【正文】 nt of the slide Notes, Source 48 來自 中國(guó)最大的資料庫(kù)下載 HOW TO MAKE SLIDES USER FRIENDLY Title ? Context at beginning ? New information at end Body ? Consistent subjects for main points the concepts and characters ? Simple grammatical structure and parallel style 49 來自 中國(guó)最大的資料庫(kù)下載 THE TRANSITION RELATES THIS SLIDE TO THE NEXT ONE Keeps the story going Summarizes the slide, reiterates the main point, or draws out implications Can be written or oral The slide39。 HK Moary Authority CAGR 9297 14% 4% 10% Trade volume growth 13% 24% 17% 3% 2% 5% Example 26 來自 中國(guó)最大的資料庫(kù)下載 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 來自 中國(guó)最大的資料庫(kù)下載 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 Example 22 來自 中國(guó)最大的資料庫(kù)下載 MARKET PROJECTION PRIMARILY BASED ON COUNTRY STATISTICS AND CONSUMER RESEARCH Projection Methodology China market potential Parameters Drivers Source Volume Growth Revenue of babies % on BF Average consumption Average price by product type Weighted volume X X X Future trend of parameters ? Birth rate ? Population ? Geography ? Ine ? Age of baby ? Usage behavior ? Product by stage ? Manufacturer ownership ? Package type ? Share ? Birth growth rate ? 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 來自 中國(guó)最大的資料庫(kù)下載 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 來自 中國(guó)最大的資料庫(kù)下載 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 來自 中國(guó)最大的資料庫(kù)下載 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。 IMD。 Consulting Analysis 117 (61) 56) 290 (32) 258) 7 (50) (43) 30 (37) (7) 92 (11) 81) 419 (130) 289) 155 (98) 57) 224 (79) 145) 5 (19) (14) 384 (196) (188) 69 (99) (30) 75 (7) 68) 34 (31) 3) 366 (46) 320) 1,721 1,464 (570) 894) Starting Base Won + Lost = Competitor A Net 91 (68) 23) 267 (19) 248) 5 (82) (77) 31 (37) (6) 109 (11) 98) 412 (149) 263) 98 (155) (57) 218 (97) 121) 0 (21) (21) 316 (273) 43) 102 (90) 12) 75 (19) 56) 26 (33) (7) 312 (45) 267) 1,866 1,334 (677) 657) Starting Base Won + Lost = Competitor B Net Total Super Prem. 60 (98) (38) Product 1 198 (56) 142) Product 2 6 (52) (46) Product 3 25 (81) (56) Other 153 (29) 124) Total PFC