佳宝公司是国内一家知名的家用厨房电器制造商,主要生产三大类厨房用电器,分别是电烤箱、洗碗机和消毒柜,全部供应国内市场。佳宝公司所在产业电烤箱、洗碗机、消毒柜的市场增长率分别为:4%、9%、20%;佳宝公司的三种产品的市场占有率分别为:电烤箱的市场占有率为8

admin2017-03-02  24

问题 佳宝公司是国内一家知名的家用厨房电器制造商,主要生产三大类厨房用电器,分别是电烤箱、洗碗机和消毒柜,全部供应国内市场。佳宝公司所在产业电烤箱、洗碗机、消毒柜的市场增长率分别为:4%、9%、20%;佳宝公司的三种产品的市场占有率分别为:电烤箱的市场占有率为8%,洗碗机的市场占有率为30%,消毒柜的市场占有率为30%;佳宝公司三种产品最大竞争对手的市场占有率分别为:电烤箱市场的最大竞争对手是华夏公司,其市场占有率为40%;洗碗机市场的最大竞争对手是海蓝公司,其市场占有率为15%;消毒柜市场的最大竞争对手是达能公司,其市场占有率为20%。假设市场增长率以10%为分界线,10%以上为高增长率,10%以下为低增长率;相对市场占有率以1.0为分界线划分成高、低两个区域。请用波士顿矩阵进行分析,并回答以下问题。
    (1)根据波士顿矩阵分析洗碗机、消毒柜和电烤箱三个业务所属的类型;
    (2)给出三个业务可以采用的战略。

选项

答案(1)根据材料可知,佳宝公司所在产业洗碗机的市场增长率为9%,小于10%,属于低速增长。相对市场占有率为30%÷15%=2,大于1。因此可以判断洗碗机属于现金牛业务。 该公司所在产业消毒柜的市场增长率为20%,大于10%,属于高速增长,相对市场占有率为30%÷20%=1.5,大于1,因此可以判断消毒柜属于明星业务。 该公司所在产业电烤箱的市场增长率为4%,小于10%。属于低速增长,相对市场占有率为8%÷40%=0.2,小于1,因此可以判断电烤箱属于瘦狗业务。 (2)洗碗机属于现金牛业务,对这一象限内的大多数业务,市场增长率的下跌已成不可阻挡之势,因此可以采用收获战略。消毒柜属于明星业务,适宜采用的战略是积极扩大经济规模和市场机会,以长远利益为目标,提高市场占有率,加强竞争地位。电烤箱属于瘦狗业务。对这类产品应采用撤退战略:首先应减少批量,逐渐撤退,对那些还能自我维持的业务,应缩小经营范围,加强内部管理;而对那些市场增长率和企业市场占有率均极低的业务则应立即淘汰。其次是将剩余资源向其他产品转移。最后是整顿产品系列,最好将瘦狗产品与其他事业部合并,统一管理。 English answers: (1)According to materials,the growth rate of market for dish—washing machine which Jiabao Company engaging in is 9%,less than 10% so is low speed increasing.Relative market share is 30%÷15%=2,greater than 1.Therefore,dish—washing machine is cash cow transaction. The growth rate of market for disinfection cabinet which this Company engaging in is 20%. more than 10K0 SO is high speed increasing,relative market share is 30%÷20%=1.5, greater than 1,therefore,disinfection cabinet transaction is star transaction. The growth rate of market for electric oven which this Company engaging in is 4%,less than 10% so is low speed increasing,relative market share is 8%÷40%=0.2,lower than 1,therefore.electric oven is dog transaction. (2)Dish—washing machine is cash COW transaction,the decreasing of the growth rate of market for majority of transactions within first quadrant is irresistible,SO harvesting strate gy could be applied.Disinfection cabinet transaction is star transaction,actively expand economic scale and market chance is better to be applied,treating long—term interest aS target,improving market shares,strengthen the competitive position.Electric oven is dog transaction.Withdrawal strategy should be used for this type of product:firstly,reduce the product batch size,withdraw gradually.For the self—sustaining business,reduce the scope of business,enhance the internal management;and the business whose market growth rate and market share are remain at a low level should be terminated immediately. Secondly,transfer the remaining resource to other products,and finally,reorganize the product series,merge the dog product into other divisions,and unified management.

解析
转载请注明原文地址:https://kaotiyun.com/show/qIO0777K
0

相关试题推荐
最新回复(0)