凡客诚品分析英文.docx
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凡客诚品分析英文.docx
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凡客诚品分析英文
TheReportofVANCL
Xxx
Submittedtoxx
April20,2015
Group1,Team2
ExecutiveSummary
ThemainpurposeofthisreportistoanalyzethemarketingenvironmentofVANCL.Itwillbeanalyzedmainlybytwoways--micro-environmentandmacro-environment.Thenthestrategyplanningandthewaytosolvethesechallengesastheobjectsofstudywillbeputforward.Thesignificanceofthisreportistogivesomeexperiencesandlessonstootherelectricitysuppliers.
ContentsPage
ExecutiveSummary2
ContentsPage3
Introduction3
1:
Micro-environment4
1.1Thecompany4
1.2Suppliers5
1.3Intermediaries5
1.4Competitors6
1.5Publics7
1.6Customers8
2:
Macro-environment9
2.1DemographicEnvironment9
2.2Economicenvironment10
2.3Technologyenvironment11
2.4Politicalenvironment11
2.5Culturalenvironment12
3:
StrategicPlanning12
3.1Definingcompanymission12
3.2Settingcompanygoals13
4:
FunctionalStrategies13
4.1Open-mindedattitude14
4.2Improvethequality14
4.3Adjustorganizationstructure15
ConclusionandRecommendations15
References15
Appendices17
Introduction
VANCLisaB2C(Business-to-customer)onlinestoretosellT-shirtsorothercloths.TheoriginalfounderofJoyo--Mr.ChenNianestablishedVANCLinOctober2007inBeijing.“Internetfastfashionbrand”isitscompanyslogan.Withsalesvolumeincreaseddramaticallyinthefirstthreeyears,moreandmorequestionswereexposedcompletely.Now,VANCLisontheedgeofclosure.TheinformationisallfromInternet,booksandnewspapersrecently.
1:
Micro-environment
1.1Thecompany
AlthoughVANCLwasestablishedinOctober2007,thesalesvolumeincreasedin2009to2010from0.4billionto1.8billionRMB.TherewasnodoubtthatVANCLwroteamiracleasaB2Conlinestoreinthehistory.However,thisleadedthatChenNianoverlyoptimisticjudgedthesituationin2011.Inhismind,regardingtothecustomergrowthrate,andotherexcellentdata,thecustomer'sperformancecouldbemorecompletelycrazy.Therefore,heshoutedoutinpublicinMarch2011thatthegoaloftheannualsaleswas10billion.ThismeansthatVANCLhadtosellgoodsfivetimesperdayinthesameperiod.Atthattime,wholecompanywasobviouslyinablindoptimism.Manydepartmentshadbeguntocomparewitheachother.AmansaidIcanfinish2billion,andthenanotherpersonsaidIcancomplete2.5billion.Sotheproblemscame.
Comparewiththehighereventuallyleadedtoseriouslyexceedtheemployee’snormalcapacity.Inordertocompletetheunrealistictasks,manydepartmentscouldonlyeffortstoincreasecategoriesandhire.Thepeakinthefirsthalfof2011,VANCLhiredmorethan100peopleinaweek.(ZhangWangandGaoHan,2009)ChenNiansaidlaterthathefoundmanynewfacesinthecompanysuddenly.Thenewofficefloorwasfilledwithinfewdays;inaddition,alotofemployeeswerehangingaroundinthecompanyduringworkingtime.Untilthen,ChenNianbegantoobserveandthinktheproblemcarefully.
1.2Suppliers
Suppliersformanimportantlinkinthecompany’soverallcustomervaluedeliverysystem.Accordingtothesituationabove,salesofhighexpectationsandtaskscouldonlyproduceoneresult:
everyguesthadtoplacealotoforderstothesupplierinadvancetomeetexpectations.Usually,summerstockswillbeendedinMay,butitstillcontinuedinAugust2011.VANCLfoundthattheydidnottoreplenishtheirstocksin2012.ItwasthemainreasonofVANCLheldtoomuchstockandhadtopromotesalesatareducedprice.
1.3Intermediaries
Marketingintermediarieshelpthecompanytopromote,sell,anddistributeitsproductstofinalbuyers.TheWindasaphysicaldistributioncompanywhollybelongstotheVANCL.Atthattime,VANCLjudgedthatmanynewcompanieswouldappearinthenearfuture;therewouldbealargenumberoforderrequirementsontheInternet.SothegeneralmanageroftheWind,Mr.Li,hadplannedtodevelop10000peoplebytheendof2011.
Unfortunately,sincethesecondhalfof2011,electricityindustryturnedtobecold.Manysmallandmedium-sizedelectricitybusinesseswereshrinking.TheWindhaddifficultyinreceivingalargenumberoforders.InMarch,thesiteofWindbegantomerge,andcooperatedwiththethirdpartydeliverycompany.ChenNiansaidthatlastyear30%orderdeliverywasdistributedbythethirdparty,butrecentlythenumberhasreached50%.(Focusissuewebsite,2014)
TheWindhad2000employeesnow.ChenNianthinksthisisanappropriateandenoughamount.
1.4Competitors
Themarketingconceptstatesthattobesuccessful,acompanymustprovidegreatercustomervalueandsatisfactionthanitscompetitorsdo.NomatterwhatInternetExploreryouopen,alotofonlinestoreswillbeshownonanobviousposition,suchasTaobao,Amazonandsoon.Youarecertaintochoosedifficultlyonceamonglotsofstoresandproductions.TheInternetischanginglivescompletelywithoutdoubt.Somanyonlinestorescompaniesestablishedinrecentyears.VANCLhastofacemanystrongcompetitorsandthinkofawaytodefeatthem.
Fromthebirthoftheday,thebrandpositioningofVANCLisfastfashion.Ofcourse,itmetUNIQLO,ZARAandH&M,thesetraditionalfastfashionbrands.Inthefaceofthesestrongcompetitors,VANCLdonothavebrandadvantages;alsohavenoadvantageinproductqualityanddesign.Therefore,VANCL’sweaponwhichcanonlybeusedistograbthemarketbylowprice.So29RMBT-shirt,59RMBcanvasshoesgrabmarketsharequickly.Thisstrategyinearlyhadobtainedcertainachievements,alsomademanypeoplehadapreliminaryunderstandingofVANCL.
Becauseofthatlowpricestrategy,somanypeople’simpressionsofVANCLstayinthe29RMBofT-shirts,59RMBofcanvasshoes.Onlineproducts,ofcourse,cannotstayinacheaplevel.Butifthepriceistoolow,itwillbeunabletoestablishtheheightofafastfashionbrand;ifthepriceistoohigh,andexceedsUNIQLO,obviouslyVANCLwillhavenotanyadvantages.
Brand'sdisadvantagesmakesthatthepriceofproductshasdifficultyinascending.Forawhile,manypeoplethinkthatVANCLis199RMBclothestoday,thepricemaybeturnedinto99RMBtomorrow.TheclothingqualityofUNIQLOisrecognizedbymostcustomersandmanyofthemhavebuiltbrandloyalty.
1.5Publics
Apublicisanygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectives.WiththevoiceofChinaprogram’saudienceratingrose,VANCLinvitedtensingersfromthisprogramandtwonormalpeopletocutapromoin2013.When“Iwantalifeinfullbloom”seriesofadvertisementsappearedonthestreetsandsubwaysofBeijing,ShanghaiandGuangzhou,itattractedlotsofattentionassoonasbefore.InBeijingsubway,thecrowdeddidn’tstopsometeenagerstoappreciatetheseads--theyallhadstories.
Notonlythesenormalpeople,butVANCLonceinvitedsomestarslikeHanHan,WangLuodanandHuangXiaomingaswelltobespokespersonsforitsproducts.VANCLEstylealsowaswell-known.Butletuscomebackandreaditagain:
“Lovenetwork,lovefreedom,lovenight,lovenightfoodstalls,loveracing;alsolove29RMBaT-shirt.”Whenyoureadtheseads,exceptthatitbringsyouapowerfulenergy,youmayalsofeelatraceofloser.SomemediapublicsaimedattheseproblemscriticizedVANCL.Withmoreandmorecustomers’complainsmediapublicsbroughtoutthefactsviaInternet,newspaperandtelevision.
1.6Customers
Customersarethemostimportantmicroenvironmentalactors.Overthepastfewyears,VANCL’spositioningandbrandmarketingwonalotoffirstandsecond-tier-citiescustomerswholikecheapproductsandalittlepoor,butonlyjustthese.RegardingtothecurrentstrengthofVANCL,itisdifficulttotakecareofthecustomersbelowthethird-tiercity.Atthesametime,thesepoorcustomershavenotbrandloyalty.Whentheyarealoser,theywillrememberVANCL;whentheyarenotaloseranylonger,theyprobablywillnotbuy29RMBaT-shirtandforgetVANCLtotally.Meanwhile,firstandsecond-tiercitiesofwhite-collaremployeeslookdownuponVANCL.So,itistoodifficulttoexpandthecustomerbase.
ItwasreportedthatsomeVANCL’scustomershadexpressedgreatdissatisfaction.VANCLhadblindfaithinmarketingandignoredthequalityofproductsandtechnicalaccumulationlikesupplychains,whichcauseyoungelectricbusinessenterpriseintherapidexpansion.Theriskofrunawayhadincreaseddramatically.CustomersboughtaT-shirtfromVANCLandfounditwaspoorqualityandcouldnotbewornafterwashing.Andthepriceofthesameclothingwasfloatupordown.Thepriceis99RMBtoday,anditwillbe49RMBafewdayslater.Mostofcustomerswerenotbalanceablebecausetheythinktheyhadbeencheated.
2:
Macro-environment
2.1DemographicEnvironment
Thedemographicenvironmentisofmajorinteresttomarketersbecauseitinvolvespeople,andpeoplemakeupmarkets.AsofDecember2014,therewere649millionInternetusersinChina,anincreaseof31.17millionfromtheendof2013;Internetpenetrationrateis47.9%,increasedby2.1%attheendof2013.(ChinaInternetNetworkInformationCenter,2015)
A.Genderstructure
Chineseinternetusers’ratiowas56.4:
43.6,whichremainedstableinrecentyears.FemaleInternetpopularityislow.
B.Agestructure
AsofDecember2014,InternetusersinChinawhoin10-39agesarethemaingroup,whichcombinedratioreached78.1%.The20to29agegroupofnetcitizensaccountedforthehighest--31.5%.Comparedwiththeendof2013,40andolderagegroup’sproportionofInternetusershasincreased.Ontheonehand,thereasonisanetworkaccessenvironmentincreasinglyandthewiderange
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