某咨询分析方法rcp3

Click here to type page title,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Relative Cost Position,A,uthor:LairdReed,CostPosition,Re,l,ative,March1998,1,Agenda,Therelativecostposition(RCP)concept,Applications,RCPSteps,Clientexample,Challenges,Keytakeaways,2,Context,RelativeCostPosition,ExperienceCurve,CostSharingAnalysis,BestDemonstratedPractice,ValueChainAnalysis,ProfitHunt,ProductLineProfitability/CostAllocation/ActivityBasedCosting,OverheadAnalysis,Fixed/VariableAnalysis,Direct/IndirectAnalysis,Costs,Customers,Competitors,Capabilities,Relativecostposition(RCP)isakeyanalyticaltoolusedforcostanalysis.,3,FullPotential,BainusesRCPtodetermineacompany,spracticalfullpotentialcostpositionbasedonacomparisonofitsunitcostswiththoseofitscompetitorsandanunderstandingoftheclient,sbusiness.,Lowestcost,Practicalcost,4,QuestionsRCPCanHelpAnswer,RCPanalysishelpsanswerbothstrategicandtacticalquestions.,Strategicquestions,Tacticalquestions,Inwhat areas do ourcompetitorshave thebiggest costadvantage?,What is drivingcompetitors,profitability?,Howmuchflexibilitywouldourcompetitorshaveina price war?,What is theclient,smarketposition?,What arethestrategic implicationsofthefullpotentialcostposition?,Whereshouldwefocusour costreduction efforts?(e.g.,wagerates,amountsofrawmaterialinputs),Whichcost elements would decrease significantlywithanincreaseinscale?,Whichcost elements might benefitfromdifferentbusinesspractices?,5,Agenda,Therelativecostposition(RCP)concept,Applications,RCPSteps,Clientexample,Challenges,Keytakeaways,6,Applications,Bain identified$29MMinannual savingsfor achewinggummanufacturer.AnRCP analysis ledtoa decrease in rawmaterialsusage,betterrawmaterials purchasing,processimprovements,andmoreefficientinventory management.,Bain helpeda clientinthediaper business takebackmarketshareithad lost;itsshareincreasedby10%,theclienthadascale-drivencostadvantage,butwasmaintainingasignificantpriceumbrella,BainusedanRCPtoidentifyapriceabovetheclientsbreakevenbutbelowthecompetitor,sbreakeven,thisstrategyhadasubstantialpositiveimpactontheclientssalesandprofits,Bainpreventedaclientfrommakingapooracquisitiondecisioninthebakeryproductsmarket.TheRCPshowedthaton,BainhasusedRCPeffe,7,Agenda,Therelativecostposition(RCP)concept,Applications,RCPSteps,Clientexample,Challenges,Keytakeaways,8,Approaches,TherearetwowaystoapproachanRCP:detailedbottom-upanalysisortop-downanalysis.,Detailedbottom-upanalysis,Top-downanalysis,Buildupeachmajorcostelementforkeycompetitorsbasedonprimarydata,Triangulateusingcostdatafrommultiplesources,Lessaccurate,lesstimeintensive,Comparecompetitorscoststructurestoclient,scoststructureatmacrolevel,definekeyprocess/businesspracticedifferencesformajorcostelements,makeassumptionsaboutthecostimpactofdifferences,Testassumptionsvs.overallfinancialdata,Moreaccurate,moretimeintensive,Oftentimesweuseacombinationofthesetwoapproaches,9,RCPSteps,Mapthebusinessvaluechain,Identifycostelementsanddrivers,Scour in,form,ation sources for cost dataon clients and competitors,Build,compare,andrealitycheck cost bars,Calculate practicalfullpotential costpositionandsavings,Drawstrategic implications,ProcessSteps,KeySuccessFactors,Mapvalue chainfromendtoend(e.g.,raw materialstofinishedproductordelivery),Tiecosts tooperationsnotaccounting categories,Build upcost bars categoryby category,Realitycheck results against similar companies,Focus onareas withthegreatestpotential for costsavings,Adjust for clientssituation(e.g.,different strategy(high quality vs.low quality),different equipment,differentplant locations),Determine how totake advantageof the improvedcost position,Be persistent and creative,butethical,Doin,g an,RCPinvolves several steps:,10,Agenda,Therelativecost position(RCP)concept,Applications,RCPSteps,Client example,Challenges,Keytakeaways,11,Yummy Gum*-Background,*,Disg,uised clientcase,Yummy gum has asolid hitchhikerposition inthepremiumgumcategory.However,Yummys1997 returns are well belowexpectations,Yummy has triedto compete by introducing new and costlySKUs and increasingadvertising.Its maincompetitor has focused on cost reduction,HowcanYummy improve profits ina premium market that requiresinnovation and strong brandequity?,Situation:,Complication:,Question,:,Bainused RCP tohelp its clientYummy Gum improve its profitability.,12,RCPSteps,Mapthebusinessvalue chain,Identifycost elements and drivers,Scour information sources for cost dataon clients and competitors,Build,compare,andrealitycheck cost bars,Calculate practicalfullpotential costpositionandsavings,Drawstrategic implications,ProcessSteps,KeySuccessFactors,Mapvalue chainfromendtoend(e.g.,raw materialstofinishedproductordelivery),13,Yummy Gum-Value Chain,There are six majorsteps inYummysvalue chain:,Rawmaterials purchasing,Basemaking,Mixing,Rolling,Curing,Packaging,Understanding the valuechain facilitates anunderstanding of the cost elements,14,RCPSteps,Mapthebusinessvalue chain,Identifycost elements and drivers,Scour information source