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Strategic Management Group Project Presentation Analysis of FMCG Industry and 1101213509 1101213548 1101213143 1101213553 1101213521 Group 4 HONG Da ZHANG Yue YAN Sihua ZHOU Shiquan LIU Shuiyin Contents A Brief Historical Overview of the Industry Industry Analysis Intra-industry Analysis The future of the Industry A Brief Historical Overview of the Firm Analysis of Competitive Strategy and Position The Future of the Company Recommendations Contents A Brief Historical Overview of the Industry Industry Analysis Intra-industry Analysis The future of the Industry A Brief Historical Overview of the Firm Analysis of Competitive Strategy and Position The Future of the Company Recommendations A Brief Historical Overview of the Industry Fast-moving consumer goods (FMCG) are retail goods that are generally replaced or fully used up over a short period. They are sold quickly and at relatively low cost, e.g. soft drinks, toiletries, and grocery items.  Durable goods are goods that do not quickly wear out or yield utility over time rather than being completely consumed in one use, e.g. cars,  consumer electronics, furniture, sports equipment and etc. Sub-sectors of FMCG Industry: Personal CareFace cream, shampoo, etc.Household Care Liquid detergent, etcFood and Beverage  Milk, cookies, etcAlcohol and Tobacco  A Brief Historical Overview of the Industry Main characteristics of FMCGs: From the consumers perspective: Frequent purchase Low involvement Low price From the marketers angle: High volumes Low margins Extensive distribution networks High stock turnover Historical Development of FMCG in China Today, FMCG industry has developed into the worlds largest industry. Food industry, a sub-sectors of FMCG, had become the worlds largest industry ever since 1998. China‘s retail industry maintained steady and rapid growth. The total annual retail sales of China was only 3 billion yuan in 1990, became over 40 billion yuan in 2001 and