咨询公司给出的经营分析经典报告案例 (I).ppt

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1、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林虎哲(乌拉拉80)制作经营分析报告避免经营分析报告避免插入图片(地图和活动照除外)动画效果经营分析报告【学学麦肯锡风格】经营分析报告不使用经营分析报告不使用TG图标经营分析报告【学学麦肯锡风格】Presentationload图标经营分析报告不使用经营分析报告不使用经营分析报告【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经营分析报告不同于月报和年报PPT经营分析报告【学学麦肯锡风格】经营分析报告最重要的是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我制作的经营

2、分析报告2003PPT普通版2007PPTSmart版中国地区经营报告及销售计划林虎哲林虎哲 制作制作时 间 2007年 1月 2日(周三)1月 4日(周五)北京Twin tower 西馆19F 大会议室中国总裁经营分析报告中国总裁经营分析报告地 点参加人员 TEAM/室长 及 Gr.长以上人员 日期时间安排报告部门报告时间报告者1月 2日(周三)13:30 15:30家电 MM室2.0 HR金在胜 常务15:30 17:30MC 市场部2.0 HR全长株 常务1月 3日(周四)14:00 15:00IT 营业部1.0 HR李江来 部长15:00 16:00CAC 营业部1.0 HR安明坤 部

3、长16:00 17:00售后部1.0 HR全洋俊 常务17:00 18:00 MC 研究所1.0 HR金忠胜 常务1月 4日(周五)13:30 15:00Corporate Marketing1.5 HR具京梧 部长15:00 16:30HR部1.5 HR金英旭 常务16:30 18:00经营管理部1.5 HR金建茂 常务 Organization Market understanding 07 BIZ Performance 08 BIZ Plan08 Key initiatives 目录CONTENTS.经营分析报告.l 北京l 天津l 太原 L G E C HL G E C H北京北京

4、分公司分公司上海上海 分公司分公司广州广州 分公司分公司成都成都 分公司分公司沈阳沈阳 分公司分公司l 上海l 杭州l 南京l 深圳 l 广州 l 厦门l 南昌 l 成都 l 武汉l 沈阳l 哈尔滨 FSE：5名 EMP:315名 Promoter:1,431名l 南宁l 长沙l 东莞 l 珠三角 家家电电MMMM部部l 济南.l 石家庄.l 郑州 l 无锡l 温州l 合肥l 大连l 长春家家电部部门 Summary v 5 Branches/28 Departments/HQ(10 Group)v FSE:28名名v EMP:1,316名名 v Promoter:5,853名名 家家电部部经

5、营管理管理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l 西安l 重庆 FSE：6名,EMP:68名 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 11 Logo .Organization.Organization 经营分析报告 BranchOfficeMMDeptCorporateMarketingRequiredSelective*Dvl.

6、:Development,*Mgt.:ManagementPricing/managingtrade termsBrand activation&deliveryShopper marketingChannel&accountmanagementBrand building&innovationGenerate and leverageconsumer insightCore workConsumer/Market researchSegmentation/TargetingBrand identity Dvl.*/Mgt.*Value proposition DvlProduct plann

7、ingProduct Dvl./NPI Program Mgt.Marcom Dvl./Mgt.Promotion planningMarketing ROI analysisPricing/Trade term scheme Dvl.&Mgt.Channel/Account mix strategy Dvl.Account relationship Mgt.Promotion Mgt.Account P&L Dvl./Mgt.Shopper insight LeverageCapability5/8496/72/31COS Logo经营分析报告 林虎哲制作.Weibo:乌拉拉80 qq:47

8、828100 mail:lin_ Page 12 .Organization.Organization Roles&ResponsibilityDifferent Chinas:economic imbalance&different mindsetNorthProvinces5Population12%GDP Ratio15%NorthwestProvinces5Population7%GDP Ratio5%NortheastProvinces3Population8%GDP Ratio9%SouthwestProvinces5Population15%GDP Ratio8%EastProv

9、inces7Population29%GDP Ratio38%SouthProvinces3Population11%GDP Ratio14%MiddleProvinces3Population17%GDP Ratio12%q China is the most complex market in the world.q Successfully navigating the geographical challenge is a key success factor Source:China statistical Yearbook(2006)GroupM study 07 GDP(f):2

10、,867B$(GR 9.8%)Population:1.3BShanghai(Optimistic)Cosmopolitan,Open outlook,materialistic and confidentAspirational&IntellectualBeijing(Complacent)Beijingers who are nesting in the womb of the political centerPride CommunityChengdu(Pleasure Seekers)People who place more focus on leisure than workTre

11、ndy In&Group FunWuhan(Frustrated)People feel they are being left behind in the development raceSupport Empathy&friendShenzhen(Stressed)Large migrant populationfacing stressful urban lifeEscape Fun&Excitement Logo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_

12、 Page 1329%14%28%29%Target by Segmentation1.3BTotalNon-Agricultural(625)0.38BDistrictsunder City0.23BPriority Region 0607.110Priority 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 Reg

13、ion(Other cities)-Cities except P1,P2 5 59 9%21%20%58%58%P1P1P2P3P2P1P3*Source:P1/P2 standard-GFK*Source:China Urban Life and Price Yearbook(2006)HE Value(%)21%21%q Tier 12 cities(30)have populations of 99M,90%share of HE sales q Tier 3 cities(70)have a big potential to grow Logo经营分析报告 .Market under

14、standing Segment on coverage 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 144.6%*Source:CMMS,top 30 cities(Exchange:1 USD=7.7 RMB GroupM study,HSBC Report20047.7%5.9%20068.8%8.2%200711.7%of people whose Personal Income is U$390+per month%of people whose Personal Income is U$650+per monthq 30%of youn

15、g graduates spend out their salary every month and save no moneyq 82%of youth would like to work over 15 hours if earning is high enough q High annual income(U$7500U$20000)person is reaching 35 mil.Logo经营分析报告 .Market understanding Market potential 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 1567%64

16、%MNCs vs LocalDTV*Source:GFKAC34%65%1%38%61%1%44%54%1%050607.110MNCs(9)Local(11)Others(34)19%41%40%0521%43%37%0619%49%33%07.110MNCs(13)Local(Top3)Others(84)REFWM32%4%31%2%29%69%1%050607.110MNCs(8)Local(12)Others(69)39%52%9%0540%52%8%0640%52%8%07.110MNCs(7)Local(Top3)Others(94)*WM local top3:Haier,Li

17、ttle Swan,Rongshida*AC local top3:Haier,Midea,Greeq DTV:MNC brands are growing fast q DA:Few major local brands are getting stronger in product competitiveness Logo经营分析报告 .Market understanding Competition 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 16Source:GFK(07.110),Circle size means relative Ma

18、rket Size by branch LG M/SMarket sizeMarket portionCDOBJOSHOSYO245.1%215.5%5.8%159.3%75.0%14 GZO30%26%8%17%19%Regional Market SizeP1(15 Cities)Market Size&M/S 32.3%15.4%10.3%LCDDIOSDRUMPACUnit:B RMB q Market size:Shanghai area Beijing area Guangzhou areaq LG is weak in Shanghai area Logo经营分析报告 .Mark

19、et understanding HE Market by Region 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 17IND*HMHMINDSales by channel INDHM*Source:GFK(based on DTV 100 cities,DA 65 cities)*050607 110050607.110DSDSDS181456215124681411470191246616113701512369050607 110181666014135671311571Unit:%Unit:%*ESS=NESS+RESS NESS:Na

20、tionwide electronic specialty store(国美,苏宁)RESS:Regional electronic specialty store(大中,顺电,工贸,Department store)q ESS(Electronic Specialty Store)is growing fast Logo经营分析报告 .Market understanding Channel 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 18*Source:GFK Estimation(Total China Retail Market)Unit:

21、B RMBDTVDTVREFREFWMWMACAC38.56.7060708LCDPDP76.34.6115.25.545.380.9120.7TTL(A)2.0060708SxS2.94.130.036.942.4TTL(A)15.4060708PAC15.716.542.846.352.16.2060708DRUM7.88.923.427.130.685%94%7%95%8%10%27%29%29%36%34%32%TTL(A)TTL(A)+98%+51%+45%+41%+26%+14%+2%+5%Logo经营分析报告 .Market understanding Market demand

22、 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 19LCDSxSDRUMPACLGSSSony SharpPhilipsLGSSSiemens HaierLGSSSiemensHaierPanaLGSSHaierPana MitsuSiemens became major brand in SxSBOSCHBosch and Panasonic is emergingMitsubishi is the only growing brand5 MNC brands are growing fast*Based on GFK(Amount)LG:9th

23、RankLG:3rd RankLG:5th RankLG:2nd Rank .Market understanding Brand share trend Logo经营分析报告 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 20LCDDIOSDRUMPACLGSSESonySharpPhilipsLGSSESiemensHaierLGSSESiemensHaierLGSSEHaierPanasonicUnit:K RMB .Market understanding ASP Trend Logo经营分析报告 林虎哲制作.Weibo:乌拉拉80 qq:4

24、7828100 mail:lin_ Page 21Activitiesq 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 q LCD TV model mix improvement -Step-up portion:06 13%07 27%07 Forecast4,153Total06 Actual 11.6%SalesOPSalesOP4,997 4.9%(Growth)1,

25、0921,0921,5471,547LCD TVDTV 12.4%14.3%2,2972,2972,4982,498 3.4%0.9%61%110%441441PDP TV 19.0%20120150.0%54%Consolidated OP20%9 935352,6062,606REFDA 5.7%10.0%1,0151,0152,4832,483 2.3%10.8%4.7%9%663663W/M1.4%720720 1.4%9%914914A/C 19.5%652652 34.1%29%7979MWO 30.4%7979 16.5%0%1414VC 28.2%1717 1.5%21%141

26、4HTS 95.9%16169.7%13%(Unit:M RMB,%)(1)(2)(1)Division funded$12M to LGENP(0%)(2)Division funded$6M to LGEPN(5.0%)q Loss by Fixed margin to NESS -GOME(12M RMB),SUNING(4M RMB)q A/C Return loss -$12M(Defective return$7M)Logo经营分析报告 .07 BIZ Performance Profit 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 2

27、2Key InitiativesProductq Time to Marketq Optimize Product PortfolioPriceq ProfitabilityPlaceq Select&Focusq Deepen cooperation with NESSPromotionq Locomotive strategyq Boost ATL effectivenessq Improve POS executionProcessq Logistics Innovationq EDIPeopleq Promoter level-up Premium product launching(

28、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 imp

29、rove DA effectiveness Starting from June Focus on P1 market&NESS Big growth in NESS(GR:46%)AchievementReflection 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 Logo经营分析报告 .07 BIZ

30、 Performance Profit 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 23 .08 BIZ PlanBy ProductPDPDIOSB/FDRUMPULPACLCD07E08 PlanGrowth2,2972,65115%201156 22%46972354%38643412%33336610%31849656%9711519%DTVREFWMACSales(Unit:M RMB)0607E08BP61%12%2,8071,5472,498DTV4,16720%16%11%1,1968009356631,01572018%9%914

31、652835REFWMAC4,9975,769 29%28%9%SACC&C547474 13%3333381%450K100K30K180K203K233K106K179K300K316K67K30K238K153K260K79K202K252K Logo经营分析报告Sales target 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 24Action Planq DA:Focus on step-up zoneq DD:Focus on step-up zone(FHD,Art Design,DVR)0708PGapDIOS69%86%+17%

32、Drum53%63%+10%A/C20%22%+2%Step-up zone%LCD0708PGapTTL27%60%+33%42”36%75%+39%08 TargetTotal07 ForecastSalesOPSalesOP5,769 1.0%(Growth)LCD TVIfra2,6512,807 1.6%1.4%12%15%PDP TV1561.5%22%Consolidated OP16%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%2,297

33、2,4982011,0152,4837206527917164,997 4.9%3.4%0.9%50.0%2.3%10.8%1.4%34.1%16.5%1.5%9.7%(Unit:M RMB,%)(1)(1)Division funded$12M to LGENP(0%)q Trade Terms:Reduce Fixed Margin risk of NESSq Reduce Return:A/C TDR(till May 08)Logo经营分析报告 .08 BIZ PlanProfit 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 25 .08

34、BIZ PlanAction plan Digital FHD DVR(52”/47”/42”),Scarlet(47”/42”)Enlarge P2&RESS coverage:530 900 shops Olympic ambassador“楊蘭楊蘭”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 sh

35、op display space WM Dedicated promoterM/S2006200720086.4%8.3%9.0%Rank8th 3rd 3rd LCD TVM/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 PACTarget M/S(40”)Differentiation:Art flower,TFT LCD,Robot cleaning Extend modern flower product line to be

36、tter grade(PW1)Focus in big capacity market:BJ/SH 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 26 Logo经营分析报告Market share Differentiated Business model -Focus,Specialization,GlocaliZationKey InitiativeStartingpointBuild premiumstrategyBuild premiumIn new citiesInvest andbuild masssegmentsIncreaseGeog

37、raphicreach20082009“Transformation”“Grow”BrandstrengthSales1Expand Coverage2Key Account management3POS execution4NPI Management 5Effective MarcomStage 1Stage 2 Logo经营分析报告 .08 Key initiatives Direction 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 27Market SegmentsHLPremium size:Market size*Source:GFK

38、 data,20070%5%10%Below P3P1P2P3BeijingShanghaiPhase IPhase Select&Focus12P1 HPCP2 HPC*HPC:High Potential cityActon Planq 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 improvement2nd Half year Task force activities by branch P

39、romotion enhancement Focus premium product display Invest Ad.(e.x.newspaper,magazine)12 Increase display sample Promoter training Shop display improvement Select 10 cities in P3 45citiesq Expand coverage to P2,P3 citiesNingbo(2.8%)Dalian(8.8%)Fuzhou(3.2%)Zhengzhou(2.7%)Qingdao(3.5%)Kunming(2.0%)Tang

40、shan(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 Logo经营分析报告 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 28NPI ProjectWhyTarget SegHowTargetOrientalHi-five lightPreoccupy potential premium market on ne

41、wly discovered customer segmentsEnhancing productleadership and premiumimage 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 -Decorati

42、on Look Feature -Mix Wash -Calm Cycle -Iron Dry -Big CapacityREFW/MPremium SeekerStyle SeekerStyle Seeker0 01010535333334 4LG(%)1111131313131313333328M$(10K units)40M$(52K units)A/CPA2Premium SeekerStyle Seeker1 12 26 63 316169 9 Design -Art flower -Swarovski Feature -TFT -Clean boy -Plasma -three w

43、ay of air flow13M$(10K units)-LG has advantage in Premium and style market-Premium and style market have more profit potential than other market Logo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_ Page 29Info&Comm.MultimediaITConnectivityDeviceApplicationD-AudioCMDDTVMobile

44、 A/V DVD DVCDSCTabletsSTBDTPCCar AudioCar Mobile TelematicsNTPCCell PhoneHome G/WHomeDigital ConvergenceUbiquitous Networking Attach:Virtuous Spiral of Digital Convergence&U Networking 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 30Industry AIndustry CIndustry BNew Value ChainIndustry BCross Industr

45、ial Value ChainConventional Value ChainU Networking EraU Networking Era Attach:Change of Value Chain 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 31 Attach:LG organization in china 北京北京上海上海广州广州成都成都LGETA(天津,AC MWO V/C)LGETR(泰州泰州,REF)LGEPN(南京南京,W/M)LGENP(南京南京,PDP)LGEND(南京南京,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哈尔滨长春沈阳沈阳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营销部生产法人生产法人省/市31个分公司5个营销部28个生产法人5个 林虎哲制作.Weibo:乌拉拉80 qq:47828100 mail:lin_ Page 32