战略咨询入门-汽车行业行业1教学课件

1、Industrial goods & AutomobileDavid Luo未经CareerVenture许可，任何个人或机构不得用于商业目的1 ContentChemical & New materialAutoCase in pointSummaryGeneral Definition of industrial goodsUsed in the production of other goods include resources used in the actual production process.End user is not consumer Material Supplie

2、rIntermediate manufacturerAssemblerDistributor/RetailerEnd-user2 3 Industrial Goods : The segmentation of industrial goodsSource: CareerVenture4 Industrial Goods : Industrial products profitability case general solutionSource: CareerVentureStrategyBatch AssemblersSweatshopsBulk processorsEquipment M

3、akerGrowthOrganicMulti-brand strategyDiversify revenueInorganicBolt-on acquisitionsInternational expansionProfitability Operational ExcellenceImprove operational efficiencyConsolidate industryPricingPremium pricingIndustrial Goods : The characteristics of industrial goodsSource: CareerVentureHeterog

4、eneousHomogeneousPriceProductionPromotionPlacementTransparentSensitive to exterior environmentfright(FOB&CIF), exchange rate, tax, economy of scaleNon-transparentPremium qualityCustomized salesHigh-marginGenerally not confined to capacityAffected by regulation, price, downstream demandCapacity may b

5、e the glass ceilingTechonology-drivenIncentives for dealersPrice reductionsynergyIncentives for dealersPrice reductionSynergy Incentives for clientsNew product launch Dealerhighly price-sensitiveE-commerceDistributorE-commerce5 Case practice 1Our client is a tap manufacturer, who owns a plant in Gua

6、ngzhou. The local government has made plans to use the land for other purposes so the company need to find a new site. What should they consider?6 Case practice 2Our client is a iron ore mine on Liberia, they plan to export iron ore to China, what should they consider? How to make a list of the pote

7、ntial customers?7 8 ContentChemical & New materialAutoCase in pointSummaryGeneral segmentation of automobile industry9 Chinas automobile industryPassenger VehiclePassenger BusCommercial VehicleSedan CarSUVMPVPremium (cc2.6L)Middle to High (cc2.3L)Middle (1.6Lcc2.3L)Low (cc10m)Medium (7mlength10m)Sma

8、ll (length14ton)Medium-duty truck (weight14ton)Light-duty truck (weight14ton)123Dynamics of consumer carsPremium Auto10 1High-end consumer cars are enjoying great growth potentials in China Current regulations boost high price in ChinaConsumption tax TariffsEnvironmental policyKSF of luxury carsAuto

9、mobile design/performanceDistribution channelBrand positioningKey information Example:Different product portfolio in different part of China Promote SUV Cayenne to business and family-type consumers Good service experienceExpanded sales distribution channelIncluding second, third-tier citiesPremium

10、market with substantial future growth potentialSales 2019 by segmentSportMPVSUVPrCar4 MeEnVAN FEDCBABody/Price segmentAv. 10%+2/10% vs. Av.Av. +/- 2%-2/10% vs. Av.Av. 10% p.a.SUV-C and D with largest segment size Additionally premium car segment will keep growth momentumDriven by lower-end C and D s

11、egmentsMedium and entry will still be dominant in size, but relatively slow in growth2. CAGR for 2009-2019; 4. Pr = Premium, Me = Medium, En = EntrySource: IHS Automotive Nov. 11 2019; BCG analysisDynamics of consumer carsMiddle end cars12 1ReleaseFunForceVitalityAffirmationRespectDifferentiationSel

12、f-EsteemControlSecurityTranquilitySocialopennessBelongingConfirmation13 Commercial vehicles demand drivers3Underlying industry activityPenetration & SubstitutionRequired installed baseNew demandReplace-ment demandReplace-ment circleActual installed baseFleet UtilizationAnnual salesDriversInstalledBa

13、seAnnual SalesLegendUnderlying industry activity (e.g., 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 tearIn a market with accelerating

14、 underlying industry growth, utilization picks up, and more intensive use of trucks leads to trucks being replaced fasterDecelerating 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 p

15、ayback period of fleet ownersCommentsDynamics of commercial vehiclesTrucks14 3Heavy duty trucksLight duty trucksMarket dynamicsPossible growth strategyLight truck market is mainly focused on low-end market with excessive capacityMarket is highly consolidatedTop 4 players account for 85% share Fierce

16、 competition leads to low profitability levelHeavy-duty truck market is quite quality-drivenForeign brand holds dominant market placeMarket is highly consolidatedConsumers are less price-sensitiveProfit margin is high given hard quality standardMarketing the brand as high-quality, wearable vehicleIncrease penetration by establishing network with SOE-owned fleetsProvide good after-serviceIncrease penetration by using multi-