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

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1、-1-Agrana-Strategy workshop-May 26-27,Lebada Complex,BucharestRoland Berger&Partner GmbH International Management ConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest Buenos Aires Detroit Dsseldorf Frankfurt Hamburg Kiev LisbonLondon Madrid Milan Moscow Munich New York Paris Prague Riga R

2、ome So Paulo Shanghai Stuttgart Tokyo Vienna ZurichP.05138.001.01.72-2-Agrana-Strategy GuidelinesP.05138.001.01.72-3-Agranas mission clearly expresses the companys goalsOur group is committed to the Romanian sugar market.We will lead this market based on long-term partnership with our customers,supp

3、liers and farmers.The commitment of our team is to satisfy our consumers and shareholders by offering them value to their products and lives.To become the market leader in the Romanian market in terms of-Quality-Market shareTo create value added to:-Shareholders-Customers-Employees-ConsumersTo devel

4、op partnership with-Customers-Suppliers/Farmers Guiding rulesP.05138.001.01.72-4-The sugar market will grow in line with the GDP in the future yearsProduction+Imports-ExportsDomestic Consumption534518507.5500450470488454.5010020030040050060019992000*2001*2002*-Romanian sugar market and consumption-0

5、00 to2003*5125555375832004*ForecastCAGR:1.5%CAGR:2.0%CAGR:3.0%CAGR:4.0%CAGR:5.0%P.05138.001.01.72-5-Agrana addresses both industrial and households market segments,its goal being to become market leader in both segmentsIndustrial consumptionHousehold consumptionSugar market 40%60%50%40%Agranas targe

6、tTo reach 45%market share-40%of the consumer market-50%of the industrial marketP.05138.001.01.72-6-No profit without customer Fulfillment of customers requirements creates growthIndustrial customers requirementsTechnical qualityServices/deliveryAvailabilityBetter payments conditions/creditLong term

7、contracts(6 months to 1 year)Price stabilityProduct identificationSpecificationConsumer markets requirementsQuality(color/size of crystal)AvailabilityPackaging(size/standing)Price(low&stable)Product diversificationBrand/ImageHealthyRomanian originCustomer requirements-Agranas assessmentP.05138.001.0

8、1.72-7-Agrana face serious competition from other sugar producers,especially from Pfiffer,who has recently introduced the“Diamant”brandBetter agricultural linksVery good qualityBrand/paper bagNo sales force(just started)PfifferX No adequate S&D system No sales/pricing policyMarquentereLow priceSpecu

9、lators/TradersP.05138.001.01.72-8-The SWOT Analysis outlines major achievements as well as possible risks with major implications for Agranas future StrengthsWeaknessesTop managementVisionLargest player in the marketExperience in sugar productionQuality of productProduct availability through the yea

10、rGood image/tradition with industrial customersOpen-minded orientationMarket aggressivityCost-cutting orientationCore business orientationPro-active sales approachPackaging(product diversification)No brandLost farmers linksLack of customer understanding/market orientationUnstable qualityWater treatm

11、ent/environmental issuesEquipment inefficiencyCoordination/communication between companiesOrganization/HR problems2nd level management with limited flexibilityOpportunitiesThreatsSupport of Agrana InternationalOnly one brand in the market not well supportedSlightly growing marketWeak competition for

12、 1 kg bagsRetail consolidation/development of retail chains,entry of hyper-marketsNo market protection Traders moving into productionSubstitute products(liquid sugar,sweeteners)No sugar beet quota when joining EUHigh price volatility both for raw sugar and final productInstability in legislation(VAT

13、,profit tax)P.05138.001.01.72-9-Agrana will reach full national coverage by using different promotion vehicles and a well defined price strategyMarketing StrategyProductPromotionPricePlaceFor industrial customers the price is established as:average market price+X%A premium price of 10%above the mark

14、et average will be charged for the branded normal crystals sugar Brown and candle sugar imported from Austria will be priced at 25%above market averagePrint mediaPOS materialsTV(?)National coverageRetail channel Super markets/hyper markets Small groceries(urban&rural)P.05138.001.01.72-10-Agranas mai

15、n objective is to meet its customers needsProductEnd-usersBranded sugarCrystal sugar(normal and fine)Cubic sugarPowder sugarBrown and candle sugar(imported from Austria and packed in Romania)Packed sugar in 0.5 kg,1 kg and 2 kg(family packs)for specific high consumption periods e.g.ChristmasNon-bran

16、ded sugar-based productsIndustrial clientsTrade mark AgranaSugar packed in 25 kg,50 kg,500 kg and 1,000 kg bagsPalletsQuality required:30-50 ICUMSAP.05138.001.01.72-11-Agrana will employ two distribution channels,in order to reach efficiently bothindustrial and end-user customers 21Industrial Custom

17、ersandSuper/Hyper markets Small groceriesDirect channelTraders/distributorsP.05138.001.01.72-12-Agranas established sales target can be reached only by processing both raw and sugar beet extracted sugarSales target for year 2004270,000 tons per year270,000 tons per year(6 ships per factory if only r

18、aw sugar is processed)Sugar beet targets30-35 tons per ha40,000 ha for Agrana GroupAgrana can manage 1.8 tons of sugar beet per plantFor a 12%purification from the 40,000 ha of Agrana Group,a quantity of 170,000 tons of sugar can be obtained from sugar beetIn order to achieve the sales target,anothe

19、r 100,000 tons will need to be obtained from raw sugarP.05138.001.01.72-13-Serious investments are required in a number of“sensitive”areas:raw material supply,manufacturing process,logistics Agreement with the farmers,including stable price and cash payment possibilitySupport to farmers in terms of

20、agricultural machines,pesticides and fertilizersPartnership with research institutes for demonstration fieldsIncrease in extraction capacity(now 10,000 tons per year)Improved laboratory testingEnvironmental investments(in water treatment)Improvement and increasing of filtering capacityTransition fro

21、m plastic to paper bags will require packaging capacity Elimination of bottlenecks in packaging and delivery;process optimizationReduction of energy consumptionPotential specialization of factories(to be further analyzed):-one for industrial consumers-two for end-consumersISO 9002 certificate-end of

22、 2001 for Roman-end of 2002 for Buzau and TandareiImprovement of logistics-warehousing-sugar transportationIncrease of storage capacity from 120,000 tons to 270,000 tonsNeed to grow together with the transport companyInvestments requiredLogisticsRaw material/sugar beetManufacturing processP.05138.00

23、1.01.72-14-In order to become successful,Agrana must start building“one team”as core of its organizationImprove communication&coordination Motivation(including trading)Performance driven compensation policiesContingency plans for management retirementCareer development plansJob rotation/self develop

24、mentSafety and securityBuild corporate culture and share the same valuesBuild one teamSuccessful organization P.05138.001.01.72-15-As an indispensable tool in todays business world,Agrana will integrate its IT structure,preparing the transition toward its e-ageAn integrated system for accounting&con

25、trolling,logistics and salesWAN between factories and with Agrana InternationalAgranas Internet site(to be developed together by the IT and Marketing Departments)Production control system/automation(to be further analyzed)E-commerce(B2B)EDP teamAgranas needsP.05138.001.01.72-16-Service improvements

26、and a tailored banking strategy are top priorities for Agranas financial department,who must fully support Agrana Romania to become financially independent Implementation and integration of IT systemBanking StrategyControllingAccounting reportsReports toward shareholders3-4 banksDevelopment of IAS r

27、eportingReduction of financial costs in refinancing and credit assessmentMeasurement of shareholder valueAgrana Romania must finance itself(not with money from Agrana Austria)Treasury/cash clearing systemP.05138.001.01.72-17-To develop further the strategic concept,six teams were formed to detail Ag

28、ranas top priority areasMarketing and SalesAnca MarinasViorel DumitracheMihai AniteiIulian AntoniuDragos DimaIT and AutomationAdrian NastaseGabriel LencarLaurentiu EneIulian AntoniuProduction and analysis of plant specializationIulian AntoniuDoriana NituIon ManciuMihai AniteiLaurentiu EneDragos Dima

29、FinancialMarian DascaluLiviu PatrichiNicoleta KmenIon ManciuDragos DimaGabriel LencarOrganization and Human ResourcesDaniela BranzeiNicoleta KmenLiviu PatrichiAdrian NastaseManfred StohlSpinning-off opportunitiesLaurentiu EneMarian DascaluAdrian IspasLiviu PatrichiP.05138.001.01.72-18-Agranas manage

30、ment will combine its experience and knowledge with strategy and vision in order to obtain a deeper strategic image that will be presented end of SeptemberThe teams should break down the objectives into yearly targets,should detail the respective strategies,outline the related benefits and risks as

31、well as estimate the required investments and expenses budgets.Next meeting will take place end of SeptemberP.05138.001.01.72-19-AppendixP.05138.001.01.72-20-Attendees of Agrana Romania Strategy Workshop(1)ARHT+factoriesARHT+factoriesARHTARHTARHTARHTARHTARHTARHTARHTBusiness UnitChairman of BAMember

32、of BASales&Marketing DirectorHR DirectorKey Account ConsumerFinancial DirectorTechnical DirectorKey Account IndustrialAgricultural CoordinatorIT ManagerPositionChristian MedvedManfred StohlDragos DimaDaniela BranzeiGabriel LencarMarian DascaluIulian AntoniuAnca MarinasDoriana NituAdrian NastaseNameP

33、.05138.001.01.72-21-Attendees of Agrana Romania Strategy Workshop(2)SC Zaharul Buzau SASC Zaharul Buzau SASC Beta TandareiSC Beta TandareiSC Danubiana Roman SABusiness UnitGeneral DirectorFinancial DirectorFinancial Director General DirectorFinancial DirectorPositionIon ManciuViorel DumitracheLiviu

34、PatrichiMihai AniteiNicoleta KmenNameP.05138.001.01.72-22-Moderators of Agrana Romania Strategy WorkshopRoland Berger&PartnerRoland Berger&PartnerCompanyProject ManagerConsultantPositionAnca IoanAndrei FilipNameP.05138.001.01.72-23-rb addressesARGENTINARoland Berger y Asociados S.A.International Man

35、agement 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 Consul

36、tants S.A.100,Boulevard du SouverainB-1170 BrusselsPhone+32-2-6 79 01 70Fax+32-2-6 72 92 22BRAZILRoland 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 Consultants Ltd.6/F

37、.East Lake Villas Office Building35 Dongzhimenwai StreetBeijing 100027,P.R.C.Phone+86-10-64 67 70 69 or 70 93 or 70 94Fax+86-10-64 67 76 2872 Xing Guo Road3F Business BuildingShanghai 200052,P.R.C.Phone+86-21-62 12 64 11Fax/Phone+86-21-62 12 74 71CZECH REPUBLICRoland Berger&Partner GmbHInternational

38、 Management ConsultantsVsehrdova 2/560CS-110 00 Prague 1-Mal StranaPhone+420-2-57 31 11 61Fax+420-2-57 31 11 63FRANCERoland Berger&Partner GmbHInternational Management Consultants16,avenue George VF-75008 ParisPhone+33-1-53 67 03 20Fax+33-1-53 67 03 75GERMANYRoland Berger&Partner GmbHInternational M

39、anagement ConsultantsAlt Moabit 101bD-10559 BerlinPhone+49-30-3 99 27 50Fax+49-30-3 99 27 30 3Georg-Glock-Strae 3D-40474 DsseldorfPhone+49-211-4 38 90 1Fax+49-211-4 38 91 40Bockenheimer Landstrae 42D-60323 FrankfurtPhone+49-69-17 00 30Fax+49-69-17 00 35 02Stadthausbrcke 7D-20355 HamburgPhone+49-40-3

40、7 63 10Fax+49-40-37 63 11 02Arabellastr.33D-81925 MunichPhone+49-89-9 22 30Fax+49-89-9 22 32 02Lffelstrae 40D-70597 StuttgartPhone+49-711-7 67 30Fax+49-711-7 67 34 01GREAT BRITAINRoland Berger&Partners Ltd.International Management Consultants12 Stratford PlaceGB-London W1N 9AFPhone+44-2 07-2 90 48 0

41、0Fax+44-2 07-4 99 99 38HUNGARYRoland Berger&Partner Kft.International Management ConsultantsAndrssy t 64H-1062 BudapestPhone+36-1-3 53 02 29Fax+36-1-3 53 24 34ITALYRoland Berger&Partner S.R.L.International Management ConsultantsVia Sirtori,32I-20129 MilanPhone+39-02-29 50 11Fax+39-02-29 52 48 37Via

42、Ludovisi,35I-00187 RomePhone+39-06-48 82 11 9Fax+39-06-48 91 94 83JAPANRoland Berger&Partner Ltd.International Management ConsultantsARK Mori Building 22nd Floor1-12-32,AkasakaMinato-ku,Tokyo 107-6022Phone+81-3-35 87 66 60Fax+81-3-35 87 66 70LATVIA Roland Berger&Partner GmbHInternational Management

43、ConsultantsBrivibas Str.197-5,4th FloorLV-1050 RigaPhone+371-7 36 01 69Fax+371-7 37 05 90PORTUGALRoland Berger&Partner Lda.International Management ConsultantsEdificio MonumentalAv.Fontes Pereira de Melo,51-4 EP-1050 LisbonPhone+351-21-3 56 76 00Fax+351-21-3 52 43 60ROMANIARoland Berger&Partner SRLI

44、nternational Management ConsultantsStr.Emanoil Porumbaru 10,Sect.1RO-71263 BucharestPhone+40-1-2 22 19 05Fax+40-1-2 22 62 71RUSSIARoland Berger&Partner GmbHInternational Management Consultants1.Tverskaja-Jamskaja ul.23RF-125047 MoscowPhone+7-095-7 21 19 51Fax+7-095-7 21 19 54SPAINRoland Berger S.A.I

45、nternational Management ConsultantsAvda.Diagonal,567,3rd FloorE-Barcelona 08029Phone+34-93-4 94 74 40Fax+34-93-4 94 74 20Paseo de la Castellana,140,3rd FloorE-Madrid 28046Phone+34-91-5 64 73 61Fax+34-91-5 64 72 75SWITZERLANDRoland Berger AGInternational Management ConsultantsDufourstr.56CH-8008 Zuri

46、chPhone+41-1-2 67 41 11Fax+41-1-2 67 41 19UKRAINERoland Berger&Partner GmbHInternational Management Consultants19 Panasa Mymogo Str.252011 KievPhone+380-44-2 90 43 30Fax+380-44-2 90 43 46USARoland Berger&Partner,LLCInternational Management Consultants2401 West Big Beaver Road,Suite 500Troy,MI 48084 Phone+1-248-7 29 50 00Fax+1-248-6 49 17 94350,Park Avenue,27th FloorNew York,N.Y.10022Phone+1-212-6 51 96 60Fax+1-212-7 56 87 50P.05138.001.01.72