1、林虎哲,经营分析报告之麦肯锡风格,献给外资企业和中国企业做经营分析报告的精英们,http:/,插入图片(地图和活动照除外),动画效果,【学学麦肯锡风格】,TG图标,【学学麦肯锡风格】,Presentationload图标,【学学麦肯锡风格】,商业用模板,单位统一的简洁模板,数据型分析PPT,月报和年报PPT,【学学麦肯锡风格】,严密的逻辑思维,数字的准确性,2003PPT普通版,2007PPTSmart版,多数企业目前使用的还是Office2003版所以先共享用2003版麦肯锡风格实战经营分析报告案例吧.,2003版PPT案例,2007版PPT案例,中国地区经营报告及销售计划,林虎哲 制作,时
2、 间,2007年 1月 2日(周三) 1月 4日(周五),北京Twin tower 西馆19F 大会议室,地 点,参加人员,TEAM/室长 及 Gr.长以上人员,Organization,Market understanding,07 BIZ Performance,08 BIZ Plan,08 Key initiatives,目录,CONTENTS,.,经 营 分 析 报 告,.,.,.,.,北京天津太原,L G E C H,上海杭州南京,深圳 广州 厦门南昌,成都 武汉,沈阳哈尔滨,FSE ： 5名EMP : 315名Promoter : 1,431名,南宁长沙东莞 珠三角,济南 .石家庄
3、 .郑州,无锡温州合肥,大连长春,家电部门 Summary 5 Branches / 28 Departments / HQ (10 Group)FSE : 28名EMP : 1,316名 Promoter : 5,853名,家电部,经营管理,HR,FSE ： 5名EMP : 353名Promoter : 1,555名,FSE ： 4名EMP : 247名Promoter : 1,241名,FSE ： 4名EMP : 170名Promoter : 926名,FSE ： 3名EMP : 162名Promoter : 700名,西安重庆,FSE：6名, EMP : 68名, 林虎哲制作. Weib
4、o: 乌拉拉80 qq:47828100 mail: lin_,Page 12,经营分析报告,Branch Office,MM Dept,Corporate Marketing,Required,Selective,*Dvl.: Development, *Mgt.: Management,Pricing /managing trade terms,Brand activation & delivery,Shopper marketing,Channel & account management,Brand building & innovation,Generate and leverage
5、 consumer insight,Core work,Consumer / Market research,Segmentation/ Targeting,Brand identity Dvl.*/ Mgt.*,Value proposition Dvl,Product planning,Product Dvl. /NPI Program Mgt.,Marcom Dvl. / Mgt.,Promotion planning,Marketing ROI analysis,Pricing / Trade term scheme Dvl. & Mgt.,Channel/ Account mix s
6、trategy Dvl.,Account relationship Mgt.,Promotion Mgt.,Account P&L Dvl. / Mgt.,Shopper insight Leverage,Capability,5/8,4,9,6/7,2/3,1,COS,经营分析报告, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 13,Roles & Responsibility,Different Chinas : economic imbalance & different mindset,China is the most comple
7、x market in the world. Successfully navigating the geographical challenge is a key success factor, Source : China statistical Yearbook(2006) GroupM study,07 GDP(f) : 2,867B$ (GR 9.8%)Population : 1.3B,Shanghai (Optimistic) Cosmopolitan, Open outlook, materialistic and confident Aspirational & Intell
8、ectual,Beijing (Complacent) Beijingers who are nesting in the womb of the political center Pride Community,Chengdu (Pleasure Seekers) People who place more focus on leisure than work Trendy In & Group Fun,Wuhan (Frustrated) People feel they are being left behind in the development race Support Empat
9、hy & friend,Shenzhen (Stressed) Large migrant population facing stressful urban life Escape Fun & Excitement,经营分析报告,The Market challenge,. Market understanding, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 14,29%,14%,28%,29%,Target by Segmentation,1.3B,Total,Non - Agricultural (625),0.38B,Distric
10、ts under City,0.23B,Priority Region,06,07.110,Priority 1 Region (15 Cities) Beijing, Shanghai, Hangzhou, Guangzhou,Wuhan, Shenyang, etc.,Priority 2 Region (15 Cities) Dalian, Wenzhou, Qingdao , Jinan, Nanning, Fuzhou, etc.,Priority 3 Region (Other cities) Cities except P1, P2,21%,20%,P2,P3,P2,P1,P3,
11、* Source: P1/P2 standard - GFK,*Source : China Urban Life and Price Yearbook (2006),HE Value(%),21%,21%,Tier 12 cities (30) have populations of 99M, 90% share of HE sales Tier 3 cities (70) have a big potential to grow,经营分析报告,. Market understanding,Segment on coverage, 林虎哲制作. Weibo: 乌拉拉80 qq:4782810
12、0 mail: lin_,Page 15,4.6%,* Source: CMMS, top 30 cities (Exchange : 1 USD = 7.7 RMB GroupM study, HSBC Report,2004,7.7%,5.9%,2006,8.8%,8.2%,2007,11.7%,% of people whose Personal Income is U$390+ per month,% of people whose Personal Income is U$650+ per month,30% of young graduates spend out their sa
13、lary every month and save no money82% of youth would like to work over 15 hours if earning is high enough High annual income (U$7500U$20000) person is reaching 35 mil.,经营分析报告,. Market understanding,Market potential, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 16,67%,64%,MNCs vs Local,DTV,* Sourc
14、e: GFK,AC,34%,65%,1%,38%,61%,1%,44%,54%,1%,05,06,07.110,MNCs(9),Local(11),Others(34),19%,41%,40%,05,21%,43%,37%,06,19%,49%,33%,07.110,MNCs(13),Local(Top3),Others(84),REF,WM,32%,4%,31%,2%,29%,69%,1%,05,06,07.110,MNCs(8),Local(12),Others(69),39%,52%,9%,05,40%,52%,8%,06,40%,52%,8%,07.110,MNCs(7),Local(
15、Top3),Others(94),* WM local top3: Haier, Little Swan, Rongshida,* AC local top3: Haier, Midea, Gree,DTV : MNC brands are growing fast DA : Few major local brands are getting stronger in product competitiveness,经营分析报告,. Market understanding,Competition, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page
16、 17,Source: GFK (07.110) , Circle size means relative Market Size by branch,CDO,BJO,SHO,SYO,24,5.1%,21,5.5%,5.8%,15,9.3%,7,5.0%,14,GZO,30%,26%,8%,17%,19%,Regional Market Size,P1(15 Cities) Market Size & M/S,32.3%,15.4%,10.3%,LCD,DIOS,DRUM,PAC,Unit : B RMB,Market size : Shanghai area Beijing area Gua
17、ngzhou areaLG is weak in Shanghai area,经营分析报告,. Market understanding,HE Market by Region, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 18,73,IND,*,HM,HM,IND,Sales by channel,IND,HM,* Source: GFK (based on DTV 100 cities, DA 65 cities),*,*,05,06,07 110,05,06,07. 110,DS,DS,DS,18,14,5,62,15,12,4,68,
18、14,11,4,70,19,12,4,66,16,11,3,70,15,12,3,69,05,06,07 110,18,16,6,60,14,13,5,67,13,11,5,71,Unit : %,Unit : %,* ESS = NESS + RESS NESS : Nationwide electronic specialty store ( 国美, 苏宁 ) RESS : Regional electronic specialty store (大中, 顺电,工贸, Department store ),ESS (Electronic Specialty Store) is growin
19、g fast,经营分析报告,. Market understanding,Channel, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 19,* Source: GFK Estimation (Total China Retail Market),Unit: B RMB,38.5,6.7,06,07,08,LCD,PDP,76.3,4.6,115.2,5.5,45.3,80.9,120.7,TTL(A),2.0,06,07,08,SxS,2.9,4.1,30.0,36.9,42.4,TTL(A),15.4,06,07,08,PAC,15.7,
20、16.5,42.8,46.3,52.1,6.2,06,07,08,DRUM,7.8,8.9,23.4,27.1,30.6,85%,94%,7%,95%,8%,10%,27%,29%,29%,36%,34%,32%,TTL(A),TTL(A),+98%,+51%,+45%,+41%,+26%,+14%,+2%,+5%,经营分析报告,. Market understanding,Market demand, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 20,LCD,SxS,DRUM,PAC,LG,SS,Sony,Sharp,Philips,LG,
21、SS,Siemens,Haier,LG,SS,Siemens,Haier,Pana,LG,SS,Haier,Pana,Mitsu,Siemens became major brand in SxS,BOSCH,Bosch and Panasonic is emerging,Mitsubishi is the only growing brand,5 MNC brands are growing fast,* Based on GFK (Amount),LG : 9th Rank,LG : 3rd Rank,LG : 5th Rank,LG : 2nd Rank,. Market underst
22、anding,Brand share trend,经营分析报告, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 21,LCD,DIOS,DRUM,PAC,LG,SSE,Sony,Sharp,Philips,LG,SSE,Siemens,Haier,LG,SSE,Siemens,Haier,LG,SSE,Haier,Panasonic,Unit: K RMB,. Market understanding,ASP Trend,经营分析报告, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 22,Act
23、ivities,Model mix improvement (Drop low tier models) - RAC : 2.3/4.3KW- REF : B/F Mechanical & Simple Micom :12MDL 5MDL- WM : Pulsator models under 5Kg,LCD TV model mix improvement - Step-up portion : 06 13% 07 27%,07 Forecast,4,153,Total,06 Actual,11.6%,Sales,OP,Sales,OP,4,997,4.9%,(Growth),LCD TV,
24、DTV,12.4%,14.3%,3.4%,0.9%,61%,110%,PDP TV,19.0%,50.0%,54%,Consolidated OP,20%,REF,DA,5.7%,10.0%,2.3%,10.8%,4.7%,9%,W/M,1.4%,1.4%,9%,A/C,19.5%,34.1%,29%,MWO,30.4%,16.5%,0%,VC,28.2%,1.5%,21%,HTS,95.9%,9.7%,13%,( Unit : M RMB, % ),(1),(2),(1) Division funded $12M to LGENP (0%) (2) Division funded $6M t
25、o LGEPN (5.0%),Loss by Fixed margin to NESS - GOME (12M RMB), SUNING (4M RMB),A/C Return loss - $12M (Defective return $7M),经营分析报告,. 07 BIZ Performance,Profit, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 23,Key Initiatives,Product,Time to MarketOptimize Product Portfolio,Price,Profitability,Plac
26、e,Select & FocusDeepen cooperation with NESS,Promotion,Locomotive strategyBoost ATL effectivenessImprove POS execution,Process,Logistics InnovationEDI,People,Promoter level-up,Premium product launching (80 Models)- Revenue ratio = 61%Premium product sales portion - 05: 44% 06: 54% 07: 68%,Beginning
27、of Profitability-oriented policy,Unaided awareness improvementShop Identity improvement in DTV,Inventory Consolidation, Home Delivery Set up B2Bi with SUNING,Improvement in productivity & cost efficiency,Need to improve DA effectiveness,Starting from June,Focus on P1 market & NESSBig growth in NESS
28、(GR : 46%),Achievement,Reflection,Price match issue in big promo season,Production delay (12 months),Behind competition & market expanding into P2/P3,Improve SCM efficiency GSCP, Hi-loPrepare entry in P2/P3,经营分析报告,. 07 BIZ Performance,Profit, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 24,. 08 B
29、IZ Plan,By Product,PDP,DIOS,B/F,DRUM,PUL,PAC,LCD,07E,08 Plan,Growth,2,297,2,651,15%,201,156,22%,469,723,54%,386,434,12%,333,366,10%,318,496,56%,97,115,19%,DTV,REF,WM,AC,Sales,(Unit : M RMB),06,07E,08BP,61%,12%,2,807,1,547,2,498,DTV,4,167,20%,16%,11%,1,196,800,935,663,1,015,720,18%,9%,914,652,835,REF
30、,WM,AC,4,997,5,769,29%,28%,9%,SAC,C&C,547,474,13%,333,338,1%,450K,100K,30K,180K,203K,233K,106K,179K,300K,316K,67K,30K,238K,153K,260K,79K,202K,252K,经营分析报告,Sales target, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 25,Action Plan,DA : Focus on step-up zone,DD : Focus on step-up zone (FHD, Art Desig
31、n, DVR),Step-up zone %,08 Target,Total,07 Forecast,Sales,OP,Sales,OP,5,769,1.0%,(Growth),LCD TV,Ifra,2,651,2,807,1.6%,1.4%,12%,15%,PDP TV,156,1.5%,22%,Consolidated OP,16%,REF,DA,1,196,2,947,1.5%,0.6%,19%,18%,W/M,800,3.4%,11%,A/C,835,7.0%,28%,MWO,95,6.8%,19%,VC,21,8.0%,20%,HTS,16,2.8%,1.1%,2,297,2,49
32、8,201,1,015,2,483,720,652,79,17,16,4,997,4.9%,3.4%,0.9%,50.0%,2.3%,10.8%,1.4%,34.1%,16.5%,1.5%,9.7%,( Unit : M RMB, % ),(1),(1) Division funded $12M to LGENP (0%),Trade Terms : Reduce Fixed Margin risk of NESSReduce Return : A/C TDR (till May 08),经营分析报告,. 08 BIZ Plan,Profit, 林虎哲制作. Weibo: 乌拉拉80 qq:4
33、7828100 mail: lin_,Page 26,. 08 BIZ Plan,Action plan,Digital FHD DVR (52”/47”/42”), Scarlet(47”/42”)Enlarge P2 & RESS coverage : 530 900 shopsOlympic ambassador “楊蘭” celebrity,Expand Art design model by oriental project07 1 MDL 5 MDL Reinforce promotion in 10000RMB15000RMB,Enhance competitiveness: -
34、 NPI (Dry+DD), Reposition (Steam)Expand shop display space WM Dedicated promoter,M/S,2006,2007,2008,6.4%,8.3%,9.0%,Rank,8th,3rd,3rd,LCD TV,M/S,28.8%,26.0%,27.0%,Rank,2nd,2nd,2nd,SxS,M/S,12.7%,12.5%,13.5%,Rank,3rd,3rd,3rd,Drum,M/S,5.0%,5.2%,6.0%,Rank,7th,5th,5th,PAC,Target M/S,(40”),Differentiation :
35、 Art flower, TFT LCD, Robot cleaningExtend modern flower product line to better grade(PW1)Focus in big capacity market : BJ / SH, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 27,经营分析报告,Market share, Differentiated Business model - Focus, Specialization, GlocaliZation,Key Initiative,Starting point
36、,Build premium strategy,Build premium In new cities,Invest and build mass segments,Increase Geographic reach,2008,2009,“Transformation”,“Grow”,Brand strength,Sales,1,Expand Coverage,2,Key Account management,3,POS execution,4,NPI Management,5,Effective Marcom,Stage 1,Stage 2,经营分析报告,. 08 Key initiativ
37、es,Direction, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 28,Market Segments,H,L,Premium size,:Market size,* Source: GFK data, 2007,0%,5%,10%,Below P3,P1,P2,P3,Beijing,Shanghai,Phase I,Phase ,Select & Focus,P1 HPC,P2 HPC,* HPC: High Potential city,Acton Plan,HPC selection based on - Big Market S
38、ize - High market growth rate,( LG M/S ),1st Half year,Select 5 cities in P2 In-store M/S improvement,2nd Half year,Task force activities by branch,Promotion enhancementFocus premium product displayInvest Ad. (e.x. newspaper, magazine),Increase display samplePromoter trainingShop display improvement
39、,Select 10 cities in P3,45 cities,Expand coverage to P2, P3 cities,Ningbo (2.8%) Dalian (8.8%) Fuzhou (3.2%) Zhengzhou (2.7%) Qingdao (3.5%)Kunming (2.0%) Tangshan (5.1%) Xuzhou (3.0%) Lanzhou (1.9%) Nanchang (2.6%) Nantong (7.2%) Guiyang (0.5%) Urumqi (4.6%) Baoding (4.9%) Anshan (8.3%),. 08 Key in
40、itiatives,Expand Coverage,经营分析报告, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 29,NPI Project,Why,Target Seg,How,Target,Oriental,Hi-five light,Preoccupy potential premium market on newly discovered customer segments,Enhancing product leadership and premium image in which LG has less M/S,Design (L
41、uxury & Trendy) - Trim kit Door & 2 Color - Art Flower pattern- Swarovski (Handle, Door) Features (Differentiated)- Full Drawer ( Inside Freezer)- LED Lighting - Vita Light,Design - Luxurious Color- Decoration LookFeature - Mix Wash- Calm Cycle- Iron Dry- Big Capacity,REF,W/M,Premium Seeker,Style Se
42、eker,Style Seeker,0,10,53,33,4,LG(%),28M$ (10K units),40M$ (52K units),A/C,PA2,Premium Seeker,Style Seeker,12,63,16,9,Design - Art flower- SwarovskiFeature - TFT- Clean boy- Plasma- three way of air flow,13M$ (10K units),-LG has advantage in Premium and style market -Premium and style market have mo
43、re profit potential than other market,经营分析报告,. 08 Key initiatives,DA NPI, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 30,Info & Comm.,Multimedia,IT,Connectivity,Device,Application,D-Audio,CMD,DTV,Mobile A/V,DVD,DVC,DSC,Tablets,STB,DTPC,Car Audio,Car,Mobile,Telematics,NTPC,Cell Phone,Home G/W,Hom
44、e,Digital Convergence,Ubiquitous Networking,Attach : Virtuous Spiral of Digital Convergence & U Networking, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 31,Industry A,Industry C,Industry B,New Value Chain,Industry B,Cross Industrial Value Chain,Conventional Value Chain,U Networking Era,Attach : C
45、hange of Value Chain, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 32,Attach : LG organization in china,LGETA (天津, AC MWO V/C),LGETR (泰州,REF),LGEPN (南京,W/M),LGENP (南京,PDP),LGEND (南京,LCD),新疆,甘肃,青海,西藏,宁夏,重庆,雲南,广西,海南,广东,福建,江西,浙江,山东,河北,山西,河南,湖南,陕西,湖北,辽宁,吉林,黑龙江,内蒙古,天津,贵州,四川,安徽,江苏,哈尔滨,长春,大连,沈阳,成都,重庆,武汉,西安,郑州,长沙,珠三角,温州,杭州,上海,厦门,东莞,深圳,广州,南宁,济南,天津,石家庄,太原,无锡,南京,合肥,北京,南昌,营销部,生产法人, 林虎哲制作. Weibo: 乌拉拉80 qq:47828100 mail: lin_,Page 33,Vision,System,Business,Product,Work,People,
