【2019年整理】宝洁公司的战略实施与控制系统课件

IMPLEMENTINGSTRATEGY&CONTROLSYSTEMSATP&GGerryKingham FinanceMgr.P&GNordic 竟粮赃炔且桐奇僚崎艾安强痞湃狱严涪酞僻警说必请感曹拄孟话爽笋闯慧宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统IMPLEMENTINGSTRATEGY&CONTRO1AgendaRe-capofpreviouslectureFromglobaltolocalstrategy-makingStrategyexample:Yeshand-dishManagementControlSystems谓眠鲸限旅垣戚讨摘附晤米悼捐扶与芳荣旧肾喉赊泼砰罚女贫所絮扭廷抡宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统AgendaRe-capofpreviouslectu2ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?漾愉称耶泡略门矢逆蚕蛮鼠邪虫英腥菊汐墙驱濒疟铅桂恼直劫留虎憎辑河宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ChoiceCascadetoDefinetheC3ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?绚拂仍啥郸仑牢昏愿箍曹宠掉胸窟缩取秸铱国藻焙叼秒彤哎御麓稚箱挺盐宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ChoiceCascadetoDefinetheC4Re-caponlecture1Wherewillweplay?TotalShareholderReturncalculationsbyGlobalBusinessUnitHowwillwewin?CommercialStrategyFocusoncorebrandsConsumerIsBossWinwithwinningcustomersCompetitiveretailmarginsstrongTailorInvestmentsByCustomerBeStrongWithGlobalCustomersGetthevalueequationrightKnowthecompetitorsWhatcapabilitiesmustbeinplace?Globalmatrixstructure:GlobalBusinessUnits(GBUs)andMarketDevelopmentOrganizations(MDOs)Individualaccountability,Work&DevelopmentPlans烁佑袄严莉领叠完绚竟苞颁驮潦啃毕匀岳葬娩刑论参搬旷暴绚儒拱型耘傣宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统Re-caponlecture1Wherewill5HOMEWORKWhatshareofshelfdoesYEShave?Whatdoyouthinkithasinmarketshare?Whatdoyoulearnfromthepricingandsizingyousee?Whymightitbeso?Whatinfluencestheshelfpositioning?WhatwouldyourYESstrategybe?恐制靛淤盎览褥然溃腋受班怒仁乓桂釉又药省骨壁怒犬醒尖缸墟萍尧刺参宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统HOMEWORKWhatshareofshelfd6HOMEWORKWhatshareofshelfdoesYEShave?Ca.60%Whatdoyouthinkithasinmarketshare?Sameasshelfshare(60-70%)Whatdoyoulearnfromthepricingandsizingyousee?Whymightitbeso?Smallersizesoffer“extrabenefits,butaremoreexpensivepr.mlWhatinfluencestheshelfpositioning?LookslikethebigbottlesareatthebottomWhatwouldyourYESstrategybe?闭力豫谰狂肮桥灯盘娶敢删童白管与皆泣嗽硅逮搅钦侗短棉靴貉原艰憋虫宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统HOMEWORKWhatshareofshelfd7ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?咕喝鹏姿抓先走漾锁逝缺俩辜伶攻烦恨服脯欧飞闲丢淬翟砾哇偿冶斗路锅宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ChoiceCascadetoDefinetheC8Implementingstrategy

First:UnderstandingthecustomerHOWWILLWEWIN?值预邪听柜缘讣捅帮凌刀只互舱竿秃载棵色烬涡咙单价慨纬揽擎很伍疮午宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统Implementingstrategy

First:9Retailisstillfragmented

Shareoftop50publiccompanies,1998EnergyAutomotivePharmaceuticals;diagnosticsElectronicsTelecomPackagedgoodsFinancialindustriesChemicalsRetail Source: GlobalVantage;McKinsey矛院鲍费陆冰凤遍献漂挎果沁贤于贩晶渡凉通癣斯风妄诣汞两锋愈四戒蕊宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统Retailisstillfragmented

Sha10EnergyFinancial

institutionsAutomotiveRetailPackaged

goodsElectronicsAveragenumberofcountriesofoperationforlargestcompanies(1998) Note: Largestcompaniesdefinedbytotalrevenue Source: Hoovers;McKinseyNumberofcountriesofoperationformostglobalcompaniesMobil 140RoyalDutchShell 130Citigroup 100HSBC 79Siemens 190Toshiba 81Nestle 80+Procter&Gamble 120Fiat 60GeneralMotors 52Carrefour 26Ahold 28 RetailingisstilllocalHOWWILLWEWIN?魄蝇递膜童灭絮亥祟念糯圈啥听踩庭届况鳖碉啊诊覆象米鞘便棵橡闽昭志宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统EnergyFinancial

institutionsAu11 * OnlydiscloseddealconsiderationsinexcessofUSD25million Source: Amdata;ThomsonFinancialSecurities;McKinseyanalysisNon-Europeancross-borderEuropeancross-borderDomesticGrowingEuropeanM&AactivitiesinRetail

USDb,dealvolume*2.99.312.00.71994199519961997199812.41999toSeptember16.0错乾寿家严济阐巷噪犬兢膝由畔橇同狂得囤己龄贱组锁娥掠次篓庇苟差招宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统 * Onlydiscloseddealconside12ThereisawaroutthereDemandFlat/fallingshareofwalletFlat/fallingpricesMoredemandingandcomplexconsumersShiftinglifestyleandworkpatternsSupplyOvercapacityNewentrants

(e-tailersandretailers)SupplierconsolidationLowavailability/risingcostoffrontlinelabourIncreasingrealestatecostsPowershiftingtoconsumersInternetisacceleratingtrends Source: McKinseyHOWWILLWEWIN?递价阅鹏檬拜淆刀褪定桃易踪逮咀屹袜严外挞球帖贱蘸靡边邹壁湘然涸碰宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ThereisawaroutthereDemand13SwedenMostconsolidatedretailmarketintheworld–theBIGarealreadyBIGICAowned50%byAholdAholdhighlyfinanciallydrivencompany–EVAMorepressureonICA……morepressureonsuppliersWantshigherprofits,higherturnover,happierconsumers(differentiatethemselvesvs.Competition)HOWWILLWEWIN?郎蘑穆最肃幸魂宜溜南呀佰溃创蕉孕壁篱赎凯卿兔择场驻漏疤锚栗峭闺盘宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统SwedenMostconsolidatedretail14Nowweknowthecustomer…canwefindasweetspot?Howwillwewin?ConsumeristheBOSSCoreBrandsWinwithwinningcustomersCompetitiveretailmarginsstrongTailorInvestmentsByCustomerBeStrongWithGlobalCustomersHowwillwewin–SweetSpot?Launchaproduct,withuniqueconsumerbenefits,withhighercustomermargins,thatdrivetotalTSRforP&G统殖星示吕梯皖波挖兼映蚌喀桔咯岗想鸽盐磋懂查项匠卯盟某仍乏需播张宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统Nowweknowthecustomer…canw15HavingtherightcapabilitiesP&GtriestomirrorhowthecustomerworksWeworkinmultifunctionalteams,toaddresscomplexbusinessissuesInamatrixorganisationindividualaccountabilityisKEY旦淫裙构恼奇捣嫡坍刀辱醋愤乳柿谁羔舍智堑拥争审历怨缠逾夏缀嘻赏钳宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统HavingtherightcapabilitiesP16GlobalAholdCustomerTeamOverviewP&GAholdGlobalTeamTeamleader(VP)&MultifunctionalBasedinRotterdamRegionalTeamsUSA,Europe,LatinAmerica,andAsiaRegionalCustomerHQAholdManagementinZaandamLocalTeams-ICA/Hakon(AholdNordic)-Teamleader&multifunctionalteamLocalCustomersICA/Hakon疑乃鞘墙气侥携战惯仪昏寡雍锑售迫入渤钧就淑军酒祁教听炔耀涪趴枉戍宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统12/27/202217GlobalAholdCustomerTeamOveLocalNordicTeamSales:Teamleader,KeyaccountmanagersFinanceMarketingLogisticsCustomermarketingOrdergroup,backofficesupportEveryoneontheteamknowstheirroleintheGOAL&whattheyareMEASUREDontoSUCCEED决微虫栈寄驮抗迪腆匠宰猩怔卓坤顽橙忍烧唾纳烁戮铁谣闰翘遍纯抄唾夜宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统LocalNordicTeamSales:Teamle18LocalNordicTeam-accountabilitySales:Teamleader,KeyaccountmanagersVolume,Share,CosttoserveFinanceCustomerprofit,effecientspendingMarketingShare,basketsize,traffic,categoryshareLogisticsShelfavailability,perfectorders,inventoriesOrdergroup,backofficesupportPerfectOrders,leadtimes,nooverdues绳咙舍耶垫送釉棕攻妹莉遁筐揪泌姻粕忍益疾吠宛险诱剿逾敌验徐请接恃宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统LocalNordicTeam-accountabi19ControlSystemsFinancialSalesFundamentalsIndividualPerformanceActionsteps丰砒骆装笑硅茨膏深欲素亥沽贫潜囊牟夏洒搽挫胰痘酋萌由吊呢廖酞疯擒宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ControlSystemsFinancial丰砒骆装笑硅20Reminder:OGSMObjectiveGoalsStrategiesMeasuresWhatdoweneedtoachieve?QuantitativeTargetofProgresstowardtheObjective,withinaspecificallydefinedtimeframeHowwewillachieveourgoals.Itmustmakeaspecificdecisionoritisnotastrategy.Areallygoodstrategyisasetofoneormorestatements,eachofwhichonlymakesonespecificdecision.Mechanismtoprovidethenumericalanswerwhichestablishesourpositionversusgoal(s)WordsNumbersWordsNumbersWhat?How?躁腰昔想箕欺纽榴导道慈霍凭专垒瘟墟呵漱列蓬躺邑印桌闷挖何鸣捞遭拒宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统Reminder:OGSMObjectiveGoalsSt21P&GMeasures:

e.g.YesAromaLaunchObjective:Securemarketleadershipwithinhand-dishbyofferingconsumersthebestvalueandbybeingthepreferredsupplierofhand-dishtoleadingcustomersGoals(note:notactualnumbers):Growvolumeby5%Deliver$1,433MofvaluecontributiontothecompanyReach90%distributionin3monthsonAromaReach80%shareofshelf沏郭秋蹭为阳惋愈无桶户寇食窄跟嚷付沂鞭歼警胜避奄氰揭鄙轿稼慌喻捻宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统P&GMeasures:

e.g.YesAromaL22P&GMeasures:

e.g.YesAromaLaunchStrategies

launchflankerswhich:MatchunmetconsumerpreferencesGrowtotaltradeprofitabilityonYesbrandincreaseconsumerandcustomermarketingspendyear1tosecuretrialusedisplaystogetfastdistributionearlyinyeardonotincreasecurrentlevelanddepthofpromotionsMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataMarketpricesbyproductandcustomer:Weekly/MonthlyNielsendataBudgets:actualsversuscommitments;$/unitValuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)傅嘘息矾逸霞笋秉傈厂赌瘸麻藻屈丘哩篙为庚犊弄腰宪陨冰冉吗熔迹此启宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统P&GMeasures:

e.g.YesAromaL23FINANCIALFIRMPROCTER&GAMBLENORDICFinancialAnalysisHANDDISH-NORDICVALUECREATION@PLRATENORDICActualFY01/02FIRM02/03$M$/ml%sales$M$/ml%salesVolume100

105

Volume(Indexvs.YA)101

105

NetRealization4000

40.00

4100

39.05

PriceReductions(25)

0.25-

(0.7%)

(30)

0.29-

(0.8%)

CustomerMarketing(250)

2.50-

(6.7%)

(300)

2.86-

(8.0%)

NETOUTSIDESALES3725

37.25

3770

35.90

(Indexvs.YA)103.1

100.0

COSTOFGOODSSOLD1200

12.00

32.2%

1260

12.00

33.4%

GROSSMARGIN$2525

25.25

67.8%

2510

23.90

66.6%

MarketingExpense(650)

6.50-

(17.4%)

(700)

6.67-

(18.6%)

Overheads(373)

3.73-

(10.0%)

(377)

3.59-

(10.0%)

NORDICCONTRIBUTION150315.03

40.3%

143313.65

38.0%

AnnualGrowthrate90-10%95-5%缠掩誓缚潍责研鞠缀携辙巩嚷碑喜鱼屋滨幢仔广沸扣矮喉表汕掌蒜谆睛抛宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统FINANCIALFIRMPROCTER&GAMBLE24YesAromaLaunchMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataSalesFundamentalsbyproductandcustomer:Weekly/MonthlyNielsendataBudgets:actualsversuscommitments Valuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)梦恃炙营涧袭缆牵玖盘泉疥幽词诀问署浦掷森曳符沙滁惫庇骏概掉蓉教腿宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统YesAromaLaunchMeasurements梦恃25VolumeTrackingdailyreportbycustomer/brandonintranetlookintodatabaseforshipmentsbyproductTotalShipmentdays23Actshipmentsdaysgone11Acttimegone(ofmonth)48%BRANDvs.ESTTodaysOrderAvgBalShiptoFIRMESTORDEREDArielxx%xxBoldxx%xxTotalFabricCarexx%xxFebrezexx%xxSwifferxx%xxMrProperxx%xxYes/FairyHD7.913.03.930%0.3Yes/FairyADWxx%xxTotalHomeCarexx%xxF&HCTotalxx%xxNORDIC钩巢绿卷蓟斩骆牺诀欲郸陈溯溉夺钒顿撼彭伸练牧娩怔铡丈吨帘村庙胡邵宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统VolumeTrackingdailyreport26VolumeTrackingNORDIC

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MTHS

SU000.0781.33404.74000.0000.0000.0000.0000.0000.0710.18000.0000.403000.0325.37000.0335.4068212.241212.4214000.0000.0710.0042315.0342631.846056.8703000.671000.24611000.0023.3388000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0781.33404.74000.0000.0000.0000.0000.0000.0710.18000.0000.403000.0325.37000.0027.7368616.981212.4214000.0000.0710.0042315.0342631.846766.9513000.671000.64911000.0348.6098000.0976.5543000.0320.8222000.0000.0900.0821781.198631.846832.4311000.671000.1556000.0620.9774000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0e.g.Aromadisplaysarenotsellingasforecasted–why?宦谜息并糖嚷阅垛籍阔臃糙砂括踏掀溺屎萄盯涪宣榴麻网怀避纽或攒驱坚宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统VolumeTrackingNORDIC-DAILY27YesAromaLaunchMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataSalesFundamentalsbyproductandcustomer:Weekly/MonthlyNielsendataBudgets:actualsversuscommitments Valuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)瘸野腆祖制择廓蛾溯疥唾掘岗嘴怯赖汰痉准柴招篙歪沙谁怔梢闸妖知援飞宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统YesAromaLaunchMeasurements瘸野28SharesTrackingHANDDISHCLEANER.TOTALSWEDENVOLUMESHAREJAN02FEB02MAR02APR02MAY02JUN02JUL02AUG02MARKET(MSU)7972958374957678VersusYrAgo%3-1-210-2-41-3PROCTER&GAMBLE.76.977.077.678.8H76.177.276.577.1YES.76.977.077.678.8H76.177.276.577.1YESLICONAPPLE.6.7H5.1YESLICONFLORALBREEZE.3.8H3.23.02.72.5YESLICONLEMON.29.529.128.629.228.5L29.329.228.8YESLICONOTHER.42.741.340.139.038.0L39.640.240.6GRUMME.3.6L3.7VIPS.3.6L3.7ICA.6.88.07.98.6H8.0ALLOTHERBRAND.1.4H1.4HLSKONA.7.4H6.9KF.L4.34.9ANGLAMARK.L1.92.01.1L1.1L2.1HBLAVIT.3.03.2HNOPA.3.02.9Le.g.Aromaiscannibalizingasexpected.纵都网吓俏逊裤笛株堤忍潜妨竣菌朱缄圣帕麻皆景蒜森焉惮揍岩袋雌砰臂宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统SharesTrackingHANDDISHCLEAN29YesAromaLaunchMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataSalesFundamentalsbyproductandcustomer:Weekly/MonthlyNielsendata

Budgets:actualsversuscommitments Valuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)嫡屏物提飞驴背妆朔曹钧帜怔浪刊牵匆楼俯蛰誉嘲饰胜继滚剧圆潜李拦饥宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统YesAromaLaunchMeasurements嫡屏30SalesFundamentalsTracking…andalsodisplayWD,featureshare,shelfshare,etc.YESAROMA-APPLEPricePerUnitWithoutPromo(SFT)P12MP6MnovdecjanvsÄNGLAMARKTOTALSWEDEN35.134.934.534.734.9102%AXFOODTOTAL35.634.434.333.533.998%AXFOODFRANCHISE37.637.537.636.336.299%D&DDISCOUNT31.830.930.530.830.799%VIVOSTOCKHOLM40.740.141.036.241.297%BERGENDAHLDETALJIST32.732.732.331.233.4105%YESAROMA-APPLEWeighteddistribution(SFT)P12MP6MnovdecjanvsÄNGLAMARKTOTALSWEDEN95.998.297.098.098.0AXFOODTOTAL87.797.898.098.0100.0100%AXFOODFRANCHISE72.095.793.090.099.097%D&DDISCOUNT81.797.2100.0100.0100.099%VIVOSTOCKHOLM75.0100.0100.0100.0100.0102%BERGENDAHLDETALJIST100.0100.0100.0100.0100.0102%e.g.Aromahashighshareswheredisplayed膜再勃棕寄处城孟坦拂酗匈汁照攻怪溺奢希虫列汹情菱泌撕乾锈箍慎渡亢宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统SalesFundamentalsTracking…a31AnoteoncompetitionCompetitiveResponseModelingExpectedcompetitiveresponseSequenceofactions+theirNPVsdetermineoptimalstrategyWhichgameswillweplay?E.g.alwaysmatchcompetition’spromotiondepthE.g.neverdoin-storecoupons盎栖甄凯蓉赐掷先驾雾旋杭鲜胺察乍兑渊彻灾彦盒迅谨缚鹰豪矗惫研彤岔宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统AnoteoncompetitionCompetit32PossibleExplanationsConsumervalueequation?Ispricepremiumtoohigh?DidweoverestimatedemandforAromaproducts?–mostlikelyOK;off-takehighwheredistributed+repurchaseratehighOrganizationalcapabilityDowehaveenoughsalesrepcoverage?DoesYeshavepriorityinsalescycle?yes,butmanystoreownersarerejectingCommercialstrategyistrademarginrecommendedtoolow?Isvalueforcustomernotclearlydefined?Possibleexplanation:storeownersnotclearonaddedvalue–donotwishtoreplaceproducts,donothavemorespaceinstoreformoreproducts,anddonotwantcomplexityofmorecodesinsystem磋豺略掠憨孽佩尹坦帽顽字丢踌斤畔弱逛师闷徘定灿膳已除锰用翁嗣罗甘宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统PossibleExplanationsConsumer33YesAromaLaunchMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataSalesFundamentalsbyproductandcustomer:Weekly/MonthlyNielsendataBudgets:actualsversuscommitments Valuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)

howdowereflectnewforecastandwhatdowedo?阉废旺仲既兔异吞荒钓锗拭苫陇双杠帅即话济嫩区坝缄六钮灯嘲项宜明源宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统YesAromaLaunchMeasurements阉废34BudgetTrackingPROCTER&GAMBLENORDICBudgetControlTotalMDA*SPENTBUDACTCOMSPENTvsBUD(MUSD)(MUSD)(MUSD)(MUSD)(%)Yes/FairyHD10018183535%Yes/FairyADW10028285555%Febreze10046469393%Swiffer1006464128128%TotalHOME40015615631145%Pringles10023234646%CriticalpartindecisionwhethertocontinuestrategyLaunchbasedontighteconomics($/ml)–dowecutbudgetsorincreasethemifvolumesarenotcomingin?howsensitiveistheNPV?Expectfrontspendingduringlaunch,butpossibilitiesofcuttingQ4support藩遂靡番宠谰虫京粥晴遣幕桩了火易膛亡蜒鉴吻置祖偿麻庙桨散乔锌冲讯宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统BudgetTrackingPROCTER&GAMBL35FINANCIALTRACKING

BrandProfitEstimates&Reconciliationsexplaindifferencevs.estimatebyvolume,mixeffect,budgets,exchangerates,andtradetermsavailablebyproductandcountryconsolidatedacrossGBUsandMDOsinSAPR/3tomakeourquarterlyreporttoWallStreet$M$/mlDelta%400040.00Mixeffect100.3%0.100.3%Volumeeffect1002.5%ExchangeRateeffect-10-0.3%-0.10-0.2%41002.5%40.000.0%$M$/mlDelta%372537.25MixEffect100.3%0.100.3%Volumeeffect1002.7%ExchangeRateeffect-10-0.3%-0.10-0.3%Customerbudgeteffect-50-1.3%-0.050.1%Consumerbudgeteffect-5-0.1%-0.010.0%37701.2%37.310.2%NetRealReconciliationNOSReconciliation牛晦茂嫁熄衫泅跑箩枕驼爱绑执精贼蜂牛裹糟甘概延勿鸳雨唐它隘哨帆秽宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统FINANCIALTRACKING

BrandProf36ACTIONSTEPS:

E.g.SeptemberBPEWearebelowvolumetarget.Salesfundamentalsshowthatwearelowondistribution(priceandsharewhereinstoreontarget).Repurchaserateishighamongconsumer–theproductworks.Only175ofestimated300displaysofAromahavebeensold–storeownersreluctanttotakeinnewproduct.BrandteammeetswithSalesteamstodiscusspossibleactions.语氢八核窟装府怀材孜睛乖武际她眩清炉放保扭吝短鲜蹿逛途绎钎占淀纹宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ACTIONSTEPS:

E.g.September37ACTIONSTEPS:

E.g.SeptemberBPEWetakebackbudgetcommitmentswhollybasedonvolume,thismoneycanbemadeavailableforre-investment.Decision:distributionandyear-1volumeisvital.Weneedtore-deployfundsforadisplay-drive.Tryone-timeirresistibleofferwithnewtradeleafletspecifyingrationalebehindYesAroma.Effectoncontribution:highercustomermarketingbudgets%NOS,butreachcriticalvolumeandtrialinyear1.NewfinancialsarecommunicatedtoGBUviaBrandProfitEstimate.FullreconciliationsaresentbyFinance.不弊统磊蠢冒拖战勒蚂哭岗粳糜叔零介胎能和圭蛋沸执坷取朗盖采港梭张宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ACTIONSTEPS:

E.g.September38PERFORMANCETRACKING

AccountabilityAccountabilityexamples:countryGM–valuecontributionandflow; externalrelations,organizationGBUGM–P/L(incl.Production+logisticscosts, alloverheads),inventorymarketplanner–forecastaccuracy,%availabilitybrandteamleader–contribution,volume,shares, organizationcustomerteamleader–volume,sales fundamentals,organization观左弊瞒邮傈感气已徐笛交研缴侧烘梁诧锗嚏颇葵帛倚弄总门变讳骋氦业宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统PERFORMANCETRACKING

Accountab39PERFORMANCETRACKING

Work&DevelopmentPlansonceperyear–feedbackfrommanagers,directreports,colleaguesHowhasworkplanbeendelivered?Howhaspersondevelopedorganization?Strengths+weaknesses–setdevelopmentplanwithmanagerBasisforpromotiontimings+salarylevel舵凋疽肯戏冉聚嘉传唤腑鹅爸皑郊末涤供栗闷势巴掀膳爷末玄拢评异目断宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统PERFORMANCETRACKING

Work&De40PERFORMANCETRACKINGFIRMFY99/00FY00/01FY01/02FY02/03ConsumerSatisfaction&ReachSEK:US$ExchangeRate0.11720.10250.09540.0943NetSales@P&L($MM)XXXXXXXX(Indexvs.YearAgo@P/L)xxxxxxxx(Indexvs.YearAgo@ConstantRate)xxxxxxxxVolume(MMSU)XXXXXXXX(Indexvs.YearAgo)xxxxxxxxMDOValueFlow@P&LRate%%%MDOValueFlow@ConstantRate%%%%VolumeinTier1Customers%%Top4CategoriesValueShare(%)Diapers%%%Laundry%%%Haircare%%%Fempro%%%Top4CategoriesBusinessGainingShareL12M(%)%%%LocalS&A(%ofNOS)%1)%%%Productivity(NOS$MM/head)%%%%MDA(%ofNOS)%2)%%%MSA(%ofNOS)%%%%1-monthSalesPlanPerformance(meanabsolute%error)%%%%6-monthsSalesPlanCommitment(meanabsolute%error)%%%%MissedCases%%%%Receivables(daysoutstanding)xxxxxxxx腰窍谁搬禁捉茸考泽绩同还逸骗羚鱼护殉医锡侵娟荚涪兽痉绵输死嗓启关宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统PERFORMANCETRACKINGFIRMFY99/41Diditwork?YESCASEDoyouthinkyoucanrecognizeourstrategyinthestore?Havewesucceededinyouropinion?Whatcanbedonebetter?Results列恩掘吩矾娇幅蹄翻的丝窗婪诅判闸茶里湾锭腔狡纪脓蛋澡汽莫俐毛移搬宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统Diditwork?YESCASEDoyouth42SUMMARY:

STRATEGY&CONTROLSYSTEMSATP&GLecture1:MakingWinningStrategiesinaLargeCompanybothGloballyandLocallyProcessToMakeRightChoices(ChoiceCascade)FinancialFrameworkForValuation(PortfolioAnalysis,TSR)OrganisationWorkingtogethereffectively:MatrixStructureASystemofindividualaccountability脱俄康吵若身碘佰折钩先函泊魔贬恿盒秃轨踪步馒巨域级阴雏探骸筒恕儿宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统SUMMARY:

STRATEGY&CONTROLSY43SUMMARY:

STRATEGY&CONTROLSYSTEMSATP&GLecture2:Applyingglobalstrategiessuccesfullyatlocallevelrequirescustomizationtoconsumer(preferences,shoppingbehavior,etc.)andcustomer(tradeconsolidation,profitability,collaborrativemode,etc.).Managementcontrolsystemsmusttrackallaspectsofadeployedstrategy,andoutputofsystemsmustbeactionable.圣忌楞渐筒知嚏掠椽辨阵许吏差廊雁侍央睁南纂姬劲蓟薪垒蠢雨剐耙氏冉宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统SUMMARY:

STRATEGY&CONTROLSY44QUESTIONS?Thankyou&goodluck雨蕴找蜗图耳悼翌朱祝摊桅秋骚兑疫械筑扇阮唐诛襟尚臻岩戚襄榜要俞酱宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统QUESTIONS?Thankyou&goodluc45IMPLEMENTINGSTRATEGY&CONTROLSYSTEMSATP&GGerryKingham FinanceMgr.P&GNordic 竟粮赃炔且桐奇僚崎艾安强痞湃狱严涪酞僻警说必请感曹拄孟话爽笋闯慧宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统IMPLEMENTINGSTRATEGY&CONTRO46AgendaRe-capofpreviouslectureFromglobaltolocalstrategy-makingStrategyexample:Yeshand-dishManagementControlSystems谓眠鲸限旅垣戚讨摘附晤米悼捐扶与芳荣旧肾喉赊泼砰罚女贫所絮扭廷抡宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统AgendaRe-capofpreviouslectu47ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?漾愉称耶泡略门矢逆蚕蛮鼠邪虫英腥菊汐墙驱濒疟铅桂恼直劫留虎憎辑河宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ChoiceCascadetoDefinetheC48ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?绚拂仍啥郸仑牢昏愿箍曹宠掉胸窟缩取秸铱国藻焙叼秒彤哎御麓稚箱挺盐宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统ChoiceCascadetoDefinetheC49Re-caponlecture1Wherewillweplay?TotalShareholderReturncalculationsbyGlobalBusinessUnitHowwillwewin?CommercialStrategyFocusoncorebrandsConsumerIsBossWinwithwinningcustomersCompetitiveretailmarginsstrongTailorInvestmentsByCustomerBeStrongWithGlobalCustomersGetthevalueequationrightKnowthecompetitorsWhatcapabilitiesmustbeinplace?Globalmatrixstructure:GlobalBusinessUnits(GBUs)andMarketDevelopmentOrganizations(MDOs)Individualaccountability,Work&DevelopmentPlans烁佑袄严莉领叠完绚竟苞颁驮潦啃毕匀岳葬娩刑论参搬旷暴绚儒拱型耘傣宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统Re-caponlecture1Wherewill50HOMEWORKWhatshareofshelfdoesYEShave?Whatdoyouthinkithasinmarketshare?Whatdoyoulearnfromthepricingandsizingyousee?Whymightitbeso?Whatinfluencestheshelfpositioning?WhatwouldyourYESstrategybe?恐制靛淤盎览褥然溃腋受班怒仁乓桂釉又药省骨壁怒犬醒尖缸墟萍尧刺参宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统HOMEWORKWhatshareofshelfd51HOMEWORKWhatshareofshelfdoesYEShave?Ca.60%Whatdoyouthinkithasinmarketshare?Sameasshelfshare(60-70%)Whatdoyoulearnfromthepricingandsizingyousee?Whymightitbeso?Smallersizesoffer“extrabenefits,butaremoreexpensivepr.mlWhatinfluencestheshelfpositioning?LookslikethebigbottlesareatthebottomWhatwouldyourYESstrategybe?闭力豫谰狂肮桥灯盘娶敢删童白管与皆泣嗽硅逮搅钦侗短棉靴貉原艰憋虫宝洁公司的战略实施与控制系统宝洁公司的战略实施与控制系统HOMEWORKWhatshareofshelfd52ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?咕喝鹏姿抓先走漾锁逝缺俩辜伶攻烦恨服脯欧飞闲丢淬翟砾哇偿冶斗路锅宝洁公司的战