麦肯锡-中国冰箱行业战略报告[34p].ppt

aaaaaa010807BJ-refrigerator CONFIDENTIAL Industry Situation Analysis: Refrigerator aaaaaa ELECTRONICS CHINA ( aaaaaa China) This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not plete record of the discussion. aaaaaa010807BJ-refrigerator 1 KEY MESSAGES ? Refrigerator market is expected to grow at % annually from RMB 21 billion in 2000 to RMB 26 billion in 2005. Although growing at a rate as high as %, side-by-side refrigerator market is expected to remain very limited in the next 5 years ? In general, industry profitability for refrigerator is moderate. However, side-by- side refrigerators enjoy double digit return on sales ? Except side-by-side refrigerator, refrigerator market is led by local players. However, there are opportunities for MNCs to essfully build up their position by focusing on mid-to-high-end segments ? The refrigerator industry is relatively “ low-tech ” and has low entry barriers. Entry into WTO is not expected to have direct huge impact on petitive environment ? With market shares around 3 to 4%, aaaaaa is moderately positioned in refrigerator market. aaaaaa010807BJ-refrigerator 2 MARKET ASSESSMENT Market assessment Supply (competitor) analysis Demand (customer) analysis Overall environment analysis Market definition aaaaaa010807BJ-refrigerator 3 MARKET ASSESSMENT Supply (competitor) analysis Demand (customer) analysis Overall environment analysis Market definition ? Evaluation criteria, weight and rating ? Assessment of market attractiveness Market assessment ? Product/service definition ? Relevant regulatory environment and trends ? Relevant technological environment and trends ? Market size and growth rate ? Key buying factors ? Distribution channel structure ? M