英语市场报告范文Marketing Report经典范例
Marketing report
PEST Analysis
Social/Demographic：Americans like to consider themselves different, the demographics of this issue, they really are unique. In other countries, the population will soon reach the peak, and generally a downward trend. Including Germany and Japan, including many developed countries, the working age population has begun to shrink; and in the next 10 years or 20 years later, almost all developed countries will happen, the only exception is the United States. If current trends continue, the United Nations 2050, the German working-age population will decrease 24% than it is now, Japan will be reduced by 38%. In short, Germany and Japan are at the end of the century half of the population than it is now on the path. Japanese government even calculated the date of Japanese only.
Between the United States and other developed countries, the gap between population growths not only exists, there is increasing inter-generational gap. Most of the population in developed countries not only stop growing or begun to fall, and there is a significant aging characteristics. By 2050, half of Europeans will be aged over 50 years of age. Meanwhile, the U.S. population is relatively young median age, 39 years old. Of course, the united States there are also aging. With the baby boom generation retires, the ratio of the elderly U.S. population will be rapid growth from the current 12% to 20% of mid-century. In the same period, the proportion of elderly people in Europe is expected to reach 30%, Japan is expected to 39%
Technology: National Science and Technology Committee has nine committees, namely health, safety and food, national security, information and communications, civil industrial technology, environment and natural resources, international science, engineering and technology, transportation research, education and training and basic science.
Environment: The United States is usually the domestic transfer of polluting industries to his country, so the U.S. does not allow polluting industries.
Economic: The U.S. economy now there are still a lot of worries. Credit debt problems including the United States, may lead to the U.S. government to raise interest rates in the future through the means to solve the U.S. debt problems, if a rate hike, then they will certainly bring economic pressure, especially the U.S. Federal Reserve is to the market now into a lot of money, but money a withdrawal, or the precarious economy, quite unstable. These factors in the coming year, needless to say ten years, the U.S. is likely to have a negative impact. But for the huge U.S. debt, in fact, different economists have different views, some people think that the United States in World War II until now, the debt problem have appeared, before the debt has also been quite high, not every will lead to economic recession and the flute section
Politics: Obama since he took office, radical reform, strengthen supervision, criticized the Wall Street banker as a "fat cat", condemned the U.S. Chamber of Commerce is lobbying to block reform regardless of national righteousness. Words and deeds so that some U.S. business people, as Obama is "anti-business president." U.S. Chamber of Commerce President Thomas Donohue has repeatedly claimed that the Obama administration's reform increased the economic uncertainty, and uncertainty is the enemy of business investment. Now, the second half of his term, Obama adjusts the policy orientation, the relationship with the private sector to actively repair, reversing the "anti-business" image.
From the "reverse image" of a deeper level, the new economic policy approach shifted from crisis response period of accelerated growth. In the next two years, Obama main economic task is to improve economic growth, reduce unemployment as soon as possible to ensure that the United States a competitive advantage. From a political standpoint, Obama has relied on a new economic strategy for re-election layout。
Legal: the U.S. experience, the critical importance of the proceedings from the market two factors: First, they used to promote competition; first among them is always in a dynamic rather than static.
To illustrate these two factors, as well as their economic conditions in the market for law-making importance, I start from the assumption that, according to the law of supply and demand, competition to promote people through the effective use of scarce resources and the exchange market is that people in this process and efforts to build up. There are exceptions in some areas, such as medicine, bandages, medical insurance, hospitals and doctors and other industries, there is no fair competition, and we cannot get the market interested in providing to our economic interests. Market is the social product, such as the Grand Canyon is different from that of the natural creation. This fact shows that if you want rules to build the market and ensure fair competition, it must be people to design, manage and apply these rules. But the market itself does not create and implement these rules. You should also keep in mind that the market itself does not produce consumer protection that it provides products to people (such as people who use drugs) rules, not to produce a protective, though not in the market but the people affected by their activities (e.g. those living in a fly-tips to reduce costs and toxic waste pharmaceutical company in the vicinity of people) rules. Indeed, if there is no government or society to identify and protect the interests and rights of property is difficult to imagine the modern market can long survive.
Education: United States education system and education system in most other countries, a major difference is the American education as everyone in the community but do not specifically designed for the small number of people. Use taxes to set up a free education, in addition to the establishment of the general school subjects such as mathematics, history, languages, there are sewing, typing, wireless and automotive repair and other subjects. Students according to their own interest, future plans and to individuals from many subjects in their own elective. The main purpose of American education is to develop each child's talents, whether it is high or low and to what extent, and civic consciousness to each child.
Summary:
From the above aspects, the U.S. economic downturn reducing U.S. consumption, while the U.S. slowly into the aging society will also affect their economic development, lack of labor to reduce the country's productivity, may need a large number of imports, the demand for foreign goods may increase. Many of the technology sectors shows the importance the United States for science and technology, this may increase their productivity, but not suitable for factories in the United States, the United States in the future will focus on economic development, it would be a good business opportunities and legal protection, in commercial!
Competitor Analysis
Competitors can be partners which constitute an industry environment, and wish to continue develop the future, Competitors can make the pressure changes in force, and there are opponents in order to constantly improve themselves.
Analysis of competitor's purpose is to accurately determine the competitor's strategic positioning and development direction, and predict competitor‘s future strategic on this basis, accurate evaluation of competitor’s behavior of the organization's strategic response.
The following is Haier competitor analysis from five aspects:
Future goals, self-assumptions, current strategy, capacity, market signals
1 Siemens
SIEMENS is Europe's largest electrical and electronic companies, is the world's top ten electronics companies, and is the world's fourth-largest appliance manufacturer. Siemens is the production of electronics and communications products, energy and industrial equipment, transportation and medical equipment with operations throughout Europe, such as the Americas, Asia, Africa and Australia, more than 190 countries, 39 factories in 27 regions, the production of home appliances and communication products, have an international reputation.
1.1 Future goals: Siemens home appliances’ goal: to become the most competitive brands
1.2 Self-hypothesis:
Siemens home appliances will think clearly before entering any business, whether have innovation capacity and knowledge base in the area to support long-term survival, this market is the availability of adequate profits to make their business model sustainable.
1.3 Current Strategy:
Information technology as the core of the new economy to each traditional companies presented new challenges. Siemens fully aware of the new economy for the company's strategic significance, in order to meet the requirements of future competition, Siemens proposed to locate its core competencies in new technologies based on the "Totally Integrated Automation." Over the last decade from the development point of view, it is this strategic positioning and the subsequent success of the strategic transformation of Siemens has brought great success to form technology-leading core competencies to further expand the brand.
1.4 Capacity:
① Product advantage: technological innovation is the core competence of Siemens appliances. Siemens is committed to innovation and to maintain technological superiority within the industry to high-tech, high value-added, and high-end products to maintain price advantage, as much as possible to meet consumer needs.
② Service advantages: Siemens home appliances in retail outlets emphasized the establishment of "one to one" exchange mechanism. More of a scene in the sales promoters and consumers through direct communication, which can be targeted to meet consumer demand.
③ Channel advantage: Siemens, the channel system is unique compared to other brands------the distribution and direct marketing. The reason why Siemens use ' walking on two legs. “Relative to the past, users demand is the product; but now, users are more concerned about demand for services. This demand with the development of the market and continue to increase.
1.5 market signals:
When the environmental protection has become the most important social trends, to publicize the concept of green energy has become a common initiative of many companies.
2 Midea
Midea, established in 1968, is a home appliance industry, owns three listed companies, four industry groups, and is China's largest production base for white goods and export base.
2.1 Future goals:
Midea, committed to become a leader in the domestic appliance industry, among the top five overall strength of the global home appliances, so that the "Midea" has become world-renowned brand at all levels’ target: enterprise group: capital management, shareholder value maximization, two groups: industrial management, a market leader in business units: product management, to establish the competitiveness of products
2.2 Self-hypothesis:
The Midea are very clear for their industry trends in the future, do white industry leader. Today, the Midea is distribution actively its white power industry, involved in a white industry, almost every inch of land. However, the Midea appliance selection is a strictly limited in the industry, mainly insisted on the development of white goods and related fields.
2.3 Current Strategy:
Diversified development strategy results, Midea. Company pay up to a diversified investment costs in 2011(acquisition costs and increase investment in building, brand integration, marketing resource integration), company to pay higher various expenses than the industry.
2.4 Capacity:
Sit tight in the first domestic brand in central air conditioning,
2.5 market signals:
Midea Group has maintained a healthy, stable and fast growth. The average growth rate of 60% in the last decade, 90 years average growth rate of 50%. Midea‘s average annual growth rate is more than 30%.
While maintaining high growth, the Midea group make a positive contribution for local economic development, has paid tax than $ 15 billion in 2002. The MIDEA. Group has social r cumulative donations over $ 200 million in the 2010.
3 ChangHong
Changhong was built in 1958. After years of development, Changhong completed by a single military production change to civil-military integration of strategic, a set of televisions, air conditioners, refrigerators, IT, telecommunications, network, digital, chip, energy, commercial electronics, electronic parts, home appliances, sales and service into a diversified multinational group.
3.1 Future goals:
Changhong launched the "happy to create C Life" brand proposition, building technology, fashion, happy international brand image. Changhong is committed to providing 3Cinformation appliances for consumers to create clever (Clever), comfort (Comfort), cool (Cool) life, determined to become the leader who created C life.
3.2 Self-hypothesis:
Changhong's market forecast: the implementation of price competition line, strengthen technological innovation to expand scale, to reduce costs. The pricing goal is to achieve maximum sales growth. Changhong common pricing method should belong to the pricing method. Its price is based on competitors' prices.
3.3 Current Strategy:
Price competition strategy: several large-scale domestic color TV price wars started by Changhong. This is due to: excess capacity, Changhong color TV production capacity has reached nearly ten million units; Changhong color TV market with its superior in strength and scale of production technology, the formation of a strong cost advantage. Therefore, Changhong TV relies on several large-scale price war accounted for a large market share.
3.4 Capacity:
Changhong, mainly through the introduction of two technology and equipment, has made more than 5 years in the profit advantage of the ability. Mainly due to Changhong has a more complex line of generic and local development capacity. It is this difficult for domestic counterparts to achieve the ability. To use lower input Changhong rapid formation of nearly ten million units of annual production capacity of color TV.
3.5 market signals:
Changhong was awarded "to promote the development of flat panel display industry best China business" and "outstanding contribution to the energy companies" awards, the only one who get two awards at the same time to obtain business. Changhong rich white product lines, expand the industrial scale, \\ enhance the white power industry's overall competitiveness.
SWOT analysis
First, the Haier Group adhere to the full implementation of international strategy, has established an internationally competitive global design network, procurement network, manufacturing, network, marketing and service network. And last year began to implement the development strategy of the fourth phase - the phase of global brand strategy for the Haier products better access to international markets a greater advantage.
Second, the Haier Group has played its own brand, enjoys a high reputation at home and abroad. Its popularity is also on the increase, so that more foreign consumers understand the brand Haier. Excellent brand reputation and good business reputation in the minds of consumers have to set a good foundation.
Third, the unique production technology, low-cost production methods, a leading innovation capabilities, strong technical strength, perfect quality control system, a wealth of marketing experience, excellent customer service, excellent large-scale procurement skills. Haier Group, with its unique manufacturing technology to produce a series of quality and cheap commodities.
Fourth, the unique management model. Haier's management has been the object of many universities as a research study.
Five advanced production lines. Zero gradually with the user, product inventory, and three zero zero working capital goals.
Haier Group's weaknesses are:
First, the Haier Group, the strategic advantage of certain inherent and marketing thinking, it is difficult to adapt to the requirements of the international market, which is difficult in the international market Haier has a big breakthrough. International business is a great feature: high input, high output, high profits, while Chinese enterprises are mostly low-input, low output and low efficiency. Haier is also true.
Second, a clear preference for general corporate Haier local enterprises, and traditional Electric Industrial, which is not much room for a sustainable development of the industry. Some developed countries like the United States has opted out, even in Japan, South Korea, this country the world's leading brand of home appliances, but also the implementation of products from low to high end of the transition.
Third, the selling hype and ignore the advertising culture. For a long time, Haier's advertising strategy follows the following two principles: first, from the hype of the content, appearance and additional features to hype the main selling point of speculation is changing rapidly, a year or even less time to replace speculation selling, and selling of refined with little regard for whether consumers really need this function; second, high-density and high frequency of repeated speculation of a selling point. This approach, in the growing China will become increasingly incompatible.
Fourth, a single win tendency: the dealer always wavering. As the brand appeal and product competitive enough, Haier's international marketing always gives the feeling of moving forward with difficulty, is still marginalized market competition, product brands is difficult among the ranks of the international mainstream.
Potential development opportunities: the use of Haier's brand has been played, to strengthen technical gold, to continue to innovate. For the development of China's WTO accession provides more favorable conditions, so take this into the international market. Around the world to build their own stores.
Possible threats: the market may appear a strong competitor, and now more and more of China's home appliance industry, thus increasing competitiveness.
Comprehensive analysis of the Haier Group, still need to continuously innovate and improve "high, new, sharp" technology in the product's content. Changing the actual situation according to management and marketing to meet international market needs. To develop their own unique products, gain a firm foothold in the international market.
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