The People Company,1,等,LG,1,等 中國,Thru 3C,*,The People Company,1,等,LG,1,等 中,国,Thru 3C,Great Company Great People,Customer only you!,Working Draft-Last Modified 8/26/2007 6:19:06 PM,Printed 8/24/2007 3:46:45 PM,The People Company,1,等,LG,1,等 中國,Thru 3C,Working Draft-Last Modified 8/26/2007 6:19:06 PM,Printed 8/24/2007 3:46:45 PM,The People Company,1,等,LG,1,等 中國,Thru 3C,Great Company Great People,1,等,LG,1,等 中,国,Thru.3C,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,*,Working Draft,Last Modified 8/26/2007 6:19:06 PM Korea Standard Time,Printed 8/24/2007 3:46:45 PM Korea Standard Time,The People Company,1,等,LG,1,等 中國,Thru 3C,Working Draft,Last Modified 8/26/2007 6:19:06 PM Korea Standard Time,Printed 8/24/2007 3:46:45 PM Korea Standard Time,The People Company,1,等,LG,1,等 中國,Thru 3C,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,http:/,经营分析报告避免,插入图片,(,地图和活动照除外,),动画效果,【,学学麦肯锡风格,】,经营分析报告不使用,TG,图标,【,学学麦肯锡风格,】,Presentationload,图标,经营分析报告不使用,【,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,经营分析报告不同于,月报和年报,PPT,【,学学麦肯锡风格,】,经营分析报告最重要的是,严密的逻辑思维,数字的准确性,我制作的经营分析报告,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,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,2.0 HR,金在胜,常务,15:30 17:30,MC,市场部,2.0 HR,全长株,常务,1,月,3,日,(,周四,),14:00 15:00,IT,营业部,1.0 HR,李江来,部长,15:00 16:00,CAC,营业部,1.0 HR,安明坤,部长,16:00 17:00,售后部,1.0 HR,全洋俊,常务,17:00 18:00,MC,研究所,1.0 HR,金忠胜,常务,1,月,4,日,(,周五,),13:30 15:00,Corporate Marketing,1.5 HR,具京梧,部长,15:00 16:30,HR,部,1.5 HR,金英旭,常务,16:30 18:00,经营管理部,1.5 HR,金建茂,常务,Organization,Market understanding,07 BIZ Performance,08 BIZ Plan,08 Key initiatives,目录,CONTENTS,.,经,营,分,析,报,告,.,.,.,.,北京,天津,太原,L G E C H,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,济南,.,石家庄,.,郑州,无锡,温州,合肥,大连,长春,家电部门,Summary,5 Branches/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: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,林虎哲制作,.Weibo:,乌拉拉,80 qq:47828100 mail:lin_,Page,12,经营分析报告,Branch,Office,MM,Dept,Corporate,Marketing,Required,Selective,*Dvl.:Development,*Mgt.:Management,Pricing/managingtrade terms,Brand activation&delivery,Shopper marketing,Channel&accountmanagement,Brand building&innovation,Generate and leverageconsumer 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,经营分析报告,林虎哲制作,.Weibo:,乌拉拉,80 qq:47828100 mail:lin_,Page,13,Roles&Responsibility,Different Chinas:economic imbalance&different mindset,North,Provinces,5,Population,12%,GDP Ratio,15%,Northwest,Provinces,5,Population,7%,GDP Ratio,5%,Northeast,Provinces,3,Population,8%,GDP Ratio,9%,Southwest,Provinces,5,Population,15%,GDP Ratio,8%,East,Provinces,7,Population,29%,GDP Ratio,38%,South,Provinces,3,Population,11%,GDP Ratio,14%,Middle,Provinces,3,Population,17%,GDP Ratio,12%,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,9.8%,),Population:1.3B,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 populationfacing stressful urban life,Escape Fun&Excitement,经营分析报告,The Market challenge,.,Market understanding,林虎哲制作,.Weibo:,乌拉拉,80 qq:47828100 mail:lin_,Page,14,29%,14%,28%,29%,Target by Segmentation,1.3B,Total,Non-,Agricultural,(625),0.38B,Districts,under City,0.23B,Priority Region,06,07.110,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,P2,21%,20%,P2,P3,P2,P1,P3,*,Source:P1/P2 standard-,GFK,*Source:China Urban Life and Price Yearbook(2006),HE Value(%),21%,21%,Tier 12 cities(30)have populations of 99M,90%share of HE sales,Tier 3 cities(70)have a big potential to grow,经营分析报告,.,Market understanding,Segment on coverage,林虎哲制作,.Weibo:,乌拉拉,80 qq:47828100 mail:lin_,Page,15,4.6%,*,Source:CMMS,top 30 cities,(,Exchange:1 USD=7.7 RMB GroupM study,HSBC Report,2004,7.7%,5.9%,2006,8.8%,8.2%,2007,11.7%,%of people whose Pers