百思买国际市场营销调研英文

1百思买-国际市场营销分析国贸1003班2IntroductionMacro-environmentTragetmarket&analysis1234Marketentrystategy5Failure&recommendationContent6Conclusion31Introduction45BestBuysellsconsumerelectronicsandavarietyofrelatedmerchandise,includingsoftware,videogames,music,DVDs,Blu-raydiscs,mobilephones,digitalcamera,carstereosandvideocameras,inanon-commissionedsalesenvironment.6CompanyoftheYearin2004SpecialtyRetaileroftheDecadein2001rankedintheTop10ofAmerica'sMostGenerousCorporationsin2005madeFortunemagazine'sListofMostAdmiredCompaniesin20067Macro-environment2China?8China?EconomicenvironmentWiththegrowthofChinesesustainedeconomicandtherisingofnationalincome,thepowerofnationalconsumptionisgrowing.Obviously,thepotentialinChinaishuge.9China?PoliticalenvironmentpoliticalstabilityReformandopeningHomeappliancestothecountryside10China?Socioculturalenvironment■longandcomplexofChineseculture■cheaplaborpower11Tragetmarket&analysis312STPMarketingsegmentationBestBuypilotedits“customer-centricity”strategy,radicallyshiftingthecompany’sstrategicemphasisfromproductsandtechnologytocustomers.Thegoalwastofocusonthemostattractivecustomersbasedontheimportantdifferencesbetweenthemintheirpurchasingandpreferencesinconsumerelectronics.Thecustomerbasehasbeensegmentedintoseveralbasiclifestylegroups.13STPMarketingsegmentation•Jill•Barry•Buzz•Ray•Mr.StorefrontOtherinterestingsegmentsaretheCarries’s(young,singlefemales)andtheHelenandCharlie’s(oldercoupleswhosechildrenhavelefthome).14Basedonthesegmentation,themarketcoveragestrategyofbestbuyisdifferentiated.BestBuyhasavastmarketwithextensivepenetrationintheelectronicssector.BestBuy'smarketconsistsofsmallbusinessownersincludinghomeofficeandthemajorityconsumer.Theirmarketwillbetechsavvymiddleclassconsumersaswellasbusinessowners.STPMarketingtargeting15STPMarketingpositioningGlobalConsumerCulturePositioning16CompetitiveanalysisBestBuy’sSWOTanalysisStrengthsStrongmarketpresenceStrongfinancialperformanceStrategicinternationalacquisitionsWeaknessesDependenceonfewsuppliersLawsuitOpportunitiesGrowingglobalcomputerandelectronicsretailsectorNewstoresThreatsCompetitionRisinglaborwagesSoaringconsumerprice17CompetitiveanalysisBestBuy’sSWOTanalysis18Modeofentry419TargetMarket:ChinaModeofEntryJointVentures20DualbrandingInMay12,2006,BestBuyofficiallyannouncedtotheoutsideworld,：theacquisitionofJiangsuFiveStarAppliancehasbeenachievedbyholdcontrollinginterest.21challengecastingcouchOperationsystemofBestbuy225Failure&Recommendation23Bestbuyannouncedontheofficialwebsite,Itwillclose9storesinmainlandofChina24Whydiditfail?operationsystem:takethepaymentfirstaftergettinggoodsthephenomenonofbraindrainiscommon341overpositioningoftargetconsumersleadtonarrowmarket2reasonsoffailurePursuitsuitableChineseoperationsystem,complywithChineseconsuminghabitandpsychologyMarketdiversification341Tostrengthenthepublicitybyadvertisingandsalespromotion2Recommendation276Conclusion28BestBuybecomejointventures.Usingideaofdualbrandingandpositioningthehighlevelofconsumers.BestBuyputforwardanideathatthesuppliertotakethepaymentfirstaftergettinggoods.However,thiskindofoperationsystemisnotyetacclimatedtoChinesemarket.Soithasclosed9storesinmainlandofChina,29Whatcanwelearnfromthislesson?■respecthabitsofChineseconsemers■makefullpreparetionbeforeenteringintoanewmarket30THANKYOU