文档介绍：CONFIDENTIAL
Industry Situation Analysis: Refrigerator
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aaaaaa010807BJ-refrigerator
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KEY MESSAGES
Refrigerator market is expected to grow at % annually from RMB 21 billion in 2000 to RMB 26 billion in 2005. Although growing at a rate as high as %, side-by-side refrigerator market is expected to remain very limited in the next 5 years
In general, industry profitability for refrigerator is moderate. However, side-by-side refrigerators enjoy double digit return on sales
Except side-by-side refrigerator, refrigerator market is led by local players. However, there are opportunities for MNCs to successfully build up their position by focusing on mid-to-high-end segments
The refrigerator industry is relatively “low-tech” and has low entry barriers. Entry into WTO is not expected to have direct huge impact on the competitive environment
With market shares around 3 to 4%, aaaaaa is moderately positioned in refrigerator market.
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MARKET ASSESSMENT
Market assessment
Supply (competitor)
analysis
Demand (customer)
analysis
Overall environment
analysis
Market definition
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aaaaaa010807BJ-refrigerator
第三页，共34页。
MARKET ASSESSMENT
Supply (competitor)
analysis
Demand (customer)
analysis
Overall environment
analysis
Market definition
Evaluation criteria, weight and rating
Assessment of market attractiveness
Market assessment
Product/service definition
Relevant regulatory environment and trends
Relevant technological environment and trends
Market size and growth rate
Key buying factors
Distribut