國際市場營銷分析

1、國際市場營銷分析IntroductionMacro-environmentTraget market & analysis1234Market entry stategy5Failure & recommendation Content6Conclusion21Introduction34Best Buy sells consumer electronics and a variety of related merchandise, including software, video games, music, DVDs, Blu-ray discs, mobile phones, digit

2、al camera, car stereos and video cameras, in a non-commissioned sales environment. 5Company of the Year in 2004 Specialty Retailer of the Decadein 2001ranked in the Top 10 of Americas Most Generous Corporations in 2005made Fortune magazines List of Most Admired Companies in 20066Macro-environment 2C

3、hina?7China?Economic environmentWith 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.8China?Political environmentpolitical stabilityReform and openingHome appliances to the countryside

4、9China?Sociocultural environmentlong and complex of Chinese culturecheap labor power10Traget market & analysis311STP Marketingsegmentation Best Buy piloted its “customer-centricity” strategy, radically shifting the companys strategic emphasis from products and technology to customers. The goal was t

5、o focus on the most attractive customers based on the important differences between them in their purchasing and preferences in consumer electronics. The customer base has been segmented into several basic lifestyle groups. 12STP Marketingsegmentation Jill Barry Buzz Ray Mr. Storefront Other interes

6、ting segments are the Carriess (young, single females) and the Helen and Charlies (older couples whose children have left home).13 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. B

7、est Buys market consists of small business owners including home office and the majority consumer. Their market will be tech savvy middle class consumers as well as business owners. STP Marketingtargeting14STP Marketingpositioning Global Consumer Culture Positioning15 Competitive analysisBest Buys S

8、WOT analysis16 Competitive analysisBest Buys SWOT analysis17Mode of entry418Target Market :ChinaMode of EntryJoint Ventures19Dual 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 interest

9、.20challengecasting couchOperation system of Bestbuy215 Failure &Recommendation 22Bestbuy announced on the official website, It will close 9 stores in mainland of China23Why did it fail ?24operation system : take the payment first after getting goodsthe phenomenon of brain drain is common 341over po

10、sitioning of target consumers lead to narrow market2reasons of failurePursuit suitable Chinese operation system ,comply with Chinese consuming habit and psychologyMarket diversification 341To strengthen the publicity by advertising and sales promotion2Recommendation6Conclusion27Best 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