百思买国际市场营销调研英文.ppt

* THANKYOU * 百 思 买 -国际市场营销分析 国贸1003班 * Introduction Macro-environment Traget market analysis 1 2 3 4 Market entry stategy 5 Failure recommendation Content 6 Conclusion * 1 Introduction * * Best 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 2001 ranked in the Top 10 of Americas Most Generous Corporations in 2005 made Fortune magazines List of Most Admired Companies in 2006 * Macro-environment 2 China ? * China? 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 countryside * China? Sociocultural environment■long and complex of Chinese culture■cheap labor power * Traget market analysis 3 * STP Marketing segmentation  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 Marketing segmentation ? 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). * 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 m