【文章內(nèi)容簡介】 3 7 3 4 1 通用硬件 構(gòu)建模塊 執(zhí)行： 共用構(gòu)建模塊 CBB（公用基礎(chǔ)模塊）方法已在 IBM PC公司的集中關(guān)鍵零件實(shí)踐中獲得成功 ? 重用能力 ? 衡量部門內(nèi)零件的重復(fù)利用與其 (指重用 )機(jī)會(huì)之比。 ? 有效的 P/N數(shù)量 ? 跟蹤當(dāng)前提供的所有有效零件的數(shù)量。 需要按照混合動(dòng)態(tài)的模式保存 ? 優(yōu)選零件百分比 ? 產(chǎn)品中優(yōu)選的零件與零件總數(shù)的關(guān)系 ? 額外費(fèi)用 /非額外費(fèi)用內(nèi)容 在哪個(gè)地方比競爭者花費(fèi)更多 ? 開發(fā)費(fèi)用百分比 ? 指一個(gè)部門的花費(fèi)什么地方有助于其它部門 將幾個(gè)公用基礎(chǔ)模塊的指標(biāo)制度化，以鼓勵(lì)重用與共享 02004006008001000120014001H95 2H95 1H96 2H96 1H97 平均每月的料號15002023250030003500400045005000電子總數(shù)機(jī)械整體上，全部業(yè)務(wù)零件總數(shù)的增長是在下降的。 公共建設(shè)模塊 ? 建立參考架構(gòu) ? 管理產(chǎn)品家族 ? 確認(rèn)設(shè)計(jì)重用的機(jī)會(huì) ? 產(chǎn)生較簡單的派生產(chǎn)品 ? 進(jìn)行決定性的測試 IBM市場管理 (組合管理 ) ? 有效的市場機(jī)會(huì) /產(chǎn)品競爭性 (選項(xiàng) ) 客戶 $APPEALS ? 確定客戶購買標(biāo)準(zhǔn) ? 確信考慮到市場混合因素 概念 計(jì)劃 開發(fā) GBM PDT PDT 合約 ? 要執(zhí)行的承諾 (2種方式 ) ? 即時(shí)分歧報(bào)告 ? 項(xiàng)目管理系統(tǒng)的資源 流程衡量標(biāo)準(zhǔn) ? 早期的警告提示 –完美執(zhí)行評審點(diǎn) –階段性的時(shí)間和投資等 . IPMT 發(fā)布 項(xiàng)目管理 ? 完全依賴的管理 ? 關(guān)鍵路徑分析 /恢復(fù)替換 生命周期 概念決策檢查點(diǎn) 計(jì)劃決策檢查點(diǎn) 可獲得性決策檢查點(diǎn) 壽命終止決策檢查點(diǎn) Busn Mgmt Wkbnch CA SuperPrj IPD 工作流 ALIAH Think ProdMgr ASPECT I/T 工具在關(guān)鍵領(lǐng)域的使用使 IPD流程高效運(yùn)作 質(zhì)量 鑒定 產(chǎn)品和流程重整的總體結(jié)合已顯著降低了產(chǎn)品上市時(shí)間和研發(fā)費(fèi)用 研發(fā)費(fèi)用010203040花費(fèi) / 收入 花費(fèi) / 總利潤 放棄項(xiàng)目的花費(fèi)%39。93當(dāng)前項(xiàng)目花費(fèi) 1993 當(dāng)前 目前的花費(fèi)比 1993年低 42% 降低上市時(shí)間新平臺(tái)020406080高端 中等復(fù)雜度 低端月份39。93當(dāng)前 BestinClass 開發(fā)效率的提高已對 IBM的財(cái)務(wù)狀況產(chǎn)生了極大的積極影響 TOTAL IBM39。 H/W SALES 收入 ($B) S/W SALES 010203040506070801990 1991 1992 1993 1994 1995 1996總利潤 ($B) TOTAL IBM S/W H/W 0102030401990 1991 1992 1993 1994 1995 1996總毛利 (%) TOTAL IBM H/W S/W 030601990 1991 1992 1993 1994 1995 1996RD 費(fèi)用 ($B) GROSS H/W 02468101990 1991 1992 1993 1994 1995 1996競爭成本指數(shù) 10505101520251992 1993 1994 1995 1996% % H/W 費(fèi)用 % E/R % E/GP 0102030401990 1991 1992 1993 1994 1995 1996 xxx An Introduction to Market Management S. Tarchalski March 1999 xx Understand the Marketplace Define the Market Segment Perform Portfolio Analysis Develop Business Strategy Plans Align Optimize Business Plans Across Business Units Manage Business Plan and Assess Performance Integrated Portfolio Management Team (IPMT) ? ? ? ? – Project Management Data – Segment Performance Data Market Information Customer Feedback Competitor Information Technology Trends Current Product Portfolio Project Development Teams Concept Plan Develop Qualify Launch Life Cycle Profit Satisfied Customers – Resources Allocation – Project Management Data – Performance Data – Customer Buying Behavior – Product Objectives – Business Strategy – RD Roadmap Candidate Projects IBM Market Planning decisions drive new offering development. Market Place Profile – Window of opportunity – Characterization ? Demographics ? Opportunity ? Economic Data ? Customer Sat ? Market Requirements ? Competitive Overview – Preliminary Forecast Business Plans – Market Selection /Deselection – Strategic Financial Analysis – Detailed Market Information – High Level Offering Definition – Offering to Segment Map – Offering Competitive Analysis (SWOT) – Business Plan including Offering, Terms, Fulfillment, Support, Distribution, Performance Goals and Image Prioritized Investment Decisions – Decision Criteria – Optimized Portfolio – Pipeline Management – Develop New Offerings – Transition Plans for Older Offerings – Strategy Evaluation – Investment alignment with strategy/performance goals of business unit Understand the Marketplace Perform Market Segmentation Identify Attractive Market Segment Opportunities MARKET DEFINITION Perform Portfolio Analysis Develop Business Strategies Plans Develop Strategies and Plans for Individual Market Segments CAPABILITY ASSESSMENT Align Optimize Business Plan Across Business Units Manage Business Plan Assess Performance Execute Plans and Measure Results INVESTMENT PRIORITIZATION AND MANAGEMENT Market Planning provides information and strategies to support executive decisions to manage and run your business. MARKET DRIVEN BUSINESS PLAN: OVERVIEW ? Market Segment Investment Strategy: – High potential: grow/continue – Low potential: reduce/limit investment ? Product/Market Opportunities: – New product offerings – Offering improvements – New Markets Perform Market Segmentation Understand the Marketplace (Mission Goals) Describe business direction and potential markets Perform Portfolio Analysis Develop Business Strategies Plans Determine market focus and related strategies, plans Align Optimize Business Plan across Business Entities Manage Market Segment and Assess Performance Finalize selection of offerings across market segments Gather market customer and petitor information Market Management consists of three fundamental elements: Market Definition, Capability Assessment and Investment Prioritization Market Planning uses a set of tools to drive towards a market strategy The Market Management process provides a consistent means of analyzing the marketplace and developing marketfocused investment strategies and plans Develop, Vision, Mission, Goals Vision Mission Goals Market Segmentation Perform Marketplace Assessment Strategic Position Analysis LOW HIGH Avoid/ Exit Grow/ Invest Harvest/ Resegment Market Attractiveness Competitive Position Acquire Skills LOW HIGH $Price wt: .172 Channel Preferences wt: .031 Functionality Performance wt: .094 Ease of Use, Install, etc. wt: .079 Service/Support wt: .289 Total Cost of Ownership wt: .030 Vendor/Product Image wt: .053 IBM Offering Co