寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)-wenkub
2023-05-22 04:21:26 本頁面
【正文】 l TSR for Pamp。 McKinsey Number of countries of operation for most global panies Mobil 140 Royal Dutch Shell 130 Citigroup 100 HSBC 79 Siemens 190 Toshiba 81 Nestle 80+ Procter amp。G Nordic Agenda ? Recap of previous lecture ? From global to local strategymaking ? Strategy example: Yes handdish ? Management Control Systems Choice Cascade to Define the Choices What are our goals and Aspirations? Where will we Play? What Capabilities must be in place to win? How will we Win in chosen market? What Management Systems are required? Choice Cascade to Define the Choices What are our goals and Aspirations? Where will we Play? What Capabilities must be in place to win? How will we Win in chosen market? What Management Systems are required? Recap on lecture 1 ? Where will we play? – Total Shareholder Return calculations by Global Business Unit ? How will we win? Commercial Strategy – Focus on core brands – Consumer Is Boss – Win with winning customers Competitive retail margins strong Tailor Investments By Customer Be Strong With Global Customers – Get the value equation right – Know the petitors ? What capabilities must be in place? – Global matrix structure: Global Business Units (GBUs) and Market Development Organizations (MDOs) – Individual accountability, Work amp。IMPLEMENTING STRATEGY amp。 Development Plans HOMEWORK What share of shelf does YES have ? What do you think it has in market share ? What do you learn from the pricing and sizing you see? Why might it be so ? What influences the shelf positioning ? What would your YES strategy be? HOMEWORK What share of shelf does YES have ? Ca. 60% What do you think it has in market share ? Same as shelf share (6070%) What do you learn from the pricing and sizing you see? Why might it be so ? Smaller sizes offer “extra benefits, but are more expensive pr. ml What influences the shelf positioning ? Looks like the big bottles are at the bottom What would your YES strategy be? Choice Cascade to Define the Choices What are our goals and Aspirations? Where will we Play? What Capabilities must be in place to win? How will we Win in chosen market? What Management Systems are required? Implementing strategy First: Understanding the customer HOW WILL WE WIN? Retail is still fragmented Share of top 50 public panies, 1998 999995918633322616Energy Automotive Pharmaceuticals。 Gamble 120 Fiat 60 General Motors 52 Carrefour 26 Ahold 28 Retailing is still local HOW WILL WE WIN? * Only disclosed deal considerations in excess of USD 25 million Source: Amdata。G Having the right capabilities ? Pamp。 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。 $/unit – Value contribution (Brand/Product/Country): monthly Brand Profit Estimates (BPEs) FINANCIAL FIRM PROCTER amp。 NGLAMARK TOTAL SWEDEN 102% AXFOOD TOTAL 98% AXFOOD FRANCHISE 99% Damp。 offtake high where distributed + repurchase rate high ? Organizational capability – Do we have enough sales rep coverage? Does Yes have priority in sales cycle? – yes, but many store owners are rejecting ? Commercial strategy – is trade margin remended too low? Is value for customer not clearly defined? Possible explanation: store owners not clear on added value – do not wish to replace products, do not have more space in store for more products, and do not want plexity of more codes in system Yes Aroma Launch ? Measurements – Volume: daily shipment reports by customer – Shares by product and customer: Weekly /Monthly Nielsen data – Sales Fundamentals by product and customer: Weekly /Monthly Nielsen data – Budgets: actuals vers
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