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2. Industrial analysis
The aim of this industrial analysis is to outline the situation of the Chinese fireworks industry in conjunction with analyzing
the rivalry within this industry through Porter's five forces model (please refer to Appendix).
From Figure 1, it's clear that the demand of export market is increasing stably. Undoubtedly it's a beneficial factor for
Chinese fireworks industry. Another market trend is that the demand for display fireworks is increasing at a fast speed due
to the increase of public fireworks shows, whereas the demand for consumer fireworks is expected to decline owing to the
more restricted regulations.
2.3.5Rivalry (High)
Rivalry of fireworks industry is high. The possibility for new entrants is high, while exit barrier is low; a bulk of existing
firms that have little diversity and product differentiation are competing in this industry; buyers are more powerful than
suppliers...... All these forces shape the fierce competition in fireworks industry.
What is indicated through the analysis of Porter's five forces model is that the rivalry of fireworks industry is high.
Therefore, if firms were to survive in competition, they should make great effort to differentiate their strategies to achieve
sustainable competitive advantages over competitors.
Competitive
AspectsPrice competitionBoth price and quality, especially in low- and medium-priced marketsMore sophisticated
management and marketing practicesCopy popular design and sell much lessBetter quality and timing control, better
packaging.
From Table 1, it's clear that the Liuyang fireworks industry has been facing fierce competition from both domestic and
foreign competitors though it's still the largest and most well known place for making fireworks in China. All of them have
their own competitiveness versus Liuyang fireworks. Thus, if Liuyang fireworks industry were to sustain in the intense
competition and "beat" these competitors, it's necessary for it to modify strategy to increase its competitiveness relative to
its competitors. Figure 2 shows the competitive position between Liuyang fireworks industry and its competitors on a
positioning map.
Figure 2: Competitive positioning map of Liuyang fireworks industry and its competitors
From the positioning map, it can be demonstrated that although Liuyang fireworks industry has strong competitiveness in
terms of reputation, it is seriously lacking of management capabilities compared with Dongguan and foreign competitors,
which could be a disastrous factor in the future. Therefore, to improve the management of Liuyang fireworks industry is
crucial for each individual investor's success as well as the whole industry's sustainability.
3.2.1 Strengths
* Long reputation and product variety
Liuyang has been the most well known place for making fireworks in China for a long time. It has the strongest reputation
in China and even in the world market it also occupies an influential position in terms of product variety and reputation.
3.2.2 Weaknesses
* Poor management input and capabilities
As identified in competitor analysis, Liuyang fireworks industry has little management input and poor management
capabilities. Since most of them are family-run workshops, they have no capital to fund management. What's more, as most
workers are farmers who are not well educated, they have no intellectual resource for marketing capabilities.
3.2.3Opportunities
* Increasing revenue and demand
As shown in Figure 3, the total revenue of Liuyang fireworks industry increased substantially in 1992-1996. Now the
demand is still increasing especially in display fireworks category. This represents an opportunity to investors.
Figure 3: The total revenue of Liuyang fireworks industry in 1992-1996
Source: Liuyang Firecrackers and Fireworks Exhibition (refer to Exhibit 1 in this case)
* Technological innovation appealing to consumers
Technology development triggers the technological innovations. Fireworks can be combined with modern technologies like
laser beams, computerized firing and musical accompaniment to cater for customers.
Figure 4: The increased consumption(millions of pounds) versus decreased injuries(per 100,000 pounds) of fireworks in
1990-98
What is indicated in this chart is that within 1990-98, the consumption of fireworks increased whereas the injuries
decreased. The increased safety can help to build consumers' confidence toward fireworks.
3.2.4Threats
* Intensified competition and local protectionism
As illustrated in competitor analysis, more and more competitors including existing firms and new entrants are competing
with Liuyang fireworks industry. The direct consequence is the price drop which leads to the deduction of profit margin.
Some small manufacturers even copy designs and purchase inferior raw materials to gain profit in competition, which
worsens the quality and reputation of Liuyang fireworks industry. In addition, some local Chinese governments tend to
protect local manufacturers when purchasing fireworks.
* Legal restriction
As fireworks has made some tragedies among users, most countries and Chinese cities more or less inhibit the sell and use
of fireworks. Some places even banned the use of fireworks. This fact is undermining the fireworks industry.
* Credit crisis
Due to the bad debt control and lacking of respect for business contracts in China, the transaction costs are increased while
cash flow are slowed down, which is a serious issue for fireworks industry.
Figure 5: The comparison between FOB import prices from China and wholesale prices of four types of Chinese display
fireworks in US
Source: China Sunsong Fireworks Corp. and Websites of fireworks wholesalers in U.S.
Figure 6: Estimated emergency room treatment per 100,000 youth (ages 5 to 14)
Advantages:
► To build consumers' confidence toward fireworks can somehow prevent the decline of demand of consumer
fireworks from consumers' perspective. If consumers know fireworks are virtually much safer than their perception,
probably they will purchase fireworks more actively than before in spite of the restriction of government regulations.
Disadvantages:
▪ To launch an industry-wide advertising campaign requires sufficient capital. But as most fireworks manufacturers
are family-run small workshop, it's hard for them to afford the cost for this advertising campaign.
Advantage:
►The advantage is obvious--increase Chinese fireworks industry's competitiveness with foreign competitors and in
doing so, to maintain and even increase its market share in the world's market.
Disadvantage:
▪ The only problem TQM might face is the messiness of Chinese fireworks manufacturers. TQM requires fund as
well as regulations, but for small workshops, it's difficult to achieve.
5.1.3 Strategic option 3: To absorb foreign investments actively to improve both hardware (equipment, capital, etc) and
software (management capabilities, etc) of Chinese fireworks industry.
Advantages:
►Foreign investment can compensate one weakness of Chinese fireworks industry---lack of capital. If Chinese
manufacturers have sufficient fund, they can improve their equipment, the products' quality and packaging and their
management resource such as R&D, etc. No doubt that these facets can greatly promote Chinese fireworks competitive
position, through which, Chinese fireworks industry could prosper.
Disadvantages:
▪ There is a latent possibility that these foreign investments might finally control the Chinese fireworks industry. If
this happens, Chinese fireworks industry would lose its identity.
5.1.4 Strategic option 4: Build strong brand awareness and image of Chinese fireworks industry. This can be implemented
by advertising campaign or aggressive promotional activities.
Advantages:
►As mentioned earlier, some foreign manufacturers started to outsource their brand-name fireworks, and some
Chinese manufacturers began to lose their brand identity. Therefore, to retrieve and even strengthen their brand identity is
instrumental for Chinese fireworks industry to sustain in competition.
Disadvantages:
▪ Messy manufacturers place a hamper on Chinese fireworks industry's way to brand building. Small workshops
don't care about brand and they even don't have their own brands. Build brand awareness needs capital and management
resource as well, which small workshops are not able to afford.
5.2.1 Strategic option 5: Targeting and Positioning---Target display fireworks market in both domestic and export market.
As analyzed before, since display fireworks market is expanding fast, there are lots of potential in this market. But this
doesn't mean to give up consumer fireworks market. In some regions such as Europe, the regulations are less stringent and
orders are larger quantities and better prices, therefore, European consumer fireworks market should be the company's target
as well. American consumer market is also a huge market for a company to target. It is recommended that Jerry could
position his company's products at high-end level, high quality and relatively premium price.
Advantages:
►Choosing a target market allows a company to better allocate its resources to produce right products to its potential
consumers. In this way, a company can deploy its resources more efficiently and effectively as well as to maximize its
market potential. Jerry has good management knowledge, what's more, as he lives in U.S, he has plenty of technology
experience. Therefore, it can be assumed that he can produce high quality fireworks and position these products at
premium-end market level. As a result, this strategy can generate profit for him.
Disadvantages:
▪ High quality products also require high input, both capital and managerial resources. Thus, this might be a bit
risky for him between the distance of his input and the result.
5.2.2 Strategic option 6: Develop relationship marketing. Create and maintain good relationship with his suppliers; build
CRM (Customer Relationship Management).
Advantages:
►Relationship marketing plays a vital role for a firm's successfulness. Keep goodwill with suppliers can achieve
efficient and cost-effective procurement; CRM enables a firm to better satisfy its customers' needs and wants. Especially in
display fireworks market, as most buyers are governments, to keep good rapport with them is critical for a firm to win in
competition.
Disadvantages:
▪ Cost might be the only disadvantage of Relationship Marketing for a start-up firm. Also, Relationship Marketing
involves both financial and managerial input, yet it can't guarantee success.
5.2.3 Strategic option 7: To form strategic alliance or joint venture with other firms.
It's suggested that Jerry could build strategic alliance with another large- or medium- size fireworks manufacturer, either
domestic or foreign ones. For instance, Jerry's firm can focus on manufacturing display fireworks while his partner puts
stress on consumer fireworks. Another way is to form a joint venture with another firm, i.e. if Jerry forms a joint venture
with a Chinese manufacturer, he can be in charge of management and marketing activities while his partner can concentrate
on production.
Advantages:
►Strategic alliance can create synergy, while joint venture can reduce costs and risk by sharing with partners. Since
Jerry is a "freshman" in fireworks industry, he can take advantage of his own management knowledge and his partner's
manufacturing experience, and finally, both of them can benefit from this. With this synergy, hopefully Jerry can compete
with foreign competitors in terms of packaging, quality control and management capabilities.
Disadvantages:
▪ There might be some possibilities of inequitable share of responsibilities in a strategic alliance or joint venture.
Furthermore, some Chinese manufacturers don't respect contract, which could lead to the unstableness of the relationship.
5.2.4 Strategic option 8: To capitalize on Internet as a tool for the business process. Internet provides "Clicks-and-Mortar"
synergy and great opportunities for firms. Therefore, Jerry can also capitalize on E-business.
Advantages:
►Internet has a significant impact on business process. Some processes, such as procurement and SCM (Supply
Chain Management) become more efficient and cost-effective via Internet. Internet is also a good way for a company to sell
its products directly to its customers bypassing intermediaries in order to increase profit margin and to develop
eCRM(Customer Relationship Management). Conducting on-line research also costs less but more efficient.
Disadvantages:
▪ Price transparency on Internet worsens price competition, which will result in the decrease of profit margin.
Another threat of Internet is the commoditisation of brands. This threatens a company's brand image and markup as well.
One point should be emphasized is that the strategies for Chinese fireworks industry and recommendations for Jerry Yu are
not absolutely separated but interrelated. If these strategies could be integrated they would be the most efficient and
effective. Moreover, Jerry also can utilize the strategies proposed for the whole industry. Although these strategies can't
ensure success, hopefully it will increase the competitiveness for Jerry as well as the whole industry.
7. Conclusion
What we can conclude from the analysis and suggestions is that although Chinese industry has some huge weaknesses, it
still provides opportunities for Jerry Yu. But the successfulness depends on the extent to which he uses the strategies to
differentiate from competitors. However, as the detail information of Jerry Yu are not provided, the suggestions are based
on a relatively ideal circumstance--providing he has adequate capital to implement these strategies. Another viewpoint to be
addressed is that not only Jerry Yu but also other investors should be aware of the weaknesses of the Chinese fireworks
industry. To increase the attractiveness and competitiveness of an industry, only one individual's effort is not enough.
Market is dynamic and no strategy can guarantee success. Nevertheless, as long as both Jerry Yu and Chinese fireworks
industry can fulfill these solutions, hopefully he can achieve competitive advantages meanwhile the competitiveness and
attractiveness of Chinese fireworks industry will be improved.
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