麦肯锡—天津LG发展战略咨询报告重点分析.ppt

Developing a Winning Strategy for the Microwave Oven Business in China LG Electronics Tianjin Appliances Co., Ltd THE JOINT LG/McKINSEY TEAM HAS COMPLETED THE PROJECT WITHIN 5 WEEKS TODAYs DISCUSSION TODAYs DISCUSSION THE MWO MARKET IN CHINA HAS GROWN TO 4.4 MILLION SETS PENETRATION IS DRIVEN BY INCOME INCREASE BASED ON THE EXPECTED INCOME GROWTH, 18% ANNUAL GROWTH RATE IS EXPECTED FOR TOTAL CHINA MICROWAVE OVEN MARKET IN THE NEXT 5 YEARS HUA BEI (NORTHERN CHINA) REGION HAS BEEN THE LARGEST MARKET FOR MWO IN CHINA BASED ON THE INCOME DEVELOPMENT, DEMAND FORECAST ANALYSIS SHOWED THAT CENTRAL AND SOUTHERN REGION WILL HAVE THE HIGHEST GROWTH BEIJING, SHANGHAI AND WUHAN WILL BE THE LARGEST MARKETS IN 2005 ALTHOUGH REGIONS OTHER THAN BEIJING ONLY ACCOUNT FOR SMALL SHARE CURRENTLY, TREMENDOUS GROWTH AND HEALTHIER MARGIN ARE EXPECTED THERE SALES FROM SINGLE FUNCTION PRODUCTS HAS SHIFTED TOWARDS MECHANICAL GRILL PRODUCTS RECENT BUYERS TEND TO BUY MORE MECHANICAL GRILL PRODUCTS THAN BEFORE PRODUCT TYPE MIGRATION RELATES MORE TO THE PRICE DROP DEMAND FORECAST ANALYSIS SHOWED THAT COMPUTER GRILL PRODUCTS WILL HAVE THE HIGHEST GROWTH RATE FOR THE NEXT FIVE YEARS WITH THE OVERALL PRICES DROP, MECHANICAL GRILL PRODUCTS ARE GOING TO GAIN MORE IMPORTANCE OVERTIME TODAYs DISCUSSION MICROWAVE CONSUMER SURVEY DESIGN FOUR DISTINCTIVE CUSTOMER SEGMENTS ARE DERIVED FROM THEIR RESPECTIVE KEY BUYING FACTORS WHILE PRICE SENSITIVITY DIFFERS ACROSS SEGMENTS, RELIABLE PERORMACE, EASE OF USE, AND GOOD AFTER-SALES SERVICE ARE KEY FOR EACH SEGMENT CUSTOMER DEMAND IS SKEWED TOWARDS LOW-END PRODUCTS EXCEPT FOR PREMIUM BUYERS TODAYs DISCUSSION GALANZ IS THE LEADING COMPETITOR GALANZ HAS ALWAYS BEEN THE MARKET LEADER, WITH ASTOUNDING GROWTH GIVEN EXPANSION IS FINANCED BY SHORT TERM LIABILITIES, GALANZ GROUP IS PROBABLY DROPPING PRICES AND LOADING CHANNELS, WHICH MAY CONTINUE IN THE FUTURE MIDEA HAS GROWN RAPIDLY SINCE ESTABLISHMENT THE HIGH OVERCAPACITY WILL CON