保洁公司案例分析

StrategicManagementGroupProjectPresentationAnalysisofFMCGIndustryand11012135091101213548110121314311012135531101213521Group4HONGDaZHANGYueYANSihuaZHOUShiquanLIUShuiyinContentsI.ABriefHistoricalOverviewoftheIndustryII.IndustryAnalysisIII.Intra-industryAnalysisIV.ThefutureoftheIndustryIndustryAnalysis1FirmAnalysis2I.ABriefHistoricalOverviewoftheFirmII.AnalysisofCompetitiveStrategyandPositionIII.TheFutureoftheCompany&RecommendationsContentsI.ABriefHistoricalOverviewoftheIndustryII.IndustryAnalysisIII.Intra-industryAnalysisIV.ThefutureoftheIndustryIndustryAnalysis1FirmAnalysis2I.ABriefHistoricalOverviewoftheFirmII.AnalysisofCompetitiveStrategyandPositionIII.TheFutureoftheCompany&RecommendationsABriefHistoricalOverviewoftheIndustryFast-movingconsumergoods(FMCG)areretailgoodsthataregenerallyreplacedorfullyusedupoverashortperiod.Theyaresoldquicklyandatrelativelylowcost,e.g.softdrinks,toiletries,andgroceryitems.Durablegoodsaregoodsthatdonotquicklywearoutoryieldutilityovertimeratherthanbeingcompletelyconsumedinoneuse,e.g.cars,consumerelectronics,furniture,sportsequipmentandetc.Sub-sectorsofFMCGIndustry:PersonalCareFacecream,shampoo,etc.HouseholdCareLiquiddetergent,etcFoodandBeverageMilk,cookies,etcAlcoholandTobaccoABriefHistoricalOverviewoftheIndustryMaincharacteristicsofFMCGs:Fromtheconsumers'perspective:•Frequentpurchase•Lowinvolvement•LowpriceFromthemarketers'angle:•Highvolumes•Lowmargins•Extensivedistributionnetworks•HighstockturnoverHistoricalDevelopmentofFMCGinChinaToday,FMCGindustryhasdevelopedintotheworld'slargestindustry.Foodindustry,asub-sectorsofFMCG,hadbecometheworld'slargestindustryeversince1998.China‘sretailindustrymaintainedsteadyandrapidgrowth.ThetotalannualretailsalesofChinawasonly3billionyuanin1990,becameover40billionyuanin2001andover180billionyuanin2011,anditishavinganaverageannualgrowthofnearly18%inthelast5years.TotalAmountandYearonYearGrowthRateofAnnualRetailSalesofSocialconsumergoodsinChinaDatasource:NationalBureauofStatistics/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式/通用格式2002200320042005200620072008200920102011Annualretailsalesofsocialconsumergoods（Billion）Yearonyeargrowthrateofretailsales（%）IndustryAnalysis-PESTPOLITICALECONOMICALSOCIO-CULTURALTECHNOLOGICALThepersonalincometaxamendmentwasimplementedinSeptember2011,aimingtoreducethetaxburdenonlow-incomepeople.Whendeliveringthegovernment’sworkreportof2012,PremierWenJiabaoemphasizedtheimportanceofimprovingpeople’sincome.TheseconsumptionpromotingpolicieswillnotonlyincreasetheconsumptionpowerofChinesepeople,improvesocialdemandofconsumergoods,butalsowillincreasetheunitpriceofFMCG,thusresultinginincreaseofbothvolumeandpriceofFMCGindustry.IndustryAnalysis-PESTPOLITICALTECHNOLOGYECONOMICALSOCIO-CULTURALTECHNOLOGICALDuetothelongruneffectoflastfinancialcrisisandtheimpactofcurrentEuropeancrisis,theglobaleconomicisactuallyinadownturnsituation.Besides,thecostofrawmaterials,labor,andtransportationisalsoincreasinginrecentyearsinemergingmarketcountries,includingChina.China'smacroeconomicgrowthisalsoslowingdownthisyear.Duetotheinfluenceofweakexternaldemandandthehighcompetitioninretailingchannel,thesalesgrowthrateofFMCGmarketasawholewillbesignificantlyreduced.IndustryAnalysis-PESTPOLITICALECONOMICALSOCIO-CULTURALTECHNOLOGICALThehugepopulationhasbroughtheavypressuretoChina,butithasalsobroughtgiganticconsumergroupsandhugeroomofdevelopmentforthegrowthofFMCGindustryinChina.Inaddition,theconsumergroupsandlifestyleofconsumershavealsoundergonegreatchanges,mainlyasfollows:First,youngpeople,whohaverelativelyhighincome,economicautonomyandpursuitoflifequality,willbecomethemajorconsumergroup;Second,theincreasedelderpeoplewillpromotethedevelopmentofcommunitiesconveniencestores,whichwillgraduallybecomethefirstchoicefortheseconsumers;Third,withtheacceleratedrhythmofsociallife,houseworkwillhavemorefeaturesofcommercializationandsocialization.IndustryAnalysis-PESTPOLITICALTECHNOLOGYE-commercechannelsaregrowingprettyfast.Moreandmorepurchasingarerealizedthroughonlineshoppingchannels,andthesizeofthesechannelsisgrowingataspeedofnearly50%ayear.ManyFMCGcompaniesareincreasingtheuseofdigital,whichwillenablecompaniestomanagethebusinessinrealtimeandonademand-drivenbasis,interactwithconsumers,andtoreducecostandpromoteefficiency.Ofcourse,theuseoftechnologyinFMCGindustrywillfacilitatethecompetitionanddriveoutsmallcompaniesinaevenfastspeed.ECONOMICALSOCIO-CULTURALTECHNOLOGICALIndustryAnalysis–FiveForcesNewEntrantsLOWLargecompanieshavehugecompetitiveadvantageovernewentrants,suchasestablishedeconomiesofscale,accesstodistribution,relationships,andlegalbarriersinthefavorofexistingfirmsintheindustry,whichallmakenewentrantshardtosucceed.RivalryHIGHWithhighindustryconcentration,relativelylowswitchingcosts,largeeconomiesofscalebenefits,andpossiblehighexitcosts,rivalryamongexistingfirmsinFMCGindustrytendstobehigh.SubstitutesMODERATESubstituteproductsinthepersonalproductsindustryarereadilyavailablebymu