印刷包装行业分析报告-Bain贝恩资讯.ppt

Outside in intelligenceInterim update for Project Ocean May. 15th, 2013 Recap of China battlefield strategy Strongholds/profit sources of big 4 competitors ABI battlefield roles Red Players Green Yellow Aqua Stronghold Battlefields Aggressive attack Need to continue to compete aggressively for competitive reasons No clear leader, so continue to invest, but not at same level as aggressive attack ABI Source: ABI 3 year plan; Competitor interviews; Bain analysis Extensive research with company experts, competitors, and multiple industry data sources Secondary sources Tax returns and ownership structure from SAIC Tax returns of Ocean, 2008-2011 Filings of ownership structure of Ocean Filings of ownership structure of Ocean Beer and Beverage Co. and other 3 related companies Industry research and association reports “2012 China Beer Company Report” published by China beer association Other 3rd party analyst reports Lit research News release, media coverage and commentary from Factiva/ Thomas Research Competitors’ annual reports Credit report on Ocean done by Communication Bank of China Company website SEEMA reports ABI industry “market map” 2008, 2011 and 2012 ABI Shandong PL for 2011 and 2012 ABI strategic review on Ocean ABI data Primary sources: interviewees selected based on position and experience level (N=17) Former Sales Director of Zibo, Ocean Former Regional Sales Manager of Zibo, Ocean Sales Manager of South Shandong, Ocean Sales Manager of Weifang, Ocean Sales Manager of Heze, Ocean Sales Manager of Liaocheng, Ocean Former National Sales Director and Customer Service Manager, Red Former Sales Manager of Zibo, Red Sales Manager of Zibo, Red Sales Manager of Weifang Urban, Red Sales Manager of Weifang County, Red Sales Manager of Weifang, Green Target (N=6) Competitors (N=6) 2 T1 Wholesalers of Ocean in Zibo T1 Wholesaler of Red in Zibo T1 Wholesaler of Ocean in Cangzhou T1 Wholesaler of Ocean in Jining Wholesaler (N=5) Goals/targets Battlefields and prioriti