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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,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 间,2007
2、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.郑州,无锡 温州
3、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.Weibo:乌拉拉80 qq:47828100 mail:lin_,Page 12,
4、经营分析报告,BranchOffice,MMDept,CorporateMarketing,Required,Selective,*Dvl.:Development,*Mgt.:Management,Pricing/managingtrade terms,Brand activation&delivery,Shopper marketing,Channel&accountmanagement,Brand building&innovation,Generate and leverageconsumer insight,Core work,Consumer/Market research,Seg
5、mentation/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 strategy Dvl.,Account relationship Mgt.,Promotion Mgt.,Account P&L Dv
6、l./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 complex market in the world.Successfully navigating the geographical challenge is a ke
7、y 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 confidentAspirational&Intellectual,Beijing(Complacent)Beijingers who are nesting in the womb of the political centerPride Com
8、munity,Chengdu(Pleasure Seekers)People who place more focus on leisure than workTrendy In&Group Fun,Wuhan(Frustrated)People feel they are being left behind in the development raceSupport Empathy&friend,Shenzhen(Stressed)Large migrant populationfacing stressful urban lifeEscape Fun&Excitement,经营分析报告,
9、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,Districtsunder City,0.23B,Priority Region,06,07.110,Priority 1 Region(15 Cities)Beijing,Shanghai,Hangzhou,Guangzhou,Wuhan,Shenyang,
10、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,*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%sh
11、are 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:47828100 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 Per
12、sonal Income is U$390+per month,%of people whose Personal Income is U$650+per month,30%of young graduates spend out their salary every month and save no money 82%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,.Ma
13、rket 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,*Source: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
14、%,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(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 com
15、petitiveness,经营分析报告,.Market understanding,Competition,林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_,Page 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
16、.3%,15.4%,10.3%,LCD,DIOS,DRUM,PAC,Unit:B RMB,Market size:Shanghai area Beijing area Guangzhou area LG 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 citi
17、es,DA 65 cities),*,*,05,06,07 110,05,06,07.110,DS,DS,DS,18,14,5,62,15,12,4,68,14,11,4,70,19,12,4,66,16,11,3,70,15,12,3,69,05,06,07 110,18,16,6,60,14,13,5,67,13,11,5,71,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,Depa
18、rtment store),ESS(Electronic Specialty Store)is growing 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,
19、30.0,36.9,42.4,TTL(A),15.4,06,07,08,PAC,15.7,16.5,42.8,46.3,52.1,6.2,06,07,08,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,S
20、xS,DRUM,PAC,LG,SS,Sony,Sharp,Philips,LG,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 Ran
21、k,LG:2nd Rank,.Market understanding,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 ma
22、il:lin_,Page 22,Activities,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,
23、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 to LGEPN(5.0
24、%),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 Market Optimize Product Portfolio,Price,Profitability,Place,Select&Focus Deepen coo
25、peration with NESS,Promotion,Locomotive strategy Boost ATL effectiveness Improve POS execution,Process,Logistics Innovation EDI,People,Promoter level-up,Premium product launching(80 Models)-Revenue ratio=61%Premium product sales portion-05:44%06:54%07:68%,Beginning of Profitability-oriented policy,U
26、naided awareness improvement Shop 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&NESS Big growth in NESS(GR:46%),Achievement,Reflection,Price
27、match issue in big promo season,Production delay(12 months),Behind competition&market expanding into P2/P3,Improve SCM efficiency GSCP,Hi-lo Prepare 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 BIZ Plan,By Product,PDP,DIOS,B/F,DRUM,PUL,PAC,LCD,
28、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,WM,AC,4,997,5,769,29%,28%,9%,SAC,C&C,547,474,13%,3
29、33,338,1%,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 Design,DVR),Step-up zone%,08 Target,Total,07 Forecast,Sales,OP,Sal
30、es,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%,2,297,2,498,201,1,015,2,483,720,652,79,17,16,4,997,4.9%,3.4%,0.9%,50.0%,2
31、.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 NESS Reduce 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:47828100 mail:lin_,Page 26,.08 BIZ Plan,Action plan,Digital FHD DVR(52”/47”/42”)
32、,Scarlet(47”/42”)Enlarge P2&RESS coverage:530 900 shops Olympic ambassador“楊蘭”celebrity,Expand Art design model by oriental project 07 1 MDL 5 MDL Reinforce promotion in 10000RMB15000RMB,Enhance competitiveness:-NPI(Dry+DD),Reposition(Steam)Expand shop display space WM Dedicated promoter,M/S,2006,20
33、07,2008,6.4%,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:Art flower,TFT LCD,Robot cleaning Extend modern flower product line to better grade(PW1)Focus
34、 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,Startingpoint,Build premiumstrategy,Build premiumIn new cities,Invest andbuild masssegments,IncreaseGeographicreach,2008,2
35、009,“Transformation”,“Grow”,Brandstrength,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 initiatives,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:GF
36、K 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 Size-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 activiti
37、es by branch,Promotion enhancement Focus premium product display Invest Ad.(e.x.newspaper,magazine),Increase display sample Promoter training Shop display improvement,Select 10 cities in P3,45cities,Expand coverage to P2,P3 cities,Ningbo(2.8%)Dalian(8.8%)Fuzhou(3.2%)Zhengzhou(2.7%)Qingdao(3.5%)Kunmi
38、ng(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 initiatives,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 pre
39、mium market on newly discovered customer segments,Enhancing productleadership and premiumimage in which LG has less M/S,Design(Luxury&Trendy)-Trim kit Door&2 Color-Art Flower pattern-Swarovski(Handle,Door)Features(Differentiated)-Full Drawer(Inside Freezer)-LED Lighting-Vita Light,Design-Luxurious C
40、olor-Decoration Look Feature-Mix Wash-Calm Cycle-Iron Dry-Big Capacity,REF,W/M,Premium Seeker,Style Seeker,Style Seeker,0,10,53,33,4,LG(%),28M$(10K units),40M$(52K units),A/C,PA2,Premium Seeker,Style Seeker,12,63,16,9,Design-Art flower-Swarovski Feature-TFT-Clean boy-Plasma-three way of air flow,13M
41、$(10K units),-LG has advantage in Premium and style market-Premium and style market have more 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,D
42、VC,DSC,Tablets,STB,DTPC,Car Audio,Car,Mobile,Telematics,NTPC,Cell Phone,Home G/W,Home,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
43、 Industrial Value Chain,Conventional Value Chain,U Networking Era,Attach:Change 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,
