The goal was to focus on the most attractive customers based on the important differences between them in their purchasing and preferences in consumer electronics.
savvy middle class consumers as well as
business owners.
14
STP Marketing
positioning
Global Consumer Culture Positioning
15
Competitive analysis
Best Buy’s SWOT analysis
2
Introduction
1
3
4
Best Buy sells consumer electronics and a variety of related merchandise, including software, video games, music, DVDs, Blu-ray discs, mobile phones, digital camera, car stereos and video cameras, in a non-commissioned sales environment.
20
challenge
casting couch
Operation system of Bestbuy
penetration in the electronics sector. Best
Buy's market consists of small business
owners including home office and the
majority consumer. Their market will be tech
5
"Company of the Year" in 2004 "Specialty Retailer of the Decade"in 2001 ranked in the Top 10 of "America's Most Generous Corporations" in 2005 made Fortune magazine's List of Most Admired Companies in 2006
13
STP Marketing
targeting
Based on the segmentation, the market coverage strategy of best buy is differentiated.
Best Buy has a vast market with extensive
China?
10
Traget
3
market & analysis
11
STP Marketing
segmentation
Best Buy piloted its “customer-centricity” strategy, radically shifting the company’s strategic emphasis from products and technology to customers.
6
Macroenvironment
2 China ? 7
Economic environment
With the growth of Chinese sustained economic and the rising of national income, the power of national consumption is growing. Obviously, the potential in China is huge.
The customer base has been segmented into several basic lifestyle groups.
12
STP Marketing
segmentation
• Jill • Barry • Buzz • Ray • Mr. Storefront
Other interesting segments are the Carries’s (young, single females) and the Helen and Charlie’s (older couples whose children have left home).
16
Competitive analysis
Best Buy’s SWOT analysis
17
4
Mode of entry
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Target Market :China
Mode of Entry
Joint Ventures
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Dual 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 inal environment
political stability Reform and opening Home appliances to the countryside
China?
9
Sociocultural environment
■long and complex of Chinese culture ■cheap labor power
百思买
-国际市场营销分析
国贸1003班
1
Content
1 Introduction 2 Macro-environment 3 Traget market & analysis 4 Market entry stategy 5 Failure & recommendation 6 Conclusion