经营分析报告PPT模板

The People Company,1,等,LG ,1,等 中國,Thru 3C, , , , , , ,*,The People Company,1,等,LG ,1,等 中,国,Thru 3C,Great Company Great People,Customer only you!,Working Draft - Last Modified 8/26/2007 6:19:06 PM,Printed 8/24/2007 3:46:45 PM,The People Company,1,等,LG ,1,等 中國,Thru 3C,Working Draft - Last Modified 8/26/2007 6:19:06 PM,Printed 8/24/2007 3:46:45 PM,The People Company,1,等,LG ,1,等 中國,Thru 3C,Great Company Great People,1,等,LG ,1,等 中,国,Thru. 3C,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,Working Draft,Last Modified 8/26/2007 6:19:06 PM Korea Standard Time,Printed 8/24/2007 3:46:45 PM Korea Standard Time,The People Company,1,等,LG ,1,等 中國,Thru 3C,Working Draft,Last Modified 8/26/2007 6:19:06 PM Korea Standard Time,Printed 8/24/2007 3:46:45 PM Korea Standard Time,The People Company,1,等,LG ,1,等 中國,Thru 3C,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,经营分析报告避免,插入图片,(,地图和活动照除外,),动画效果,【,学学麦肯锡风格,】,经营分析报告不使用,TG,图标,【,学学麦肯锡风格,】,Presentationload,图标,经营分析报告不使用,【,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,经营分析报告不同于,月报和年报,PPT,【,学学麦肯锡风格,】,经营分析报告最重要的是,严密的逻辑思维,数字的准确性,我制作的经营分析报告,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,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,合肥,大连,长春,家电部门,Summary,5 Branches / 2,8,Departments / HQ,(10 Group),FSE : 2,8,名,EMP : 1,316,名,Promoter : 5,8,53,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_hz,Page,12,经营分析报告,Branch,Office,MM,Dept,Corporate,Marketing,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,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 strategy 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_hz,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 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 & Intellectual,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 Empathy & friend,Shenzhen (Stressed),Large migrant populationfacing 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_hz,Page,14,29%,14%,28%,29%,Target by Segmentation,1.3B,Total,Non -,Agricultural,(625),0.38B,Districts,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,*,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:47828100 mail: lin_hz,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 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,.,Market understanding,Market potential,林虎哲制作,. Weibo: ,乌拉拉,80 qq:47828100 mail: lin_hz,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%,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 competitiveness,经营分析报告,.,Market understanding,Competition,林虎哲制作,. Weibo: ,乌拉拉,80 qq:47828100 mail: lin_hz,Page,17,Source: GFK (07.110) , Circle size means relative Market Size by branch,LG M/S,Market size,Market portion,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 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_hz,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,18,14,5,62,15,12,4,68,14,11,4,70,19,12,4,66,16,11,3,70,15,12,3,69,05,06,07 110,18,16,6,60,14,13,5,67,13,11,5,71,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 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_hz,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,15.7,16.5,42.8,46.3,52.1,6.2,06,07,08,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_hz,Page,20,LCD,SxS,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 : 9,th,Rank,LG : 3,rd,Rank,LG : 5,th,Rank,LG : 2,nd,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_hz,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_hz,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,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,%),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_hz,Page,23,Key Initiatives,Product,Time to Market,Optimize Product Portfolio,Price,Profitability,Place,Select & Focus,Deepen cooperation 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,Unaided 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 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_hz,Page,24,. 08 BIZ 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),0,6,0,7,E,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%,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_hz,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,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%,2,297,2,498,201,1,015,2,483,720,652,79,17,16,4,997,4.9%,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 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_hz,Page,26,. 08 BIZ Plan,Action,plan,Digital FHD DVR (52”/47”/42”), 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,2006,2007,2008,6.4%,8.3%,9.0%,Rank,8,th,3,rd,3,rd,LCD TV,M/S,28.8%,26.0%,27.0%,Rank,2,nd,2,nd,2,nd,SxS,M/S,12.7%,12.5%,13.5%,Rank,3,rd,3,rd,3,rd,Drum,M/S,5.0%,5.2%,6.0%,Rank,7,th,5,th,5,th,PAC,Target M/S,(40”),Differentiation : Art flower, TFT LCD, Robot cleaning,Extend 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_hz,Page,27,经营分析报告,Market share, Differentiated Business model ,- Focus, Specialization, GlocaliZation,Key Initiative,Starting,point,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 initiatives,Direction,林虎哲制作,. Weibo: ,乌拉拉,80 qq:47828100 mail: lin_hz,Page,28,Market Segments,H,L,Premium size,:Market size,* Source: GFK data, 2007,0%,5%,10%,Below,P,3,P1,P2,P3,Beijing,Shanghai,Phase I,Phase ,Select & Focus,1,2,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 activities by branch,Promotion enhancement,Focus premium product display,Invest Ad. (e.x. newspaper, magazine),1,2,Increase display sample,Promoter training,Shop display improvement,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 initiatives,Expand Coverage,经营分析报告,林虎哲制作,. Weibo: ,乌拉拉,80 qq:47828100 mail: lin_hz,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 (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 Color,- 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(%),11,13,13,13,33,28M$,(10K units),40M$,(52K units),A/C,PA2,Premium,Seeker,Style,Seeker,12,63,16,9,Design,- Art flower,- Swarovski,Feature,- TFT,- Clean boy,- Plasma,- three way of air flow,13M$,(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_hz,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,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_hz,Page,31,Industry A,Industry C,Industry B,New Value Chain,Industry B,Cross 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_hz,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_hz,Page,33,Vision,System,Business,Product,Work,People,