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Chocolate
1.
林孟穎 林慧欣 鄧乃鳳 莊惠文
張毓珊曾令華 郭乃瑜林佑蓉 潘思樺
2.
產業鏈 • 郭乃瑜 • 鄧乃鳳 消費者分析 •
曾令華 市場定義與美國 市場概況 • 張毓珊 競爭者分析 • 林慧欣 未來趨勢與建議 • 林孟穎 Q&A • 林孟穎
3.
Value Chain 產業鏈 消費者 分析 市場定義 美國市 場概況 競爭者 分析 未來與 建議
4.
5.
產地: 拉丁美洲(13%) 西非(69%) 東亞(18%)
6.
人道 議題 供給 不穩定 致力改產 供應商關 係 沒有規 模經濟 產品同 質性高 可可農 議價能 力低
7.
1000 1500 2000 2500 3000 3500 4000 AxisTitle 供給 需求
8.
-400 -200 0 200 400 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 價格波動大
9.
Top5 Cocoa Processing
Countries Netherlands USA Cote d'Ivoire Brazil Germany
10.
利潤 微薄 規模 經濟 專業 分工 可可豆 可可脂 可可硬塊 烘烤、碾碎 糊狀巧克力 壓榨 碾 壓 可可粉
11.
Cocoa mass Milk
Sugar Secret Chocolate
12.
HOME MADE FACTORY MANUFACTURE 手作人情味 需求上升
13.
大眾路線: 雜貨店(51%) 便利商店體系(25% 精品路線:
專櫃 專賣店
14.
Customer Analyze 產業鏈 消費者 分析 市場定義 美國市 場概況 競爭者 分析 未來與 建議
15.
HIGH KALORIE HAPPINESS HEALTH
16.
零食─以一般消費娛樂為目的 價格促銷、陳列位置、通路可及度和品牌 價格敏感度高 美食─以品嚐為目的 重度使用者+先行者 精品巧克力市場 價格敏感度低
17.
特殊用途 1.補充能量-軍需、登山 攜帶便利、抗高溫、不能比馬鈴薯美味多少~ 2.強調健康、舒壓 降低血壓、減肥、抗衰老、讓人變聰明 3.送禮、增加情趣 品牌定位、包裝 配合節日有不同訴求 價格不敏感
18.
Market Position 產業鏈 消費者 分析 市場定義 美國市 場概況 競爭者 分析 未來與 建議
19.
高檔精品VS平價大眾路線
20.
Company Market Share HERSHEY’S
45% Mars 26.7% Nestlé 8.5% Russell Stover including Whitman's and Pangburn 6% Lindt 3.4% 2006年美國巧克力市場的前五大市占 HItop5=0.2858
21.
America’s Market 產業鏈 消費者 分析 市場定義 美國市 場概況
競爭者 分析 未來與 建議
22.
Milton Hershey Bruce Murrie Forrest Mars William Murrie Frank Mars John Mars Forrest Mars Jr. Bill
Deardon 交棒 交棒 父子 父子 父子 合作
23.
Competition Analyze 產業鏈 消費者 分析 市場定義
美國市 場概況 競爭者 分析 未來與 建議
24.
BANG
25.
HERSHEY’S MARS 公平貿易 O
O 與通過環境標準 之農場合作 O O 技術支援 O O 可可豆基因研究 X O
26.
The Great American
Chocolate Bar – HERSHEY’S 歷史情感
27.
鮮明的品牌個性 -- MARS DOVE
--絲滑口感細膩香濃 SPORTY & ENERGY 只溶你口,不溶你手
28.
29.
HEALTH
30.
America’s NO. 1 World’s
NO. 5 America’s NO. 2 World’s NO. 1 併購之路
31.
Future 產業鏈 消費者 分析 市場定義 美國市 場概況 競爭者 分析 未來與 建議
32.
全面改用公平貿易豆,投資農業推廣及生物研究 新產品開發 功能性巧克力、茶巧克力
持續強化品牌形象 異業合作---American & 散播歡樂 開拓新市場
33.
THNAK YOU FOR
YOUR LISTENING
34.
35.
DO YOU HAVE ANY QUESTIONS?
Editor's Notes
完成收穫需要耐心。通常,從一個標準的豆莢裏都要挖出20到50粒乳白色的可可豆,確切地說製造1磅巧克力需用400粒可可豆。
Cote d‘Ivoire是象牙海岸
Process:
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