国际市场营销分析.pptx

百 思 买 -国际市场营销分析 1003班 436125ContentIntroductionMacro-environmentTraget market analysisMarket entry stategyFailure recommendation ConclusionIntroduction1Best Buy sells consumer electronics and a variety of related merchandise, including software, video games, music, DVDs, Blu-ray discs, mobile phones, digital camera, car stereos and video cameras, in a non-commissioned sales environment. Company of the Year in 2004 Specialty Retailer of the Decadein 2001ranked in the Top 10 of Americas Most Generous Corporations in 2005made Fortune magazines List of Most Admired Companies in 2006China?Macro-environment 2China?Economic environmentWith the growth of Chinese sustained economic and the rising of national income, the power of national consumption is growing. Obviously, the potential in China is huge.China?Political environmentpolitical stabilityReform and openingHome appliances to the countrysideChina?Sociocultural environment■long and complex of Chinese culture■cheap labor powerTraget market analysis3segmentation Best Buy piloted its “customer-centricity” strategy, radically shifting the company’s strategic emphasis from products and technology to customers. The goal was to focus on the most attractive customers based on the important differences between them in their purchasing and preferences in consumer electronics. The customer base has been segmented into several basic lifestyle groups. STP Marketingsegmentation? Jill? Barry ? Buzz ? Ray ? Mr. Storefront Other interesting segments are the Carries’s (young, single females) and the Helen and Charlie’s (older couples whose children have left home).STP Marketingtargeting Based on the segmentation, the market coverage strategy of best buy is differentiated. Best Buy has a vast market with extensive penetration in the electronics sector. Best Buys market consists of small business owners including home office and the majority consumer. Their market will be tech savvy middle class consumers as well as business