教育戰(zhàn)略咨詢?nèi)腴T-汽車行業(yè)行業(yè)

[教育]戰(zhàn)略咨詢?nèi)腴T—汽車行業(yè)行業(yè)2

ContentChemical&NewmaterialAutoCaseinpointSummaryGeneralDefinitionofindustrialgoodsUsedintheproductionofothergoodsincluderesourcesusedintheactualproductionprocess.EnduserisnotconsumerMaterialSupplierIntermediatemanufacturerAssemblerDistributor/RetailerEnd-user3

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IndustrialGoods:ThesegmentationofindustrialgoodsSource:CareerVenture5

IndustrialGoods:IndustrialproductsprofitabilitycasegeneralsolutionSource:CareerVentureStrategyBatchAssemblersSweatshopsBulkprocessorsEquipmentMakerGrowthOrganicMulti-brandstrategy√√Diversifyrevenue√√InorganicBolt-onacquisitions√√√√Internationalexpansion√ProfitabilityOperationalExcellenceImproveoperationalefficiency√√√√Consolidateindustry√√PricingPremiumpricing√√√√IndustrialGoods:ThecharacteristicsofindustrialgoodsSource:CareerVentureHeterogeneousHomogeneousPriceProductionPromotionPlacementTransparentSensitivetoexteriorenvironmentfright(FOB&CIF),exchangerate,tax,economyofscaleNon-transparentPremiumqualityCustomizedsalesHigh-marginGenerallynotconfinedtocapacityAffectedbyregulation,price,downstreamdemandCapacitymaybetheglassceilingTechonology-drivenIncentivesfordealersPricereductionsynergyIncentivesfordealersPricereductionSynergyIncentivesforclientsNewproductlaunchDealerhighlyprice-sensitiveE-commerceDistributorE-commerce6

Casepractice1Ourclientisatapmanufacturer,whoownsaplantinGuangzhou.Thelocalgovernmenthasmadeplanstousethelandforotherpurposessothecompanyneedtofindanewsite.Whatshouldtheyconsider?7

Casepractice2OurclientisaironoremineonLiberia,theyplantoexportironoretoChina,whatshouldtheyconsider?Howtomakealistofthepotentialcustomers?8

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ContentChemical&NewmaterialAutoCaseinpointSummaryGeneralsegmentationofautomobileindustry10

China’sautomobileindustryPassengerVehiclePassengerBusCommercialVehicleSedanCarSUVMPVPremium(cc>2.6L)MiddletoHigh(cc>2.3L)Middle(1.6L<cc<2.3L)Low(cc<1.6L)Large(length>10m)Medium(7m<length<10m)Small(length<7m)Heavy-dutytruck(weight>14ton)Medium-dutytruck(weight>14ton)Light-dutytruck(weight>14ton)123Dynamicsofconsumercars—PremiumAuto11

1High-endconsumercarsareenjoyinggreatgrowthpotentialsinChinaCurrentregulationsboosthighpriceinChinaConsumptiontaxTariffsEnvironmentalpolicyKSFofluxurycarsAutomobiledesign/performanceDistributionchannelBrandpositioningKeyinformationExample:DifferentproductportfolioindifferentpartofChinaPromoteSUVCayennetobusinessandfamily-typeconsumersGoodserviceexperienceExpandedsalesdistributionchannelIncludingsecond,third-tiercitiesPremiummarketwithsubstantialfuturegrowthpotentialSales2016bysegmentSportMPVSUVPrCar4MeEnVAN

FEDCBABody/PricesegmentAv.>10%+2/10%vs.Av.Av.+/-2%-2/10%vs.Av.Av.<-10%CAGR9%Estimatedvolumes2016,CAGR2011-2016ObservationsSUVsegmentwillexperienceverystronggrowthSUVsegmentsexpectedtogrowat>10%p.a.SUV-CandDwithlargestsegmentsizeAdditionallypremiumcarsegmentwillkeepgrowthmomentumDrivenbylower-endCandDsegmentsMediumandentrywillstillbedominantinsize,butrelativelyslowingrowth2.CAGRfor2009-2012;4.Pr=Premium,Me=Medium,En=EntrySource:IHSAutomotiveNov.112013;BCGanalysisDynamicsofconsumercars—Middleendcars13

1ReleaseFunForceVitalityAffirmationRespectDifferentiationSelf-EsteemControlSecurityTranquilitySocial

opennessBelongingConfirmation14

Commercialvehiclesdemanddrivers3UnderlyingindustryactivityPenetration&SubstitutionRequiredinstalledbaseNewdemandReplace-mentdemandReplace-mentcircleActualinstalledbaseFleetUtilizationAnnualsalesDriversInstalledBaseAnnualSalesLegendUnderlyingindustryactivity(e.g.,coaloutputorconstructionvolume)isthekeyprimarydriverindeterminingcapacityneedsandhenceexpansiondemand.ItisalsocorrelatedwithutilizationoftheexistingfleetwhichinturndriveswearandtearInamarketwithacceleratingunderlyingindustrygrowth,utilizationpicksup,andmoreintensiveuseoftrucksleadstotrucksbeingreplacedfasterDeceleratinggrowthintheunderlyingindustriesdecreasesutilizationofexistingfleets,whichallowstruckstobeusedlongerbeforetheyneedtobereplaced,andextendsthepaybackperiodoffleetownersCommentsDynamicsofcommercialvehicles—Trucks15

3HeavydutytrucksLightdutytrucksMarketdynamicsPossiblegrowthstrategyLighttruckmarketismainlyfocusedonlow-endmarketwithexcessivecapacityMarketishighlyconsolidatedTop4playersaccountfor85%shareFiercecompetitionleadstolowprofitabilitylevelHeavy-dutytruckmarketisquitequality-drivenForeignbrandholdsdominantmarketplaceMarketishighlyconsolidatedConsumersarelessprice-sensitiveProfitmarginishighgivenhardqualitystandardMarketingthebrandashigh-quality,wearablevehicleIncreasepenetrationbyestablishingnetworkwithSOE-ownedfleetsProvidegoodafter-serviceIncreasepenetrationb