麦肯锡战略咨询手册1PPT.ppt

麦肯锡战略咨询手册1PPT.ppt

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CONFIDENTIAL,BUStrategicPlanTemplateBook,Trainingmaterials8June2001,Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion.,JimAyalaPHOMelissaGilPHOReginaManzanoPHOSureshMustaphaPHOSteveShawHKOShellyYehPHOChoon-GinTanSIO,1,STRATEGYPLANNINGINSTRUCTIONS,TheobjectiveofthesetemplatesistoprovidecompletenessandconsistencyofBUstrategicplansubmissions.ThesetemplatesarenotintendedtoreplaceorconstrainBUstrategicthinkingandshouldbeadaptedtoreflectaparticularBUssectoralcontextasrequiredEachsectionbeginswithasummarythatisbasedonasynthesisofquestionsandanalysesthatfollow.Thesuggestedapproachwouldbetofirstcompletetherelevantback-upanalysesandthenworktowardstheoverallsynthesis,2,TABLEOFCONTENTS,I.ExecutivesummaryII.EnvironmentalandinternalassessmentA.IndustrydynamicsanditsimplicationsB.CompetitiveassessmentC.InternalassessmentIII.StrategicdefinitionandimplicationsA.StrategyarticulationB.StrategicinitiativesC.FinancialprojectionD.Risks/contingenciesandstrategicalternativesIV.Exhibits,3,BUSTRATEGICPLANDEVELOPMENT,Industrydynamicsandimplications,Environmentalandinternalassessment,Competitiveassessment,Internalassessment,Whatarethemajorchangesinindustrydynamicsandresultingopportunitiesandrisks?

Whatareyourcompetitivestrengthsandweaknesses?

Howdoesyourcurrentbusinessemphasisfitwithindustryopportunityandcompetitivelandscape?

Strategyarticulation,Strategicdefinitionandimplications,Strategicinitiatives,Financialprojections,WhatstrategywillyourBUpursueoverthenext3years?

Whatwillbetheimpactofmajorstrategicinitiatives?

Whataretheexpectedfinancialreturnsofyourstrategy?

+,+,+,+,Risk/contingen-cies&strategicalternatives,Whatstrategicalternativeshaveyouconsidered?

+,4,I.EXECUTIVESUMMARY,Instructions:

TheExecutiveSummaryprovidesasynthesisoftheEnvironmentalandInternalAssessmentsandtheresultantBUStrategicPlans,5,II.ENVIRONMENTALANDINTERNALASSESSMENT,6,IIA.INDUSTRYDYNAMICSANDIMPLICATIONSSUMMARY,A.Whatarethemajorchangesinindustrydynamicsandtheresultingopportunitiesandrisks?

A.2Howisindustrystructurechanging（demand,supply,andindustrychaineconomics）?

Whataretheresultingopportunitiesandrisks?

A.3Whatistheexpectedcompetitorconduct?

Whataretheresultingopportunitiesandrisks?

A.4Whatarethepresentandfutureexternalfactorsthatcouldpresentnewopportunitiesandrisks?

A.1Whatindustryareyoucompetingin?

Whatarethevarioussegmentsintheindustry?

Instructions:

Theanswertothisoverarchingquestionrequiresarecapitulationofthesectionsmainfindings,Instructions:

Thesesubsectionscontaina1-2sentencesummaryoftherelevantfindings,7,IIA.INDUSTRYDYNAMICSANDIMPLICATIONSBACK-UP1,A.1Whatindustryareyoucompetingin?

Whatarethevarioussegmentsintheindustry?

IndustrydefinitionIndustrysegmentationDefinitionSizing,Instructions:

Exhibit1couldprovideausefulframeworkforansweringthisquestion,Industrydefinition:

Industrysegmentation:

8,IIA.INDUSTRYDYNAMICSANDIMPLICATIONSBACK-UP2,A.2Howisindustrystructurechangingwithrespecttodemand,supply,andindustrychaineconomics?

Whataretheresultingopportunitiesandrisks?

EconomicsofdemandBysegmentSubstitutes,abilitytodifferentiateVolatility,cyclicalityEconomicsofsupplyProducerconcentrationanddiversityImportcompetitionCapacityutilizationEntry/exitbarriersCoststructure（fixedandvariable）IndustrychaineconomicsCustomerandsupplierbargainingpower,Instructions:

Exhibit2,3or4couldprovideausefulframeworkforansweringthisquestion,9,IIA.INDUSTRYDYNAMICSANDIMPLICATIONSBACK-UP3,A.3Whatistheexpectedcompetitorconduct?

Whataretheresultingopportunitiesandrisks?

MajorindustrycompetitormovesMarketinginitiativesIndustrycapacitychangesM&As,divestituresVerticalintegration/disaggregationAlliancesandpartnershipsCostcontrolandefficiencyimprovements,Instructions:

Exhibit2,3or4couldprovideausefulframeworkforansweringthisquestion,10,IIA.INDUSTRYDYNAMICSANDIMPLICATIONSBACK-UP4,A.4Whatarethepresentandfutureexternalfactorsthatcouldpresentnewopportunitiesandrisks?

ImpactandlikelihoodofmajorindustrydiscontinuitiesChangesinregulation/governmentpolicyTechnologicalbreakthroughs,Instructions:

Exhibit2,3or4couldprovideausefulframeworkforansweringthisquestion,11,IIB.COMPETITIVEASSESSMENTSUMMARY,B.Whatareyourcompetitivestrengthsandweaknesses?

B.1Whatarethecapabilitiesrequiredtosucceedinthisindustry?

B.2Howdoyoucompareagainstthesenecessarycapabilities?

Instructions:

Theanswertothisoverarchingquestionrequiresarecapitulationofthesectionsmainfindi