【正文】 (trade consolidation, profitability, collaborrative mode, etc.). ? Management control systems must track all aspects of a deployed strategy, and output of systems must be actionable. QUESTIONS? Thank you amp。 Development Plans ? once per year – feedback from managers, direct reports, colleagues ? How has work plan been delivered? How has person developed anization? ? Strengths + weaknesses – set development plan with manager ? Basis for promotion timings + salary level PERFORMANCE TRACKING FIRM FY 99/00 FY 00/01 FY 01/02 FY 02/03 Consumer Satisfaction amp。 NGLAMARK TOTAL SWEDEN 102% AXFOOD TOTAL 98% AXFOOD FRANCHISE 99% Damp。 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。 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。IMPLEMENTING STRATEGY amp。 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。 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。GAMBLE. YES. YES LI CON APPLE. YES LI CON FLORAL BREEZE. YES LI CON LEMON. YES LI CON OTHER. GRUMME. VIPS. ICA. ALL OTHER BRAND. SKONA. KF. ANGLAMARK. BLA VIT. NOPA. . Aroma is cannibalizing as expected. 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 versus mitments – Value contribution (Brand/Product/Country): monthly Brand Profit Estimates (BPEs) Sales Fundamentals Tracking … and also display WD, feature share, shelf share, etc. YES AROMA APPLE Price Per Unit Without Promo (SFT) P12M P6M nov dec jan vs 196。 external relations, anization ? GBU GM – P/L (incl. Production + logistics costs, all overheads), inventory ? market planner – forecast accuracy, % availability ? brand team leader – contribution, volume, shares, anization ? customer team leader – volume, sales fundamentals, anization PERFORMANCE TRACKING Work amp。 CONTROL SYSTEMS AT Pamp。L Rate % % % MDO Value Flow Constant Rate % % % % Volume in Tier 1 Customers % % Top 4 Categories Value Share (%) Diapers % % % Laundry % % % Haircare % % % Fempro % % % Top 4 Categories Business Gaining Share L12M (%) % % % Local Samp。D DISCOUNT 99% VIVO STOCKHOLM 102% BERGENDAHL DETALJIST 102% . Aroma has high shares where displayed A note on petition ? Competitive Response Modeling – Expected petitive response – Sequence of actions + their NPVs determine optimal strategy ? Which games will we play? – . always match petition’s promotion depth – . never do instore coupons Possible Explanations ? Consumer value equation? – Is price premium too high? Did we overestimate demand for Aroma products? – most likely OK。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: We