公司進入美國市場營銷策略-全英文-課件

公司進入美國市場營銷策略-全英文-課件1公司進入美國市場營銷策略-全英文-課件2公司進入美國市場營銷策略-全英文-課件3公司進入美國市場營銷策略-全英文-課件4公司進入美國市場營銷策略-全英文-課件5公司進入美國市場營銷策略-全英文-課件6公司進入美國市場營銷策略-全英文-課件7公司進入美國市場營銷策略-全英文-課件8UnmannedAerialVehiclePhantom3UnmannedAerialVehiclePhantom9SZDJITechnologyCo.,Ltd.深圳市大疆創(chuàng)新科技有限公司SZDJITechnologyCo.,Ltd.深圳市10MarketingplanofDJI’s

dronestoentertheUnitedStatesmarketMarketingplanofDJI’sdrones11Contents:ProfileMarketresearchMarketsegmentationProductpositioning MarketinganalysisStrategicdecisionsPolicydecisionMarketingmanagementConclusionContents:Profile12ⅠProfileⅠProfile13CompanyProfileNativenameDa-JiangInnovationScienceandTechnologyCo.,Ltd.TypePrivateIndustyAerialPhotographyFounded2006FouderFrankWangHeadquartersShenzhen,Guangdong,ChinaAreaservedWorldwideProductsPhotographyPlatforms,FlightContollersDivisionChina,NorthAmerica,Europe,JapanSlogan"Thefutureofpossible"WebsiteCompanyProfileNativenameD14IntroductionVedioProductProfileIntroductionProductProfile15ProductProfileName:Phantom3Advanced&ProfessionalRelease:April9,2015;London,NewYork,Munich.Price:Phantom3ADVANCEDUSD$999

Phantom3PROFESSIONALUSD$1,259ProductProfileName:Phantom316EpicaerialvedioLiveHDviewCompletecontrolPowerful

mobileAPPVisionpositioningEasytoflyWorry-freeAutopilotInteligentbatteryProductProfileFeatures:EpicaerialvedioProductProfi17ⅡMarketResearchⅡMarketResearch18GlobalMarketInthemostrecentreportfromBIIntelligence,

Theglobalcommercialdronemarketwilltakeshapearoundapplicationsinahandfulofindustries:

agriculture,energy,utilities,mining,construction,realestate,newsmedia,andfilmproduction.GlobalMarketInthemostrecen19公司進入美國市場營銷策略-全英文-課件20GlobalMarketAsisshowninthechart,mostgrowthinthedroneindustryisonthecommercial/civilianside,astheshiftawayfromthemilitarymarketgainsmomentum.

Themarketforcommercial/civiliandroneswillgrowatacompoundannualgrowthrate(CAGR)of

19%between2015and2020,comparedwith5%growthonthemilitaryside.

GlobalMarketAsisshowninth21TheUSAMarketTheUSAMarket22UASmarketincludesallunmannedvehiclessuchasUAVs,blimpsandzeppelins.Approximately70%ofglobalgrowthandmarketshareisintheUSUnmannedAerialVehicles(UAVs)arethemostpredominantsegmentoftheUASmarketUAVexpendituresreachedmorethanUS$8billionandconstitutedagrowthofmorethan20%in2014HalfoftheexpendituresonUAVsarededicatedforResearchandDevelopmentactivities.UAVmanufacturersremainfairlyconcentratedintheUS.TheUSAMarketUAS(UnmannedAircraftSystems)areanemergingsectoroftheaerospaceindustrywithgreatopportunityandmarketdemandthatcanbeleveragedtohighprofitabilityinthenearfutureUASmarketincludesallunmann23Tosumup,theUSAUAVmarketisbigandbrilliant!TheUSAMarketTosumup,theUSAUAVmarket24ThemarketshareofDJIChinesedronemakerSZDJITechnologyCoLtdhasestablishedastrongearlyleadintheU.S.commercialmarketascompaniesturntoitsinexpensive,light-weightflyingdevicesforahostofusesfromshootingfilmstomappingandsiteinspections.Shenzhen-basedDJI,whosebest-sellingPhantom2Vision+droneretailsforaround$1,200intheUnitedStates,estimatesthatitalreadyhasabout70percentofthecommercialmarketworldwideandalargerportionoftheconsumermarket.-ReutersThemarketshareofDJIChinese25QustionaireThecountry'stotalpopulation:200millionLiklytobuydrones:About30%Potentialbuyers:60millionQustionaireThecountry'stotal26ⅢMarketsegmentationⅢMarketsegmentation27DemographicSegmentationAge：25-50Income:middle-incomeOccupation：Photographer,explorer,white-collar,scientificresearchpersonnel,drawer,instructorandstudentEducation:UniversityculturallevelorhigherDemographicAge：25-5028PsychographicSegmentationForthosewhowanttofinddifferentsceneryfromlife,thesegroupsofpeopleareyearningfordifferentlifeexperience.PsychographicSegmentationFor29BehavioralSegmentationPeoplewhocanacceptnewthings,andalwayshaveacuriositytonewthings,willingtoexperienceanewtechnologicaldevice.HavingafullunderstandingofDJI’sproducts,andhasusedsomeofDJI’sproductsbefore,andhaveadesiretocontinuetoexperiencegreatDJI’sproductsinthefuture.BehavioralSegmentationPeople30ⅣProductPositioningⅣProductPositioning31ProductPositioningUnmannedAerialVehiclewithhighHDqualitycamerawhichcanrecord4K

images,andcanprovidethebestperformance,

theprofessionalaerialapplicationexperiencewiththebestrevolutionaryintelligentflightcontrolproductsandsolutionstothecustomers.CorporatePositioningSupremeleaderof

USAUAVmarketshare.ProductPositioningUnmannedAe32CompetitivePositioningGreatcompetitiveadvantageonpriceagainstsensefly、Aeryon、Cybaero、3DRobotics,forinstanse,Phantom3’spriceis50%lowerthanthe3Droboticssolo.ComsumerPositioningThepopularizationofnon-professionalconsumercrowd.CompetitivePositioningGreatc33ⅤMarketingAnalysisⅤMarketingAnalysis34PESTAnalysisPESTAnalysis35SupplyChainTheassemblypartsofphantom3areallsuppliedfromChina,thankstothecompanyyearsofthedevelopmentoftheexpandingandgoodcooperationofpartners,eachpartofthesupplychainhavebeenbetterguaranteed.SupplyChainTheassemblyparts36CompetitiveConditionsRecentcometitiorsintheU.S.Market:

3DRobotics(themostcompetitiveone),senseFlyLtd,Aibotix,DroneDeploy,Airware,Flyver,Parrot,soon......CompetitiveConditionsRecentc37InternalOrganizationAmerican

marketingmanagersolelyresponsibleforthelocalmarketintheUS,theoverseasdivisionoftheorganizationalstructureistheparallelmanagementstructure.InternalOrganizationAmerican38SWOTAnalysisSWOTAnalysis39Ⅵ

StrategicDecisionsⅥStrategicDecisions40TheOverallStrategyToraisethemarketshareinAmericato50%andhigher,DJIdecidestofasten

itscrushintotheAmericanmarketbymedium-pricestrategy.AsthemainfocusmarketofDJI,thecompanywillprovideallthebrilliantserviceandguranteetothecustomers.TheOverallStrategyToraiset41BusinessStrategyProfitstratagy:

Try

togainmoreprofitinthebasisoforiginaladvantageofmarket.Horizontalintegrationstrategy:Expanddevelopmentoftechnicalandeconomicpropertieswhichissimilartohorizontalwithinthebusinessfield.BusinessStrategyProfitstrata42PositioningStrategyProductlikephantom3mostlyfocusontheAmericanhigh-and-medium-incomecustomers,andphantom3

hasprettycostperformance.PositioningStrategyProductli43InternationalStrategyDJI’smarketingcenter,mainlyconcentratedinEuropeandAmericamarket,consumersinEuropeanandAmericancountrieshashighincomeandhighconsumptionlevel.InternationalStrategyDJI’sma44InternationalStrategyInternationalStrategy454CAnalysis4CAnalysis46Ⅶ

PolicyDecisionⅦPolicyDecision47ProductPolicyDJI’spolicyissimilartoapple,advocatingthephantom3canmaketheMarketingDepartmenthavemoretimeforproductstofocusonpropaganda,whichletconsumerattentionmoreconcentrated.PricingPolicyPhantom3focusesonnon-professionals,medium-pricinghelpspromotethesellingmuch.ProductPolicyDJI’spolicyis48ChannelPolicyExperiencestoresacrosstheAmerica,andmakingaccesstotheonlineshoppingwebsitelikeOfficialStore、Amazon、ebay、dronesetc、lucky7dronestosellproducts.ChannelPolicyExperiencestore49PromotionPolicyLetforeignmediameasuretheperformanceofscienceandtechnology,makingconsumersknowmoreaboutthephantom3featuresoftheproduct.Sponsorvarioussportsevents,providecamerasforlivesportingevents.Throughthecooperationwiththeentertainmentindustry,putproductintotheentertainmentindustryandTVindustryintheUnitedStates.Organizingdronesofflineactivitiesofthecommunication.Carryoutthedronetechnologydevelopmentinventioncompetition.PromotionPolicyLetforeignme50ⅧMarketingManagementⅧMarketingManagement51MarketingPlanPhantom3isusedtoraisethemarketshareofDJIinAmericato50%andhigher.MarketingOrganizationThemarketingorganizationmodefordivisionalsystem,whichcanletthecompany'sAmericanarmhasmorerightsofmarketingandproductdecisions.MarketingPlanPhantom3isuse52MarketingExecutiveSalesisonaregionalbasis.AccordingtothecharacteristicsoftheU.S.hiringlocalsalesstaffforproductpromotion.Advantage:fastreaction,lowcosts,easymanagement.MarketingExecutiveSalesison53MarketingControlAnnualplancontrolMarketingDepartmentregularlycheckwhenthemarketshareismorethan50%intheUnitedStatessoastoadjustthemarketingplan,toensurethateachmonthmarketsharerisingsteadily,tobetterachievetheannualmarketsharetargets.ProfitcontrolConsumptionpoliciesisvairedfromdifferentstatesanddifferentlevelofconsumption,differentregionsintheUnitedStates,eachregionhasadistinctmarketingpromotionandmarketing,soastoexpandthephantom3marketshareandproductprofitbetter.MarketingControlAnnualplanc54MarketingControlEfficiencycontrolThroughtheanalysisofthephantom3’seachmonth'ssalessituationintheUnitedStates,theDJIbranchoftheUnitedStateswilldoacomprehensiveanalysisontheefficiencyofthemarketing,byadoptingamoreeffectivewaytoimproveadvertising,personalselling,salespromotion,anddistributionofworkefficiency。StrategiccontrolDJI’sbranchofUSleadership,payattentiontothephantom3marketingcontrol,anddoreal-timeauditoftheenterprise’sstrategy,analysethemarketenvironment,andpayattentiontothechangeofmarketingenvironment.MarketingControlEfficiencyco55ⅨConclusionⅨConclusion56ConclusionTheaimofDJI'smarketingplanistoraiseitsUSVshareinAmericato50%andhigher.Sincethemarketislarge,thepopulationofpotentialconsumersisgreat,anditsownadvantageonpriceiscompetitive,plusthemarketingenviromentispatulous,thefutureofDJIisquitebright.WecanbelievethattheUAVisgoingtobeusedineverycorneroftheworldsoonerorlater.ConclusionTheaimofDJI'smar57ThankU!--LiuChang,HuShenhuiChenHongjing,LiJiqiangThankU!--LiuChang,Hu58公司進入美國市場營銷策略-全英文-課件59公司進入美國市場營銷策略-全英文-課件60公司進入美國市場營銷策略-全英文-課件61公司進入美國市場營銷策略-全英文-課件62公司進入美國市場營銷策略-全英文-課件63公司進入美國市場營銷策略-全英文-課件64公司進入美國市場營銷策略-全英文-課件65公司進入美國市場營銷策略-全英文-課件66UnmannedAerialVehiclePhantom3UnmannedAerialVehiclePhantom67SZDJITechnologyCo.,Ltd.深圳市大疆創(chuàng)新科技有限公司SZDJITechnologyCo.,Ltd.深圳市68MarketingplanofDJI’s

dronestoentertheUnitedStatesmarketMarketingplanofDJI’sdrones69Contents:ProfileMarketresearchMarketsegmentationProductpositioning MarketinganalysisStrategicdecisionsPolicydecisionMarketingmanagementConclusionContents:Profile70ⅠProfileⅠProfile71CompanyProfileNativenameDa-JiangInnovationScienceandTechnologyCo.,Ltd.TypePrivateIndustyAerialPhotographyFounded2006FouderFrankWangHeadquartersShenzhen,Guangdong,ChinaAreaservedWorldwideProductsPhotographyPlatforms,FlightContollersDivisionChina,NorthAmerica,Europe,JapanSlogan"Thefutureofpossible"WebsiteCompanyProfileNativenameD72IntroductionVedioProductProfileIntroductionProductProfile73ProductProfileName:Phantom3Advanced&ProfessionalRelease:April9,2015;London,NewYork,Munich.Price:Phantom3ADVANCEDUSD$999

Phantom3PROFESSIONALUSD$1,259ProductProfileName:Phantom374EpicaerialvedioLiveHDviewCompletecontrolPowerful

mobileAPPVisionpositioningEasytoflyWorry-freeAutopilotInteligentbatteryProductProfileFeatures:EpicaerialvedioProductProfi75ⅡMarketResearchⅡMarketResearch76GlobalMarketInthemostrecentreportfromBIIntelligence,

Theglobalcommercialdronemarketwilltakeshapearoundapplicationsinahandfulofindustries:

agriculture,energy,utilities,mining,construction,realestate,newsmedia,andfilmproduction.GlobalMarketInthemostrecen77公司進入美國市場營銷策略-全英文-課件78GlobalMarketAsisshowninthechart,mostgrowthinthedroneindustryisonthecommercial/civilianside,astheshiftawayfromthemilitarymarketgainsmomentum.

Themarketforcommercial/civiliandroneswillgrowatacompoundannualgrowthrate(CAGR)of

19%between2015and2020,comparedwith5%growthonthemilitaryside.

GlobalMarketAsisshowninth79TheUSAMarketTheUSAMarket80UASmarketincludesallunmannedvehiclessuchasUAVs,blimpsandzeppelins.Approximately70%ofglobalgrowthandmarketshareisintheUSUnmannedAerialVehicles(UAVs)arethemostpredominantsegmentoftheUASmarketUAVexpendituresreachedmorethanUS$8billionandconstitutedagrowthofmorethan20%in2014HalfoftheexpendituresonUAVsarededicatedforResearchandDevelopmentactivities.UAVmanufacturersremainfairlyconcentratedintheUS.TheUSAMarketUAS(UnmannedAircraftSystems)areanemergingsectoroftheaerospaceindustrywithgreatopportunityandmarketdemandthatcanbeleveragedtohighprofitabilityinthenearfutureUASmarketincludesallunmann81Tosumup,theUSAUAVmarketisbigandbrilliant!TheUSAMarketTosumup,theUSAUAVmarket82ThemarketshareofDJIChinesedronemakerSZDJITechnologyCoLtdhasestablishedastrongearlyleadintheU.S.commercialmarketascompaniesturntoitsinexpensive,light-weightflyingdevicesforahostofusesfromshootingfilmstomappingandsiteinspections.Shenzhen-basedDJI,whosebest-sellingPhantom2Vision+droneretailsforaround$1,200intheUnitedStates,estimatesthatitalreadyhasabout70percentofthecommercialmarketworldwideandalargerportionoftheconsumermarket.-ReutersThemarketshareofDJIChinese83QustionaireThecountry'stotalpopulation:200millionLiklytobuydrones:About30%Potentialbuyers:60millionQustionaireThecountry'stotal84ⅢMarketsegmentationⅢMarketsegmentation85DemographicSegmentationAge：25-50Income:middle-incomeOccupation：Photographer,explorer,white-collar,scientificresearchpersonnel,drawer,instructorandstudentEducation:UniversityculturallevelorhigherDemographicAge：25-5086PsychographicSegmentationForthosewhowanttofinddifferentsceneryfromlife,thesegroupsofpeopleareyearningfordifferentlifeexperience.PsychographicSegmentationFor87BehavioralSegmentationPeoplewhocanacceptnewthings,andalwayshaveacuriositytonewthings,willingtoexperienceanewtechnologicaldevice.HavingafullunderstandingofDJI’sproducts,andhasusedsomeofDJI’sproductsbefore,andhaveadesiretocontinuetoexperiencegreatDJI’sproductsinthefuture.BehavioralSegmentationPeople88ⅣProductPositioningⅣProductPositioning89ProductPositioningUnmannedAerialVehiclewithhighHDqualitycamerawhichcanrecord4K

images,andcanprovidethebestperformance,

theprofessionalaerialapplicationexperiencewiththebestrevolutionaryintelligentflightcontrolproductsandsolutionstothecustomers.CorporatePositioningSupremeleaderof

USAUAVmarketshare.ProductPositioningUnmannedAe90CompetitivePositioningGreatcompetitiveadvantageonpriceagainstsensefly、Aeryon、Cybaero、3DRobotics,forinstanse,Phantom3’spriceis50%lowerthanthe3Droboticssolo.ComsumerPositioningThepopularizationofnon-professionalconsumercrowd.CompetitivePositioningGreatc91ⅤMarketingAnalysisⅤMarketingAnalysis92PESTAnalysisPESTAnalysis93SupplyChainTheassemblypartsofphantom3areallsuppliedfromChina,thankstothecompanyyearsofthedevelopmentoftheexpandingandgoodcooperationofpartners,eachpartofthesupplychainhavebeenbetterguaranteed.SupplyChainTheassemblyparts94CompetitiveConditionsRecentcometitiorsintheU.S.Market:

3DRobotics(themostcompetitiveone),senseFlyLtd,Aibotix,DroneDeploy,Airware,Flyver,Parrot,soon......CompetitiveConditionsRecentc95InternalOrganizationAmerican

marketingmanagersolelyresponsibleforthelocalmarketintheUS,theoverseasdivisionoftheorganizationalstructureistheparallelmanagementstructure.InternalOrganizationAmerican96SWOTAnalysisSWOTAnalysis97Ⅵ

StrategicDecisionsⅥStrategicDecisions98TheOverallStrategyToraisethemarketshareinAmericato50%andhigher,DJIdecidestofasten

itscrushintotheAmericanmarketbymedium-pricestrategy.AsthemainfocusmarketofDJI,thecompanywillprovideallthebrilliantserviceandguranteetothecustomers.TheOverallStrategyToraiset99BusinessStrategyProfitstratagy:

Try

togainmoreprofitinthebasisoforiginaladvantageofmarket.Horizontalintegrationstrategy:Expanddevelopmentoftechnicalandeconomicpropertieswhichissimilartohorizontalwithinthebusinessfield.BusinessStrategyProfitstrata100PositioningStrategyProductlikephantom3mostlyfocusontheAmericanhigh-and-medium-incomecustomers,andphantom3

hasprettycostperformance.PositioningStrategyProductli101InternationalStrategyDJI’smarketingcenter,mainlyconcentratedinEuropeandAmericamarket,consumersinEuropeanandAmericancountrieshashighincomeandhighconsumptionlevel.InternationalStrategyDJI’sma102InternationalStrategyInternationalStrategy1034CAnalysis4CAnalysis104Ⅶ

PolicyDecisionⅦPolicyDecision105ProductPolicyDJI’spolicyissimilartoapple,advocatingthephantom3canmaketheMarketingDepartmenthavemoretimeforproductstofocusonpropaganda,whichletconsumerattentionmoreconcentrated.PricingPolicyPhantom3focusesonnon-professionals,medium-pricinghelpspromotethesellingmuch.ProductPolicyDJI’spolicyis106ChannelPolicyExperiencestoresacrosstheAmerica,andmakingaccesstotheonlineshoppingwebsitelikeOfficialStore、Amazon、ebay、dronesetc、lucky7dronestosellproducts.ChannelPolicyExperiencestore107PromotionPolicyLetforeignmediameasuretheperformanceofscienceandtechnology,makingconsumersknowmoreaboutthephantom3featuresoftheproduct.Sponsorvarioussportsevents,providecamerasforlivesportingevents.Throughthecooperationwiththeentertainmentindustry,putproductintotheentertainmentindustryandTVindustryintheUnitedStates.Organizingdronesofflineactivitiesofthecommunication.Carryoutthedronetechnologydevelopmentinventioncompetition.PromotionPolicyLetforeignme108ⅧMarketingManagementⅧMarketingManagement109MarketingPlanPhantom3isusedtoraisethemarketshareofDJIinAmericato50%andhigher.MarketingOr