经营分析报告案例-麦肯锡风格.ppt
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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分析报告2003PPT普通版2007PPTSmart版多数企业目前使用的还是Office2003版所以先共享用2003版麦肯锡风格实战经营分析报告案例吧.2003版PPT案例2007版PPT案例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Twintower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:
3015:
30家电MM室2.0HR金在胜常务15:
3017:
30MC市场部2.0HR全长株常务1月3日(周四)14:
0015:
00IT营业部1.0HR李江来部长15:
0016:
00CAC营业部1.0HR安明坤部长16:
0017:
00售后部1.0HR全洋俊常务17:
0018:
00MC研究所1.0HR金忠胜常务1月4日(周五)13:
3015:
00CorporateMarketing1.5HR具京梧部长15:
0016:
30HR部1.5HR金英旭常务16:
3018:
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:
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:
乌拉拉80qq:
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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:
乌拉拉80qq:
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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:
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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:
乌拉拉80qq:
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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