深圳市大疆创新科技有限公司进入美国市场营销策略(全英文).ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unmanned Aerial Vehicle,Phantom 3,SZ DJI Technology Co.,Ltd.,深圳市大疆创新科技有限公司,Marketing plan of DJIs drones,to enter the United States market,Contents:,Profile,Market research,Market segmentation,Product positioning,Marketing analysis,Strategic decisions,Policy decision,Marketing management,Conclusion,Profile,Company Profile,Native name Da-Jiang Innovation Science and,Technology Co.,Ltd.,Type Private,Industy Aerial Photography,Founded 2006,Fouder Frank Wang,Headquarters Shenzhen,Guangdong,China,Area served Worldwide,Products Photography Platforms,Flight Contollers,Division China,North America,Europe,Japan,Slogan The future of possible,Website ,Introduction,Vedio,Product Profile,Product Profile,Name:Phantom 3 Advanced&Professional,Release:April 9,2015;London,New York,Munich.,Price:,Phantom 3 ADVANCED USD$999,Phantom 3 PROFESSIONAL USD$1,259,Epic aerial vedio,Live HD view,Complete control,Powerful mobile APP,Vision positioning,Easy to fly,Worry-free Autopilot,Inteligent battery,Product Profile,Features:,Market Research,Global Market,In the most recent report from BI Intelligence,The global commercial drone market will take shape around applications in a handful of industries:agriculture,energy,utilities,mining,construction,real estate,news media,and film production.,Global Market,As is shown in the chart,most growth in the drone industry is on the commercial/civilian side,as the shift away from the military market gains momentum.The market for commercial/civilian drones will grow at a compound annual growth rate(CAGR)of19%between 2015 and 2020,compared with 5%growth on the military side.,The USA Market,UAS market includes all unmanned vehicles such as UAVs,blimps and zeppelins.Approximately 70%of global growth and market share is in the US,Unmanned Aerial Vehicles(UAVs)are the most predominant segment of the UAS market,UAV expenditures reached more than US$8 billion and constituted a growth of more than 20%in 2014,Half of the expenditures on UAVs are dedicated for Research and Development activities.,UAV manufacturers remain fairly concentrated in the US.,The USA Market,UAS(Unmanned Aircraft Systems)are an emerging sector of the aerospace industry with great opportunity and market demand that can be leveraged to high profitability in the near future,To sum up,the USA UAV market is big and brilliant!,The USA Market,The market share of DJI,Chinese drone maker SZ DJI Technology Co Ltd has established a strong early lead in the U.S.commercial market as companies turn to its inexpensive,light-weight flying devices for a host of uses from shooting films to mapping and site inspections.,Shenzhen-based DJI,whose best-selling Phantom 2 Vision+drone retails for around$1,200 in the United States,estimates that it already has about 70 percent of the commercial market worldwide and a larger portion of the consumer market.,-,Reuters,Qustionaire,The countrys total population:,200 million,Likly to buy drones:,About 30%,Potential buyers:,60 million,Market segmentation,Demographic,Segmentation,Age：25-50,Income:middle-income,Occupation：Photographer,explorer,white-collar,scientific research personnel,drawer,instructor and student,Education:University cultural level or higher,Psychographic Segmentation,For those who want to find different scenery from life,these groups of people are yearning for different life experience.,Behavioral Segmentation,People who can accept new things,and always have a curiosity to new things,willing to experience a new technological device.,Having a full understanding of DJI,s products,and has used some of DJI,s products before,and have a desire to continue to experience great DJI,s products in the future.,Product Positioning,Product Positioning,Unmanned Aerial Vehicle with high HD quality camera which can record 4K images,and can provide the best performance,the professional aerial application experience with the best revolutionary intelligent flight control products and solutions to the customers.,Corporate Positioning,Supreme leader of USA UAV market share.,Competitive Positioning,Great competitive advantage on price against sensefly,、,Aeryon,、,Cybaero,、,3D Robotics,for instanse,Phantom 3,s price is 50%lower than the 3D robotics solo.,Comsumer Positioning,The popularization of non-professional consumer crowd.,Marketing Analysis,PEST Analysis,Supply Chain,The assembly parts of phantom 3 are all supplied from China,thanks to the company years of the development of the expanding and good cooperation of partners,each part of the supply chain have been better guaranteed.,Competitive Conditions,Recent cometitiors in the U.S.Market:,3D Robotics(the most competitive one),senseFly Ltd,Aibotix,DroneDeploy,Airware,Flyver,Parrot,so on.,Internal Organization,American marketing manager solely responsible for the local market in the US,the overseas division of the organizational structure is the,parallel management structure.,SWOT Analysis,Strategic Decisions,The Overall Strategy,To raise the market share in America to 50%and higher,DJI decides to fasten its crush into the American market by medium-price strategy.As the main focus market of DJI,the company will provide all the brilliant service and gurantee to the customers.,Business Strategy,Profit stratagy:,Try to gain more profit in the basis of original advantage of market.,Horizontal integration strategy:,Expand development of technical and economic properties which is similar to horizontal within the business field.,Positioning Strategy,Product like phantom 3 mostly focus on the American high-and-medium-income customers,and phantom 3 has pretty cost performance.,International Strategy,DJI,s marketing center,mainly concentrated in Europe and America market,consumers in European and American countries has high income and high consumption level.,International Strategy,4C Analysis,Policy Decision,Product Policy,DJI,s policy is similar to apple,advocating the phantom 3 can make the Marketing Department have more time for products to focus on propaganda,which let consumer attention more concentrated.,Pricing Policy,Phantom 3 focuses on non-professionals,medium-pricing helps promote the selling much.,Channel Policy,Experience stores across the America,and making access to the online shopping website like Official Store,、,Amazon,、,ebay,、,dronesetc,、,lucky7drones to sell products.,Promotion Policy,Let foreign media measure the performance of science and technology,making consumers know more about the phantom 3 features of the product.,Sponsor various sports events,provide cameras for live sporting events.,Through the cooperation with the entertainment industry,put product into the entertainment industry and TV industry in the United States.,Organizing drones offline activities of the communication.,Carry out the drone technology development invention competition.,Marketing Management,Marketing Plan,Phantom 3 is used to raise the market share of DJI in America to 50%and higher.,Marketing Organization,The marketing organization mode for divisional system,which can let the companys American arm has more rights of marketing and product decisions.,Marketing Executive,Sales is on a regional basis.According to the characteristics of the U.S.hiring local sales staff for product promotion.Advantage:fast reaction,low costs,easy management.,Marketing Control,Annual plan control,Marketing Department regularly check when the market share is more than 50%in the United States so as to adjust the marketing plan,to ensure that each month market share rising steadily,to better achieve the annual market share targets.,Profit control,Consumption policies is vaired from different states and different level of consumption,different regions in the United States,each region has a distinct marketing promotion and marketing,so as to expand the phantom 3 market share and product profit better.,Marketing Control,Efficiency control,Through the analysis of the phantom 3,s each months sales situation in the United States,the DJI branch of the United States will do a comprehensive analysis on the efficiency of the marketing,by adopting a more effective way to improve advertising,personal selling,sales promotion,and distribution of work efficiency,。,Strategic control,DJI,s branch of US leadership,pay attention to the phantom 3 marketing control,and do real-time audit of the enterprise,s strategy,analyse the market environment,and pay attention to the change of marketing environment.,Conclusion,Conclusion,The aim of DJIs marketing plan is to raise its USV share in America to 50%and higher.,Since the market is large,the population of potential consumers is great,and its own advantage on price is competitive,plus the marketing enviroment is patulous,the future of DJI is quite bright.,We can believe that the UAV is going to be used in every corner of the world sooner or later.,Thank U!,-Liu Chang,Hu Shenhui,Chen Hongjing,Li Jiqiang,