type
Байду номын сангаас
Consumer Competitor
• Conduct consumer survey via external
research house in 6 specified cities and 1 rural area to understand consumer purchasing behavior
proposition based on available market research
including branding and consumer survey
• Current organization’s strengths and
weaknesses
• Current processes and incentive systems
¶Four customer segments are found from market research: Premium buyers, basic brand buyers,
rational technophile, and generic buyers. All segments, except premium buyers, are highly pricesensitive, thus skewing market demand towards low-end products. At the same time, reliable performance, ease of use, and good after-service are important across segments.
• Detailed analysis on consumer purchasing
pattern
• Analysis on overall competitive environment • Detailed information on competitor
performance including sales, branding, pricing, channel mix and incentives
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.
麦肯锡—天津LG发展战略咨询报告
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THE JOINT LG/McKINSEY TEAM HAS COMPLETED THE PROJECT WITHIN
5 WEEKS
Modules
Key activities
End products
Market Demand/Forecast
• Forecast potential market by segment through
refining market segmentation, understanding key growth drivers, and modeling market growth
• Market demand forecast by areas and product
strengths and weaknesses
• LGE aspirations for future growth
Strategic development opportunities
• Analyze different product mix options • Gather information on branding and marketing • Conduct channel diagnosis • Analyze value chain costs
• Detailed breakdown comparison on costs,
COGS in particular
1
TODAY's DISCUSSION
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¶The Microwave oven market in China will continue its strong growth and should reach 7.5 million
• Key competitors’ COGS analysis • Strengths and weaknesses of each competitor
group and the implications
LGE performance assessment
• Conduct internal data collection within LGE • Develop sound understanding of value
• High level recommendation on product mix • Brand positioning status and recommendations • Channel mix diagnosis and high level channel
prioritization
¶The competition in China is already intense and will continue to increase, as Galanz and Midea have
• Develop competitive assessment for
microwave oven competitors
• Conduct interviews with distributors, retailers,
government agencies, competitors to collect competitor information