【正文】 hetti are declining as a result of adverse product development and environmental trends Ragu 意大利面在美國(guó)的銷售下跌，主要因?yàn)槠浞闯绷鞫械漠a(chǎn)品開發(fā)作法及市場(chǎng)環(huán)境趨勢(shì)的影響練習(xí)題二169。2023 Brand Management System 31RAGU SOLUTION RAGU 的解決方案US sales of Ragu spaghetti sauce are declining as a result of adverse product development and environmental trends意大利面在美國(guó)的銷售下跌，主要因?yàn)槠浞闯绷鞫械漠a(chǎn)品開發(fā)作法及市場(chǎng)環(huán)境趨勢(shì)的影響 (11 )改變其醬汁配方但客戶不喜歡競(jìng)爭(zhēng)對(duì)手們的產(chǎn)品較受客戶喜愛美國(guó)的【面食風(fēng)潮】已過(guò)在醬汁中加重香料份量（ 3）在醬汁中減少肉份量（ 10）新推出價(jià)格較低、口味較好的醬汁（ 1）成功地推出一項(xiàng)創(chuàng)新的【意大利第一面醬汁】（ 6）以高品味質(zhì)的系列產(chǎn)品而且占有更大的市場(chǎng)份額（ 9）親的滸趨勢(shì)是吃米食而非面食（ 5）意大利肉醬面再度被視為廉價(jià)、呆板而且無(wú)趣的食物（ 8）169。2023 Brand Management System 30麥肯錫公司客戶培訓(xùn)材料解決方案此報(bào)告僅供客戶內(nèi)部使用，未經(jīng)麥肯錫公司的書面許可，其它任何機(jī)構(gòu)不得擅自傳閱、引用或復(fù)制。2023 Brand Management System 28SOLUTION解答169。2023 Brand Management System 26IS IT MECE？ 3這是否（不多不少）？ 3The pany should adopt an invest/grow strategy in this business對(duì)此項(xiàng)業(yè)務(wù)，公司應(yīng)采投資 /增長(zhǎng)戰(zhàn)略? The market is favorable 該市場(chǎng)看好? The business is strong 業(yè)務(wù)茁壯? Financial and market performance has been excellent 財(cái)務(wù)方面和市場(chǎng)的績(jī)效一直都非常好? The sales and financial outlook appears good 銷售和財(cái)政方面的前景看來(lái)很好? Innovative marketing strategies have proved successful 有創(chuàng)意的市場(chǎng)營(yíng)銷戰(zhàn)略證明是成功的169。 If one point rejected ,remaining point may still persuade 一點(diǎn)被否定，其余各點(diǎn)仍具說(shuō)服力 Cons Major points easy to remember 利 便于記住要點(diǎn) 2023 Brand Management System 24IS THIS A GOOD GROUPING?—3這是個(gè)好的邏輯組合嗎？ 3Accounting system needsTo be modified會(huì)計(jì)系統(tǒng)需作修改Retail stores Have not Suffered majorProfit decline零售商店的利潤(rùn)并未大幅下降Variations in Product line Profitability byRegion not wellunderstood并沒(méi)有真正理解各區(qū)不同產(chǎn)品系列的利潤(rùn)差別Southem RegionOnly moderatelyMore profitable南區(qū)只取得稍高的利潤(rùn)Present store PL leads toWrong decisionsAt store level商店根據(jù)現(xiàn)有的盈虧情況錯(cuò)誤地作出決定169。2023 Brand Management System 22IS THIS A GOOD GROUPING—1這是個(gè)好的邏輯組合嗎 ？ 1The division shouldTake several steps toImprove profitability該部門應(yīng)采取多種措施，改善盈利Shift strategic focus改變戰(zhàn)略性焦點(diǎn)Reexamine salesteamincentives重新栓討銷售隊(duì)伍的原動(dòng)力The improvementProgram has importantImplications for the Organization 改善計(jì)劃對(duì)公司而言有很重大的意義169。 Actions 行動(dòng)169。 Reasons 原因 同類想法 2023 Brand Management System 19AGENDA 課程? Writing Backwards—The Pyramid 從結(jié)論說(shuō)起? The Governing Thought (TOPS) 中心思想? Logical Arguments 邏輯論證? No Gaps,No Overlaps (MECE) 不遺漏、不重疊（不多不少）? Logical Groupings 邏輯組合169。 If audience disagrees with “situation ” or “ment ” argument 弊 will fail to persuade 如聽眾對(duì) [情況 ]或 [意見 ]有異議，該論證即失去了說(shuō)服力 Demonstrates that no other avenue will work 利 證明內(nèi)容的必然走向（沒(méi)有第二條路可走） 2023 Brand Management System 17SOME ARGUMENT PATTERNS部分邏輯論證模式Success requires X需有 X才能成功Success requires X需有 X才能成功You are pursuing X你正朝 X發(fā)展You thought X was aproblem你認(rèn)為 X是問(wèn)題Performance is not As expected績(jī)效不如預(yù)期Therefore, develop Capability for X因此，建立作 X的能力Therefore,shirt focus to X因此，轉(zhuǎn)移重心到 XTherefore,changeDirection to Y因此，轉(zhuǎn)向 Y前進(jìn)Therefore, shift focus to Y因此，轉(zhuǎn)移重心到 YTherefore, take steps to Fix X因此，設(shè)法解決 XYou are not Equipped to do X你無(wú)法作到Y(jié)ou are not focusing on X你的重心不在 XY would be better但 Y比較有利Further investigation Shows it Y 但調(diào)查顯示 Y才是問(wèn)題Underlying cause is X問(wèn)題出在 X169。2023 Brand Management System 15ARGUMENT STRUCTURE（ DEDUCTIVE REASONING）邏輯論證式架構(gòu)（演繹推論）NonControversialStatement aboutSituation以無(wú)可爭(zhēng)議的說(shuō)法來(lái)陳述情況Implication of Situation andComment(“therefore” point)情況所代表的涵義及評(píng)論（因此 ]… ）Comment onSituation對(duì)情況的評(píng)論Key lineSupport主要理由Governing thought中心思想169。2023 Brand Management System 13AGENDA課程?Writing Backwards—The Pyramid 從結(jié)論說(shuō)起?The Governing Thought TOPS) 中心思想?Logical Arguments 邏輯論證?Logical Gr