麦肯锡-为某著名外企所作中国冰箱行业战略报告（英文）

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1、CONFIDENTIALIndustrySituationAnalysis:RefrigeratoraaaaaaELECTRONICSCHINA(aaaaaaChina)Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Com

2、pany.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.aaaaaa010807BJ-refrigeratorKEYMESSAGESRefrigeratormarketisexpectedtogrowat4.6%annuallyfromRMB21billionin2000toRMB26billionin2005.Althoughgrowingatarateashig

3、has31.1%,side-by-siderefrigeratormarketisexpectedtoremainverylimitedinthenext5yearsIngeneral,industryprofitabilityforrefrigeratorismoderate.However,side-by-siderefrigeratorsenjoydoubledigitreturnonsalesExceptside-by-siderefrigerator,refrigeratormarketisledbyloc

4、alplayers.However,thereareopportunitiesforMNCstosuccessfullybuilduptheirpositionbyfocusingonmid-to-high-endsegmentsTherefrigeratorindustryisrelatively“low-tech”andhaslowentrybarriers.EntryintoWTOisnotexpectedtohavedirecthugeimpactonthecompetitiveenvironmentWith

5、marketsharesaround3to4%,aaaaaaismoderatelypositionedinrefrigeratormarket.1aaaaaa010807BJ-refrigeratorMARKETASSESSMENTMarketassessmentSupply(competitor)analysisDemand(customer)analysisOverallenvironmentanalysisMarketdefinition2aaaaaa010807BJ-refrigeratorMARKETAS

6、SESSMENTSupply(competitor)analysisDemand(customer)analysisOverallenvironmentanalysisMarketdefinitionEvaluationcriteria,weightandratingAssessmentofmarketattractivenessMarketassessmentProduct/servicedefinitionRelevantregulatoryenvironmentandtrendsRelevanttechnolo

7、gicalenvironmentandtrendsMarketsizeandgrowthrateKeybuyingfactorsDistributionchannelstructureMarketsharebycompetitorIndustryprofitabilityoreconomics3aaaaaa010807BJ-refrigeratorMARKETDEFINITIONProduct/servicedefinitionSupply(competitor)analysisDemand(customer)ana

8、lysisOverallenvironmentanalysisMarketdefinitionMarketassessment4aaaaaa010807BJ-refrigeratorPRODUCTSCOPE–WHITEGOODSProductgroupProductcategoryAirconditionerWashingmachineWhit