国际市场营销分析-(-30张)课件.ppt

1、1 百百 思思 买买 -国际市场营销分国际市场营销分析析 国贸国贸10031003班班 2IntroductionMacro-environmentTraget market&analysis1234Market entry stategy5Failure&recommendation Content6Conclusion31IntroductionIntroduction45Best Buy sells consumer electronics and Best Buy sells consumer electronics and a variety of related merchandi

2、se,a variety of related merchandise,including software,video games,music,including software,video games,music,DVDs,Blu-ray discs,mobile phones,DVDs,Blu-ray discs,mobile phones,digital camera,car stereos and video digital camera,car stereos and video cameras,in a non-commissioned sales cameras,in a n

3、on-commissioned sales environment.environment.6Company of the Year in 2004 Specialty Company of the Year in 2004 Specialty Retailer of the Decadein 2001Retailer of the Decadein 2001ranked in the Top 10 of Americas Most ranked in the Top 10 of Americas Most Generous Corporations in 2005Generous Corpo

4、rations in 2005made Fortune magazines List of Most made Fortune magazines List of Most Admired Companies in 2006Admired Companies in 20067Macro-Macro-environmentenvironment 2ChinaChina?8ChinaChina?Economic environmentWith the growth of Chinese sustained economic and the rising of national income,the

5、 power of national consumption is growing.Obviously,the potential in China is huge.9ChinaChina?Political environmentpolitical stabilityReform and openingHome appliances to the countryside10ChinaChina?Sociocultural environmentlong and complex of Chinese culturecheap labor power11Traget Traget market&

6、market&analysisanalysis312STP Marketingsegmentation Best Buy piloted its“customer-centricity”strategy,radically shifting the companys strategic emphasis from products and technology to customers.The goal was to focus on the most attractive customers based on the important differences between them in

7、 their purchasing and preferences in consumer electronics.The customer base has been segmented into several basic lifestyle groups.13STP Marketingsegmentation Jill Jill Barry Barry Buzz Buzz Ray Ray Mr.Storefront Mr.Storefront Other interesting segments are the Carriess(young,single females)and the

8、Helen and Charlies(older couples whose children have left home).14 Based on the segmentation,the market coverage strategy of best buy is differentiated.Best Buy has a vast market with extensive penetration in the electronics sector.Best Buys market consists of small business owners including home of

9、fice and the majority consumer.Their market will be tech savvy middle class consumers as well as business owners.STP Marketingtargetingtargeting15STP Marketingpositioningpositioning Global Consumer Culture Positioning16 Competitive analysisBest Buys SWOT analysisBest Buys SWOT analysis17 Competitive

10、 analysisBest Buys SWOT analysisBest Buys SWOT analysis18Mode of Mode of entryentry419Target Market:ChinaMode of EntryJoint Ventures20Dual branding In May 12,2006,Best Buy officially announced to the outside world,：the acquisition of Jiangsu Five Star Appliance has been achieved by hold controlling

11、interest.21challengecasting couchOperation system of Bestbuy225 Failure&Failure&Recommendation Recommendation 23B Bestbuy announced on estbuy announced on the official website,the official website,It It will close 9 stores will close 9 stores in mainland ofin mainland of ChinaChina24Why did it failW

12、hy did it fail?operation system:take the payment first after getting goodsthe phenomenon of brain drain is common 341over positioning of target consumers lead to narrow market2reasons of failurePursuit suitable Chinese operation system,comply with Chinese consuming habit and psychologyMarket diversi

13、fication 341To strengthen the publicity by advertising and sales promotion2Recommendation276ConclusionConclusion28Best Buy become joint ventures.Using idea of dual branding and positioning the high level of consumers.Best Buy put forward an idea that the supplier to take the payment first after getting goods.However,this kind of operation system is not yet acclimated to Chinese market.So it has closed 9 stores in mainland of China,29What can we learn from this lesson?respect habits of Chinese consemers make full preparetion before entering into a new market30THANKYOU