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
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
】
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
【
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
月报和年报
PPT
经营分析报告
【
学学麦肯锡风格
】
严密的逻辑思维
数字的准确性
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 制作
时 间
2007
年
1
月
2
日
(
周三
) ~ 1
月
4
日
(
周五
)
北京
Twin tower
西馆
19F
大会议室
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
Organization
Market understanding
’
07 BIZ Performance
`08 BIZ Plan
`08 Key initiatives
目录
CONTENTS
Ⅰ.
经
营
分
析
报
告
Ⅱ.
Ⅲ.
Ⅳ.
Ⅴ.
北京
天津
太原
L G E C H
北京 分公司
上海 分公司
广州 分公司
成都 分公司
沈阳 分公司
上海
杭州
南京
深圳
广州
厦门
南昌
成都
武汉
沈阳
哈尔滨
FSE
：
5
名
EMP :
3
15
名
Promoter :
1,431
名
南宁
长沙
东莞
珠三角
家电
MM
部
济南
.
石家庄
.
郑州
无锡
温州
合肥
大连
长春
家电部门
Summary
5 B
ranches / 2
8
Departments / HQ
(10 Group)
FSE : 2
8
名
EMP : 1,
316
名
Promoter : 5,8
53
名
家电部
经营管理
HR
FSE
：
5
名
EMP :
3
53
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
西安
重庆
FSE
：
6
名
,
EMP
:
6
8
名
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Ⅰ. Organization
经营分析报告
Branch
Office
MM
Dep’t
Corporate
Marketing
Required
Selective
*Dvl.: Development, **Mgt.: Management
Pricing /managing
trade terms
Brand activation & delivery
Shopper
marketing
Channel & account
management
Brand building
& innovation
Generate and leverage
consumer insight
Core work
Consumer / Market research
Segmentation/ Targeting
Brand identity Dvl.*/ Mgt.**
Value proposition Dvl
Product planning
Product Dvl. /NPI Program Mgt.
Marcom Dvl. / Mgt.
Promotion planning
Marketing ROI analysis
Pricing / Trade term scheme Dvl. & Mgt.
Channel/ Account mix strategy Dvl.
Account relationship Mgt.
Promotion Mgt.
Account P&L Dvl. / Mgt.
Shopper insight Leverage
Capability
5/8
4
9
6/7
2/3
1
COS
Logo
经营分析报告
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Ⅰ. Organization
Roles & Responsibility
Different Chinas : economic imbalance & different mindset
China is the most complex market in the world.
Successfully navigating the geographical challenge is a key success factor
※ Source : China statistical Yearbook(2006)
GroupM study
`07 GDP(f) :
2,867B$
(GR
%
)
Population :
Shanghai (Optimistic)
Cosmopolitan, Open outlook,
materialistic and confident
Aspirational & Intellectual
Beijing (Complacent)
Beijingers who are nesting in the
womb of the political center
Pride Community
Chengdu
(Pleasure Seekers)
People who place more
focus on leisure than work
Trendy ‘In’ & Group Fun
Wuhan (Frustrated)
People feel they are
being left behind in the
development race
Support
Empathy & friend
Shenzhen (Stressed)
Large migrant population
facing stressful urban life
’Escape’ Fun & Excitement
Logo
经营分析报告
The Market challenge
Ⅱ.
Market understanding
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29%
14%
28%
29%
Target by Segmentation
Total
Non -
Agricultural
(625)
Districts
under City
Priority Region
`06
`0
~
10
Priority 1 Region (15 Cities)
Beijing, Shanghai, Hangzhou
,
Guangzhou,
Wuhan, Shenyang
, etc.
Priority
2
Region (15 Cities)
Dalian, Wenzhou, Qingdao , Jinan,
Nanning, Fuzhou,
etc.
Priority 3 Region (Other cities)
Cities except P1, P2
5
9
%
2
1
%
20
%
58%
P1
P
2
P
3
P2
P1
P3
*
Source:
P1/P2 standard -
GFK
*
Source : China Urban Life and Price Yearbook (2006)
HE Value(%)
2
1
%
2
1
%
Tier 1~2 cities (30) have populations of 99M, 90% share of HE sales
Tier 3 cities (70) have a big potential to grow
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经营分析报告
Ⅱ.
Market understanding
Segment on coverage
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우측
: p1
시장
15
개 성시
p2
시장
15
개 순위 개선
(
장리요청
)
%
*
Source:
CMMS,
top 30 cities
(
Exchange : 1 USD = RMB
GroupM study,
HSBC Report
2004
%
%
2006
%
%
2007
%
% of people whose Personal Income is U$390+ per month
% of people whose Personal Income is U$650+ per month
30% of young graduates spend out their salary every month and save no money
82% of youth would like to work over 15 hours if earning is high enough
High annual income (U$7500~U$20000) person is reaching 35 mil.
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经营分析报告
Ⅱ.
Market understanding
Market potential
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우측
: p1
시장
15
개 성시
p2
시장
15
개 순위 개선
(
장리요청
)
67%
64%
MNCs vs Local
DTV
*
Source:
GFK
AC
34%
65%
1%
38%
61%
1%
44%
54%
1%
`05
`06
`~10
MNCs(
9
)
Local
(
11
)
Others
(
34
)
19%
41%
40%
`05
21%
43%
37%
`06
19%
49%
33%
`~10
MNCs(
13
)
Local
(
Top3
)
Others
(
84
)
REF
WM
32%
4%
31%
2%
29%
69%
1%
`05
`06
`~10
MNCs(
8
)
Local
(
12
)
Others
(
69
)
39%
52%
9%
`05
40%
52%
8%
`06
40%
52%
8%
`~10
MNCs(
7
)
Local
(
Top3
)
Others
(
94
)
*
WM local top3: Haier, Little Swan, Rongshida
*
AC local top3: Haier, Midea, Gree
DTV : MNC brands are growing fast
DA : Few major local brands are getting stronger in product competitiveness
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经营分析报告
Ⅱ.
Market understanding
Competition
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Source:
GFK (`~10) , Circle size means relative Market Size by branch
CDO
BJO
SHO
SYO
24
%
21
%
%
15
%
7
%
14
GZO
30
%
26
%
8
%
17
%
19
%
Regional Market
Size
P1(15 Cities)
Market
Size & M/S
%
%
%
LCD
DIOS
DRUM
PAC
Unit : B RMB
Market size : Shanghai area > Beijing area > Guangzhou area
LG is weak in Shanghai area
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经营分析报告
Ⅱ.
Market understanding
HE Market by Region
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73
IND
*
HM
HM
IND
D
TV
DA
Sales by channel
IND
HM
TTL
HE
MKT
* Source:
GFK
(based on DTV 100
cities, DA 65 cities)
*
*
`05
`06
`07
1~10
`05
`06
`07
. 1~10
DS
DS
DS
18
14
5
62
15
12
4
68
14
11
4
70
19
12
4
66
16
11
3
70
15
12
3
69
`05
`06
`07
1~10
18
16
6
60
14
13
5
67
13
11
5
71
Unit : %
Unit : %
* ESS = NESS + RESS
NESS : Nationwide electronic specialty store (
国美
,
苏宁
)
RESS : Regional electronic specialty store
(
大中
,
顺电
,
工贸
,
Department store )
ESS (Electronic Specialty Store) is growing fast
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经营分析报告
Ⅱ.
Market understanding
Channel
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*
Source:
GFK Estimation (Total China Retail Market)
Unit: B RMB
DTV
REF
WM
AC
`06
`07
`08
LCD
PDP
TTL(A)
`06
`07
`08
SxS
TTL(A)
`06
`07
`08
PAC
`06
`07
`08
DRUM
85%
94%
7%
95%
8%
10%
27%
29%
29%
36%
34%
32%
TTL(A)
TTL(A)
+98%
+51%
+45%
+41%
+26%
+14%
+2%
+5%
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经营分析报告
Ⅱ.
Market understanding
Market demand
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LCD
SxS
DRUM
PAC
LG
SS
Sony
Sharp
Philips
LG
SS
Siemens
Haier
LG
SS
Siemens
Haier
Pana
LG
SS
Haier
Pana
Mitsu
Siemens became major brand in SxS
BOSCH
Bosch and Panasonic is emerging
Mitsubishi is the only growing brand
5
MNC brands are growing fast
* Based on GFK (Amount)
LG : 9
th
Rank
LG : 3
rd
Rank
LG : 5
th
Rank
LG : 2
nd
Rank
Ⅱ.
Market understanding
Brand share trend
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经营分析报告
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LCD
DIOS
DRUM
PAC
LG
SSE
Sony
Sharp
Philips
LG
SSE
Siemens
Haier
LG
SSE
Siemens
Haier
LG
SSE
Haier
Pana
sonic
Unit:
K
RMB
Ⅱ.
Market understanding
ASP
Trend
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经营分析报告
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Activities
Model mix improvement (Drop low tier models)
- RAC :
- REF :
B/F Mechanical & Simple Micom :12MDL
5MDL
- WM : Pulsator models under 5Kg
LCD TV model mix improvement
- Step-up portion : `06 13%
`07 27%
’07 Forecast
4,153
Total
’06 Actual
△%
Sales
OP
Sales
OP
4,997
△%
(Growth)
1,092
1,547
LCD TV
DTV
△%
△%
2,297
2,498
△%
%
61%
110%
441
PDP TV
△%
201
%
△54%
Consolidated OP
20%
9
35
2,606
REF
DA
△
%
△
%
1,015
2,483
△2
.
3
%
△
1
0
.
8
%
△%
9%
663
W/M
%
720
△
1
.
4
%
9%
914
A/C
△%
652
△%
△29%
79
MWO
△%
79
△%
0%
14
VC
△%
17
△%
21%
14
HTS
△%
16
%
13%
( Unit : M RMB, % )
(1)
(2)
(1) Division funded $12M to LGENP (0%)
(2) Division funded $6M to LGEPN (△5
.0
%
)
Loss by Fixed margin to NESS
- GOME (12M RMB), SUNING (4M RMB)
A/C Return loss
- $12M (Defective return $7M)
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经营分析报告
Ⅲ. ’07 BIZ Performance
Profit
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Key Initiatives
Product
Time to Market
Optimize Product Portfolio
Price
Profitability
Place
Select & Focus
Deepen cooperation
with NESS
Promotion
Locomotive strategy
Boost ATL effectiveness
Improve POS execution
Process
Logistics Innovation
EDI
People
Promoter level-up
Premium product launching
(80 Models)
- Revenue ratio = 61%
Premium product sales portion
- `05: 44%
`06: 54% `07: 68%
Beginning of Profitability-oriented policy
Unaided awareness improvement
Shop Identity improvement in DTV
Inventory Consolidation, Home Delivery
Set up B2Bi with SUNING
Improvement in productivity
& cost efficiency
Need to improve DA
effectiveness
Starting from June
Focus on P1 market & NESS
Big growth in NESS (GR : 46%)
Achievement
Reflection
Price match issue
in big promo season
Production delay (1~2 months)
Behind competition & market
expanding into P2/P3
Improve SCM efficiency
GSCP, Hi-lo
Prepare entry in P2/P3
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经营分析报告
Ⅲ. ’07 BIZ Performance
Profit
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Ⅳ. `08 BIZ Plan
By Product
PDP
DIOS
B/F
DRUM
PUL
PAC
LCD
`07E
`08 Plan
Growth
2,297
2,651
15
%
201
156
△
22
%
469
723
54
%
386
434
12
%
333
366
10
%
318
496
56
%
97
115
19
%
DTV
REF
WM
AC
Sales
(Unit : M
RMB)
`0
6
`0
7
E
08B
P
61
%
12
%
2,807
1,547
2,498
DTV
4,167
20
%
1
6
%
11
%
1,196
800
935
663
1,015
720
18
%
9
%
914
652
835
REF
WM
AC
4,997
5,769
△29
%
28
%
9
%
SAC
C&C
547
474
△
13
%
333
338
1
%
450K
100K
30K
180K
203K
233K
106K
179K
300K
316K
67K
30K
238K
153K
260K
79K
202K
252K
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经营分析报告
Sales target
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Action Plan
DA : Focus on step-up zone
DD : Focus on step-up zone (FHD, Art Design, DVR)
Step-up zone %
’08 Target
Total
`07 Forecast
Sales
OP
Sales
OP
5,769
△%
(Growth)
LCD TV
Ifra
2,651
2,807
△%
△%
12%
15%
PDP TV
156
%
△22%
Consolidated OP
16%
REF
DA
1,196
2,947
%
△
%
19%
18%
W/M
800
%
11%
A/C
835
△%
28%
MWO
95
△%
19%
VC
21
%
20%
HTS
16
%
△%
2,297
2,498
201
1,015
2,483
720
652
79
17
16
4,997
△%
△%
%
%
△2
.
3
%
△
1
0
.
8
%
△
1
.
4
%
△%
△%
△%
%
( Unit : M RMB, % )
(1)
(1) Division funded $12M to LGENP (0%)
Trade Terms : Reduce Fixed Margin risk of NESS
Reduce Return : A/C TDR (till May ’08)
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经营分析报告
Ⅳ. `08 BIZ Plan
Profit
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Ⅳ. `08 BIZ Plan
Action
plan
Digital FHD DVR (52”/47”/42”), Scarlet(47”/42”)
Enlarge P2 & RESS coverage : 530
900 shops
Olympic ambassador “
楊蘭”
celebrity
Expand Art design model by oriental project
`07 1 MDL
5 MDL
Reinforce promotion in 10000RMB~15000RMB
Enhance competitiveness:
- NPI (Dry+DD), Reposition (Steam)
Expand shop display space
WM Dedicated promoter
M/S
2006
2007
2008
%
%
%
Rank
8
th
3
rd
3
rd
LCD TV
M/S
%
2
6
.0%
%
Rank
2
nd
2
nd
2
nd
SxS
M/S
%
1
%
%
Rank
3
rd
3
rd
3
rd
Drum
M/S
%
5.
2
%
%
Rank
7
th
5
th
5
th
PAC
Target M/S
(40”↑)
Differentiation : Art flower, TFT LCD, Robot cleaning
Extend
modern flower product line to better grade(PW1)
Focus in
big
capacity market
: BJ / SH
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经营分析报告
Market share
『 Differentiated Business model 』
- Focus, Specialization, GlocaliZation
Key Initiative
Starting
point
Build premium
strategy
Build premium
In new cities
Invest and
build mass
segments
Increase
Geographic
reach
2008
2009
“Transformation”
“Grow”
Brand
strength
Sales
1
Expand Coverage
2
Key Account management
3
POS execution
4
NPI Management
5
Effective Marcom
Stage 1
Stage 2
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经营分析报告
Ⅴ. `08 Key initiatives
Direction
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Market Segments
H
L
Premium
size
:Market size
* Source:
GFK data, 2007
0%
5%
10%
Below
P
3
P1
P2
P3
Beijing
Shanghai
Phase I
Phase Ⅱ
Select & Focus
P1
H
PC
P2
H
PC
*
H
PC:
High
Potential city
Acton
Plan
HPC selection based on …
-
Big
Market Size
- High market growth rate
( LG M/S )
1st Half year
Select 5 cities in P2
In
-
store M/S improvement
2nd Half year
Task force activities by branch
Promotion enhancement
Focus premium product display
Invest Ad. (. newspaper, magazine)
Increase
display
sample
Promoter training
Shop d
isplay improvement
Select 10 cities in
P3
4
5
cities
Expand coverage to P2, P3 cities
Ningbo
(%)
Dalian
(%)
Fuzhou
(%)
Zhengzhou
(%)
Qingdao
(%)
Kunming
(%)
Tangshan
(%)
Xuzhou
(%)
Lanzhou
(%)
Nanchang
(%)
Nantong
(%)
Guiyang
(%)
Urumqi
(%)
Baoding
(%)
Anshan
(%)
Ⅴ. `08 Key initiatives
Expand Coverage
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经营分析报告
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NPI Project
Why
Target Seg
How
Target
Oriental
Hi-five light
Preoccupy potential premium market on newly discovered customer segments
Enhancing product
leadership and premium
image in which LG has less M/S
Design (Luxury & Trendy)
- Trim kit Door & 2 Color
- Art Flower pattern
- Swarovski (Handle, Door)
Features (Differentiated)
- Full Drawer ( Inside Freezer)
- LED Lighting
- Vita Light
Design
- Luxurious Color
- Decoration Look
Feature
-
Mix Wash
- Calm Cycle
-
Iron Dry
-
Big Capacity
REF
W/M
Premium
Seeker
Style
Seeker
Style
Seeker
0
10
53
33
4
LG(%)
28M$
(10K units)
40M$
(52K units)
A/C
PA2
Premium
Seeker
Style
Seeker
1
2
6
3
16
9
Design
-
Art flower
- Swarovski
Feature
-
TFT
-
Clean boy
-
Plasma
-
three way of air flow
1
3M$
(10
K
units)
-LG has advantage in
Premium and style market
-Premium and style market have more profit potential than other market
Logo
经营分析报告
Ⅴ. `08 Key initiatives
DA NPI
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Connectivity
Device
Application
D-Audio
CMD
DTV
Mobile A/V
DVD
DVC
DSC
Tablets
STB
DTPC
Car Audio
Car
Mobile
Telematics
NTPC
Cell Phone
Home G/W
Home
Digital Convergence
Ubiquitous Networking
Attach : Virtuous Spiral of Digital Convergence & U Networking
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Industry A
Industry C
Industry B
New Value Chain
Industry B
Cross Industrial Value Chain
Conventional Value Chain
U – Networking Era
Attach : Change of Value Chain
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Attach : LG organization in china
北京
上海
广州
成都
LGETA
(
天津
, AC MWO V/C
)
LGE
TR
(
泰州
,
REF)
LGEPN (
南京
,
W/M)
LGENP (
南京
,
PDP)
LGEND (
南京
,
LCD)
新疆
甘肃
青海
西藏
宁夏
重庆
雲南
广西
海南
广东
福建
江西
浙江
山东
河北
山西
河南
湖南
陕西
湖北
辽宁
吉林
黑龙江
内蒙古
天津
贵州
四川
安徽
江苏
哈尔滨
长春
沈阳
大连
沈阳
成都
重庆
武汉
西安
郑州
长沙
珠三角
温州
杭州
上海
厦门
东莞
深圳
广州
南宁
济南
天津
石家庄
太原
无锡
南京
合肥
北京
南昌
营销部
生产法人
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Vision
想学实用的
PPT
先学逻辑和排版
再次让你的
PPT
会说话
后学美化
PPT
可以先模仿借用开始！
实用
PPT
别这么做
用
PPT
耍酷
(
职场是严肃的场合
)
插入
N
个动画连接
(
真的不需要
)
用鲜艳的模板
(
好看不实用
)
关注
PPT
美化
(PPT
的灵魂是内容
)
作者：
林虎哲
百度文库
:
hochul
微博
:
@
乌拉拉
80
QQ
：
47828100
博客
:
linhuzhe
