[教育]戰(zhàn)略咨詢入門—汽車行業(yè)-行業(yè)

1、Industrial goods & Automobile,,,,David Luo,未經(jīng)CareerVenture許可，任何個人或機構不得用于商業(yè)目的,1,,Content,Chemical & New material,Auto,Case in point,Summary,,General Definition of industrial goods,,Used in the production of other

2、goods include resources used in the actual production process.End user is not consumer,2,,3,Industrial Goods : The segmentation of industrial goods,Source: CareerVenture,,4,Industrial Goods : Industrial products prof

3、itability case general solution,Source: CareerVenture,,Industrial Goods : The characteristics of industrial goods,Source: CareerVenture,Heterogeneous,Homogeneous,Price,Production,Promotion,Placement,TransparentSensitive

4、 to exterior environmentfright(FOB&CIF), exchange rate, tax, economy of scale,Non-transparentPremium qualityCustomized salesHigh-margin,Generally not confined to capacityAffected by regulation, price, downstream

5、 demand,Capacity may be the glass ceilingTechonology-driven,Incentives for dealersPrice reductionsynergy,Incentives for dealersPrice reductionSynergy Incentives for clientsNew product launch,Dealerhighly price-se

6、nsitiveE-commerce,DistributorE-commerce,5,Case practice 1,Our client is a tap manufacturer, who owns a plant in Guangzhou. The local government has made plans to use the land for other purposes so the company need to f

7、ind a new site. What should they consider?,6,Case practice 2,Our client is a iron ore mine on Liberia, they plan to export iron ore to China, what should they consider? How to make a list of the potential customers?,7,8,

8、,Content,Chemical & New material,Auto,Case in point,Summary,General segmentation of automobile industry,9,China’s automobile industry,Passenger Vehicle,Passenger Bus,Commercial Vehicle,Sedan Car,SUV,MPV,Premium (cc&g

9、t;2.6L),Middle to High (cc>2.3L),Middle (1.6L<cc<2.3L),Low (cc<1.6L),Large (length>10m),Medium (7m<length<10m),Small (length<7m),Heavy-duty truck (weight>14ton),Medium-duty truck (weight>14t

10、on),Light-duty truck (weight>14ton),1,2,3,,Dynamics of consumer cars—Premium Auto,10,1,High-end consumer cars are enjoying great growth potentials in China Current regulations boost high price in ChinaConsumption ta

11、x TariffsEnvironmental policyKSF of luxury carsAutomobile design/performanceDistribution channelBrand positioning,Key information,Example:Different product portfolio in different part of China Promote SUV Cayenne

12、 to business and family-type consumers Good service experienceExpanded sales distribution channelIncluding second, third-tier cities,,Premium market with substantial future growth potential,Sales 2016 by segment,Sport

13、,MPV,SUV,Pr,Car4 Me,En,VAN,,F,E,D,C,B,A,Body/Price segment,,,Av. >10%,+2/10% vs. Av.,Av. +/- 2%,-2/10% vs. Av.,Av. <-10%,CAGR,9%,Estimated volumes 2016, CAGR 2011-2016,,,Observations,SUV segment will experience

14、 very strong growthSUV segments expected to grow at >10% p.a.SUV-C and D with largest segment size Additionally premium car segment will keep growth momentumDriven by lower-end C and D segmentsMedium and entry

15、 will still be dominant in size, but relatively slow in growth,2. CAGR for 2009-2012; 4. Pr = Premium, Me = Medium, En = EntrySource: IHS Automotive Nov. 11 2013; BCG analysis,Dynamics of consumer cars—Middle end car

16、s,12,1,ReleaseFun,ForceVitality,AffirmationRespect,DifferentiationSelf-Esteem,Control,SecurityTranquility,Socialopenness,BelongingConfirmation,,13,Commercial vehicles demand drivers,3,Underlying industry activity,

17、Penetration & Substitution,Required installed base,New demand,Replace-ment demand,Replace-ment circle,Actual installed base,Fleet Utilization,Annual sales,,,,,,Drivers,InstalledBase,Annual Sales,Legend,Underlying

18、 industry activity (e.g., coal output or construction volume) is the key primary driver in determining capacity needs and hence expansion demand. It is also correlated with utilization of the existing fleet which in turn

19、 drives wear and tearIn a market with accelerating underlying industry growth, utilization picks up, and more intensive use of trucks leads to trucks being replaced fasterDecelerating growth in the underlying industrie

20、s decreases utilization of existing fleets, which allows trucks to be used longer before they need to be replaced, and extends the payback period of fleet owners,Comments,Dynamics of commercial vehicles—Trucks,14,3,Heavy

21、 duty trucks,Light duty trucks,Market dynamics,Possible growth strategy,Light truck market is mainly focused on low-end market with excessive capacityMarket is highly consolidatedTop 4 players account for 85% share Fi

22、erce competition leads to low profitability level,Heavy-duty truck market is quite quality-drivenForeign brand holds dominant market placeMarket is highly consolidatedConsumers are less price-sensitiveProfit margin i

23、s high given hard quality standard,Marketing the brand as high-quality, wearable vehicleIncrease penetration by establishing network with SOE-owned fleetsProvide good after-service,Increase penetration by using multi-c

24、hannel strategyIncrease product portfolio to satisfy customer’s diversified needsSeek M&A opportunities,15,Decision process of Commercial vehicles,4,16,Case practice: premium car manufacturer,Our client is a premiu