加多寶波特五力模型分析

1、加多寶加多寶材料收集材料收集蔣成新、但忠艷、張子蔣成新、但忠艷、張子辰辰PPTPPT制作制作龔貴超、劉勝、喻勇PPTPPT講解講解楊章、代維微、楊安高團隊分工團隊分工Industrycompetition行業(yè)競爭者supplier供應(yīng)商Potential invaders潛在的入侵者buyers購買者substitute替代品波特五力模型波特五力模型1 1、Industry competitionIndustry competition At present the beverage industry more and more the introduction of functional d

2、rinks, herbal tea market has also attracted a lot of businesses to open up, which means that JDB will be more and more competitors. The relative increase in the high cost, many low-cost products will become a lot of JDBs competitors. For example: Wong Lo Kat, Red Bull and other functional drinks gav

3、e JDB more than the market to bring competition. Wong Lo Kat is the most well-known herbal tea, Red Bull and very popular with young people. Especially the drug just to Wanglao Ji received back, gave JDB a fatal blow. Therefore, the JDB Group should have a certain sense of crisis.目前飲料行業(yè)內(nèi)越來越多的推出功能性飲料

4、，涼茶市場也吸引了很多商家去開拓，這意味著加多寶的競爭者將越來越多。而相對加多較高的成本來說，很多低成本的產(chǎn)品將會成為加多寶很大的競爭對手。例如：王老吉、紅牛等功能性飲料都給加多寶市場帶來了更多的競爭。王老吉是人們最熟知的涼茶，紅牛又很受年輕人喜愛。特別是廣藥剛把王老吉收回去后，又給加多寶致命的一擊。因此，加多寶集團應(yīng)該有一定的危機意識了。2 2、Potential invadersPotential invaders在多元化發(fā)展的大趨勢下，各大食品企業(yè)都是最有可能的潛在入侵者。例如：雅客食品公司、綠盛集團、旺旺食品有限公司這些經(jīng)營休閑類食品的公司，都很有可能進軍飲料的行業(yè)。就達利集團而言，在

5、多年的發(fā)展經(jīng)營中，達利集團已成為食品行業(yè)三大品牌之一，并且成功得拓展了他的飲料市場， 推出蜂蜜綠茶、 優(yōu)先乳等產(chǎn)品?？梢?，食品企業(yè)要進入 飲料行業(yè)，分享飲料市場也不是一件不可能的事。 In the diversified development trend, the major food companies are the most likely potential intruders. For example: Yake food company, Green Sheng Group, Wangwang Food Co., Ltd. These companies operating lei

6、sure food, are likely to enter the beverage industry. For Dali Group, Dali Group has become one of the three major brands in the food industry for many years, and has successfully expanded its beverage market and launched honey green tea, priority milk and other products. Visible, food companies to

7、enter the beverage industry, sharing the beverage market is not an impossible thing.3 3、substitutesubstitute Coca-Cola, Master Kong, Wahaha, which can be described as Coca-Cola, Master Kong, Wahaha, which can be described as consumers are familiar with the beverage brand.These beverage consumers are

8、 familiar with the beverage brand.These beverage companies are trying to launch their own tea drinks. companies are trying to launch their own tea drinks. Nongfushanquan company began a large-scale launch of the farmer Nongfushanquan company began a large-scale launch of the farmer tea series of dri

9、nks. Master Kong launched a multi-functional tea series of drinks. Master Kong launched a multi-functional tea drink. Coca-Cola Beverage Co., Ltd. announced the launch of tea drink. Coca-Cola Beverage Co., Ltd. announced the launch of a new series of tea drinks. Hangzhou Wahaha Group Co., Ltd. also

10、a new series of tea drinks. Hangzhou Wahaha Group Co., Ltd. also launched a variety of tea drinks. These growing tea drinks will launched a variety of tea drinks. These growing tea drinks will inevitably cause a certain impact on the JDB herbal tea market.inevitably cause a certain impact on the JDB

11、 herbal tea market.可口可樂，康師傅、娃哈哈，這些可謂是消費者熟知的飲料品牌。這些飲料公司都在努力推出自己的茶飲料。農(nóng)夫山泉公司就開始大張旗鼓的推出農(nóng)夫茶系列飲料?？祹煾低瞥隽硕喙δ艿牟栾嬃??？煽诳蓸凤嬃嫌邢薰拘?，正式推出新的茶飲料系列。杭州娃哈哈集團有限公司也推出了品種多樣的茶飲料。這些日益增多的茶飲料勢必對加多寶的涼茶市場造成一定的影響。4 4、suppliersupplier JDB to take company + base + farmers model. JDB JDB to take company + base + farmers model. JDB

12、and medicine planting base cooperation, and provide and medicine planting base cooperation, and provide medicine, technical advice and training and other medicine, technical advice and training and other services. Launched a large number of farmers planting services. Launched a large number of farme

13、rs planting herbs, drive farmers out of poverty, to achieve good herbs, drive farmers out of poverty, to achieve good economic and social benefits. In such a way to reduce economic and social benefits. In such a way to reduce costs and ensure a stable supply of raw materials.costs and ensure a stabl

14、e supply of raw materials.加多寶采取“公司基地農(nóng)戶”的模式。 加多寶與藥材種植基地合作，并提供藥苗、技術(shù)咨詢指導(dǎo)和培訓(xùn)等服務(wù)。發(fā)動廣大農(nóng)戶種植藥材，帶動農(nóng)民脫貧致富，實現(xiàn)良好的經(jīng)濟效益和社會效益。通過這樣的方式降低成本，保證一個穩(wěn)定的原材料供應(yīng)。5、buyersbuyers加多寶每罐的價格比同類品牌要高，我們認為這是加多寶自身的生產(chǎn)成本的原因。對低端消費者來說，他們可能更多的會選擇同類產(chǎn)品中價位較低的產(chǎn)品，所以我們建議加多寶在標志性的紅罐包裝以外可以考慮增加別的包裝形式以減少成本從而降低價格，擴大消費群體。 JDBs price per can is higher t

15、han that of similar JDBs price per can is higher than that of similar brands, which we believe is the reason for JDBs own brands, which we believe is the reason for JDBs own production costs. For low-end consumers, they may production costs. For low-end consumers, they may choose more similar products in the lower-priced choose more similar products in the lower-priced products, so we suggest that JDB in the iconic red cans products, so we suggest that JDB in the iconic red cans outside the package can be considered in