【正文】 consumers ?Shifting lifestyle and work patterns Supply供給 ?Overcapacity ?New entrants (etailers and retailers) ?Supplier consolidation ?Low availability/ rising cost of frontline labour ?Increasing real estate costs Power shifting to consumers Inter is accelerating trends Source: McKinsey HOW WILL WE WIN? 我們將如何贏？ 單位 /份額下降 單位 /價格下跌 更為艱巨和復(fù)雜的消費者 轉(zhuǎn)變生活方式和工作格局 過剩 新加入者（電子零售商和零售商） 供應(yīng)商整合 低可用性 /成本上升的人工 越來越多的場地費用 權(quán)力轉(zhuǎn)移給消費者 互聯(lián)網(wǎng)加速發(fā)展趨勢 Sweden瑞典 ? Most consolidated retail market in the world – the BIG are already BIG ? 成為 在世界上多數(shù)固定的零售市場中較大的 ? ICA owned 50% by Ahold ? ICA擁有 AHOLD50％ ? Ahold highly financially driven pany – EVA ? AHOLE是財務(wù)高度至上的公司－ EVA ? More pressure on ICA……more pressure on suppliers ? 在 ICA更多的壓力在供應(yīng)商 ? Wants higher profits, higher turnover, happier consumers (differentiate themselves vs. Competition) ? 想要更高的利潤更高的營業(yè)額和更多的消費者（不同于主場迎戰(zhàn)競爭） HOW WILL WE WIN? 我們將如何贏？ Now we know the customer…can we find a sweet spot? 我們現(xiàn)在知道了客戶我們可以找到一個最佳的方法？ ? How will we win?我們將如何贏 – 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?我們?nèi)绾乌A得最佳的方法Launch a product, with unique consumer benefits, with higher customer margins, that drive total TSR for PG ? 推出一個產(chǎn)品，具有獨特的消費者得益，為寶潔獲得更高的客戶利潤率 專注于核心品牌 消費者才是老板 贏得顧客 零售利潤率的競爭力 量身打造投資客戶 全球客戶 獲得價值模式 了解競爭對手 Having the right capabilities 有正確的能力 ? PG 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 寶潔試圖像一面鏡子試進(jìn)行顧客服務(wù) 我們的工作，在多功能團(tuán)隊，以解決復(fù)雜的商業(yè)問題 在矩陣組織，個人責(zé)任制是關(guān)鍵 Global Ahold Customer Team Overview AHOLD全球團(tuán)隊 PG Ahold Global Team全球團(tuán)隊 Teamleader (VP) Multifunctional Based in Rotterdam總部設(shè)在鹿特丹 Regional Teams USA, Europe, Latin America, and Asia區(qū)域小組 美國，歐洲，拉丁美洲和亞洲 Regional Customer HQ 區(qū)域客戶總部 Ahold Management in Zaandam Local Teams ICA/Hakon (Ahold Nordic) Teamleader multifunctional team 當(dāng)?shù)貙＜谊犖? ica/hakon （阿霍德北歐） teamleader ＆多功能團(tuán)隊 Local Customers ICA/Hakon本地客戶 國際合作社聯(lián)盟 / hakon 20230321 17 Local Nordic Team北歐團(tuán)隊 ? Sales: Teamleader, Key account managers ? 銷售： teamleader ，重點客戶經(jīng)理 ? Finance財務(wù) ? Marketing市場營銷 ? Logistics物流 ? Customer marketing客戶營銷 ? Order group, back office support治安組后勤支持 Everyone on the team knows their role in the GOAL what they are MEASURED on to SUCCEED 每個人清楚他們在團(tuán)隊中的作用，用最終目標(biāo)的實現(xiàn)來衡量他們的成功 Local Nordic Team – accountability 北歐團(tuán)隊－職責(zé) ? 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 銷售： teamleader ，重點客戶經(jīng)理 數(shù)量，共享，成本，服務(wù) 財務(wù) 客戶利潤，高效率的消費 市場營銷 市場占有率，貿(mào)易，物流 貨架供貨，完善訂單，存貨 治安組，后勤支持 完善的訂單， 交貨期 ，沒有逾期 Control Systems 控制系統(tǒng) 1. Financial 2. Sales Fundamentals 3. Individual Performance 4. Action steps 金融 銷售基本面 個人業(yè)績 流程步驟 Reminder: OGSM提示： OGSM Objective 目的 Goals 目標(biāo) Strategies 策略 Measures 測量 What do we need to achieve ? 我們究竟需要實現(xiàn)什么？ Quantitative Target of Progress toward the Objective, within a specifically defined time frame 定量 目標(biāo) 進(jìn)展 方向 客觀的 界定時間 計劃 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) 為消費者提供了數(shù)值答案確立了我們的立場與目標(biāo) Words Numbers Words Numbers What? How? 我們將會怎樣實現(xiàn)我們的目標(biāo)。 McKinsey資料來源： Number of countries of operation for most global panies Mobil美孚 140 Royal Dutch Shell殼牌 130 Citigroup花旗 100 HSBC匯豐 79 Siemens西門子 190 Toshiba東芝 81 Nestle雀巣 80+ Procter Gamble寶潔 120 Fiat菲亞特 60 General Motors通用 52 Carrefour家樂福 26 Ahold ？ 28 Retailing is still local零售業(yè)的地方性 HOW WILL WE WIN? 一些全球性的大公司是由國家運作的 * Only disclosed deal considerations in excess of USD 25 million Source: Amdata。IMPLEMENTING STRATEGY CONTROL SYSTEMS AT PG 寶潔的戰(zhàn)略實施與系統(tǒng)控制 Gerry Kingham Finance Mgr. PG Nordic 財務(wù)經(jīng)理 Agenda 議程 ? Recap of previous lecture ? 前言 ? From global to local strategymaking ? 從全球到地區(qū)的戰(zhàn)略決策 ? Strategy example: Yes handdish ? 戰(zhàn)略例子 ? Management Control Systems ? 管控系統(tǒng) Choice Cascade to Define the Choices 選擇級別以確定選擇 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? 我們有哪些目標(biāo)和愿望 我們要做些什么？ 我們將如何贏得市場 我們需要什么樣的管理系統(tǒng) 實現(xiàn)雙贏的需要什么樣的能力 Choice Cascade to Define the Choices 選擇級別以確定選擇 What are our goals and Aspirations? Where will