百雀羚案例分析终极版汇编.doc

百雀羚案例分析报告 班级：11级工商管理（3）班 队名：黄金搭档 组员：肖志娟（87） 刘梦菲（88） 王晓欢（90） 孙 旗（91） 张明旻（93） 谢菁华（95） 前 言 上海百雀羚日用化学有限公司是一家集研发、开发、生产、销售服务为一体的具有七十多年历史的化妆品专业生产企业。1931年，上海富贝康公司引进德国配方，中国第一代护肤品时代随着百雀羚的诞生而来临了。几十年的岁月，百雀羚有过无数的历史光环，多次被评为“中国驰名商标”，也曾一度风靡东南亚。然而随着欧美、日韩化妆品的入侵，百雀羚的销售量一降再降，曾经的辉煌能否重现？为此，我们小组特意对百雀羚公司进行一次比较全面的分析，分析其现状，宏观和微观环境以及公司对这些环境做出的决策，通过这些分析从而为百雀羚在战略决策上给出相应的建议，希望在将来能看到百雀羚的产品被越来越多的人熟知使用，同时，也是我们对战略管理学习的一次应用。 目 录 一、百雀羚简介·························································1 1.1.公司简介·························································1 1.2.公司旗下五大品牌·················································1 1.3.护肤理念·························································2 二．宏观环境调研 ······················································2 2.1.政治法律环境分析·················································2 2.2.经济环境分析·····················································3 2.3.技术环境·························································3 2.4.社会文化环境分析·················································4 2.5.自然环境分析·····················································5 2.6.EFE矩阵分析······················································5 三．“五力模型”分析····················································6 3.1.替代品威胁·······················································6 3.2.潜在进入者威胁···················································6 3.3.现有同行业企业竞争···············································7 3.4.购买者···························································7 3.5.供应商···························································7 四．企业内部环境分析···················································7 4.1.企业资源分析·····················································7 4.1.1.企业的商誉···················································8 4.1.2.企业的技术···················································8 4.2.企业的能力分析···················································8 4.2.1.营销能力分析·················································8 4.2.1.1.商品策略·················································10 4.2.1.2.品牌策略··························