经营分析报告案例-麦肯锡风格

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经营分析报告案例-麦肯锡风格全文共35页，当前为第1页。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】经营分析报告案例-麦肯锡风格全文共35页，当前为第2页。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图标经营分析报告案例-麦肯锡风格全文共35页，当前为第3页。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经营分析报告案例-麦肯锡风格全文共35页，当前为第4页。数据型分析PPT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】经营分析报告案例-麦肯锡风格全文共35页，当前为第5页。经营分析报告最重要的是…严密的逻辑思维数字的准确性经营分析报告案例-麦肯锡风格全文共35页，当前为第6页。我制作的经营分析报告…2003PPT普通版2007PPTSmart版经营分析报告案例-麦肯锡风格全文共35页，当前为第7页。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案例经营分析报告案例-麦肯锡风格全文共35页，当前为第8页。中国地区经营报告及销售计划林虎哲制作经营分析报告案例-麦肯锡风格全文共35页，当前为第9页。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)13:30~15:30家电

MM室2.0HR金在胜

常务15:30~17:30MC市场部2.0HR全长株

常务1月

3日(周四)14:00~15:00IT营业部1.0HR李江来

部长15:00~16:00CAC营业部1.0HR安明坤

部长16:00~17:00售后部1.0HR全洋俊

常务17:00~18:00MC研究所1.0HR金忠胜

常务1月

4日(周五)13:30~15:00CorporateMarketing1.5HR具京梧

部长15:00~16:30HR部1.5HR金英旭

常务16:30~18:00经营管理部1.5HR金建茂

常务经营分析报告案例-麦肯锡风格全文共35页，当前为第10页。OrganizationMarketunderstanding’07BIZPerformance`08BIZPlan`08Keyinitiatives目录CONTENTSⅠ.经营分析报告Ⅱ.Ⅲ.Ⅳ.Ⅴ.经营分析报告案例-麦肯锡风格全文共35页，当前为第11页。

北京天津太原LGECH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:

315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

5Branches/28Departments/HQ(10Group)FSE:28名

EMP:1,316名

Promoter:5,853名

家电部经营管理HR

FSE

：

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

西安重庆

FSE：6名,EMP:

68名

Page12LogoⅠ.Organization经营分析报告经营分析报告案例-麦肯锡风格全文共35页，当前为第12页。

BranchOfficeMMDep’tCorporateMarketingRequiredSelective*Dvl.:Development,**Mgt.:ManagementPricing/managing

tradetermsBrandactivation&deliveryShopper

marketingChannel&account

managementBrandbuilding

&innovationGenerateandleverage

consumerinsightCoreworkConsumer/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

Page13

Ⅰ.OrganizationRoles&Responsibility经营分析报告案例-麦肯锡风格全文共35页，当前为第13页。DifferentChinas:economicimbalance&differentmindsetNorthProvinces5Population12%GDPRatio15%NorthwestProvinces5Population7%GDPRatio5%NortheastProvinces3Population8%GDPRatio9%SouthwestProvinces5Population15%GDPRatio8%EastProvinces7Population29%GDPRatio38%SouthProvinces3Population11%GDPRatio14%MiddleProvinces3Population17%GDPRatio12%Chinaisthemostcomplexmarketintheworld.Successfullynavigatingthegeographicalchallengeisakeysuccessfactor※Source:ChinastatisticalYearbook(2006)

GroupMstudy`07GDP(f):2,867B$(GR9.8%)Population:1.3BShanghai(Optimistic)

Cosmopolitan,Openoutlook,

materialisticandconfident

Aspirational&IntellectualBeijing(Complacent)

Beijingerswhoarenestinginthe

wombofthepoliticalcenter

PrideCommunityChengdu

(PleasureSeekers)

Peoplewhoplacemore

focusonleisurethanworkTrendy‘In’&GroupFunWuhan(Frustrated)

Peoplefeeltheyare

beingleftbehindinthe

developmentraceSupport

Empathy&friendShenzhen(Stressed)

Largemigrantpopulation

facingstressfulurbanlife

’Escape’Fun&ExcitementLogo经营分析报告

TheMarketchallengeⅡ.Marketunderstanding

Page14经营分析报告案例-麦肯锡风格全文共35页，当前为第14页。29%14%28%29%TargetbySegmentation1.3BTotalNon-Agricultural(625)0.38BDistrictsunderCity0.23BPriorityRegion`06`07.1~10Priority1Region(15Cities)Beijing,Shanghai,Hangzhou,Guangzhou,Wuhan,Shenyang,etc.Priority2Region(15Cities)Dalian,Wenzhou,Qingdao,Jinan,Nanning,Fuzhou,etc.Priority3Region(Othercities)CitiesexceptP1,P259%21%20%58%P1P2P3P2P1P3*

Source:P1/P2standard-GFK*Source:ChinaUrbanLifeandPriceYearbook(2006)HEValue(%)

21%21%

Tier1~2cities(30)havepopulationsof99M,90%shareofHEsales

Tier3cities(70)haveabigpotentialtogrowLogo经营分析报告

Ⅱ.MarketunderstandingSegmentoncoverage

Page15经营分析报告案例-麦肯锡风格全文共35页，当前为第15页。4.6%*

Source:CMMS,top30cities(Exchange:1USD=7.7RMB

GroupMstudy,HSBCReport20047.7%5.9%20068.8%8.2%200711.7%%ofpeoplewhosePersonalIncomeisU$390+permonth%ofpeoplewhosePersonalIncomeisU$650+permonth30%ofyounggraduatesspendouttheirsalaryeverymonthandsavenomoney82%ofyouthwouldliketoworkover15hoursifearningishighenoughHighannualincome(U$7500~U$20000)personisreaching35mil.Logo经营分析报告

Ⅱ.MarketunderstandingMarketpotential

Page16经营分析报告案例-麦肯锡风格全文共35页，当前为第16页。67%64%MNCsvsLocalDTV*

Source:

GFKAC34%65%1%38%61%1%44%54%1%`05`06`07.1~10MNCs(9)Local(11)Others(34)19%41%40%`0521%43%37%`0619%49%33%`07.1~10MNCs(13)Local(Top3)Others(84)REFWM32%4%31%2%29%69%1%`05`06`07.1~10MNCs(8)Local(12)Others(69)39%52%9%`0540%52%8%`0640%52%8%`07.1~10MNCs(7)Local(Top3)Others(94)*

WMlocaltop3:Haier,LittleSwan,Rongshida*

AClocaltop3:Haier,Midea,GreeDTV:MNCbrandsaregrowingfastDA:FewmajorlocalbrandsaregettingstrongerinproductcompetitivenessLogo经营分析报告

Ⅱ.MarketunderstandingCompetition

Page17经营分析报告案例-麦肯锡风格全文共35页，当前为第17页。Source:

GFK(`07.1~10),CirclesizemeansrelativeMarketSizebybranch

LGM/SMarketsizeMarketportionCDOBJOSHOSYO245.1%215.5%5.8%159.3%75.0%14

GZO30%26%8%17%19%RegionalMarketSizeP1(15Cities)MarketSize&M/S32.3%15.4%10.3%

LCDDIOSDRUMPACUnit:BRMB

Marketsize:Shanghaiarea>Beijingarea>GuangzhouareaLGisweakinShanghaiareaLogo经营分析报告

Ⅱ.MarketunderstandingHEMarketbyRegion

Page18经营分析报告案例-麦肯锡风格全文共35页，当前为第18页。73INDESS*HMHMINDSalesbychannelINDHM* Source: GFK(basedonDTV100cities,DA65cities)ESS*ESS*`05`06`071~10`05`06`07.1~10DSDSDS181456215124681411470191246616113701512369`05`06`071~10181666014135671311571Unit:%Unit:%

*ESS=NESS+RESS

NESS:Nationwideelectronicspecialtystore(国美,苏宁

)RESS:Regionalelectronicspecialtystore(大中,

顺电,工贸,

Departmentstore)ESS(ElectronicSpecialtyStore)isgrowingfastLogo经营分析报告

Ⅱ.MarketunderstandingChannel

Page19经营分析报告案例-麦肯锡风格全文共35页，当前为第19页。*

Source:

GFKEstimation(TotalChinaRetailMarket)Unit:BRMBDTVREFWMAC38.56.7`06`07`08LCDPDP76.34.6115.25.545.380.9120.7TTL(A)2.0`06`07`08SxS36.942.4TTL(A)15.4`06`07`08PAC15.716.542.846.352.16.2`06`07`08DRUM7.88.923.427.130.685%94%7%95%8%10%27%29%29%36%34%32%TTL(A)TTL(A)+98%+51%+45%+41%+26%+14%+2%+5%Logo经营分析报告

Ⅱ.MarketunderstandingMarketdemand

Page20经营分析报告案例-麦肯锡风格全文共35页，当前为第20页。LCDSxSDRUMPACLGSSSonySharpPhilipsLGSSSiemensHaierLGSSSiemensHaierPanaLGSSHaierPanaMitsuSiemensbecamemajorbrandinSxSBOSCHBoschandPanasonicisemergingMitsubishiistheonlygrowingbrand5MNCbrandsaregrowingfast*BasedonGFK(Amount)LG:9thRankLG:3rdRankLG:5thRankLG:2ndRank

Ⅱ.MarketunderstandingBrandsharetrendLogo经营分析报告

Page21经营分析报告案例-麦肯锡风格全文共35页，当前为第21页。LCDDIOSDRUMPACLGSSESonySharpPhilipsLGSSESiemensHaierLGSSESiemensHaierLGSSEHaierPanasonicUnit:KRMB

Ⅱ.MarketunderstandingASPTrendLogo经营分析报告

Page22经营分析报告案例-麦肯锡风格全文共35页，当前为第22页。ActivitiesModelmiximprovement(Droplowtiermodels)

-RAC:2.3/4.3KW-REF:B/FMechanical&SimpleMicom:12MDL5MDL-WM:Pulsatormodelsunder5KgLCDTVmodelmiximprovement

-Step-upportion:`0613%`0727%’07Forecast4,153Total’06Actual△11.6%SalesOPSalesOP4,997△4.9%(Growth)1,0921,547LCDTVDTV△12.4%△14.3%2,2972,498△3.4%0.9%61%110%441PDPTV△19.0%20150.0%△54%ConsolidatedOP20%9352,606REFDA△5.7%△10.0%1,0152,483△2.3%△10.8%△4.7%9%663W/M1.4%720△1.4%9%914A/C△19.5%652△34.1%△29%79MWO△30.4%79△16.5%0%14VC△28.2%17△1.5%21%14HTS△95.9%169.7%13%(Unit:MRMB,%)(1)(2)(1)Divisionfunded$12MtoLGENP(0%)(2)Divisionfunded$6MtoLGEPN(△5.0%)LossbyFixedmargintoNESS

-GOME(12MRMB),SUNING(4MRMB)A/CReturnloss

-$12M(Defectivereturn$7M)Logo经营分析报告

Ⅲ.’07BIZPerformanceProfit

Page23经营分析报告案例-麦肯锡风格全文共35页，当前为第23页。KeyInitiativesProductTimetoMarketOptimizeProductPortfolioPriceProfitabilityPlaceSelect&FocusDeepencooperation

withNESSPromotionLocomotivestrategyBoostATLeffectivenessImprovePOSexecutionProcessLogisticsInnovationEDIPeoplePromoterlevel-upPremiumproductlaunching(80Models)-Revenueratio=61%Premiumproductsalesportion

-`05:44%`06:54%`07:68%BeginningofProfitability-orientedpolicyUnaidedawarenessimprovementShopIdentityimprovementinDTVInventoryConsolidation,HomeDeliverySetupB2BiwithSUNINGImprovementinproductivity

&costefficiencyNeedtoimproveDAeffectivenessStartingfromJuneFocusonP1market&NESSBiggrowthinNESS(GR:46%)AchievementReflectionPricematchissueinbigpromoseasonProductiondelay(1~2months)Behindcompetition&market

expandingintoP2/P3ImproveSCMefficiency

GSCP,Hi-loPrepareentryinP2/P3Logo经营分析报告

Ⅲ.’07BIZPerformanceProfit

Page24经营分析报告案例-麦肯锡风格全文共35页，当前为第24页。

Ⅳ.`08BIZPlanByProductPDPDIOSB/FDRUMPULPACLCD`07E`08PlanGrowth2,2972,65115%201156△22%46972354%38643412%33336610%31849656%9711519%DTVREFWMACSales(Unit:M

RMB)`06`07E08BP61%12%2,8071,5472,498DTV4,16720%16%11%1,1968009356631,01572018%9%914652835REFWMAC4,9975,769△29%28%9%SACC&C547474△13%3333381%450K100K30K180K203K233K106K179K300K316K67K30K238K153K260K79K202K252KLogo经营分析报告Salestarget

Page25经营分析报告案例-麦肯锡风格全文共35页，当前为第25页。ActionPlanDA:Focusonstep-upzoneDD:Focusonstep-upzone(FHD,ArtDesign,DVR)`07`08PGapDIOS69%86%+17%Drum53%63%+10%A/C20%22%+2%Step-upzone%LCD`07`08PGapTTL27%60%+33%42”↑36%75%+39%’08TargetTotal`07ForecastSalesOPSalesOP5,769△1.0%(Growth)LCDTVIfra2,6512,807△1.6%△1.4%12%15%PDPTV1561.5%△22%ConsolidatedOP16%REFDA1,1962,9471.5%△0.6%19%18%W/M8003.4%11%A/C835△7.0%28%MWO95△6.8%19%VC218.0%20%HTS162.8%△1.1%2,2972,4982011,0152,4837206527917164,997△4.9%△3.4%0.9%50.0%△2.3%△10.8%△1.4%△34.1%△16.5%△1.5%9.7%(Unit:MRMB,%)(1)(1)Divisionfunded$12MtoLGENP(0%)TradeTerms:ReduceFixedMarginriskofNESSReduceReturn:A/CTDR(tillMay’08)Logo经营分析报告

Ⅳ.`08BIZPlanProfit

Page26经营分析报告案例-麦肯锡风格全文共35页，当前为第26页。

Ⅳ.`08BIZPlanActionplanDigitalFHDDVR(52”/47”/42”),Scarlet(47”/42”)EnlargeP2&RESScoverage:530900shopsOlympicambassador“楊蘭”celebrityExpandArtdesignmodelbyorientalproject

`071MDL5MDL

Reinforcepromotionin10000RMB~15000RMBEnhancecompetitiveness:

-NPI(Dry+DD),Reposition(Steam)ExpandshopdisplayspaceWMDedicatedpromoterM/S2006200720086.4%8.3%9.0%Rank8th

3rd

3rd

LCDTVM/S28.8%26.0%27.0%Rank2nd

2nd

2nd

SxSM/S12.7%12.5%13.5%Rank3rd

3rd

3rd

DrumM/S5.0%5.2%6.0%Rank7th

5th

5th

PACTargetM/S(40”↑)Differentiation:Artflower,TFTLCD,Robotcleaning

Extend

modernflowerproductlinetobettergrade(PW1)

Focusinbigcapacitymarket

:BJ/SH

Page27Logo经营分析报告Marketshare经营分析报告案例-麦肯锡风格全文共35页，当前为第27页。『DifferentiatedBusinessmodel』

-Focus,Specialization,GlocaliZationKeyInitiativeStartingpointBuildpremiumstrategyBuildpremiumInnewcitiesInvestandbuildmasssegmentsIncreaseGeographicreach20082009“Transformation”“Grow”BrandstrengthSales1ExpandCoverage2KeyAccountmanagement3POSexecution4NPIManagement5EffectiveMarcomStage1Stage2Logo经营分析报告

Ⅴ.`08KeyinitiativesDirection

Page28经营分析报告案例-麦肯锡风格全文共35页，当前为第28页。MarketSegmentsHLPremiumsize:Marketsize*Source:

GFKdata,20070%5%10%BelowP3P1P2P3BeijingShanghaiPhaseIPhaseⅡSelect&Focus12P1HPCP2HPC*HPC:HighPotentialcityActonPlanHPCselectionbasedon…-BigMarketSize

-Highmarketgrowthrate(LGM/S)1stHalfyear

Select5citiesinP2

In-storeM/Simprovement2ndHalfyearTaskforceactivitiesbybranchPromotionenhancementFocuspremiumproductdisplayInvestAd.(e.x.newspaper,magazine)12IncreasedisplaysamplePromotertraining

Shopdisplayimprovement

Select10citiesinP3

45citiesExpandcoveragetoP2,P3citiesNingbo(2.8%)Dalian(8.8%)Fuzhou(3.2%)Zhengzhou(2.7%)Qingdao(3.5%)Kunming(2.0%)Tangshan(5.1%)Xuzhou(3.0%)Lanzhou(1.9%)Nanchang(2.6%)Nantong(7.2%)Guiyang(0.5%)Urumqi(4.6%)Baoding(4.9%)Anshan(8.3%)

Ⅴ.`08KeyinitiativesExpandCoverageLogo经营分析报告

Page29经营分析报告案例-麦肯锡风格全文共35页，当前为第29页。NPIProjectWhyTargetSegHowTargetOrientalHi-fivelightPreoccupypotentialpremiummarketonnewlydiscoveredcustomersegmentsEnhancingproductleadershipandpremiumimageinwhichLGhaslessM/SDesign(Luxury&Trendy)-TrimkitDoor&2Color-ArtFlowerpattern-Swarovski(Handle,Door)Features(Differentiated)-FullDrawer(InsideFreezer)-LEDLighting-VitaLightDesign-LuxuriousColor-DecorationLookFeature-MixWash-CalmCycle-IronDry-BigCapacityREFW/MPremiumSeekerStyleSeekerStyleSeeker01