经营分析报告案例-麦肯锡风格优质PPT.ppt

经营分析报告案例-麦肯锡风格优质PPT.ppt

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00IT营业部1.0HR李江来部长15:

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00CAC营业部1.0HR安明坤部长16:

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00售后部1.0HR全洋俊常务17:

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00MC研究所1.0HR金忠胜常务1月4日（周五）13:

00CorporateMarketing1.5HR具京梧部长15:

30HR部1.5HR金英旭常务16:

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00经营管理部1.5HR金建茂常务OrganizationMarketunderstanding07BIZPerformance08BIZPlan08Keyinitiatives目录CONTENTS.经营分析报告.l北京l天津l太原LGECHLGECH北京北京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珠三角家家家家电电电电MMMMMMMM部部部部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Summaryv5Branches/28Departments/HQ（10Group）vFSE:

28名名vEMP:

1,316名名vPromoter:

5,853名名家家电部部经营管理管理HRFSE：

353名Promoter:

1,555名FSE：

4名EMP:

247名Promoter:

1,241名FSE：

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80qq:

47828100mail:

lin_Page12Logo.Organization.Organization经营分析报告BranchOfficeMMDeptCorporateMarketingRequiredSelective*Dvl.:

Development,*Mgt.:

ManagementPricing/managingtradetermsBrandactivation&

deliveryShoppermarketingChannel&

accountmanagementBrandbuilding&

innovationGenerateandleverageconsumerinsightCoreworkConsumer/MarketresearchSegmentation/TargetingBrandidentityDvl.*/Mgt.*ValuepropositionDvlProductplanningProductDvl./NPIProgramMgt.MarcomDvl./Mgt.PromotionplanningMarketingROIanalysisPricing/TradetermschemeDvl.&

Mgt.Channel/AccountmixstrategyDvl.AccountrelationshipMgt.PromotionMgt.AccountP&

LDvl./Mgt.ShopperinsightLeverageCapability5/8496/72/31COSLogo经营分析报告林虎哲制作.Weibo:

lin_Page13.Organization.OrganizationRoles&

ResponsibilityDifferentChinas:

economicimbalance&

differentmindsetNorthProvinces5Population12%GDPRatio15%NorthwestProvinces5Population7%GDPRatio5%NortheastProvinces3Population8%GDPRatio9%SouthwestProvinces5Population15%GDPRatio8%EastProvinces7Population29%GDPRatio38%SouthProvinces3Population11%GDPRatio14%MiddleProvinces3Population17%GDPRatio12%qChinaisthemostcomplexmarketintheworld.qSuccessfullynavigatingthegeographicalchallengeisakeysuccessfactorSource:

ChinastatisticalYearbook（2006）GroupMstudy07GDP（f）:

2,867B$（GR9.8%）Population:

1.3BShanghai（Optimistic）Cosmopolitan,Openoutlook,materialisticandconfidentAspirational&

IntellectualBeijing（Complacent）BeijingerswhoarenestinginthewombofthepoliticalcenterPrideCommunityChengdu（PleasureSeekers）PeoplewhoplacemorefocusonleisurethanworkTrendyIn&

GroupFunWuhan（Frustrated）PeoplefeeltheyarebeingleftbehindinthedevelopmentraceSupportEmpathy&

friendShenzhen（Stressed）LargemigrantpopulationfacingstressfulurbanlifeEscapeFun&

ExcitementLogo经营分析报告TheMarketchallenge.Marketunderstanding林虎哲制作.Weibo:

lin_Page1429%14%28%29%TargetbySegmentation1.3BTotalNon-Agricultural（625）0.38BDistrictsunderCity0.23BPriorityRegion0607.110Priority1Region（15Cities）-Beijing,Shanghai,Hangzhou,Guangzhou,Wuhan,Shenyang,etc.Priority2Region（15Cities）-Dalian,Wenzhou,Qingdao,Jinan,Nanning,Fuzhou,etc.Priority3Region（Othercities）-CitiesexceptP1,P25599%21%20%58%58%P1P1P2P3P2P1P3*Source:

P1/P2standard-GFK*Source:

ChinaUrbanLifeandPriceYearbook（2006）HEValue（%）21%21%qTier12cities（30）havepopulationsof99M,90%shareofHEsalesqTier3cities（70）haveabigpotentialtogrowLogo经营分析报告.MarketunderstandingSegmentoncoverage林虎哲制作.Weibo:

lin_Page154.6%*Source:

CMMS,top30cities（Exchange:

1USD=7.7RMBGroupMstudy,HSBCReport20047.7%5.9%20068.8%8.2%200711.7%ofpeoplewhosePersonalIncomeisU$390+permonth%ofpeoplewhosePersonalIncomeisU$650+permonthq30%ofyounggraduatesspendouttheirsalaryeverymonthandsavenomoneyq82%ofyouthwouldliketoworkover15hoursifearningishighenoughqHighannualincome（U$7500U$20000）personisreaching35mil.Logo经营分析报告.MarketunderstandingMarketpotential林虎哲制作.Weibo:

lin_Page1667%64%MNCsvsLocalDTV*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）*WMlocaltop3:

Haier,LittleSwan,Rongshida*AClocaltop3:

Haier,Midea,GreeqDTV:

MNCbrandsaregrowingfastqDA:

FewmajorlocalbrandsaregettingstrongerinproductcompetitivenessLogo经营分析报告.MarketunderstandingC