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1、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
2、, 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 Amer
3、ica, Europe, Japan Slogan “The future of possible“ Website ,Introduction Vedio,Product Profile,Product Profile,Name:Phantom 3 Advanced London, New York, Munich.,Price: Phantom 3 ADVANCED USD $999 Phantom 3 PROFESSIONAL USD $1,259,Epic aerial vedio Live HD view Complete control Powerful mobile APP Vi
4、sion positioning Easy to fly Worry-free Autopilot Inteligent battery,Product Profile Features:, Market Research,Global Market,In the most recent report from BI Intelligence, The global commercial drone market will take shape around applications in a handful of industries: agriculture, energy, utilit
5、ies, mining, construction, real estate, news media, and film production.,Global Market,As is shown in the chart, most growth in the drone industry is on the commercial/civilian side, as the shift away from the military market gains momentum. The market for commercial/civilian drones will grow at a c
6、ompound annual growth rate (CAGR) of 19% between 2015 and 2020, compared with 5% growth on the military side.,The USA Market,UAS market includes all unmanned vehicles such as UAVs, blimps and zeppelins. Approximately 70% of global growth and market share is in the US Unmanned Aerial Vehicles (UAVs)
7、are the most predominant segment of the UAS market UAV expenditures reached more than US$ 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 US
8、A 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 m
9、aker 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 ret
10、ails 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, Mar
11、ket 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 scener
12、y 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 DJIs products, and has used some of DJ
13、Is products before, and have a desire to continue to experience great DJIs 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 experi
14、ence 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 3s price
15、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 coo
16、peration 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 structu
