战略咨询入门—汽车行业-行业

1、Industrial goods 4. Pr = Premium, Me = Medium, En = Entry Source: IHS Automotive Nov. 11 2013; BCG analysis,Dynamics of consumer carsMiddle end cars,13,1,Release Fun,Force Vitality,Affirmation Respect,Differentiation Self-Esteem,Control,Security Tranquility,Socialopenness,Belonging Confirmation,14,C

2、ommercial vehicles demand drivers,3,Underlying industry activity,Penetration & Substitution,Required installed base,New demand,Replace- ment demand,Replace- ment circle,Actual installed base,Fleet Utilization,Annual sales,Drivers,Installed Base,Annual Sales,Legend,Underlying industry activity (e.g.,

3、 coal output or construction volume) is the key primary driver in determining capacity needs and hence expansion demand. It is also correlated with utilization of the existing fleet which in turn drives wear and tear In a market with accelerating underlying industry growth, utilization picks up, and

4、 more intensive use of trucks leads to trucks being replaced faster Decelerating growth in the underlying industries decreases utilization of existing fleets, which allows trucks to be used longer before they need to be replaced, and extends the payback period of fleet owners,Comments,Dynamics of co

5、mmercial vehiclesTrucks,15,3,Heavy duty trucks,Light duty trucks,Market dynamics,Possible growth strategy,Light truck market is mainly focused on low-end market with excessive capacity Market is highly consolidated Top 4 players account for 85% share Fierce competition leads to low profitability lev

6、el,Heavy-duty truck market is quite quality-driven Foreign brand holds dominant market place Market is highly consolidated Consumers are less price-sensitive Profit margin is high given hard quality standard,Marketing the brand as high-quality, wearable vehicle Increase penetration by establishing network with SOE-owned fleets Provide good after-service,Increase penetration by using multi-channel strategy Increase product portfolio to satisfy customers diversified needs Seek M&A opportunities,16,Decision process of Commercial vehicles,4,17,Case p