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,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,#,Strategic Management,Group Project Presentation,Analysis of FMCG Industry and,1101213509,1101213548,1101213143,1101213553,1101213521,Group 4,HONG,Da,ZHANG,Yue,YAN Sihua,ZHOU Shiquan,LIU Shuiyin,Contents,A Brief Historical Overview of the Industry,Industry Analysis,Intra-industry Analysis,The future of the Industry,Industry Analysis,1,Firm Analysis,2,A Brief Historical Overview of the Firm,Analysis of Competitive Strategy and Position,The Future of the,Company&Recommendations,Contents,A Brief Historical Overview of the Industry,Industry Analysis,Intra-industry Analysis,The future of the Industry,Industry Analysis,1,Firm Analysis,2,A Brief Historical Overview of the Firm,Analysis of Competitive Strategy and Position,The Future of the,Company&Recommendations,A Brief Historical Overview of the Industry,Fast-moving consumer goods(FMCG),are retail goods that are generally replaced or fully used up over a short,period.,They are sold quickly and at relatively low cost,e.g.soft drinks,toiletries,and grocery items,.,Durable goods,are goodsthat do not quickly wear out or yieldutilityover time rather than being completelyconsumedin one use,e.g.cars,consumer electronics,furniture,sports equipment and etc.,Sub-sectors,of FMCG Industry:,Personal Care,Face cream,shampoo,etc.,Household,Care,Liquid,detergent,etc,Food and Beverage,Milk,cookies,etc,Alcohol and Tobacco,A Brief Historical Overview of the Industry,Main characteristics of FMCGs:,From the consumers perspective:,Frequent purchase,Low involvement,Low,price,From the marketers angle:,High volumes,Lowmargins,Extensivedistribution networks,Highstock turnover,Historical Development of FMCG in China,Today,FMCG industry has developed into the worlds largest industry.Food industry,a sub-sectors of FMCG,had become the worlds largest industry ever since 1998.,Chinas retail industry maintained steady and rapid growth.The total annual retail sales of China was only,3 billion yuan in 1990,became,over 40 billion yuan in 2001,and,over 180 billion yuan in 2011,and it is having,an average annual growth of nearly 18%,in the last 5 years.,Total Amount and Year on Year Growth Rate of Annual Retail Sales of Social consumer goods in China,Data source:National Bureau of Statistics,Industry Analysis-PEST,POLITICAL,ECONOMICAL,SOCIO-CULTURAL,TECHNOLOGICAL,The personal income tax amendment was implemented in September 2011,aiming to reduce the tax burden on low-income people.,When delivering the governments work report of 2012,Premier Wen Jiabao emphasized the importance of improving peoples income.,These consumption promoting policies will not only,increase the consumption power of Chinese people,improve social demand of consumer goods,but also will increase the unit price of FMCG,thus resulting in increase of both volume and price of FMCG industry.,Industry Analysis-PEST,POLITICAL,TECHNOLOGY,ECONOMICAL,SOCIO-CULTURAL,TECHNOLOGICAL,Due to the long run effect of last financial crisis and the impact of current European crisis,the global economic is actually in a down turn situation.Besides,the cost of raw materials,labor,and transportation is also increasing in recent years in emerging market countries,including China.,Chinas macroeconomic growth is also slowing down this year.Due to the influence of weak external demand and the high competition in retailing channel,the sales growth rate of FMCG market as a whole will be significantly reduced.,Industry Analysis-PEST,POLITICAL,ECONOMICAL,SOCIO-CULTURAL,TECHNOLOGICAL,The huge population has brought heavy pressure,to China,but it has also,brought gigantic consumer groups and huge room of development for the growth of FMCG industry in China.In addition,the consumer groups and lifestyle of consumers have also undergone great changes,mainly as follows:,First,young people,who have relatively high income,economic autonomy and pursuit of life quality,will become the major consumer group;,Second,the increased elder people will promote the development of communities convenience stores,which will gradually become the first choice for these consumers;,Third,with the accelerated rhythm of social life,housework will have more features of commercialization and socialization.,Industry Analysis-PEST,POLITICAL,TECHNOLOGY,E-commerce channels are growing pretty fast.More and more purchasing are realized through online shopping channels,and the size of these channels is growing at a speed of nearly 50%a year.,Many FMCG companies are increasing the use of digital,which will enable companies to manage the business in real time and on a demand-driven basis,interact with consumers,and to reduce cost and promote efficiency.Of course,the use of technology in FMCG industry will facilitate the competition and drive out small companies in a even fast speed.,ECONOMICAL,SOCIO-CULTURAL,TECHNOLOGICAL,Industry Analysis Five Forces,New Entrants,LOW,Large companies have huge competitive advantage over new entrants,such as established eco
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