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1、VS,History,Latest strategy dynamic,发展史,新动态,Glanze established in 1978,the predecessor is a township feather factory（乡镇羽绒制厂）,In 1992,Glanze bold into home appliances.In the past 10 years,Glanze microwave oven starting from scratch,rapid from China to the world first.In guangdong shunde,zhongshan Glan
2、ze has the international leading microwave oven,air conditioning and small home appliance,research and manufacture center in Chinese head quarters has 13 subsidiaries（子公司）around the country,have established in more than 60 home sales branch and marketing center,in Hong Kong,Seoul,North America has o
3、ffices.,Wal-mart stores inc.American retail legend by Mr.Sam Walton,founded in Arkansas in 1962.After forty years of development,wal-mart has become Americas largest private employer and the worlds largest retail chain enterprise.At present,the wal-mart in 15 countries worldwide over 800 stores open
4、ed,with 53 brand and employs more than 210 million people a week wal-mart customers,to 2 million.,Their biggest in common:,cheap,1.Glanze development today,have a constant theme-price war Small profits and quick turnover uine goods at reasonable prices,cheap and fine is always glanze should try to p
5、ursue direction and hard efforts goal.薄利多销、货真价实、价廉物美永远是格兰仕要努力追求的方向和努力拼搏的目标。2.Wal-Mart Stores have“the cheapest”commitment.They Left no stone unturned distribution methods from sources,marketing expenses,administrative expenses and save money and so on various aspects,and puts forward everyday parity
6、,consistent slogan（它想尽一切办法从进货渠道、分销方式以及营销费用、行政开支等各方面节省资金，提出了“天天平价、始终如一”的口号）,and work hard to achieve more than other firms of cheap commitment.,Glanze will let all life electrical supply of resources integration,restructured into new industries.New established life appliance industry group location f
7、or the champions group,released its to the outside the twelfth five-year-plan outline for national economic and social development of the Peoples Republic of China make 7 champions league group of strategy.Wal-mart“One-stop“shopping new concept;“一站式”购物理念Subdivide market universal coverage;细分市场全面覆盖Lo
8、gistics and supply chain management;物流与供应链管理Reduce cost series methods in the application of logistics distribution center.降低成本系列方法在物流配送中心的应用,Porters Five-Forces Model,Bargaining Power of Suppliers,Bargaining Power of Customers,Customers are important to the sellers.,Customers can inexpensively swit
9、ch to competing brands or substitutes.,the bargaining power of customers is big!,Customers have discretion in whether and when they purchase the product.,Threat of New Entrants,There is no technical barriers or resource barriers in this industry.,The Threat of Substitutes,Galanzs three pillar indust
10、ries microwave ovens,air conditioners and small appliances all have many alternatives to customers.In the other word,there are many similar products for customers to choice.,So the threat of substitutes is big.,Competitive Rivarly within an indusry,So the competition is fierce.,The bargaining power
11、of suppliers is small.The bargaining power of customers is big!There is no technical barriers or resource barriers in this industry.The threat of substitutes is big.The competition is fierce.,Because,So,Glanze take cost-first strategy is inevitable.,In this way,he could,1.Have the ability to stop po
12、tential bargain opponent to enter.2.Have the ability to offer big buyers lower prices.3.Have better inhibition of big sellers bargaining ability.4.Using low-cost resist substitutes.5.To take part in price competition beter.,Cost lead strategic,PottersThree major general strategy,Differentiation stra
13、tegic,Focus strategy,Differentiation strategy,Cost lead strategic Requires companies to set up highly effective,scale of production facilities,going all out to reduce costs and strictly control the cost and management fees and development,services and promotion,advertising for the cost.To achieve th
14、ese goals,the management of enterprises need to attach great importance to the cost and make sure the cost is low in the competition.,Galanz：before 1997,is introduced,digested and absorbed from other countries as a priority to reduce costs.wal-mart：Itll do all the way from an input channels,distribu
15、tion and marketing expenses way,administrative expenses in all aspects to save money and made it consistently and“affordable”slogans and striving for a cheaper price than the other firm commitment.Strict attitude of the procurement and delivery systems and advanced inventory management is the lowest
16、 possible cost to wal-mart.,Differentiation strategy to offer products or services of differences and set up some of the industry range of uniqueness.The differentiation strategy can have many ways,such as the brand image design and technology,performance,the customer services and business network a
17、nd other aspects of the uniqueness,etc.the ideal situation is in several areas are the characteristics of a differentiation.But for this strategy，must enhance our market share of objectives to be taken into account in the establishment of a firm difference.,Galanz:by the cost advantage for several t
18、imes,Galanz large on the supremacy of microwave ovens,in1998，in the united states established technology development institutions,and began to cooperation and developing new stage.Meanwhile,the Industry chain of Galanz to join the industry upgrade.The first digital microwave Galanz is a good example
19、.Wal-mart:Of globalization，its information technology and its strategy of human resource in the 1980s,we will carry out the employees of the plan,its knowledge management is the international level.,Focus strategy the strategy is studying some special customers,some of the product line segment of a
20、segmented,or an area of low cost and market.The strategy are differences within the industry to achieve its objectives and strategy is the premise：business of a turn for higher efficiency,more effective to a narrow strategic object services than on a wide range of the competition.the company would m
21、eet the needs of the special objects and the differentiation,Galanz:Microwave,air conditioners,Small home appliance is Galanzs three magor industry.Wal-mart:In the companys positioning strategy,clearly,the number of low-and middle-income local residents for this group of people,we provide them is no
22、t the low,but also the end-result and intense.,Enterprise value chain,Enterprise value chain believe that business provide the products or services is actually a series of activities by a combination of the world.each of these activities might eventually lead to differentiated products and value.,Wa
23、l-mart:In the supply chain,every supplier is one of the chain link,wal-mart s supply chain is to be a very smooth,silkyprocess.So，of transportation,distribution，order all the process,is a comprehensive network of the part of this greatly reduced the costs.In building up a client,they have a good sys
24、tem,the supplier could enter into directly to the company system,we call“the retail links”.By retail link,the supplier will be well informed about the sales,for the future demand，for goods forecast to decide.So they produce the product can also reduce costs and the whole process of becoming a seamle
25、ss process.,Galanz:In integrating the world production and excellent technologies processes,management process,only become a global manufacturing bases,and many international cooperation,the use of the respective comparative advantages of living in the production and first-rate products,the Industry
26、 chain of Galanz in the manufacture,production made the best products and relative costs of the product.From a sense,price war is the value of the fight,and cheap out-and-out are always Galanz to pursue the direction and played harder target.,Blue Ocean Strategy,Strategic action(战略行动)as the unit of
27、analysis,strategic action to open up the market that contains the major business projects involving a set of administrative actions and decisions,in 1880 and 2000 of more than 30 150 industries on the basis of strategic actions that Value Innovation(价值创新)is the cornerstone of Blue Ocean Strategy.,四步
28、开创蓝海,Step1:to create an outstanding buyer utility-创造杰出的买方效用Step2:the development strategy for the buyer to bear the price-制定能为买方承受的战略价格Step3:the planning cost targets-规划成本目标Step4:to remove barriers to acceptance-扫除接受障碍,Provide unique value,given compelling reasons not to buy,Excellent logistics and
29、distribution logistics(inventory replenishment)capacity,Core Competence,Ability to attract the business customer loyalty,This is precisely the Galanz lack.,Select a niche market,clearly some people only service.,In business strategy,Wal-Marts position is very clear is that the batch of low-income lo
30、cal residents.For these residents,Wal-Mart provided to them and not just cheap,but also the feeling of belonging and loyalty:1983年沃尔玛创立了“山姆会员店”，这个会员店是一种会员制的商店，没有柜台，所有商品以更低价格的批发形式出售，这种方式使沃尔玛基本上没有多少利润，却将大批消费者牢牢地吸引在它的四周，令对手无可奈何，“山姆会员店”光是营业额就超过了100多亿。,Products,Customers,Geographical,Channels,according to market select product,Located in low and mi-ddle incomegroups,Began tobuild storesfrom thetown,To ensure timely replen-ishment by Fleet and Distribution Center,Change the competitive structure,To make the market from looting the market(Wal-Mart):,
