加多宝波特五力模型分析

1、加多宝加多宝材料收集材料收集蒋成新、但忠艳、张子蒋成新、但忠艳、张子辰辰PPTPPT制作制作龚贵超、刘胜、喻勇PPTPPT讲解讲解杨章、代维微、杨安高团队分工团队分工Industrycompetition行业竞争者supplier供应商Potential invaders潜在的入侵者buyers购买者substitute替代品波特五力模型波特五力模型1 1、Industry competitionIndustry competition At present the beverage industry more and more the introduction of functional d

2、rinks, herbal tea market has also attracted a lot of businesses to open up, which means that JDB will be more and more competitors. The relative increase in the high cost, many low-cost products will become a lot of JDBs competitors. For example: Wong Lo Kat, Red Bull and other functional drinks gav

3、e JDB more than the market to bring competition. Wong Lo Kat is the most well-known herbal tea, Red Bull and very popular with young people. Especially the drug just to Wanglao Ji received back, gave JDB a fatal blow. Therefore, the JDB Group should have a certain sense of crisis.目前饮料行业内越来越多的推出功能性饮料

4、，凉茶市场也吸引了很多商家去开拓，这意味着加多宝的竞争者将越来越多。而相对加多较高的成本来说，很多低成本的产品将会成为加多宝很大的竞争对手。例如：王老吉、红牛等功能性饮料都给加多宝市场带来了更多的竞争。王老吉是人们最熟知的凉茶，红牛又很受年轻人喜爱。特别是广药刚把王老吉收回去后，又给加多宝致命的一击。因此，加多宝集团应该有一定的危机意识了。2 2、Potential invadersPotential invaders在多元化发展的大趋势下，各大食品企业都是最有可能的潜在入侵者。例如：雅客食品公司、绿盛集团、旺旺食品有限公司这些经营休闲类食品的公司，都很有可能进军饮料的行业。就达利集团而言，在

5、多年的发展经营中，达利集团已成为食品行业三大品牌之一，并且成功得拓展了他的饮料市场， 推出蜂蜜绿茶、 优先乳等产品。可见，食品企业要进入 饮料行业，分享饮料市场也不是一件不可能的事。 In the diversified development trend, the major food companies are the most likely potential intruders. For example: Yake food company, Green Sheng Group, Wangwang Food Co., Ltd. These companies operating lei

6、sure food, are likely to enter the beverage industry. For Dali Group, Dali Group has become one of the three major brands in the food industry for many years, and has successfully expanded its beverage market and launched honey green tea, priority milk and other products. Visible, food companies to

7、enter the beverage industry, sharing the beverage market is not an impossible thing.3 3、substitutesubstitute Coca-Cola, Master Kong, Wahaha, which can be described as Coca-Cola, Master Kong, Wahaha, which can be described as consumers are familiar with the beverage brand.These beverage consumers are

8、 familiar with the beverage brand.These beverage companies are trying to launch their own tea drinks. companies are trying to launch their own tea drinks. Nongfushanquan company began a large-scale launch of the farmer Nongfushanquan company began a large-scale launch of the farmer tea series of dri

9、nks. Master Kong launched a multi-functional tea series of drinks. Master Kong launched a multi-functional tea drink. Coca-Cola Beverage Co., Ltd. announced the launch of tea drink. Coca-Cola Beverage Co., Ltd. announced the launch of a new series of tea drinks. Hangzhou Wahaha Group Co., Ltd. also

10、a new series of tea drinks. Hangzhou Wahaha Group Co., Ltd. also launched a variety of tea drinks. These growing tea drinks will launched a variety of tea drinks. These growing tea drinks will inevitably cause a certain impact on the JDB herbal tea market.inevitably cause a certain impact on the JDB

11、 herbal tea market.可口可乐，康师傅、娃哈哈，这些可谓是消费者熟知的饮料品牌。这些饮料公司都在努力推出自己的茶饮料。农夫山泉公司就开始大张旗鼓的推出农夫茶系列饮料。康师傅推出了多功能的茶饮料。可口可乐饮料有限公司宣布，正式推出新的茶饮料系列。杭州娃哈哈集团有限公司也推出了品种多样的茶饮料。这些日益增多的茶饮料势必对加多宝的凉茶市场造成一定的影响。4 4、suppliersupplier JDB to take company + base + farmers model. JDB JDB to take company + base + farmers model. JDB

12、and medicine planting base cooperation, and provide and medicine planting base cooperation, and provide medicine, technical advice and training and other medicine, technical advice and training and other services. Launched a large number of farmers planting services. Launched a large number of farme

13、rs planting herbs, drive farmers out of poverty, to achieve good herbs, drive farmers out of poverty, to achieve good economic and social benefits. In such a way to reduce economic and social benefits. In such a way to reduce costs and ensure a stable supply of raw materials.costs and ensure a stabl

14、e supply of raw materials.加多宝采取“公司基地农户”的模式。 加多宝与药材种植基地合作，并提供药苗、技术咨询指导和培训等服务。发动广大农户种植药材，带动农民脱贫致富，实现良好的经济效益和社会效益。通过这样的方式降低成本，保证一个稳定的原材料供应。5、buyersbuyers加多宝每罐的价格比同类品牌要高，我们认为这是加多宝自身的生产成本的原因。对低端消费者来说，他们可能更多的会选择同类产品中价位较低的产品，所以我们建议加多宝在标志性的红罐包装以外可以考虑增加别的包装形式以减少成本从而降低价格，扩大消费群体。 JDBs price per can is higher t

15、han that of similar JDBs price per can is higher than that of similar brands, which we believe is the reason for JDBs own brands, which we believe is the reason for JDBs own production costs. For low-end consumers, they may production costs. For low-end consumers, they may choose more similar products in the lower-priced choose more similar products in the lower-priced products, so we suggest that JDB in the iconic red cans products, so we suggest that JDB in the iconic red cans outside the package can be considered in