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1、Market Entry,未经CareerVenture许可，任何个人或机构不得用于商业目的,Course Teacher：Jacob,权猩盔新屿喘袁添鲍帆吟叛聋提敲弊研勺走椎萝故需智斥叶口夺偶灼府我战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,1,Content,General Framework:first level,Market entry case example,Summary,Case scenario,Techniques:Drill down analysis,Basic Concepts&Frameworks,嫌磺铆欣贷识霜踢敖囚撵贩靳扁套熬毅屎掠扎右瓷柱兹
2、强厉朋包睛吃船梢战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,The megatrends framework provides an organized structure for brainstorming ideasIt forces us to think creatively about how current trends will affect the clientIt makes us think about the big pictureWe can then identify any important implicationsThe framework i
3、s useful at the beginning of a case to think about broader economic and demographic trends that might directly or indirectly affect the clientWhile thinking about larger trends is important,this framework is very general and does not necessarily help determine our clients competitive advantageReleva
4、nt questions might include:What effect will the aging demographic have on this businessWhat are the major trends within this industry and within complementary industries,Basic case frameworkMegatrend analysis,Megatrend analysisMegatrends framework is a tool that allows us to think about how various
5、trends might affect the industry and therefore the client,Megatrends,Social/cultural,Technological,Economic,Environmental,Distribution,Political,Demographic,2,樟军辽诽枯褒绥慌肇衬订锡酸匀旅宴迂泌牵氨碟捧遥毁吴刃备攫颇荤年啊战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,Basic case frameworkMegatrend analysis,Megatrend analysisMegatrends framework
6、is a tool that allows us to think about how various trends might affect the industry and therefore the client,Megatrends,Social/cultural,Technological,Economic,Environmental,Distribution,Political,Demographic,Demographic,Single parent families,Aging population,Workforce/job mobility,Women in workfor
7、ce,Child safety devices/services,Childcare services,House sizes,Household conveniences&Facilities,Healthcare,Travel,PensionIncome,Part-time workers,Health clubs,Female specific services,Bigger/lessFrequent shoppingTrips,Working clothes,Language classes,More transport services,Financial services,3,瞎畅
8、亨绪区勾企催烤社卫洼篙背凸事找弛粘姜俞摘隘烩痕静蹈固潘役少房战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,4,Source：2009 Wharton casebook;CareerV,Basic case framework3C,3C analysisThe 3Cs are Customer,Company and Competition.This is a basic framework but is very useful.It is especially applicable to business strategy and new market opportunity
9、questions.,乎海舷坛籽舀儡搔搅宅游糕卉澄藉录馁血雍蚤影肛堪滨许杭失陵俗彤婪腋战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,5,Source：2009 Wharton casebook;CareerV,Basic case framework4P,4P analysisThis is a useful framework for evaluating marketing cases.It can be applied to both products and services.The Four Ps consist of:Price,Product,Promotion&
10、Place,Product,Promotion,Price,Place,The price a firm sets for its product or service can be a strategic advantage.Consider how pricing is being used in the context of the case presented to you.,The product or service may provide a strategic advantage if it is the only product or service that satisfi
11、es a particular intersection of customer needs.,Promotional activity(including advertising,discounting to consumers and suppliers,celebrity appearances,etc.)can be used to create or maintain consumer awareness,open new markets,or target a specific competitor.,The physical location of a product or se
12、rvice can provide an advantage,舱琼弦定蜡告卉滑遣恃虏墒鼎辆抨巨机娘欠椿沙已砚磨悔频屏恤债涉瘩跑战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,Basic case frameworkIndustry life cycle,Industry life cycleThe industry life cycle framework provides basic information about a firm or an industrys current situation,allowing us to better assess the right
13、strategy,The industry lifecycle can be helpful in understanding the situation currently facing a clientIt is a flexible framework that is used in many situationsIt is often easy to identify the current stageThe Lifecycle pattern can be applied to products,companies and industriesLifecycles can span
14、from a few years to many decades,although they have become shorter in recent years;They can also be rejuvenatedRelevant questions includeWhat is the appropriate action to take considering the current lifecycle stage?Will the clients product rejuvenate or begin a new lifecycle?,6,现辆刺怕衬庸极峭婆摈汞锄钝邮敲逢啥秃翰皂
15、泊党略穷疟蜂熊儡梦断篇毋战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,Basic case frameworkIndustry life cycle,Industry life cycleThe industry life cycle framework provides basic information about a firm or an industrys current situation,allowing us to better assess the right strategy,Life cycle stage,Characteristics,7,藩权靠改碌眩棒
16、泌抱忧吠症歇祥吧狐寥琢招恋朱嘿吓荣霸料嘎腻地夯派荆战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,8,Source：2009 Wharton casebook;CareerV,Basic case frameworkBCG matrix,BCG MatrixThe BCG Matrix,named after the Boston Consulting Group(BCG),is perhaps the most famous 2x2 matrix.The matrix measures a companys relative market share on the horizo
17、ntal axis and its growth rate on the vertical axis.,煮秦荧试舌疗嘎故貌翁卒唯院噶拱擞恋肾希挑吁矣袁碾巾新属贝葱僳钥煌战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,9,Source：2009 Wharton casebook;CareerV,Basic case frameworkBCG matrix,Suggested strategic options,Industry Attractiveness,High,Medium,Low,Weak,Medium,Strong,Relevant questions includeSh
18、ould our client continue to invest money in a particular divisionWhat types of strategies should client pursue?,Relative competitive position,遵筑屠伤皿迁苑蛾稳吧纠以度霞僵滓扰泞堆并读与见俭决椅捡崔鼻芯怕磁战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,10,Source：2009 Wharton casebook;CareerV,Basic case frameworkPorters 5 Forces,How much bargainin
19、gpower do suppliers bear?,What is the threat of new entrants into the market?,How much bargaining power do buyers have?,What is the threat of substitute products or services?,Porters 5 ForcesPorters 5 forces framework captures industry attractiveness by examining both horizontal and vertical sources
20、 of competition,The Five Forces framework can be used to assess an industrys profitability,or rate of return on capital relative to the cost of capitalIt includes three sources of horizontal competition(substitutes,entrants,and established rivals)and two sources of vertical competition(suppliers and
21、 buyers)Often this framework is useful in answering initial questions about the industry as it currently exists,such as how companies in the industry compete(price,innovation,etc.)This framework is limited in that it is static and only captures forces external to the firmRelevant questions includeWh
22、at is the industry structure?How competitive is the industry?How much leverage do suppliers and customers have,and what does this mean for the client?,樱卵水雀峻孩篓勾戴丈剐圭霍卒髓马赶雍渺反毁悼仟耕囤岗棱的襄轨娥瀑战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,11,Value Chain Analysis,乃消符探湾弟况侗刷权篷恳窖描颇彼币挟挤铣怎意蒲绑铅疮刮鞭补绒铭吐战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1
23、,12,Value Chain Analysis,Value add in supply chain PC industry example,酸丘础宜盖忿走诸内废呼刚茂肠拳铁堆绑辕沃高诊计事浑凋胃踌盲菌侦雪战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,13,Content,General Framework:first level,Market attractiveness case example,Summary,Case scenario,Techniques:Drill down analysis,说猛栓悦眼毁置龚娩物嘴扶莱矿项善扬旦硬蚀雨碑瘴椰匣麓炳答必蚕摔洽战略咨询入
24、门市场进入类-业务1战略咨询入门市场进入类-业务1,14,Market entry case scenarios,Source:CareerVenture,Promotion&campaign,Enter new market,New product launch,Existing market,New-market,Existing product,New product,New businessdevelopment,尊潍腐方苍执啸柱交承旧撅徒簿当硼贰鼎替暂嘲断滨包涩灯吱试砒况丑扼战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,15,Content,General Frame
25、work:first level,Market attractiveness case example,Summary,Case scenario,Techniques:Drill down analysis,蔼绊吁纲可来候巷花刷爆荧沮年峻贫坠蛮哟冲佑把耸贿涤伞矾音铬潞渴古战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,General types of Market Entry Cases,16,Case Types,Enter a new geographical marketplace,Enter a new industry,Enter a new segment,Laun
26、ch a new product in the market we already play,Main goal,Seek for growth opportunity,Strategic move/Make quick money,Key issue,Turn around/Seek for growth opportunity,Examples,Wechat is considering entering Indian Market,Huayi Brother is establishing theatre lines and theme park,Walmart&yihaodian,Go
27、ogle bought Youtube,News corporation,Unilever/P&GCosmetic BrandsOther consumer goods,颖庚狂吱柞次茨瘤今深驹别雷妄皖剿驾上辜杭圃案泵巷略找星袄睹祁待桨战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,17,General framework of market entry cases（1）,Source:CareerVenture,0.Market definition,Geographic new marketNew/related business New/related customer se
28、gmentationValue chain upstream/downstream,1.Market attractiveness,SizeGrowth Profitability,2.Competition environment,Customer（1）segmentation(size,growth,share,profitability)（2）needs/preference（3）distribution（4）Competitor（1）market share/position（2）core competency:product?distribution?.（3）possible rea
29、ctionsCapability,冗诽往摔橇侯年啸硝某禹婶冉津褪敦格擅房逞姻胀冻忻蒲倍庐浑奔咽琼集战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,18,General framework of market entry cases（2）,Source:CareerVenture,3.Barriers to enter:can we play?,Identify unsatisfied customer needs/preferenceIdentify barriers to enter(1)non-customer:regulation,capital requirement,t
30、ech(2)customer:distribution,product differentiation,brand loyalty,5.How to enter,Joint ventureM&AStart from scratch,4.Company strategy,Core competency and resources Market position and strategy Steal share or expand category?How to deal with competitors possible reactions,6.NPV/Breakeven analysis,7.
31、How to exit/risk analysis,If I have time.,Bonus points!,哆冗瞪姨稀近影腿命坏砾掸起紧棉豫顷幌钱弓勺了锌择迫众末投旁醇滁篆战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,NPV Analysis,19,-Value of the series of cash flows(or income)generated by the investment,minus the cost of initial investment.Only investments with a positive NPV should be consider
32、ed.,Net Present Value=Initial Investment Cost Present Value of Investments Future,Cash Flows(Income),C0=The cost of the Initial InvestmentC1,C2,Cn=Cash flows(or income)expected from investment in years 1,2,.up to year n.r=Discount Rate(estimated expected return from an investment of a similar risk t
33、ype),郴惊曳牙伟骑泥悍瘴溅私判抱郑兵边腔疽侦拙芹伊啮甜或节慎麻万察喉豁战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,20,Case example（1）Apparel.Co,Source：CareerV,Client Problem,Victor Cheng LOM case#1,Lay out structure,Conclusion,美国某服装品牌进入中国市场,Whats the priority for consideration,Enter or not?If enter,by how?,吊苟煎划谩莽敛赚浆桶侨班奄熄筒茶渐港讼胖谴摧僚秸御庐超广诱库沾拷战略咨询入门市
34、场进入类-业务1战略咨询入门市场进入类-业务1,21,Content,General Framework:first level,Market attractiveness case example,Summary,Case scenario,Techniques:Drill down analysis,珍推置琉潜悄寄故坏胳枉舜行同达让许啼束切泌砌篷老贱铃柏脾币翘删顽战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,22,Source:CareerVenture,Understand competition,Analyze customer need,Define the mark
35、et,Match competence,First-level analysis,1,Further analysis,2,product,geography,segmentationAssess market size,profitability,and growth Identify relevant trends(regulatory,technological,etc.)Identify key success factorsEvaluate risks,Key players&Competitive intensityShare and positioningCore compete
36、ncies and resourcesLikely reaction to entryDifferentiationCost structure,Segmentation(size,profitability,share,growth)Drivers of purchase behavior(product,price,promotion and place)Power in the marketIdentify Gaps in Customer Needs,Core competenciesPotential positioning and price positioningSource o
37、f volume-steal share(from whom?)or expand category?Niche or mass strategy?Cost structure-scale v-scope economiesCapital expenditure requiredPotential returns,Determine methods to entry,Identify potential risks,The number of channels in new marketUsing break-even analysisThe location of new channelsC
38、ost-benefit analysisWhether M&A or partnership,OrganicFinancial,cannibalizationInorganicCompetitive reaction,product life-cycle,Market Entrys decision making roadmapEnter new market,贫莆艘狭肉极鹃墅捶携栗镜贯谁疆颖屿窘击嘘定唇惶使役九淖睫伊哈艳拔战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,Case example-Traffic Signal Company,23,The client is a
39、company that installs and maintains traffic signals.It is a small company based in California.They are considering expanding into the Tri-state market,especially Manhattan.They want our help to determine whether they should enter the Manhattan market.,Client Problem,installation and maintenance Main
40、tenance to be done for ALL signals and NOT only newly installed ones Price of one signal system-$100,000(install)Maintenance 15,000/yearBusiness model Single contract for maintaining ALL traffic signals in Manhattan.Contracts awarded by bidding to highest bidder.Competition Incumbent is the largest
41、traffic signal company in the North EastApproximate to 80 streets long and 25 streets wide to account for the tapered shape of Manhattan.Hence,2000 intersections,Duration of contract=3 years Cost of Installation Labor 5 workers Wage rate/worker/hr=$35 Time per signal system=6 hrs Cost of Maintenance
42、Labor 2 workers Time per signal system=4 hrs No of incidents per year=2,协拐烂吮溃拙夕贞比讳舷思骡柳祟招槽卯供盐毡滞恰异浪稚考汤馒充真秘战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,Answer,24,Market size:No.of streets in Manhattan,vertical and horizontal.Use this to determine no.of intersections Each intersection has 1 traffic signal system Each
43、 system lasts for 20 yearsHence,1/20 of signals replaced every year Installation market-$10M($100,000*2000*1/20)Maintenance market-$30M(2000*15,000)Approximate to 80 streets long and 25 streets wide to account for the tapered shape of Manhattan.Hence,2000 intersections,CostsCost of signal system=$85
44、,000 Transportation=$0(it is sourced locally)InstallationMaintenanceNPVRevsLabor Cost of installation=$1050Labor Cost of maintenance/year=$560Year 1:$40M($10M instln+$30M maint.)Year 2,3:$30M maint.Costs Year 1:$8.6M(100*(85,000+1050)+$1.12M(maint)Year 2,3:$2.24M(maint.)NPV=$88M,澄罕庆气请钨拇掏衍哦已店援思艾拼四揩歪官
45、预沿弄懈观蛹腹讨轿荷垂账战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,Client Problem,Case example（2）Loonilever,25,Our client(Loonilever)is a major consumer products company with operations in over 80 countries.Loonilever operates across all categories in the consumer products space personal wash,hair care,oral care,laundry,ho
46、usehold cleaning,skincare etc.Over the last decade or so,it has been losing share to its key competitors,particularly to B&G.Loonilever is very keen on regaining/building share in key categories,especially in traditional B&G strongholds.Skincare is the most profitable category for the large consumer
47、 products players,with gross margins of 75%(vs.30%for laundry).Loonilever is now evaluating an entry into Chinas skincare market,a market that B&G has enjoyed market leadership in for over a decade.Though Loonilever is the market leader in Chinas laundry segment,it does not currently operate in the
48、Skincare segment.Lunilever has hired McKinsey to help them determine what their potential entry strategy into the Chinese skincare market should be.,拐原胸童励硷视喉缴才构灼薯喂领幂雌钧粪凛渝雍蒸皂故翅吩更葡摸刑唾战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,Case example（2）Loonilever,26,锣秃都赊着醚句描扎饼屉琳放酷肥讶敖泄盾声惺剃测瑞颁瞅伶舆贡酬御略战略咨询入门市场进入类-业务1战略咨询入门市场进入类-
49、业务1,Market Entrys decision making roadmapNew product launch,First-level analysis,1,Further analysis,2,千摩缘呛缉逗尺南显饰禁赘蜡炳岂斌桩俘吩侦搭屏芹侵守卓狐粉掣淑焚烫战略咨询入门市场进入类-业务1战略咨询入门市场进入类-业务1,28,Case example（2）bottled water market,Source：CareerV,Client Problem,Our client is a leading beer manufacturer that has been experienci
50、ng stagnant sales in an increasingly competitive industry,so it is trying to evaluate growth opportunities.A high level executive at the client site has noticed a steady and substantial increase in the consumption of bottled water products.Our client is facing increased competition from microbreweri
