,Slide Title,Body Text,Second Level,Third Level,Fourth Level,Fifth Level,IMPLEMENTING STRATEGY&CONTROL SYSTEMS AT P&G,宝洁的战略实施与系统控制,Gerry Kingham,Finance Mgr.P&G Nordic,财务经理,Agenda,议程,Re-capof previous lecture,前言,From global tolocalstrategy-making,从全球到地区的,战,战略决策,Strategy example:Yeshand-dish,战略例子,Management Control Systems,管控系统,ChoiceCascadeto Define theChoices,选择级别以确定,选,选择,What are our,goals and,Aspirations,?,Where will,we Play?,What,Capabilities,must bein,place to win?,How will we,Win in,chosenmarket?,What,Management,Systemsare,required?,我们有哪些目标,和,和愿望,我们要做些什么,？,？,我们将如何赢得,市,市场,我们需要什么样,的,的管理系统,实现双赢的需要,什,什么样的能力,ChoiceCascadeto Define theChoices,选择级别以确定,选,选择,What are our,goals and,Aspirations,?,Where will,we Play?,What,Capabilities,must bein,place to win?,How will we,Win in,chosenmarket?,What,Management,Systemsare,required?,我们有哪些目,标,标和愿望,我们要做些什,么,么？,我们将如何赢,得,得市场,我们需要什么,样,样的管理系统,实现双赢的需,要,要什么样的能,力,力,Re-capon lecture1,Wherewill we play?,TotalShareholderReturncalculations by GlobalBusiness Unit,全球范围内的,股,股东总回报率,的,的计算,How will wewin?Commercial Strategy,我们要如何赢,？,？商业战略,Focuson core brands,Consumer IsBoss,Win with winning customers,Competitiveretailmargins strong,TailorInvestmentsBy Customer,Be Strong With Global Customers,Get the value equation right,Know the competitors,What capabilitiesmust be in place?,能力的定位（,需,需要什么样的,能,能力定位）,Globalmatrix structure:Global Business Units(GBUs)and Market Development Organizations(MDOs),Individual accountability,Work&Development Plans,专注于核心品,牌,牌消费者才,是,是老板赢得,顾,顾客零售利,润,润率的竞争力,量,量身打造投,资,资客户全球,客,客户获得价,值,值模式了解,竞,竞争对手,全球矩阵结构,：,：全球业务单,位,位（,gbus,）及市场组织,（,（,mdos,）个人责,任,任制，工作与,发,发展计划,HOMEWORK,What share of shelf doesYES have?,市场占有率？,What do youthinkit hasin market share?,你怎么看市场,上,上的占有率？,What do youlearnfrom the pricing and sizing you see?,Why might itbe so?,从价格和数量,上,上看出什么？,为,为什么会是这,样,样呢？,What influences the shelf positioning?,是什么影响产,品,品的定位？,What would your YES strategy be?,你的对应策略,是,是什么？,HOMEWORK,What share of shelf doesYES have?,Ca.60%,大约,60,What do youthinkit hasin market share?,Same as shelf share(60-70%),占市场分额（,60,70,）,What do youlearnfrom the pricing and sizing you see?,Why might itbe so?,为什么会这样,？,？,Smaller sizes offer“extra benefits,but are more,expensive pr.ml,What influences the shelf positioning?,是什么影响产,品,品的定位,Lookslike the bigbottles areat the bottom,看起来像一个,巨,巨大的瓶底（,瓶,瓶劲效应）,What would your YES strategy be?,您的策略是什,么,么,ChoiceCascade toDefinethe Choices,What are our,goalsand,Aspirations,?,Wherewill,we Play?,What,Capabilities,must be in,placeto win?,How will we,Win in,chosenmarket?,What,Management,Systems are,required?,我们有哪些目,标,标和愿望,我们要做些什,么,么？,我们将如何赢,得,得市场,我们需要什么,样,样的管理系统,实现双赢的需,要,要什么样的能,力,力,Implementingstrategy,实施策略,First:Understanding thecustomer,第一：了解客,户,户,HOW WILL WEWIN?,Retailis still fragmentedShareof top50 public companies,19981998,年零售业占有,率,率前,50,家的企业,Energy,能源,Automotive,汽车,Pharmaceuticals;diagnostics,医药,Electronics,电子,Telecom,电信,Packaged goods,包装,Financial industries,金融,Chemicals,化工,Retail,零售,Source:GlobalVantage;McKinsey,Energy,能,源,源,Financialinstitutions,金,融,融,Automotive,汽,车,车,Retail,零,售,售,Packagedgoods,包,装,装,Electronics,电,子,子,Averagenumberofcountriesofoperationforlargestcompanies(1998),国,家,家,运,运,作,作,的,的,大,大,公,公,司,司,Note:Largestcompaniesdefinedbytotalrevenue,注,：,：,公,公,司,司,所,所,确,确,定,定,的,的,总,总,的,的,收,收,入,入,来,来,源,源,Source:Hoovers;McKinsey,资料来源：,Number of countries of operation for most global companies,Mobil,美孚,140,Royal Dutch Shell,壳牌,130,Citigroup,花旗,100,HSBC,汇丰,79,Siemens,西门子,190,Toshiba,东芝,81,Nestle,雀巣,80+,Procter&Gamble,宝洁,120,Fiat,菲亚特,60,General Motors,通用,52,Carrefour,家乐福,26,Ahold,？,28,Retailing is still local,零售业的地方性,HOW WILL WE WIN?,一些,全,全球,性,性的,大,大公,司,司是,由,由国,家,家运,作,作的,*,OnlydiscloseddealconsiderationsinexcessofUSD25million,Source:Amdata;ThomsonFinancialSecurities;McKinseyanalysis,Non-Europeancross-border,非欧,洲,洲跨,境,境,Europeancross-border,欧洲,跨,跨境,Domestic,国内,GrowingEuropeanM&AactivitiesinRetail,在欧,洲,洲零,售,售业,的,的收,购,购活,动,动越,来,来越,多,多,USDb,dealvolume*,使用,美,美元,b,交易,量,量,*,2.9,9.3,12.0,0.7,1994,1995,1996,1997,1998,12.4,1999toSeptember,16.0,只披,露,露交,易,易的,考,考虑,超,超过,美,美元,2500,万,料,料来,源,源：,amdata;,汤姆,森,森金,融,融证,券,券,;,麦肯,锡,锡分,析,析,Thereisawaroutthere,矛盾,Demand,需求,Flat/fallingshareofwallet,Flat/fallingprices,Moredemandingandcomplexconsumers,Shiftinglifestyleandworkpatterns,Supply,供给,Overcapacity,Newentrants(e-tailersandretailers),Supplierconsolidation,Lowavailability/risingcostoffrontlinelabour,Increasingrealestatecosts,Powershiftingtoconsumers,Internetisacceleratingtrends,Source:McKinsey,HOWWILLWEWIN?,我们,将,将如,何,何赢,？,？,单位,/,份额,下,下降,单,单,位,位,/,价格,下,下跌,更,更,为,为艰,巨,巨和,复,复杂,的,的消,费,费者,转,转,变,变生,活,活方,式,式和,工,工作,格,格局,过剩,新,新,加,加入,者,者（,电,电子,零,零售,商,商和,零,零售,商,商）,供,供应,商,商整,合,合,低,低可,用,用性,/,成本,上,上升,的,的人,工,工,越,越来,越,越多,的,的场,地,地费,用,用,权力,转,转移,给,给消,费,费者,互联,网,网加,速,速发,展,展趋,势,势,Sweden,瑞典,Mostconsolidatedretailmarketintheworld,theBIGarealreadyBIG,成为,在世,界,界上,多,多数,固,固定,的,的零,售,售市,场,场中,较,较大,的,的,ICAowned50%byAhold,ICA,拥有,AHOLD50,Aholdhighly financiallydriven company,EVA,AHOLE,是财务高度,至,至上的公司,EVA,Morepressure on ICA,more pre