咨询管理战略组织项目麦肯锡工具评估 STR-0200-03534-04-07-WS.pdf

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1、- 0 -STR-0200-03534-04-07Notes:Doc.Controlling: Doc.Controlling: Doc.Controlling: Doc.Controlling: Doc.Controlling: Doc.Controlling: Doc.Code No.:Project manager:(Last name, Title,first name)One-doc.Seiten:Korrekturen:Planung:Arbeitstage Client:Project number:Project title:Project start:Branch offic

2、e:Partner/Competence Center:Documentation title:Type of document (e.g. workshop):Date of issue/of presentation:Place where hard copy is filed:Resp. for preparation:Resp. for graphic:Automatische Trennung:Dokument zu-letzt geffnet am:Mittwoch, 31. Mrz 199919:33 UhrEinAusVorlagen:gutschlechtFaxmittelC

3、ontrolling inSammellisteeingegebenDatumProduktions-tageBereitschaft bentigt am: Nachtarbeit bentigt am: Wochenendarbeit am: Wann geht die Prsentation an den Kunden?Letzter Produktionstag am:2. Tag3. Tag4. Tag5. Tag6. Tag7. Tag8. TagAngemeldet am:Soll-Eingang am/um:Ist-Eingang am/um:1. Tagdocument IN

4、FOrmationPSTR-0200-03534-04-031704/970Wunderlichx0274313200000100Scintilla AGP 035340010101Trend in logisticsWorkshopA. AuracherGrafik Stuttgart Grtner/Schaber/Diet./Neu.x- 1 -STR-0200-03534-04-07Roland Berger & Partner GmbH International Management ConsultantsBarcelona Beijing Berlin Brussels Bucha

5、rest Budapest Buenos Aires Dsseldorf Frankfurt Hamburg Helsinki Hong Kong Kiev Lisbon LondonMadrid Milan Moscow Munich New York Paris Prague Riga Rome So Paulo Shanghai Stockholm Stuttgart Tel Aviv Tokyo ViennaLogistics for power tool accessoriesEuropean trends in comparison to Asia Workshop Bosch/S

6、cintillaMacao, April 30th 1997- 2 -STR-0200-03534-04-07A.Target of this workshop:Define Asias main requirements on power tool logistics3B.Proceed in three steps51.Understand todays power tool logistic structure in Asia includingmain restrictions62.Define growth potential for the next five years103.D

7、educe the main requirements on power tool logistics to supportthe growth potential12C.Conclusion for power tool logistics in Asia30ContentPage- 3 -STR-0200-03534-04-07A. Target of this workshop: Define Asias main requirementson power tool logistics- 4 -STR-0200-03534-04-07Strong growth potential in

8、the next years expected superior logistics is essential to support the growthTarget of workshopSource: Roland Berger & PartnerEnormouseconomicgrowthexpectedBoschwants toparticipateon thatgrowthTrade flowswill increasesubstantiallyLogisticsstructurehave tochangeWe will definethe demandsof the newlogi

9、sticsstructure- 5 -STR-0200-03534-04-07A. Proceed in three steps- 6 -STR-0200-03534-04-071. Understand todays power tool logistics structure in Asiaincluding main restrictions- 7 -STR-0200-03534-04-07Source: Roland Berger & PartnerSchemeEuropeUSAAsiaMalaysia- 8 -STR-0200-03534-04-07Relevant question

10、s to todays power tool logistics structureSource: Roland Berger & Partner1. What assortment/products?2. Countries of origin?3. Which amount, volume, freight?4. Which kind of transportation?5. Delivery time and frequency of delivering?1. Data of warehouse?1. Which assortment/products in which countri

11、es?2. Which amount, volume, freight?3. Which kind of transportation?4. Delivery time and frequency of delivering?Origin EuropeWarehouseMalaysiaCustomers in Asiacosts of stocksstorage timestockoutsturnover of stocks- 9 -STR-0200-03534-04-07For planning logistical systems in Asia we have to consider t

12、he long transpor-tation times and the customer duties between countriesSource: Informations of Dachser, 23.4.1997GermanyIndonesiaMalaysiaduty:x % of valueFrankfurttime:2 days at customers dutyduty:x % of valuetime:1 day at customers dutytime:2 days at customers dutytime:2 days at customers dutyKuala

13、 LumpurVAT:DjakartaRemarks: Daily changing situations AFTA-developments In some countries instable governmentsResult: light logistics systems are requiredExampletime:1 day of transportations- 10 -STR-0200-03534-04-072. Define growth potential for the next five years- 11 -STR-0200-03534-04-07Relevant

14、 questions to Boschs power tool sales and volume forecastsSource: Roland Berger & Partnerfor each countrysalestodayin 5 years? US$? US$+ ?volumetodayin 5 years? US$? US$+ ?Growth of assortment/products?For each distribution channel Target of delivery frequency? Target of delivery time?Framework for

15、Asias power tool logistics structure- 12 -STR-0200-03534-04-073. Deduce the main requirements on power tool logisticsto support the growth potential- 13 -STR-0200-03534-04-07Source: Market survey, Status 22. April 1997FuturesuccessfactorsDeveloping marketPush growth in all distri-bution channelsMark

16、et1.Different evaluation in the regionsDevelop necessary adjust-ments for each countryAssortment2.At the beginning of the developmentEncourage customers touse the systemsIT/systems5.Not yet recognised as a factor of dif-ferentiation Transfer innovative strength from product side to serviceCustomer S

17、ervice3.National requirementsAdjust logistics in an overall con-cept to meet the specifications of the individual countriesLogistics4.Promote growth in the Asian regions by efficient, country-specific logisticsResults in Asia- 14 -STR-0200-03534-04-071. Market: Market in phase of migration- Push gro

18、wth in all distribution channels- 15 -STR-0200-03534-04-07The most important distribution channels are specialist retailers, DIY stores and wholesalers; similar to Europe, but with a different ranking1) in Germany non-existent for PT and accessoriesSource: Market survey, Status 22 April 1997In your

19、opinion which form will offer the greatest growth potentialin the next five years?QuiteunimportantUnim-portantNeutralImportantVeryimportantDIY storesAssociations/cooperationSpecialist retailDirect saleWholesalers1)Hong KongKoreaEuropeASEANDistribution-channels- 16 -STR-0200-03534-04-07In Asia, most

20、power tool accessory segments are considered to be very impor-tant - whereas in Europe drilling is the only segment of particular importanceHow would you assess the market for power toolaccessories in the next five years?quiteunimportantunim-portantneutralimportantveryimportantDrillingChisellingDiam

21、ond discsCutting grind discsCoated abrasivesJigsaw bladesCircular saw bladesRouter bitsBatteriesSegmentEuropeASEANSource: Market survey, Status 22 April 1997- 17 -STR-0200-03534-04-07KoreaWith the exception of jigsaw blades and drilling, Boschs relative market posi-tion is considered to be much bett

22、er in Europe than in AsiaHow would you judge BOSCHs market positionin the national market for Segmentquiteunim-portantunim-portantneutralimpor-tantveryimpor-tant power toolsquiteunim-portantunim-portantneutralimpor-tantveryimpor-tant power tool accessoriesDrillingChisellingDiamond discsCutting grind

23、 discsCoated abrasivesJigsaw bladesCircular saw bladesRouter bitsBatteriesHong KongASEANKoreaHong KongASEANEuropeSource: Market survey, Status 22 April 1997- 18 -STR-0200-03534-04-07In Asia, most of Boschs power tool products and accessories are sold to pro-fessional craftsmenWho are your end users

24、for power tool accessories manufactured by BOSCH?%Professional craftsmen(10 staff)Professional craftsmen( Carry out the necessary national adjustments for each country- 20 -STR-0200-03534-04-07Whereas European and Korean buyers tend to stick to one brand, there is no brand loyalty in Hong Kong or AS

25、EAN1) in Germany non-existent for PT and accessoriesSource: Market survey, Status April 22th 1997How important is the brand name of the power tool accessories?quiteunimportantunim-portantneutralimportantveryimportantASEANHong KongKoreaEuropeDistribution-channels- 21 -STR-0200-03534-04-07Individual a

26、djustment of the assortment to the individual sales arealittlemuchworseHow would you assess the Bosch power tools assortmentin comparison to the competition?littlebetterASEANHongKongEuropeKoreaReasons forstrong differen-ces?Source: Market survey, Status 22 April 1997- 22 -STR-0200-03534-04-073. Cust

27、omer service: Not yet recognised as a factor of differentiation- Stop passive behaviour and transfer innovative strengthsfrom product side to service- 23 -STR-0200-03534-04-07Like in Europe the order processing of power tools and accessories has to be combined in Asia In your opinion would it be pos

28、sible to have separate processing of orders for BOSCH power tools and accessories?possibleindifferentnot possi-bleASEANHongKongKoreaEuropeWhich procedures are used by other power tool manufacturers?Separate Pro-cessingYesnot possi-bleEuropeeancompetitorsBlack &DeckerMakitaOthersSource: Market survey

29、, Status 22 April 1997- 24 -STR-0200-03534-04-07Unlike in Europe, merchandising plays only a minor role in logistics in AsiaMerchandising only used in Hong Kong Broad use in EuropeBoschMerchandising is slightly better than that of the competitors- 25 -STR-0200-03534-04-074. Logistics: National requi

30、rements- Adjust logistics in an overall concept to meet the specifications of the individual countriesAdjust logistics in an overall conceptto meet the specifications of the individual countriesAdjust logistics in an overall concept to meet the specifications of the individual coun-tries- 26 -STR-02

31、00-03534-04-07There is a need for individual distribution to and between the regional compa-niesHow often do most customers place orders with you?Boschpowertoolsdaily2 x perweekweeklyfort-nightlymonthlyquiteinsi-gnifi-cantunim-portantneutralim-portantvery im-portantBosch PT-accesoriesKoreaKoreaASEAN

32、ASEANHongKongEuropeHongKongWhy?Trendwide differenceWhy?Trendwide differenceWhy?Trendwide differenceHow important is it for your customers to place a joint order for Bosch PT and accessories?quiteinsigni-ficantunim-portantneutralim-portantvery im-portantKoreaASEAN EuropeHongKongHongKongASEANKoreaEuro

33、peHow important is it for your customers to receive supplies in a shelf optimised arrangement?Source: Market survey, Status 22 April 1997- 27 -STR-0200-03534-04-07Wide range of goods sent directly; specific customer requests must be more detailedquiteinsignificantunimportantneutralimportantvery impo

34、rtantWhyTrendWide rangeASEANEuropeDIY ShopHong KongEuropespecialretailersKoreaHow important is it to be able to offer customers the option of sending goodsdirectly to them if these goods are not available in the shop?Source: Market survey, Status 22 April 1997- 28 -STR-0200-03534-04-075. IT systems:

35、 At the beginning of the development- Encourage the customers to use the systems- 29 -STR-0200-03534-04-07Up until now IT systems have been rather neglected in AsiaIT SystemsWhich base technologies do most of your customers use today?in useplannednot plannedbut practicalnot relevantClosed material m

36、anage-ment systemsGoods-in scanningPOS scanning/scanner data recordingCentral availability of scanner dataEDIHong KongBase technologiesKoreaASEANEuropeSource: Market survey, Status 22 April 1997- 30 -STR-0200-03534-04-07C. Conclusion for Boschs logistics in Asia- 31 -STR-0200-03534-04-07Conclusions

37、(1) Market and competitive situation/assortmentSource: Workshop, Status 30. April 1997Most important distribution channels are in general similar to Europe, but with a different ranking; DIY-stores still in a starting position, but with the greatest growth potential expectationsCompetitive situation

38、 for each Asia-country is extremely fragmentedIn Asia, most power tool accessory segments show nearly similar growth expectations in the next five yearsWith exception of jigsaw blades and drilling, Boschs relative market position is considered to be much better in Europe than in AsiaIn contrast to E

39、urope and Korea, there is no brand loyalty in Hong Kong and Asean- 32 -STR-0200-03534-04-07Source: Workshop, Status 30. April 1997Conclusions (2) Customer ServiceIn contrast to Europe, customer service is not yet recognised as a factor of differentiationCustomers service requirements are today still

40、 under the European level in Asia; no learning effect for European standards todayOrder processing of power tools and accessories has to be combined in Asia as it is today in EuropeUnlike in Europe, merchandising plays with exception of Hong Kong minor sale in Asias logistics- 33 -STR-0200-03534-04-

41、07Source: Workshop, Status 30. April 1997Conclusions (3) Logistics/IT-SystemsThere is a need for individual distribution to and between the regional companies in AsiaIndifferent importance of sending goods directly, if not available in the shopUp to know, IT-Systems from customers point of view in A

42、sia are not relevant; European standards concerning basic technologies are not used today- 34 -STR-0200-03534-04-07Source: Workshop, Status 30. April 1997Conclusions (4) Current weaknesses in Asias order processing for power tool accessoriesStill manual orders by fax from Asia regions to RBSCTranspa

43、rency in order processno volume or shipment confirmation from RBSCno reservation for orders in IT-systemno feedback, if orders are changedShare of deficient deliveries (error, incomplete)Product flow (Asia Europe Asia) and long overall delivery time from EuropePackaging without country specific labe

44、ls and languageMalaysian central warehouse (Owned by Panalpina, multiple using) with operational problemsAdditionally: Todays logistic structure not in line with market share targets- 35 -STR-0200-03534-04-07Conclusions (5) Improvement potential in Asias order processing for power tool accessoriesOp

45、erationalOverall Planning and order processing system procedure feedback and transparency IT-support and links to RBSCProduct flow (no transfer of Asian products via Europe) and shorten delivery timesOperation of Malaysian warehouse; new logistic service provider or location if necessaryStrategicDev

46、elopment of new logistic structure to support market share targets new/additional locations for central warehouse(s) (especially China) new logistic service provider/partnerSource: Workshop, Status 30. April 1997- 36 -STR-0200-03534-04-07ARGENTINARoland Berger S.A.International Management Consultant

47、sTte. Gral. J.D. Peron 346 - Piso 51038 Buenos AiresPhone +54-1-3 42 14 98/9381/9270/9916Fax +54-1-3 45 57 58AUSTRIARoland Berger & Partner GmbHInternational Management ConsultantsFreyung 3/2/10A-1010 ViennaPhone +43-1-53 60 20Fax +43-1-5 36 02 60BELGIUMRoland Berger & PartnerInternational Managemen

48、t Consultants100, Boulevard du SouverainB-1170 BrusselsPhone +32-2-6 79 01 70Fax +32-2-6 72 92 22BRAZILRoland Berger AssociadosConsultoria Internacional Ltda.Rua Alexandre Dumas, 2220-5 andar04717-004 So Paulo / S.P.Phone +55-11-5 24 83 66Fax +55-11-5 24 69 19CHINARoland Berger & Partner GmbHInterna

49、tional Management Consultants72 Xing Guo Road3F Business BuildingShanghai 200052 , P.R.C.Phone: +86-21-62 12 64 11Fax/Phone: +86-21-62 12 74 71China World Trade Center914-916 China World TowerNo. 1 Jianguomenwai AvenueBeijing 100004, P.R.C.Phone +86-10-65 05 21 96Fax +86-10-65 05 54 84GPO Box 3193 3

50、7/F New World Tower16-18 Queens Road CentralHong KongPhone +852-28 43 05 06Fax +852-25 25 76 25CZECH REPUBLICRoland Berger & Partner GmbHInternational Management ConsultantsVsehrdova 2/ 560CS-110 00 Prague 1 - Mal StranaPhone +422-2-57 31 11 61Fax +422-2-57 31 11 63FINLAND (Representation)Kalevi Kai