經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格

林虎哲經(jīng)營(yíng)分析報(bào)告之麥肯錫風(fēng)格獻(xiàn)給外資企業(yè)和中國(guó)企業(yè)做經(jīng)營(yíng)分析報(bào)告的精英們經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第1頁(yè)。經(jīng)營(yíng)分析報(bào)告避免…插入圖片(地圖和活動(dòng)照除外)動(dòng)畫效果經(jīng)營(yíng)分析報(bào)告【學(xué)學(xué)麥肯錫風(fēng)格】經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第2頁(yè)。經(jīng)營(yíng)分析報(bào)告不使用…TG圖標(biāo)經(jīng)營(yíng)分析報(bào)告【學(xué)學(xué)麥肯錫風(fēng)格】Presentationload圖標(biāo)經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第3頁(yè)。經(jīng)營(yíng)分析報(bào)告不使用…經(jīng)營(yíng)分析報(bào)告【學(xué)學(xué)麥肯錫風(fēng)格】商業(yè)用模板單位統(tǒng)一的簡(jiǎn)潔模板經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第4頁(yè)。數(shù)據(jù)型分析PPT經(jīng)營(yíng)分析報(bào)告不同于…月報(bào)和年報(bào)PPT經(jīng)營(yíng)分析報(bào)告【學(xué)學(xué)麥肯錫風(fēng)格】經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第5頁(yè)。經(jīng)營(yíng)分析報(bào)告最重要的是…嚴(yán)密的邏輯思維數(shù)字的準(zhǔn)確性經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第6頁(yè)。我制作的經(jīng)營(yíng)分析報(bào)告…2003PPT普通版2007PPTSmart版經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第7頁(yè)。多數(shù)企業(yè)目前使用的還是Office2003版所以先共享用2003版麥肯錫風(fēng)格實(shí)戰(zhàn)經(jīng)營(yíng)分析報(bào)告案例吧.2003版PPT案例2007版PPT案例經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第8頁(yè)。中國(guó)地區(qū)經(jīng)營(yíng)報(bào)告及銷售計(jì)劃林虎哲制作經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第9頁(yè)。時(shí)間2007年

1月

2日(周三)~1月

4日(周五)

北京Twintower西館19F大會(huì)議室中國(guó)總裁經(jīng)營(yíng)分析報(bào)告地點(diǎn)參加人員TEAM/室長(zhǎng)

及

Gr.長(zhǎng)以上人員

日期時(shí)間安排報(bào)告部門報(bào)告時(shí)間報(bào)告者1月

2日(周三)13:30~15:30家電

MM室2.0HR金在勝

常務(wù)15:30~17:30MC市場(chǎng)部2.0HR全長(zhǎng)株

常務(wù)1月

3日(周四)14:00~15:00IT營(yíng)業(yè)部1.0HR李江來(lái)

部長(zhǎng)15:00~16:00CAC營(yíng)業(yè)部1.0HR安明坤

部長(zhǎng)16:00~17:00售后部1.0HR全洋俊

常務(wù)17:00~18:00MC研究所1.0HR金忠勝

常務(wù)1月

4日(周五)13:30~15:00CorporateMarketing1.5HR具京梧

部長(zhǎng)15:00~16:30HR部1.5HR金英旭

常務(wù)16:30~18:00經(jīng)營(yíng)管理部1.5HR金建茂

常務(wù)經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第10頁(yè)。OrganizationMarketunderstanding’07BIZPerformance`08BIZPlan`08Keyinitiatives目錄CONTENTSⅠ.經(jīng)營(yíng)分析報(bào)告Ⅱ.Ⅲ.Ⅳ.Ⅴ.經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第11頁(yè)。

北京天津太原LGECH北京分公司上海分公司廣州分公司成都分公司沈陽(yáng)分公司上海杭州南京深圳

廣州廈門南昌成都

武漢沈陽(yáng)哈爾濱

FSE

：

5名

EMP:

315名

Promoter:1,431名南寧長(zhǎng)沙

東莞珠三角家電MM部

濟(jì)南.

石家莊.

鄭州

無(wú)錫溫州合肥

大連長(zhǎng)春家電部門

Summary

5Branches/28Departments/HQ(10Group)FSE:28名

EMP:1,316名

Promoter:5,853名

家電部經(jīng)營(yíng)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

西安重慶

FSE：6名,EMP:

68名

Page12LogoⅠ.Organization經(jīng)營(yíng)分析報(bào)告經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第12頁(yè)。

BranchOfficeMMDep’tCorporateMarketingRequiredSelective*Dvl.:Development,**Mgt.:ManagementPricing/managing

tradetermsBrandactivation&deliveryShopper

marketingChannel&account

managementBrandbuilding

&innovationGenerateandleverage

consumerinsightCoreworkConsumer/MarketresearchSegmentation/TargetingBrandidentityDvl.*/Mgt.**ValuepropositionDvlProductplanningProductDvl./NPIProgramMgt.MarcomDvl./Mgt.PromotionplanningMarketingROIanalysisPricing/TradetermschemeDvl.&Mgt.Channel/AccountmixstrategyDvl.AccountrelationshipMgt.PromotionMgt.AccountP&LDvl./Mgt.ShopperinsightLeverageCapability5/8496/72/31COSLogo經(jīng)營(yíng)分析報(bào)告

Page13

Ⅰ.OrganizationRoles&Responsibility經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第13頁(yè)。DifferentChinas:economicimbalance&differentmindsetNorthProvinces5Population12%GDPRatio15%NorthwestProvinces5Population7%GDPRatio5%NortheastProvinces3Population8%GDPRatio9%SouthwestProvinces5Population15%GDPRatio8%EastProvinces7Population29%GDPRatio38%SouthProvinces3Population11%GDPRatio14%MiddleProvinces3Population17%GDPRatio12%Chinaisthemostcomplexmarketintheworld.Successfullynavigatingthegeographicalchallengeisakeysuccessfactor※Source:ChinastatisticalYearbook(2006)

GroupMstudy`07GDP(f):2,867B$(GR9.8%)Population:1.3BShanghai(Optimistic)

Cosmopolitan,Openoutlook,

materialisticandconfident

Aspirational&IntellectualBeijing(Complacent)

Beijingerswhoarenestinginthe

wombofthepoliticalcenter

PrideCommunityChengdu

(PleasureSeekers)

Peoplewhoplacemore

focusonleisurethanworkTrendy‘In’&GroupFunWuhan(Frustrated)

Peoplefeeltheyare

beingleftbehindinthe

developmentraceSupport

Empathy&friendShenzhen(Stressed)

Largemigrantpopulation

facingstressfulurbanlife

’Escape’Fun&ExcitementLogo經(jīng)營(yíng)分析報(bào)告

TheMarketchallengeⅡ.Marketunderstanding

Page14經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第14頁(yè)。29%14%28%29%TargetbySegmentation1.3BTotalNon-Agricultural(625)0.38BDistrictsunderCity0.23BPriorityRegion`06`07.1~10Priority1Region(15Cities)Beijing,Shanghai,Hangzhou,Guangzhou,Wuhan,Shenyang,etc.Priority2Region(15Cities)Dalian,Wenzhou,Qingdao,Jinan,Nanning,Fuzhou,etc.Priority3Region(Othercities)CitiesexceptP1,P259%21%20%58%P1P2P3P2P1P3*

Source:P1/P2standard-GFK*Source:ChinaUrbanLifeandPriceYearbook(2006)HEValue(%)

21%21%

Tier1~2cities(30)havepopulationsof99M,90%shareofHEsales

Tier3cities(70)haveabigpotentialtogrowLogo經(jīng)營(yíng)分析報(bào)告

Ⅱ.MarketunderstandingSegmentoncoverage

Page15經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第15頁(yè)。4.6%*

Source:CMMS,top30cities(Exchange:1USD=7.7RMB

GroupMstudy,HSBCReport20047.7%5.9%20068.8%8.2%200711.7%%ofpeoplewhosePersonalIncomeisU$390+permonth%ofpeoplewhosePersonalIncomeisU$650+permonth30%ofyounggraduatesspendouttheirsalaryeverymonthandsavenomoney82%ofyouthwouldliketoworkover15hoursifearningishighenoughHighannualincome(U$7500~U$20000)personisreaching35mil.Logo經(jīng)營(yíng)分析報(bào)告

Ⅱ.MarketunderstandingMarketpotential

Page16經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第16頁(yè)。67%64%MNCsvsLocalDTV*

Source:

GFKAC34%65%1%38%61%1%44%54%1%`05`06`07.1~10MNCs(9)Local(11)Others(34)19%41%40%`0521%43%37%`0619%49%33%`07.1~10MNCs(13)Local(Top3)Others(84)REFWM32%4%31%2%29%69%1%`05`06`07.1~10MNCs(8)Local(12)Others(69)39%52%9%`0540%52%8%`0640%52%8%`07.1~10MNCs(7)Local(Top3)Others(94)*

WMlocaltop3:Haier,LittleSwan,Rongshida*

AClocaltop3:Haier,Midea,GreeDTV:MNCbrandsaregrowingfastDA:FewmajorlocalbrandsaregettingstrongerinproductcompetitivenessLogo經(jīng)營(yíng)分析報(bào)告

Ⅱ.MarketunderstandingCompetition

Page17經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第17頁(yè)。Source:

GFK(`07.1~10),CirclesizemeansrelativeMarketSizebybranch

LGM/SMarketsizeMarketportionCDOBJOSHOSYO245.1%215.5%5.8%159.3%75.0%14

GZO30%26%8%17%19%RegionalMarketSizeP1(15Cities)MarketSize&M/S32.3%15.4%10.3%

LCDDIOSDRUMPACUnit:BRMB

Marketsize:Shanghaiarea>Beijingarea>GuangzhouareaLGisweakinShanghaiareaLogo經(jīng)營(yíng)分析報(bào)告

Ⅱ.MarketunderstandingHEMarketbyRegion

Page18經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第18頁(yè)。73INDESS*HMHMINDSalesbychannelINDHM* Source: GFK(basedonDTV100cities,DA65cities)ESS*ESS*`05`06`071~10`05`06`07.1~10DSDSDS181456215124681411470191246616113701512369`05`06`071~10181666014135671311571Unit:%Unit:%

*ESS=NESS+RESS

NESS:Nationwideelectronicspecialtystore(國(guó)美,蘇寧

)RESS:Regionalelectronicspecialtystore(大中,

順電,工貿(mào),

Departmentstore)ESS(ElectronicSpecialtyStore)isgrowingfastLogo經(jīng)營(yíng)分析報(bào)告

Ⅱ.MarketunderstandingChannel

Page19經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第19頁(yè)。*

Source:

GFKEstimation(TotalChinaRetailMarket)Unit:BRMBDTVREFWMAC38.56.7`06`07`08LCDPDP76.34.6115.25.545.380.9120.7TTL(A)2.0`06`07`08SxS36.942.4TTL(A)15.4`06`07`08PAC15.716.542.846.352.16.2`06`07`08DRUM7.88.923.427.130.685%94%7%95%8%10%27%29%29%36%34%32%TTL(A)TTL(A)+98%+51%+45%+41%+26%+14%+2%+5%Logo經(jīng)營(yíng)分析報(bào)告

Ⅱ.MarketunderstandingMarketdemand

Page20經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第20頁(yè)。LCDSxSDRUMPACLGSSSonySharpPhilipsLGSSSiemensHaierLGSSSiemensHaierPanaLGSSHaierPanaMitsuSiemensbecamemajorbrandinSxSBOSCHBoschandPanasonicisemergingMitsubishiistheonlygrowingbrand5MNCbrandsaregrowingfast*BasedonGFK(Amount)LG:9thRankLG:3rdRankLG:5thRankLG:2ndRank

Ⅱ.MarketunderstandingBrandsharetrendLogo經(jīng)營(yíng)分析報(bào)告

Page21經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第21頁(yè)。LCDDIOSDRUMPACLGSSESonySharpPhilipsLGSSESiemensHaierLGSSESiemensHaierLGSSEHaierPanasonicUnit:KRMB

Ⅱ.MarketunderstandingASPTrendLogo經(jīng)營(yíng)分析報(bào)告

Page22經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第22頁(yè)。ActivitiesModelmiximprovement(Droplowtiermodels)

-RAC:2.3/4.3KW-REF:B/FMechanical&SimpleMicom:12MDL5MDL-WM:Pulsatormodelsunder5KgLCDTVmodelmiximprovement

-Step-upportion:`0613%`0727%’07Forecast4,153Total’06Actual△11.6%SalesOPSalesOP4,997△4.9%(Growth)1,0921,547LCDTVDTV△12.4%△14.3%2,2972,498△3.4%0.9%61%110%441PDPTV△19.0%20150.0%△54%ConsolidatedOP20%9352,606REFDA△5.7%△10.0%1,0152,483△2.3%△10.8%△4.7%9%663W/M1.4%720△1.4%9%914A/C△19.5%652△34.1%△29%79MWO△30.4%79△16.5%0%14VC△28.2%17△1.5%21%14HTS△95.9%169.7%13%(Unit:MRMB,%)(1)(2)(1)Divisionfunded$12MtoLGENP(0%)(2)Divisionfunded$6MtoLGEPN(△5.0%)LossbyFixedmargintoNESS

-GOME(12MRMB),SUNING(4MRMB)A/CReturnloss

-$12M(Defectivereturn$7M)Logo經(jīng)營(yíng)分析報(bào)告

Ⅲ.’07BIZPerformanceProfit

Page23經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第23頁(yè)。KeyInitiativesProductTimetoMarketOptimizeProductPortfolioPriceProfitabilityPlaceSelect&FocusDeepencooperation

withNESSPromotionLocomotivestrategyBoostATLeffectivenessImprovePOSexecutionProcessLogisticsInnovationEDIPeoplePromoterlevel-upPremiumproductlaunching(80Models)-Revenueratio=61%Premiumproductsalesportion

-`05:44%`06:54%`07:68%BeginningofProfitability-orientedpolicyUnaidedawarenessimprovementShopIdentityimprovementinDTVInventoryConsolidation,HomeDeliverySetupB2BiwithSUNINGImprovementinproductivity

&costefficiencyNeedtoimproveDAeffectivenessStartingfromJuneFocusonP1market&NESSBiggrowthinNESS(GR:46%)AchievementReflectionPricematchissueinbigpromoseasonProductiondelay(1~2months)Behindcompetition&market

expandingintoP2/P3ImproveSCMefficiency

GSCP,Hi-loPrepareentryinP2/P3Logo經(jīng)營(yíng)分析報(bào)告

Ⅲ.’07BIZPerformanceProfit

Page24經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第24頁(yè)。

Ⅳ.`08BIZPlanByProductPDPDIOSB/FDRUMPULPACLCD`07E`08PlanGrowth2,2972,65115%201156△22%46972354%38643412%33336610%31849656%9711519%DTVREFWMACSales(Unit:M

RMB)`06`07E08BP61%12%2,8071,5472,498DTV4,16720%16%11%1,1968009356631,01572018%9%914652835REFWMAC4,9975,769△29%28%9%SACC&C547474△13%3333381%450K100K30K180K203K233K106K179K300K316K67K30K238K153K260K79K202K252KLogo經(jīng)營(yíng)分析報(bào)告Salestarget

Page25經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第25頁(yè)。ActionPlanDA:Focusonstep-upzoneDD:Focusonstep-upzone(FHD,ArtDesign,DVR)`07`08PGapDIOS69%86%+17%Drum53%63%+10%A/C20%22%+2%Step-upzone%LCD`07`08PGapTTL27%60%+33%42”↑36%75%+39%’08TargetTotal`07ForecastSalesOPSalesOP5,769△1.0%(Growth)LCDTVIfra2,6512,807△1.6%△1.4%12%15%PDPTV1561.5%△22%ConsolidatedOP16%REFDA1,1962,9471.5%△0.6%19%18%W/M8003.4%11%A/C835△7.0%28%MWO95△6.8%19%VC218.0%20%HTS162.8%△1.1%2,2972,4982011,0152,4837206527917164,997△4.9%△3.4%0.9%50.0%△2.3%△10.8%△1.4%△34.1%△16.5%△1.5%9.7%(Unit:MRMB,%)(1)(1)Divisionfunded$12MtoLGENP(0%)TradeTerms:ReduceFixedMarginriskofNESSReduceReturn:A/CTDR(tillMay’08)Logo經(jīng)營(yíng)分析報(bào)告

Ⅳ.`08BIZPlanProfit

Page26經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第26頁(yè)。

Ⅳ.`08BIZPlanActionplanDigitalFHDDVR(52”/47”/42”),Scarlet(47”/42”)EnlargeP2&RESScoverage:530900shopsOlympicambassador“楊蘭”celebrityExpandArtdesignmodelbyorientalproject

`071MDL5MDL

Reinforcepromotionin10000RMB~15000RMBEnhancecompetitiveness:

-NPI(Dry+DD),Reposition(Steam)ExpandshopdisplayspaceWMDedicatedpromoterM/S2006200720086.4%8.3%9.0%Rank8th

3rd

3rd

LCDTVM/S28.8%26.0%27.0%Rank2nd

2nd

2nd

SxSM/S12.7%12.5%13.5%Rank3rd

3rd

3rd

DrumM/S5.0%5.2%6.0%Rank7th

5th

5th

PACTargetM/S(40”↑)Differentiation:Artflower,TFTLCD,Robotcleaning

Extend

modernflowerproductlinetobettergrade(PW1)

Focusinbigcapacitymarket

:BJ/SH

Page27Logo經(jīng)營(yíng)分析報(bào)告Marketshare經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第27頁(yè)?！篋ifferentiatedBusinessmodel』

-Focus,Specialization,GlocaliZationKeyInitiativeStartingpointBuildpremiumstrategyBuildpremiumInnewcitiesInvestandbuildmasssegmentsIncreaseGeographicreach20082009“Transformation”“Grow”BrandstrengthSales1ExpandCoverage2KeyAccountmanagement3POSexecution4NPIManagement5EffectiveMarcomStage1Stage2Logo經(jīng)營(yíng)分析報(bào)告

Ⅴ.`08KeyinitiativesDirection

Page28經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第28頁(yè)。MarketSegmentsHLPremiumsize:Marketsize*Source:

GFKdata,20070%5%10%BelowP3P1P2P3BeijingShanghaiPhaseIPhaseⅡSelect&Focus12P1HPCP2HPC*HPC:HighPotentialcityActonPlanHPCselectionbasedon…-BigMarketSize

-Highmarketgrowthrate(LGM/S)1stHalfyear

Select5citiesinP2

In-storeM/Simprovement2ndHalfyearTaskforceactivitiesbybranchPromotionenhancementFocuspremiumproductdisplayInvestAd.(e.x.newspaper,magazine)12IncreasedisplaysamplePromotertraining

Shopdisplayimprovement

Select10citiesinP3

45citiesExpandcoveragetoP2,P3citiesNingbo(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%)

Ⅴ.`08KeyinitiativesExpandCoverageLogo經(jīng)營(yíng)分析報(bào)告

Page29經(jīng)營(yíng)分析報(bào)告案例-麥肯錫風(fēng)格全文共35頁(yè)，當(dāng)前為第29頁(yè)。NPIProjectWhyTargetSegHowTargetOrientalHi-fivelightPreoccupypotentialpremiummarketonnewlydiscoveredcustomersegmentsEnhancingproductleadershipandpremiumimageinwhichLGhaslessM/SDesign(Luxury&Trendy)-TrimkitDoor&2Color-ArtFlowerpattern-Swarovski(Handle,Door)Features(Differentiated)-FullDrawer(InsideFreezer)-LEDLighting-VitaLightDesign-LuxuriousColor-DecorationLookFeature-MixWash-CalmCycle-IronDry-BigCapacityREFW/MPremiumSeekerStyleSeekerStyleSeeker01