https://www.jianshu.com/p/35ceb3fa3689
Exercise content:
You choose a familiar business (including business you are in) the strategic analysis of the different stages of his path with Ansoff matrix.
Management guru Igor Ansoff defined business strategy to do: find out your location, define your goals, clear actions to achieve these goals must be taken.
He proposed a strategy decades ago theoretical analysis tool, Ansoff matrix: The Two Dimensions - old products / new products, markets and old / new markets and the strategic decision-making is divided into four quadrants.
Old products, old market - Market penetration: price competition
New products, old market - Product development: innovation for competitive differentiation
Old products, new markets - Market Development: Qian Kun Da Nuo
New products, new markets - Suicide Risk: face too many uncertainties
It is the second best choice, three quadrants.
All in all, develop a strategy can be summed up as "the appearance of the general trend, self-introspection, before making any decisions."
I exercise:
The first quadrant, old products, old market - Market penetration: price competition
Case: miniso name product excellence
Appearance trend:
Daily life consumables consumed fast, complex purchase rate, pricing rate about 3-4 times. There are people's quality of life, but at the same time price-sensitive.
Introspective own:
This is an old market, old products, consumers seek opportunities that exist only on quality, but also solve the problem of price-sensitive.
This requires the integration of raw materials, integration of a number of factories in order to create a fully produced daily necessities shop class.
Before making any decisions:
For consumer price sensitivity, and daily consumables pricing magnification, choose a penetration pricing.
Pricing and the magnification is controlled to a crazy times, and then the massive amounts by the line stores, manufacturers Forced price at the source.
Disadvantages:
Barriers to competition pricing, it is easy to follow competitors, which is also often see the name of excellence imitation goods store in the mall. The solution is through the early accumulation of resources, to further integrate resources and form their own unique quality control system and supply chain system in order to build barriers to competition can not be copied.
The second quadrant: new products, old market - Product development: innovation for competitive differentiation
Case: clouds Yunnan cuisine meat dish
Appearance trend:
Class catering market is very mature, and competitive factors in the escalation. All elements of competition must be maintained at least at the average level in the same industry, so demand for resources is very high.
Introspective own:
Students start with limited resources and funding, the popular choice of Yunnan Cai.
Before making any decisions:
Attention will focus on the ingredients and taste, after almost two years of research, chose Qi Guoji, for this category of quality, self-built chicken farm, and even design their own mold.
The third quadrant: old products, new markets - Market Development: Qian Kun Da Nuo
Case: acoustic phone
Appearance trend:
Phone competition is extremely fierce in China, China's mobile phone production system is already quite complete.
Introspective own:
Basically no possible development in the country.
Before making any decisions:
China will complete mobile phone production line moved to Africa, old products, new markets and achieve a large diversion of heaven and earth, the development of Africa first.
The fourth quadrant: new products, new markets - Suicide Risk: face too many uncertainties
Case: Bike sharing
Appearance trend:
Prevailing economic shared, a second-tier cities for white-collar workers have a lot of debris travel time required bicycle travel.
Introspective own:
We need a lot of money, backup technology, and business model.
Before making any decisions:
The areas of the company are, the business model has always been a problem, because it is new products, new markets, so no experience to draw on, so basically all the companies are thinking, throwing money, grab the first repeat traffic.
The result is:
Dead and wounded one, the business model still exploring.
Author: laboratory bandwagon effect
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