康佳相机公司改革课件

和康佳的共同之处?:-市场领先的快速消费产品市场份额数一数二形象好，品牌知名度高销售涉及全国和海外广阔的销售和物流网络

都面临激烈的市场竞争威胁+变化的市场力量+新的渠道机会案例研究（一）CaseStudy

1CommonCharacteristicswithKonka?:-MarketleadingFMCGproductsNo.1or2inmarketHighlyvisible,brandedproductsPan-ChinadistributionExtensiveSales&LogisticsNetworksBothfacingsignificantcompetitivethreat+changingmarketforces+newSalesChannelopportunitiesATaleofTwoCompanies但文化和组织架构不同?:-90%的股权由英国控制,withWOFEstatus

基本上采用西方的管理风格

高层管理是西方人或香港

Expats

当地中层管理干部熟悉和西方合资企业运作

大量使用英语

一个生产基地为5个自治的销售/运输地区服务ButDifferentCultures&Structures?:-90%UKowned,withWOFEstatusPrimarilyWesternmanagement-styleSeniorManagementwereWesternorHKExpatsLocalMiddleManagementexperiencedinWesternJVoperationsExtensiveEnglishOnefactoryservicing5autonomoussales/logisticsregions案例研究（一）CaseStudy

1基本情况和有关数据1个工厂70个标准的产品型号（品项）12个促销品项

在18个城市设立经营部:在36个城市有经营活动在18个城市有属于公司的库存每天处理350个订单–函盖所有地区和所有渠道库存支持=20-25天

:Trade=50-80daysFacts&Figures1xFactory70xStandardSku’s:12xPromotionalSku’sSalesofficesin18Cities:presencein36Companycontrolledstockholdingsin18citiesProcess350ordersperday-allRegions,allChannelsTotalCompanyStocks=20-25days:Trade=50-80days案例研究（一）CaseStudy

1SKSHBJWHGZCDSTDLTJQDJINJZZCSHKKMXI库存网络

StockholdingNetwork主要海运PRIMARILYSEAFREIGHT铁路运输PRIMARILYRAILWAGON工厂FACTORY片区办事处和配送中心REGIONALOFFICE&D.C.公路运输PRIMARILYROADVEHICLEHZTY案例研究（一）CaseStudy

1直发送货传统做法…...历史上采用直接送货方式InChina,thismayhavebeenpushedtoofare.g.1.ShanghaiCity-classic“pareto”-80%ofdeliveries=23%ofvolume-DSDRetailChannel=85%oftotalvolume2.BeijingCity-increasingquantityoforders<50cases-28%ofdeliveries=6%ofvolume3.PRCintotal-50%ofD.S.D.Customers=5%ofvol.TheDirectStoreDeliverylegacy…...HistoricallyandinstinctivelyadirectdeliverybusinessInChina,thismayhavebeenpushedtoofare.g.1.ShanghaiCity-classic“pareto”-80%ofdeliveries=23%ofvolume-DSDRetailChannel=85%oftotalvolume2.BeijingCity-increasingquantityoforders<50cases-28%ofdeliveries=6%ofvolume3.PRCintotal-50%ofD.S.D.Customers=5%ofvol.案例研究（一）CaseStudy

1直发送货传统做法…...结果是增加了复杂程度和成本在批发渠道方面没有重点城市、渠道、客户和门店的结构经常变化管理者在做决策是需要更多的规定TheDirectStoreDeliverylegacy……ResulthasbeentoaddcomplexityandcostLossoffocusontheWholesalechannelThestructureofcities,channels,accountsandoutletsconstantlychangingManagementneedssomerulesonwhichtobaseservicingdecisions案例研究（一）CaseStudy

1直发送货传统做法…...但是,D.S.D.在一定标准下还是对的e.g.–低价格最小运量-采购频率-中央仓库容量-每家店的仓储能力等等.需要….一种市场切入方案，以保持重点，提高效率传递良好的业务水平TheDirectStoreDeliverylegacy……However,D.S.D.isstillright-subjecttocertaincriteriae.g.-costeffectiveminimumdelivery-purchasefrequency-centralwarehousecapability-store-levelstoragecapacityetcetc.Needed….aroute-to-marketapproachwhichmaintainsfocus,drivesefficiency,anddeliversstrongbusinessperformance案例研究（一）CaseStudy

1传统的组织架构HistoricalOrganisationStructure片区销售经理RegionalSalesManager城市销售团队CitySalesTeams客户服务CustomerService仓储W.&D.库存Stock财务Finance＝（“微型”总经理）=(“miniGeneralManagers”)生产和技术Manufacturing&Technical采购Purchasing生产Production工厂计划FactoryPlanning新品开发N.P.D.工厂发货、运输Ex-FactoryDistribution=(主管工厂）=(factoryfocussed)案例研究（一）CaseStudy

1外向型的眼光、专注于客户的销售团队Outwardlooking,CustomerfocussedSalesTeam相互支持、服务导向和有价格优势的物流业务部门Supportive,Servicedriven,CostcompetitiveLogisticsB.U.改革的动力……..ChangeDriver….案例研究（一）CaseStudy

1片区销售经理城市销售团队

相互支持、服务导向、价格优势的物流业务部门营运计划战略客户销售市场案例研究（一）CaseStudy

1销售更具重点:供应链范围扩大-销售增长-各城市销售计划-客户关系

客户管理

定价策略遵循-促销实施-销售计划和预测RegionalSalesManagerCitySalesTeam-SalesGrowth-City-levelPlans-Cust.RelationshipAccountManagementPricingPolicyAdherence-PromotionImplementation-SalesPlanning&ForecastingSalesMoreFocussed:SupplyChainScopeExpandedSupportive,Servicedriven,CostcompetitiveLogisticsB.U.OperationsPlanningStrategicCustomersSalesMarketing案例研究（一）CaseStudy

1库存控制与信息报告订单处理运输客户服务营运计划库存管理政策,体制发展服务标准信息系统开发程序,政策战略产能计划生产排期新产品开发产能计划领导战略和远景规划指导/监督内外部关系转储计划销售更具重点:供应链范围扩大案例研究（一）CaseStudy

1InventoryControl&InformationReportingOrderProcessingPhysicalDistributionCustomerServiceOPERATIONSPLANNINGInventoryManagementPolicies,SystemsDevelopmentServiceStandardsInfo.SystemsDevelopment.Procedures,PoliciesSTRATEGICCapacityPlanningProductionSchedulesNewProductDevelopmentCapacityPlansLeadershipStrategy&VisionMentoring/MonitoringExt./Int.RelationshipsTransferPlansSalesMoreFocussed:SupplyChainScopeExpanded案例研究（一）CaseStudy

1生产和技术-工厂排期-生产

采购

质量

库存计划和信息

产能计划-工厂发货-客户服务-仓储-储运客户服务和物流工厂新品开发片区销售经理城市销售团队-销售增长-各城市销售计划-客户关系

客户管理

定价策略遵循-促销实施-销售计划和预测新的组织架构案例研究（一）CaseStudy

1Manufacturing&Technical-FactoryScheduling-ProductionPurchasingQuality

InventoryPlanning&InformationCapacityPlanning-Ex-FactoryDistribution-CustomerService-Warehousing-DistributionCustomerService&LogisticsFactoryN.P.D.RegionalSalesManagerCitySalesTeams-SalesGrowth-City-levelPlans-Cust.RelationshipAccountManagementPricingPolicyAdherence-PromotionImplementation-SalesPlanning&ForecastingNewOrganisationStructure案例研究（一）CaseStudy

1巩固变革的根基服务水平协议(在物流与销售部门之间;和物流与生产部门之间)-以文件形式记录的并得到各销售队伍认可的。-例如：订单处理时间&运货计划,安全库存,订单满足标准