寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)-文庫(kù)吧
2025-04-21 04:21 本頁(yè)面
【正文】 world – the BIG are already BIG ? ICA owned 50% by Ahold ? Ahold highly financially driven pany – EVA ? More pressure on ICA……more pressure on suppliers ? Wants higher profits, higher turnover, happier consumers (differentiate themselves vs. Competition) HOW WILL WE WIN? Now we know the customer…can we find a sweet spot? ? How will we win? – Consumer is the BOSS – Core Brands – Win with winning customers Competitive retail margins strong Tailor Investments By Customer Be Strong With Global Customers ? How will we win – Sweet Spot? – Launch a product, with unique consumer benefits, with higher customer margins, that drive total TSR for Pamp。G Having the right capabilities ? Pamp。G tries to mirror how the customer works ? We work in multifunctional teams, to address plex business issues ? In a matrix anisation individual accountability is KEY Global Ahold Customer Team Overview Pamp。G Ahold Global Team Teamleader (VP) amp。 Multifunctional Based in Rotterdam Regional Teams USA, Europe, Latin America, and Asia Regional Customer HQ Ahold Management in Zaandam Local Teams ICA/Hakon (Ahold Nordic) Teamleader amp。 multifunctional team Local Customers ICA/Hakon Local Nordic Team ? Sales: Teamleader, Key account managers ? Finance ? Marketing ? Logistics ? Customer marketing ? Order group, back office support Everyone on the team knows their role in the GOAL amp。 what they are MEASURED on to SUCCEED Local Nordic Team accountability ? Sales: Teamleader, Key account managers – Volume, Share, Cost to serve ? Finance – Customer profit, effecient spending ? Marketing – Share, basket size, traffic, category share ? Logistics – Shelf availability, perfect orders, inventories ? Order group, back office support – Perfect Orders, leadtimes, no overdues Control Systems 1. Financial 2. Sales Fundamentals 3. Individual Performance 4. Action steps Reminder: OGSM Objective Goals Strategies Measures What do we need to achieve ? Quantitative Target of Progress toward the Objective, within a specifically defined time frame How we will achieve our goals. It must make a specific decision or it is not a strategy. A really good strategy is a set of one or more statements, each of which only makes one specific decision. Mechanism to provide the numerical answer which establishes our position versus goal(s) Words Numbers Words Numbers What? How? Pamp。G Measures: Aroma Launch ? Objective: Secure market leadership within handdish by offering consumers the best value and by being the preferred supplier of handdish to leading customers ? Goals (note: not actual numbers) : – Grow volume by 5% – Deliver $ 1,433 M of value contribution to the pany – Reach 90% distribution in 3 months on Aroma – Reach 80% share of shelf Pamp。G Measures: Aroma Launch ? Strategies – launch flankers which: ? Match unmet consumer preferences ? Grow total trade profitability on Yes brand – increase consumer and customer marketing spend year 1 to secure trial – use displays to get fast distribution early in year – do not increase current level and depth of promotions ? Measurements – Volume: daily shipment reports by customer – Shares by product and customer: Weekly/Monthly Nielsen data – Market prices by product and customer: Weekly/Monthly Nielsen data – Budgets: actuals versus mitments。 $/unit – Value contribution (Brand/Product/Country): monthly Brand Profit Estimates (BPEs) FINANCIAL FIRM PROCTER amp。 GAMBLE NORDIC Financial Analysis HANDDISH NORDIC VALUE CREATION @ PL RATE NORDIC Actual FY01/02 FIRM 02/03 $M $ / ml % sales $M $ / ml % sales Volume 100 105 Volume (Index vs. YA) 101 105 Net Realization 4 000 4 100 Price Reductions (25) (%) (30)
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