啤酒業(yè)務(wù)通過伙伴分類管理獲得利潤增長-展示頁
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【正文】 mation about Safeway, Scottish ?? Courage and the UK beer market B. What were our market objectives? ?? C. What did we do together to reach our targets? ?? D. What are our key learnings? ?? E. What are our next steps? ?? 5 MUC0203922990201 A. Background information about Safeway, Scottish Courage and the UK beer market 6 MUC0203922990201 Safeway is one of the major supermarkets in the UK ? Turnover: 163。 ? 為確保您放心購買，您可以提前驗證資料的真實性和價值性。 ? 對于咨詢?nèi)耸縼碚f， “ 咨詢?nèi)纲Y料 ” 更是撰寫項目建議書、編制咨詢報告、建立行業(yè)知識庫、 ? 建立公司自身方法體系、咨詢項目接單及過程管理等活動的有效支持工具。 1 MUC0203922990201 Profitable growth through partnership in Category Management 2 ? 低價轉(zhuǎn)讓 : ? 超低價轉(zhuǎn)讓 3800元買回的管理咨詢資料 ,有興趣的朋友請聯(lián)系 . ? mail: ? qq: 282148179 3 ? “ 咨詢?nèi)纲Y料完整版 ” ? 與市面上流行的零散的幾百元的一些所謂咨詢報告 PPT文件絕不相同 ? 與其他出售資料書籍，網(wǎng)上下載的絕不相同 ! ? 此次開放的 “ 咨詢?nèi)纲Y料 ” 包括麥肯錫、波士頓、畢博、羅蘭貝格、埃森哲等國際知名 ? 咨詢公司和北大縱橫、新華信、遠(yuǎn)卓、漢普等優(yōu)秀的本土咨詢公司 2021年至 2021年期間的咨詢 ? 項目資料及相關(guān)方法、工具及成果。 ? “ 咨詢?nèi)纲Y料 ” 中含有咨詢項目過程性文件和完整的提交文件，相信這些資料不論對于您本 ? 人還是貴公司都有很好的參考價值和借鑒意義。 ? “ 咨詢?nèi)纲Y料 ” 列表請查閱附件。您可以向我們索取資料詳盡目錄， ? 在目錄里任選兩份文檔，告訴我們這兩份文檔的標(biāo)題，我們會通過 或 傳給您，方便您進(jìn)行 ? 資料品質(zhì)的校驗。 bn ? Profit: 163。 off trade forecast 14 MUC0203922990201 Though growing rapidly, Britain180。rpanel May 1998 21 MUC0203922990201 ! Premium bottles were identified as the main opportunity Indexed top 5 lager share vs. grocery share Tesco Sainsbury Asda Somerfield Safeway Total lager (66%) Source: AGB Stubbies (15%) Premium Bottles (9%) Premium Cans (14%) 6 14 21 6 12 6 14 20 58 17 21 21 18 24 17 10 14 32 8 40 Most important lever to improve profitability 22 MUC0203922990201 DUMMY: Selecting a supplier to ??? with an new Category Management Project was ... 23 MUC0203922990201 DUMMY: Three supplies were characterized to be ... 24 MUC0203922990201 DUMMY: Scottish courage was chosen based on a number of clear facts 25 MUC0203922990201 DUMMY: Results and relationships 26 MUC0203922990201 DUMMY: Can catman grow the cake 27 MUC0203922990201 C. What did we do together to reach our targets? 28 MUC0203922990201 DUMMY: Safeway Scottish Courage Brands Category Management Team 29 MUC0203922990201 DUMMY 30 MUC0203922990201 Consumer understanding has helped us e to an agreement on the category definition Lager Ale Stout Cider Alcopops Wines Spirits Soft Drinks NARROW BROAD Scope of project Category definition 31 MUC0203922990201 We have identified the key segments in the consumer decision tree Category Sub category Subsegment Draught Bitter 11% Bitter 12% Real Ale Bottles 6% Standard lager 19% Superstrength lager 2% Stubbies 15% No/low alcohol 0% Value lager 4% Premium lager 26% Standard Draught Bitter 8% Premium Draught Bitter 3% Ice lager 3% Premium canned lager 14% Premium bottled lager 9% Bitter/Ale 29%1) Stout 5% Lager 66% Beer Segments 1) % Safeway turnover for the segment as a % of total beer Forecast Value of Beer category in Safeway 163。s language 33 MUC0203922990201 We decided to make beers a “preferred category” Evidence from quantitative Crosscategory analysis Evidence from qualitative analysis Category Role PREFFERED 1. Medium to high market growth 2. Middle to low target consumer peration 3. High total spend 4. High cash profit within Safeway 1. Low takehome share offers longterm opportunities 2. Safeway180。 47m opportunity in beer by attaining fair share 35 MUC0203922990201 The main issues identified the basis for the tactical decisions Issue
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