BCG中国移动市场培训教案分析.ppt

中国移动通信集团公司市场分析培训二○○三年三月三十一号，北京 今天培训的目的 希望这培训可以帮助您们: 了解如何从较宏观的角度来考虑问题 更完善地提供高级管理层所需要的数据 更好地与其他部门配合 提高分析能力 UNDERSTANDING COMPETITIVE POSITION IS CRITICALTO IDENTIFYING UNIQUE VALUE AGENDA Analyzing your market Getting an overview of the industry Getting an overview of the company Analyzing competition Understanding the customers WHY CREATE AN INDUSTRY OVERVIEW ? The purpose of an industry overview is to Highlight trends / issues of major relevance to our relationship with the industry Understand how these rank in importance to the industry Understand more broadly how our customers view the world Use industry analysis only to understand relevant context and issues facing your customer Ask yourself What is relevant to my customer and to our relationship ? What do I need to understand ? What do I need to further detail ? KEY ELEMENTS OF A BASIC INDUSTRY ANALYSIS (I) Sizing of industry revenues, profits and growth rates Key industry events and trends Characterization of key industry segments (products x customers) Identification of cost and profit drivers Performance measures and industry benchmarks Identification and evaluation of key factors of success Key opportunities for capable companies KEY ELEMENTS OF A BASIC INDUSTRY ANALYSIS (II) Key elements Sizing of industry revenues, profits and growth rates Key industry events and trends Characterization of key industry segments KEY ELEMENTS OF A BASIC INDUSTRY ANALYSIS (III) MULTIPLE SOURCES OF INFORMATION Internal marketing / competitive information (Product dpt, Sales dpt, Finance dpt...) Industry reports and analysis (eg. financial analyst reports, market surveys, consultants...) On-line data base (CAC 40, Dow Jones,...) Press articles - industry magazines - company magazines Industry associations - conferences and conventions Interview of your customer Interview of other customers Example of Industry OverviewCable Television (CATV) US CABLE TELEVISION INDUSTRY ECONOMICS Number of system