咨询管理战略组织项目麦肯锡工具评估 Market_Potential_Analysis.ppt

-1-Roland Berger&Partner GmbH International Management ConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest Buenos Aires Delhi Detroit Dsseldorf Frankfurt Hamburg Kiev Kuala Lumpur LisbonLondon Madrid Milan Moscow Munich New York Paris Prague Riga Rome So Paulo Shanghai Stuttgart Tokyo Vienna ZurichAnalysis of market potential for existing productsTool(short version)Part of Competence Center Marketing&Sales ITP-boxMunich,September 1999MUC-0040-00001-01-05a-2-This document was created for the exclusive use of our clients.It is not complete unless supported by the underlying detailed analyses and oral presentation.It must not be passed on to third parties except with the explicit prior consent of Roland Berger&Partners.ContentsPageA.Initial situation:Sufficient market transparency must be guaranteed in order to exploit the existing sales potential 3B.Concept:A structured market analysis helps to identify and to eliminate weaknesses of the sales activities 6C.Realization:Clearly defined work steps guarantee an efficient and interactive project approach 11MUC-0040-00001-01-05a-3-A.Initial situation:Sufficient market transparency must be guaranteed in order to exploit the existing sales potentialMUC-0040-00001-01-05a-4-In-depth knowledge of the market,clients and sales channels is an important prerequisite for successful growthBusiness success increasingly depends on the ability to react flexibly,swiftly and in a target-oriented manner in a dynamic market environmentSuccessful companies have detailed knowledge of all relevant market players and of the specific local or regional requirementsThe consistent orientation of the company to the market or the clients requires a differentiated analysis of the expected potentialIn particular,market information relating to individual clients which is available in various divisions of the organization must be bundled and consolidated in order to effectively support the decision-making processes of the corporate and sales management Existing data processing systems provide the necessary structure for storing comprehensive and often very detailed information and for evaluating this data swiftly and cost-effectively MUC-0040-00001-01-05a-5-The required degree of transparency normally exists only for part of the marketSource:Roland Berger&Partners Client potentialQuality of informationSalespotentialApproach to exploiting potential+/?Active clientsPotential clientsPassive clientsMarket potentialWin new businessRecover clients/investigate causesCross-selling/exploit demandEnhance sales/optimize qualityOperative potentialStrategic potentialMUC-0040-00001-01-05a-6-B.Concept:A structured market analysis helps to identify and to eliminateweaknesses of the sales activities MUC-0040-00001-01-05a-7-A structured market analysis helps to identify and to eliminate weaknesses of the sales activities The survey of market potential is conducted via a specific primary survey for each type of sales channel together with comprehensive desk researchThe required data is collected in a multidimensional survey and allocated to individually defined structural dimensionsThe data gathered can thus be consolidated and analyzed in all relevant dimensionsDifferentiated questionnaires must be prepared for client-specific data gatheringThe field sales force plays a key role in conducting the survey The analysis of market potential results in a set of measures designed to improve the exploitation of potential MUC-0040-00001-01-05a-8-The survey of market potential is conducted via a specific primary survey for each type of sales channel together with comprehensive desk researchSurvey of market potential-process Desk researchPrimary surveyIndustry-specific intensity of product exploitationPrevious estimates of total market and market sharePotential from desk researchMarketpotentialIndividual client plausibilitySales centersKAMOffice sales forceIndustry-specificfrequency of product exploitationDemand SalesIndustryRegion,ZIP codeSurvey of competitive dealersSurvey of client-related additional information,e.g.share of voice,etc.Market potentialDifferen-tiated demand structure Delimitation of direct and retail clientsIndividual client surveySource:Roland Berger&Partners Plausi-bilitycheck/comparisonMulti-level sales channelsSingle-level sales channelsMUC-0040-00001-01-05a-9-The potential data gathered can be consolidated and analyzed in all relevant dimensionsSource:Roland Berger&Partners Evaluation of potential dataRelevant total potentialProduct groupAProduct groupBProduct group.Product groupZCountry/regionChannelIndustrySales staffMUC-0040-00001-01-05a-10-The field sales force has an important role in conducting the survey Survey procedureSource:Roland Berger&Partners Adjust and summarize client dataSelect drivers of potential to be surveyed in coordination with field forceDesign questionnaire in close collaboration with field forceEDP department prepares questionnaires with all relevant client informationField force completes questionnaires-in exceptional cases clients are interviewed directlyPlausibility check of returned questionnaires conducted by sales manage-ment,office-based and field sales force staffEnter data and perform initial evaluation with plausibility check using desk research statisticsInquiries/coordination with field force where req.Integration into CMSFinal evaluation and interpretation of dataSelection of pilot regionMUC-0040-00001-01-05a-11-C.Realization:Clearly defined work steps guarantee an efficient and interactive project approach MUC-0040-00001-01-05a-12-Clearly defined work steps guarantee an efficient and interactive project approachThe analysis of market potential is conducted in four steps which successively create the desired market transparencyDepending on the extent of the survey,the required structuring and degree of detail,approximately four months will be required for completion of the workProgress,results and further steps to be taken in the survey are agreed upon in workshops held regularlyThe project team is supported by additional experts to guarantee the smooth transfer of data and the consideration of the sales perspectiveThe Marketing and Sales Competence Center has successfully applied market potential analyses in several projectsMUC-0040-00001-01-05a-13-The analysis of market potential is conducted in four steps which successively create the desired market transparencyOverview of project stepsSource:Roland Berger&PartnersTransparency100%TimeIncreased transparencyIV.Consolidation and interpretationIII.Evaluation of survey dataII.Conducting the surveyI.Development of an analysis conceptWeight potentials according to probability of acquisition and complexity of handlingIntegration of data for the study of market structureConclusionsSales strategySales controlDefine ratiosCollate evaluation resultsDiscuss ratiosIf responses are not fully plausible,discuss individual casesConduct desk research on industries,regions and demand carriers Primary survey(conducted by own staff and the dealers)Consolidate primary surveys and desk research and conduct plausibility checkDefine extent of the surveyFormulate the concept for the surveyFormulate the evaluation conceptMUC-0040-00001-01-05a-14-The Marketing and Sales Competence Center has successfully applied market potential analyses in several projectsMarketing and Sales Competence Center reference clientsSource:Roland Berger&Partners1)Entire projectBudget DM mDuration monthsYearContentsIssueClientFAG Kugel-fischer AGAnalysis of market potential OEM and trade Germany1.Development of an analysis concept(e.g.definition of extent of survey,preparation of survey concept and definition of selection concept)2.Conducting the survey(desk research,primary survey)3.Selection of survey data4.Consolidation of data0.541995TyrolitReorientation of international sales organizationAnalysis of market potential as basis for the reorientation of the sales organization3.51)181)1996/1997Viessmann Werke GmbHFurther development of marketing and sales structuresAnalysis of market potential for optimum exploitation of market potential in the framework of a comprehensive reorientation of the Sales Division51)181)1998/1999MUC-0040-00001-01-05a-15-rb addressesARGENTINARoland Berger y Asociados S.A.International Management ConsultantsTte.Gral.J.D.Peron 346-Piso 51038 Buenos AiresPhone+54-11-43 42 14 98Fax+54-11-43 45 57 58AUSTRIARoland Berger&Partner Ges.m.b.HInternational Management ConsultantsFreyung 3/2/10A-1010 ViennaPhone+43-1-5 36 02 0Fax+43-1-5 36 02 60BELGIUMRoland BergerInternational Management Consultants S.A.100,Boulevard du SouverainB-1170 BrusselsPhone+32-2-6 79 01 70Fax+32-2-6 72 92 22 or 51 81 25 01BRAZILRoland Berger&Partners S/C Ltda.Rua Alexandre Dumas,2220-5 andar04717-004 So Paulo/S.P.Phone+55-11-51 81 83 66Fax+55-11-51 81 69 19CHINARoland Berger(Shanghai)International Management 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