贝恩咨询分析方法-rosrms2优质PPT.ppt

贝恩咨询分析方法-rosrms2优质PPT.ppt

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@#@GiseleGarrawayROS/RMSMarch19982ROS/RMSBOSAgendaROS/RMSoverviewApplicationsROS/RMSstepsClientexampleswirelessinfrastructuredrugretailingChallengesKeytakeaways3ROS/RMSBOSAgendaROS/RMSoverviewApplicationsROS/RMSstepsClientexampleswirelessinfrastructuredrugretailingChallengesKeytakeaways4ROS/RMSBOSROS/RMSGraphROS/RMSisadiagnostictoolusedtocompareabusinessunitsactualprofitabilitytoitspotentialprofitability.0%5%10%15%20%25%30%0.10.20.5125DunsterEliotCurrierCabotProfitability$150MMRevenueNormativeband（Predictedpotentialprofitability）RelativeMarketShare5ROS/RMSBOSROS/RMSComponentsWhatismeasured:

@#@Howitismeasured?

@#@Scale:

@#@TherearethreemaincomponentsofanROS/RMSgraph:

@#@profitability,relativemarketshareandthenormativeband.*ThistoolistypicallycalledROS/RMSsinceROSisthemostcommonprofitabilitymeasureused*AllowsforeasyviewingofadoublinginrelativemarketshareProfitability（y-axis）Currentprofitabilityreturnoncapitalemployedreturnonequityreturnonassetsreturnonsales*LinearRMS（x-axis）AccumulatedexperienceandstrategicpositionRelativemarketshare（RMS）Logarithmic*NormativebandRangeofpredictedprofitabilityPlusandminusonestandarddeviationfromregressionline-6ROS/RMSBOSROS/RMSRelationshipCompanieswithhigherrelativemarketsharetendtohavemoreaccumulatedexperience.Higheraccumulatedexperiencegivesthepotentialforlowercostsandhigherprofitability.HigheraccumulatedexperienceispositivelycorrelatedwithRMSHigheraccumulatedexperienceprovidesanopportunityforlowercostsandhigherprofitsRMSisaproxyforaccumulatedexperience.RMSispositivelycorrelatedwithprofitabilityAccumulatedExperienceRMSRMSProfitabilityAccumulatedExperienceCostperunit7ROS/RMSBOSImportanceofMarketShareSource:

@#@PIMS（Datafrom1970tothepresentof3,200businesses-66%manufacturing,20%consumerbusinesses,14%services）Under10%10-20%20-30%30-40%Over40%9.0%14.0%18.0%23.0%29.0%0%5%10%15%20%25%30%Pre-taxReturnonInvestmentMarketShareUsingrelativemarketshareasapredictorofprofitabilityissupportedbyempiricalevidence.ThePIMSdatabasedemonstratesthat,onaverage,acrossindustries,companieswithgreatermarketsharehavehigherprofitability.8ROS/RMSBOSAgendaROS/RMSoverviewApplicationsROS/RMSstepsClientexampleswirelessinfrastructuredrugretailingChallengesKeytakeaways9ROS/RMSBOSApplicationsBainhasusedROS/RMSeffectivelyformanyclients.ExamplesofBainworkare:

@#@Computers&@#@OfficeEquipmentElectric&@#@PowerEquipmentSituation:

@#@Result:

@#@AmajorPCmanufacturerrecentlysufferedsignificantoperatinglossesandwasexperiencingseverecashflowproblemsAnelectric&@#@powerequipmentcompanywasevaluatingamanufacturerofdiscretesemiconductorsforpurchase.TheclientwasconcernedaboutindustrycyclicalityandwhetherthetargetsprofitmarginswereunsustainablyhighBainusedROS/RMSanalysistoexaminethePCindustryandfoundthatmovingtheclientintothenormativebandthroughoperationalimprovementswouldresultina$174MMprofitbeforetaximprovementRMS/ROSanalysisrevealedthatthetargetsmarginsreflecteditsmarketsharepositionandaccumulatedexperienceandwerethereforesustainable;@#@thetargetshighRMShelpeddriveEBITmarginsinexcessof20%10ROS/RMSBOSAgendaROS/RMSoverviewApplicationsROS/RMSstepsClientexampleswirelessinfrastructuredrugretailingChallengesKeytakeaways11ROS/RMSBOSROS/RMSStepsTherearefivebasicstepsinvolvedinROS/RMSanalysis:

@#@DefinethebusinessCalculateprofitabilityCalculaterelativemarketsharesDrawnormativebandDetermineactionimplicationsKeySuccessFactorsDeterminetheeconomicboundariesofthebusinessIdentifyrelevantcompetitorsAchievecomparabilityacrosscompetitorsIncludeanysharedexperienceIfbusinessislocalorregional,weightmarketsharesCalculatethenormativebandusingregressionanalysisDetermineifstrategicoroperationalimprovementsarerequired12ROS/RMSBOSROS/RMSStepsDefinethebusinessCalculateprofitabilityCalculaterelativemarketsharesDrawnormativebandDetermineactionimplicationsDeterminetheeconomicboundariesofthebusinessIdentifyrelevantcompetitorsKeySuccessFactors13ROS/RMSBOSDefiningtheBusinessEffectiveROS/RMSanalysisdependsoncorrectlydefiningtheeconomicboundariesofabusiness.Costsharingandcustomersharingaretheprimarydeterminantsofbusinessdefinition.HighCostsharingLowLowHighCustomersharingOnebusiness（chargecardsandcreditcards）Onebusinesswithpotentialfordifferentiationornicheposition（CrosspensandBICpens）Separatebusinesswithpotentialforcostleadership（oilandrefineryby-products）Separatebusinesses（beeranddistilledspirits）Separatebusinesseswithpotentialforbundling（touringqualitymicrophonesandspeakers）Onebusinesswithpotentialforsubstitution（milkcartonsandglassmilkbottles）14ROS/RMSBOSCorrectMarketShareMeasure*Statisticalma