經營分析報告案例-麥肯錫風格

林虎哲經營分析報告之麥肯錫風格獻給外資企業(yè)和中國企業(yè)做經營分析報告的精英們經營分析報告避免…插入圖片(地圖和活動照除外)動畫效果經營分析報告【學學麥肯錫風格】經營分析報告不使用…TG圖標經營分析報告【學學麥肯錫風格】Presentationload圖標經營分析報告不使用…經營分析報告【學學麥肯錫風格】商業(yè)用模板單位統(tǒng)一的簡潔模板數據型分析PPT經營分析報告不同于…月報和年報PPT經營分析報告【學學麥肯錫風格】經營分析報告最重要的是…嚴密的邏輯思維數字的準確性我制作的經營分析報告…2003PPT普通版2007PPTSmart版多數企業(yè)目前使用的還是Office2003版所以先共享用2003版麥肯錫風格實戰(zhàn)經營分析報告案例吧.2003版PPT案例2007版PPT案例中國地區(qū)經營報告及銷售計劃林虎哲制作時間2007年

1月

2日(周三)~1月

4日(周五)

北京Twintower西館19F大會議室中國總裁經營分析報告地點參加人員TEAM/室長

及

Gr.長以上人員

日期時間安排報告部門報告時間報告者1月

2日(周三)13:30~15:30家電

MM室2.0HR金在勝

常務15:30~17:30MC市場部2.0HR全長株

常務1月

3日(周四)14:00~15:00IT營業(yè)部1.0HR李江來

部長15:00~16:00CAC營業(yè)部1.0HR安明坤

部長16:00~17:00售后部1.0HR全洋俊

常務17:00~18:00MC研究所1.0HR金忠勝

常務1月

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

部長15:00~16:30HR部1.5HR金英旭

常務16:30~18:00經營管理部1.5HR金建茂

常務OrganizationMarketunderstanding’07BIZPerformance`08BIZPlan`08Keyinitiatives目錄CONTENTSⅠ.經營分析報告Ⅱ.Ⅲ.Ⅳ.Ⅴ.

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分公司上海杭州南京深圳

廣州廈門南昌成都

武漢沈陽哈爾濱

FSE

：

5名

EMP:

315名

Promoter:1,431名南寧長沙

東莞珠三角家電MM部

濟南.

石家莊.

鄭州

無錫溫州合肥

大連長春家電部門

Summary

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

EMP:1,316名

Promoter:5,853名

家電部經營管理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經營分析報告

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經營分析報告

Page13

Ⅰ.OrganizationRoles&ResponsibilityDifferentChinas: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經營分析報告

TheMarketchallengeⅡ.Marketunderstanding

Page1429%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經營分析報告

Ⅱ.MarketunderstandingSegmentoncoverage

Page154.6%*

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經營分析報告

Ⅱ.MarketunderstandingMarketpotential

Page1667%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經營分析報告

Ⅱ.MarketunderstandingCompetition

Page17Source:

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經營分析報告

Ⅱ.MarketunderstandingHEMarketbyRegion

Page1873INDESS*HMHMINDDTVDASalesbychannelINDHMTTLHEMKT

* 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(國美,蘇寧

)RESS:Regionalelectronicspecialtystore(大中,

順電,工貿,

Departmentstore)ESS(ElectronicSpecialtyStore)isgrowingfastLogo經營分析報告

Ⅱ.MarketunderstandingChannel

Page19*

Source:

GFKEstimation(TotalChinaRetailMarket)Unit:BRMBDTVREFWMAC38.56.7`06`07`08LCDPDP76.34.6115.25.545.380.9120.7TTL(A)2.0`06`07`08SxS2.94.130.036.942.4TTL(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經營分析報告

Ⅱ.MarketunderstandingMarketdemand

Page20LCDSxSDRUMPACLGSSSonySharpPhilipsLGSSSiemensHaierLGSSSiemensHaierPanaLGSSHaierPanaMitsuSiemensbecamemajorbrandinSxSBOSCHBoschandPanasonicisemergingMitsubishiistheonlygrowingbrand5MNCbrandsaregrowingfast*BasedonGFK(Amount)LG:9thRankLG:3rdRankLG:5thRankLG:2ndRank

Ⅱ.MarketunderstandingBrandsharetrendLogo經營分析報告

Page21LCDDIOSDRUMPACLGSSESonySharpPhilipsLGSSESiemensHaierLGSSESiemensHaierLGSSEHaierPanasonicUnit:KRMB

Ⅱ.MarketunderstandingASPTrendLogo經營分析報告

Page22ActivitiesModelmiximprovement(Droplowtiermodels)

-RAC:2.3/4.3KW-REF:B/FMechanical&SimpleMicom:12MDL

5MDL-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經營分析報告

Ⅲ.’07BIZPerformanceProfit

Page23KeyInitiativesProductTimetoMarketOptimizeProductPortfolioPriceProfitabilityPlaceSelect&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經營分析報告

Ⅲ.’07BIZPerformanceProfit

Page24

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經營分析報告Salestarget

Page25ActionPlanDA: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經營分析報告

Ⅳ.`08BIZPlanProfit

Page26

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經營分析報告Marketshare『DifferentiatedBusinessmodel』

-Focus,Specialization,GlocaliZationKeyInitiativeStartingpointBuildpremiumstrategyBuildpremiumInnewcitiesInvestandbuildmasssegmentsIncreaseGeographicreach20082009“Transformation”“Grow”BrandstrengthSales1ExpandCoverage2KeyAccountmanagement3POSexecution4NPIManagement5EffectiveMarcomStage1Stage2Logo經營分析報告

Ⅴ.`08KeyinitiativesDirection

Page28MarketSegmentsHLPremiumsize: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經營分析報告

Page29NPIProjectWhyTargetSegHowTargetOrientalHi-fivelightPreoccupypotentialpremiummarketonnewlydiscoveredcustomersegmentsEnhancingproductleadershipandpremiumimageinwhichLGhaslessM/SDesign(Luxury&Trendy)-TrimkitDoor&2Color-ArtFlowerpattern-Swarovski(Handle,Door)Features(Differentiated)-FullDrawer(InsideFreezer)-LEDLighting-VitaLightDesign-LuxuriousColor-DecorationLookFeature-MixWash-CalmCy