSION
¶The Microwave oven market in China will continue its strong growth and should reach 7.5 million
THE JOINT LG/McKINSEY TEAM HAS COMPLETED THE PROJECT WITHIN 5 WEEKS
Modules Market Demand/Forecast Key activities End products
010326SH_120703_085v5i
• Forecast potential market by segment through
• Analysis on overall competitive environment • Detailed information on competitor • •
performance including sales, branding, pricing, channel mix and incentives Key competitors’ COGS analysis Strengths and weaknesses of each competitor group and the implications
strengths and weaknesses
weaknesses
Strategic development opportunities
• • • •
Analyze different product mix options Gather information on branding and marketing Conduct channel diagnosis Analyze value chain costs
units 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.
010326SH_120703_085v5i
CONFIDENTIAL
Developing a Winning Strategy for the Microwave Oven Business in China
LG Electronics Tianjin Appliances Co., Ltd
Final progress review April 9,2001
research house in 6 specified cities and 1 rural area to understand consumer purchasing behavior
• Detailed analysis on consumer purchasing
pattern
Competitor
LGE performance assessment
• Conduct internal data collection within LGE • Develop sound understanding of value
proposition based on available market research including branding and consumer survey
This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.
• Current organization’s strengths and • Current processes and incentive systems • LGE aspirations for future growth • High level recommendation on product mix • Brand positioning status and recommendations • Channel mix diagnosis and high level channel
• Market demand forecast by areas and product
type
Consumer
• Conduct consumer survey via external
• Develop competitive assessment for • Conduct interviews with distributors, retailers,
government agencies, competitors to collect competitor information microwave oven competitors
• Detailed breakdown comparison on costs,
COGS in particular 1
prioritization
010326SH_120703_085v5i
Biblioteka Baidu
TODAY's DISCUSSION
¶The Microwave oven market in China will continue its strong growth and should reach 7.5 million
THE JOINT LG/McKINSEY TEAM HAS COMPLETED THE PROJECT WITHIN 5 WEEKS
Modules Market Demand/Forecast Key activities End products
010326SH_120703_085v5i
• Forecast potential market by segment through
• Analysis on overall competitive environment • Detailed information on competitor • •
performance including sales, branding, pricing, channel mix and incentives Key competitors’ COGS analysis Strengths and weaknesses of each competitor group and the implications
strengths and weaknesses
weaknesses
Strategic development opportunities
• • • •
Analyze different product mix options Gather information on branding and marketing Conduct channel diagnosis Analyze value chain costs
units 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.
010326SH_120703_085v5i
CONFIDENTIAL
Developing a Winning Strategy for the Microwave Oven Business in China
LG Electronics Tianjin Appliances Co., Ltd
Final progress review April 9,2001
research house in 6 specified cities and 1 rural area to understand consumer purchasing behavior
• Detailed analysis on consumer purchasing
pattern
Competitor
LGE performance assessment
• Conduct internal data collection within LGE • Develop sound understanding of value
proposition based on available market research including branding and consumer survey
This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.
• Current organization’s strengths and • Current processes and incentive systems • LGE aspirations for future growth • High level recommendation on product mix • Brand positioning status and recommendations • Channel mix diagnosis and high level channel