品類吸引力分析ppt課件-資料下載頁(yè)
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【正文】 ively low, supplier power will be higher for nutrient supplement suppliers Attractiveness + 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 34 Energy Bars: Attractiveness Summary (cont) Aggregate Market Analysis Pressure from Substitutes ?Considerable Attractiveness ?Fresh fruit, cereal bars, smoothies, candy bars, etc. are all suitable portable substitutes for the mainstream energy bar consumer. True athletes are most likely to substitute with higher nutrient level energy bars 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 35 Energy Bars: Attractiveness Summary (cont) Aggregate Market Analysis Category Capacity ?Appears to be high given current scenario of more than 100 manufacturers and many more products. But, still, it is too early to determine true capacity Attractiveness + 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 36 Energy Bars: Attractiveness Summary (cont) Aggregate Market Analysis Current Category Rivalry ?Very high. Differentiation largely by taste and flavor variety, and by targeting unique market segments Attractiveness 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 37 Energy Bars: Attractiveness Summary (cont) Environmental Analysis Technological ?Technology could play a significant role with respect to manufacturing efficiencies and taste profiles Attractiveness + 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 38 Energy Bars: Attractiveness Summary (cont) Environmental Analysis Economic ?While premium priced, energy bars have so far seemed to fair the recession well. Still, however, if economic conditions persist, consumers may opt for less expensive alternatives like fresh fruit or nonenergy snack bars Attractiveness + 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 39 Energy Bars: Attractiveness Summary (cont) Environmental Analysis Political/ Regulatory ?The energy bar category is regulated by the FDA as are other food products. There are not to our knowledge, however, additional regulations directed toward the energy bar category. Attractiveness 0 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 40 Energy Bars: Attractiveness Summary (cont) Environmental Analysis Social ?As lives get busier and mealtimes shrink, energy bars will continue to be an acceptable meal replacement. Attractiveness ++ 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 41 Category Attractiveness: Retail Coffee 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 42 Category Attractiveness: MP3 Phones
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