【文章內(nèi)容簡(jiǎn)介】 BF usage trend ? Price trend ? Consumer research ? Crosscountry parison ? Statistics Bureau ? Competitive analysis ? Store checks ? Trade interviews ? Statistics Bureau ? Consumer research ? Desk research ? ERC report ? Competitive interviews Example 23 WHAT DO YOU WANT TO SAY? Column Pie Line Stacked Column Map Bubble Relationship Multiple Pie Area Bar Spider Scatter Changes over time Parts of a whole Comparison of several items or places Relationships between variables Descriptive Explanatory Simple information Complex information When to use what? 24 SOME BASIC RULES FOR DESCRIPTIVE GRAPHICS For Time Series, Use a Column or Line Chart Western cultures read time as moving from left to right ? Common convention Use a column or stacked column chart if ? Fewer than ten or so time periods ? Data is accumulated in discrete occurrences ., periods of production Use a line or area chart if ? More than ten or so data points/periods ? Data is continuous or cumulative ., number of stores, stock prices by days ? Trends (., slopes) are the point you want to make 25 GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISH Trade finance expected to decline 10% in 1998 232513152422190510152025301992 1993 1994 1995 1996 1997 1998ETotal trade finance (US$B) 15% 27% 16% 9% ? Slowdown in external trade has contributed to the decline ? Expected trade set back in the near future will further make trade finance decline Source: HK banking industry。 Paribas Asia Securities。 HK Moary Authority CAGR 9297 14% 4% 10% Trade volume growth 13% 24% 17% 3% 2% 5% Example 26 SOME BASIC RULES FOR DESCRIPTIVE GRAPHICS For Item Comparisons or Comparison of Parts of a Whole, Use a Bar Chart or a Stacked Column Chart Use a bar chart for ? Market research survey responses ? Competitor parisons reserves column charts for time series parisons leaves room for long labels on the left axis Use a stacked column chart for ? Cost structures or cost structure parisons ? Regional market share parisons ? Changes or differences in mix across time or petitors 27 MOTHERS WILLING TO BREASTFEED BUT WOULD USE INFANT FORMULAE AS A SUPPLEMENT Supplement baby food Baby food better for baby “ Cannot‖ breastfeed (not enough milk) Do not have time to breastfeed (. work reasons) Others(1) Total 06 month 612 month 13 year 0 200 400(1) Typical other reason: baby likes it Source: Survey results。 BCG analysis Why do you choose baby formulae? Example 28 FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN CURRENCY BUSINESS 10%6%44%3%2%13%22%100%I C B C ABC B O C CCB B a n k o fC o m m u n i c a ti o n sO th e r r e g i o n a lb a n k sF o r e i g n b a n k s T o ta lShare of foreign currency loans (As at the end of 1999) 4 major stateowned banks Other local banks Foreign banks Example 29 SOME BASIC RULES FOR DESCRIPTIVE GRAPHICS For Complex Spatial and Temporal Comparisons, a Range of Mapping Techniques Are Available Use territory map for ? Market attractiveness ? Competitor peration Use a process or time map for ? Efficiency measures ? Time lines ? Process flows 30 SOME BASIC RULES FOR EXPLANATORY GRAPHICS For Regressions and Causal Relationships Use an XY scatter chart for ? Point regressions do not show regression line if slide is for exploratory purposes but include it if you are sure of the point you want to make Use a bubble chart for regressions where ? A third dimension is required ., assets or sales bubble size should always refer to sizerelated variable (., assets, but not profitability) 31 AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTRIBUTION PER CUSTOMER Segment breakdown of contribution per customer Upper 150 Affluent 40 50000 7000 Annual contribution per customer (US $) 2500 Size of market (m) (No. of customers) 5 15 Mass 80 2500 Source: Press literature, AC Nielson, BusinessOnLine, Ministry of Commerce, BCG case experience and analysis = Total contribution (B) Example 32 SOME BASIC RULES FOR EXPLANATORY GRAPHICS For ―Novel‖ Comparisons Use a spider chart for ? Gap analysis along multiple dimensions simultaneously perceptions vs. reality client vs. petitors Use ―novel‖ graphics where an unusual point needs to be made ? Difficult to devise ? But sometimes nothing else works ? 33 TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA Use a table when ? You have too many relationships for a graph