【正文】 Value Segment Channel Rate / Speed Liquidity / Access Sensitive Speed Avg.. Investment Balance $77,725 $92,264 $96,335 $68,212 Case Study Channelists Speed Liquidity / Access Sensitive 20%23%2 3 %34% Rate / Speed Sensitive 37%20%2 7 %16% Speed Liquidity / Access Channel Rate / Speed 附錄三： PowerPoint制作工具及范本 39 $ In summary, using value based segmentation is a powerful tool to improve a client’s bottom line. Creates Revenue Opportunities ? Retain most profitable customers ? Improve profitability of other customers by fulfilling their values with lower cost structures ? Generate new business ? Identify revenue enhancement opportunities ? Simplify and increase effectiveness of client’s target market activities Identifies Substantial Cost Reduction ? Better manage utilization of client’s delivery work ? Focus on delivery on required service thresholds ? Strip costs from nonvalue added processes ? Don’t have to build one delivery option that fits all Better Positions Relative to Client’s Competition ? Increased customer satisfaction due to fulfilled value sets ? Organization clearly understands goals and delivery expectations ? Sets stage for adaptable anization better able to respond to petitive change 附錄三： PowerPoint制作工具及范本 40 Based on Andersen Consulting’s investigation of the target markets, there is identifiable change in buyer preferences from window to split and cabi air conditioners. Product Yesterday Today Future trends Window and split account for the majority of the air conditioners possession before 1996. Split air conditioners account for the majority of sales. Cabis sales begin to increase and windows share of the market begin to decline (From distributors perspective) Cabi air conditioners will continue to grow ? cabi air conditioners show strong growth due to increasing size of homes and price cuts. Future sales growth will continue with improvements in residential power ? Some customer segments (especially rural) regard air conditioners as a type of highend furniture (whose secondary purpose is to cool). Cabis, best meet this type of customer’s buyer value and will grow with this segment. Split will remain stable, and even decline in some areas ? Splits will keep the same market share ? Compared to the cabis, it will decline slightly in some areas because of installation difficulties Generally, window air conditioners will decrease dramatically, ? but still account for a certain proportion acting as a transition product for price conscious buyers in hot areas ? Because of this ine limitation, window air conditioners will still account for a large proportion of sales in economically developing markets (. Changsha and Chongqing) ? Windows will continue to sell well in markets such as Hangzhou as transition products for people who are waiting to move into new housing Growth in Mini Central and Ceiling air conditioners ? Minicentral or residential used ceiling ones will gain in popularity amongst people in large apartments and houses (especially as market awareness of product availability grows). Breakdown of different types of air conditioners (Before 1996) Current purchase preferences (19961998) Window 48% Split 48% Cabi 9% Window 26% Split 53% Cabi 21% Market Overview 附錄三： PowerPoint制作工具及范本 41 Competition Today ? Local Chinese manufacturers upgrade production technology to offer quality levels on par with JV operations ? Local Chinese manufacturers develop marketing capability/expertise ? JV operations, crippled by ability to understand market and operate within local business culture’s drop in position ? JVs begin to pete more on price as perception of added value differentiation disappears. Over the last three to four years, local air conditioner manufacturers have been able to reposition themselves successfully through bined advances in quality and marketing… Perceived Added Value Price Low Low High High Low Low High High Meidi Kelon Chunlan Gree Perceived Added Value Price National Mitsubishi Sharp Hitachi Chunlan Gree National Mitsubishi Hitachi Yesterday Today Competition Yesterday ? Local and JV manufacturers target two different market segments separated by price/quality trade off ? JV operations target quality conscious upper end of market while local manufacturers target bottom end ? Local manufacturers limited in terms of production quality capability and marketing experience Market Overview 附錄三： PowerPoint制作工具及范本 42 Consolidated results for the markets from a market attractiveness perspective. . looking at market size, growth, petition, market entry (. distribution opportunity) from a current and future perspective. Entry Priority High MediumHigh Medium Medium Low Low Beijing Nanjing Hangzhou Jinan Changsha Chongqing Market Size Strategic View Distribution Opportunity Competition Market Growth Market Overview Source: AC market investigations 附錄三： PowerPoint制作工具及范本