經(jīng)營分析報告PPT模板

林虎哲經(jīng)營分析報告之麥肯錫風格獻給外資企業(yè)和中國企業(yè)做經(jīng)營分析報告的精英們經(jīng)營分析報告避免…插入圖片(地圖和活動照除外)動畫效果【學學麥肯錫風格】經(jīng)營分析報告不使用…TG圖標【學學麥肯錫風格】Presentationload圖標經(jīng)營分析報告不使用…【學學麥肯錫風格】商業(yè)用模板單位統(tǒng)一的簡潔模板數(shù)據(jù)型分析PPT經(jīng)營分析報告不同于…月報和年報PPT【學學麥肯錫風格】經(jīng)營分析報告最重要的是…嚴密的邏輯思維數(shù)字的準確性我制作的經(jīng)營分析報告…2003PPT普通版2007PPTSmart版多數(shù)企業(yè)目前使用的還是Office2003版所以先共享用2003版麥肯錫風格實戰(zhàn)經(jīng)營分析報告案例吧.2003版PPT案例2007版PPT案例中國地區(qū)經(jīng)營報告及銷售計劃林虎哲制作時間2007年

1月

2日(周三)~1月

4日(周五)

北京Twintower西館19F大會議室地點參加人員TEAM/室長

及

Gr.長以上人員

日期時間安排報告部門報告時間報告者1月

2日(周三)13:30~15:30家電

MM室2.0HR金在勝

常務(wù)15:30~17:30MC市場部2.0HR全長株

常務(wù)1月

3日(周四)14:00~15:00IT營業(yè)部1.0HR李江來

部長15:00~16:00CAC營業(yè)部1.0HR安明坤

部長16:00~17:00售后部1.0HR全洋俊

常務(wù)17:00~18:00MC研究所1.0HR金忠勝

常務(wù)1月

4日(周五)13:30~15:00CorporateMarketing1.5HR具京梧

部長15:00~16:30HR部1.5HR金英旭

常務(wù)16:30~18:00經(jīng)營管理部1.5HR金建茂

常務(wù)OrganizationMarketunderstanding’07BIZPerformance`08BIZPlan`08Keyinitiatives目錄CONTENTSⅠ.經(jīng)營分析報告Ⅱ.Ⅲ.Ⅳ.Ⅴ.北京天津太原LGECH上海杭州南京深圳

廣州廈門南昌成都武漢沈陽哈爾濱

FSE：5名

EMP:315名

Promoter:1,431名南寧長沙東莞珠三角濟南.

石家莊.

鄭州

無錫溫州合肥大連長春家電部門

Summary

5Branches/28Departments/HQ(10Group)FSE:28名

EMP:1,316名

Promoter:5,853名

家電部經(jīng)營管理HR

FSE：5名

EMP:353名

Promoter:1,555名

FSE：4名

EMP:247名

Promoter:1,241名

FSE：4名

EMP:170名

Promoter:926名

FSE：3名

EMP:162名

Promoter:700名西安重慶

FSE：6名,EMP:68名?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page12經(jīng)營分析報告

BranchOfficeMMDep’tCorporateMarketingRequiredSelective*Dvl.:Development,**Mgt.:ManagementPricing/managing

tradetermsBrandactivation&deliveryShopper

marketingChannel&account

managementBrandbuilding

&innovationGenerateandleverage

consumerinsightCoreworkConsumer/MarketresearchSegmentation/TargetingBrandidentityDvl.*/Mgt.**ValuepropositionDvlProductplanningProductDvl./NPIProgramMgt.MarcomDvl./Mgt.PromotionplanningMarketingROIanalysisPricing/TradetermschemeDvl.&Mgt.Channel/AccountmixstrategyDvl.AccountrelationshipMgt.PromotionMgt.AccountP&LDvl./Mgt.ShopperinsightLeverageCapability5/8496/72/31COS經(jīng)營分析報告?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page13Roles&ResponsibilityDifferentChinas:economicimbalance&differentmindsetNorthProvinces5Population12%GDPRatio15%NorthwestProvinces5Population7%GDPRatio5%NortheastProvinces3Population8%GDPRatio9%SouthwestProvinces5Population15%GDPRatio8%EastProvinces7Population29%GDPRatio38%SouthProvinces3Population11%GDPRatio14%MiddleProvinces3Population17%GDPRatio12%Chinaisthemostcomplexmarketintheworld.Successfullynavigatingthegeographicalchallengeisakeysuccessfactor※Source:ChinastatisticalYearbook(2006)

GroupMstudy`07GDP(f):2,867B$(GR9.8%)Population:1.3BShanghai(Optimistic)

Cosmopolitan,Openoutlook,

materialisticandconfident

Aspirational&IntellectualBeijing(Complacent)

Beijingerswhoarenestinginthe

wombofthepoliticalcenter

PrideCommunityChengdu

(PleasureSeekers)

Peoplewhoplacemore

focusonleisurethanworkTrendy‘In’&GroupFunWuhan(Frustrated)

Peoplefeeltheyare

beingleftbehindinthe

developmentraceSupport

Empathy&friendShenzhen(Stressed)

Largemigrantpopulation

facingstressfulurbanlife

’Escape’Fun&Excitement經(jīng)營分析報告TheMarketchallengeⅡ.Marketunderstanding?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page1429%14%28%29%TargetbySegmentation1.3BTotalNon-Agricultural(625)0.38BDistrictsunderCity0.23BPriorityRegion`06`07.1~10Priority1Region(15Cities)Beijing,Shanghai,Hangzhou,Guangzhou,Wuhan,Shenyang,etc.Priority2Region(15Cities)Dalian,Wenzhou,Qingdao,Jinan,Nanning,Fuzhou,etc.Priority3Region(Othercities)CitiesexceptP1,P221%20%P2P3P2P1P3*Source:P1/P2standard-GFK*Source:ChinaUrbanLifeandPriceYearbook(2006)HEValue(%)

21%21%Tier1~2cities(30)havepopulationsof99M,90%shareofHEsalesTier3cities(70)haveabigpotentialtogrow經(jīng)營分析報告Ⅱ.MarketunderstandingSegmentoncoverage?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page154.6%*Source:CMMS,top30cities(Exchange:1USD=7.7RMB

GroupMstudy,HSBCReport20047.7%5.9%20068.8%8.2%200711.7%%ofpeoplewhosePersonalIncomeisU$390+permonth%ofpeoplewhosePersonalIncomeisU$650+permonth30%ofyounggraduatesspendouttheirsalaryeverymonthandsavenomoney82%ofyouthwouldliketoworkover15hoursifearningishighenoughHighannualincome(U$7500~U$20000)personisreaching35mil.經(jīng)營分析報告Ⅱ.MarketunderstandingMarketpotential?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page1667%64%MNCsvsLocalDTV*Source:GFKAC34%65%1%38%61%1%44%54%1%`05`06`07.1~10MNCs(9)Local(11)Others(34)19%41%40%`0521%43%37%`0619%49%33%`07.1~10MNCs(13)Local(Top3)Others(84)REFWM32%4%31%2%29%69%1%`05`06`07.1~10MNCs(8)Local(12)Others(69)39%52%9%`0540%52%8%`0640%52%8%`07.1~10MNCs(7)Local(Top3)Others(94)*WMlocaltop3:Haier,LittleSwan,Rongshida*AClocaltop3:Haier,Midea,GreeDTV:MNCbrandsaregrowingfastDA:Fewmajorlocalbrandsaregettingstrongerinproductcompetitiveness經(jīng)營分析報告Ⅱ.MarketunderstandingCompetition?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page17Source:GFK(`07.1~10),CirclesizemeansrelativeMarketSizebybranch

LGM/SMarketsizeMarketportionCDOBJOSHOSYO245.1%215.5%5.8%159.3%75.0%14

GZO30%26%8%17%19%RegionalMarketSizeP1(15Cities)MarketSize&M/S32.3%15.4%10.3%

LCDDIOSDRUMPACUnit:BRMB

Marketsize:Shanghaiarea>Beijingarea>GuangzhouareaLGisweakinShanghaiarea經(jīng)營分析報告Ⅱ.MarketunderstandingHEMarketbyRegion?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page1873IND**HMHMINDSalesbychannelINDHM* Source: GFK(basedonDTV100cities,DA65cities)****`05`06`071~10`05`06`07.1~10DSDSDS181456215124681411470191246616113701512369`05`06`071~10181666014135671311571Unit:%Unit:%

*ESS=NESS+RESS

NESS:Nationwideelectronicspecialtystore(國美,蘇寧

)RESS:Regionalelectronicspecialtystore(大中,順電,工貿(mào),Departmentstore)ESS(ElectronicSpecialtyStore)isgrowingfast經(jīng)營分析報告Ⅱ.MarketunderstandingChannel?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page19*Source:GFKEstimation(TotalChinaRetailMarket)Unit:BRMB38.56.7`06`07`08LCDPDP76.34.6115.25.545.380.9120.7TTL(A)2.0`06`07`08SxS2.94.130.036.942.4TTL(A)15.4`06`07`08PAC15.716.542.846.352.16.2`06`07`08DRUM7.88.923.427.130.685%94%7%95%8%10%27%29%29%36%34%32%TTL(A)TTL(A)+98%+51%+45%+41%+26%+14%+2%+5%經(jīng)營分析報告Ⅱ.MarketunderstandingMarketdemand?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page20LCDSxSDRUMPACLGSSSonySharpPhilipsLGSSSiemensHaierLGSSSiemensHaierPanaLGSSHaierPanaMitsuSiemensbecamemajorbrandinSxSBOSCHBoschandPanasonicisemergingMitsubishiistheonlygrowingbrand5MNCbrandsaregrowingfast*BasedonGFK(Amount)LG:9thRankLG:3rdRankLG:5thRankLG:2ndRankⅡ.MarketunderstandingBrandsharetrend經(jīng)營分析報告?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page21LCDDIOSDRUMPACLGSSESonySharpPhilipsLGSSESiemensHaierLGSSESiemensHaierLGSSEHaierPanasonicUnit:KRMBⅡ.MarketunderstandingASPTrend經(jīng)營分析報告?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page22ActivitiesModelmiximprovement(Droplowtiermodels)

-RAC:2.3/4.3KW-REF:B/FMechanical&SimpleMicom:12MDL

5MDL-WM:Pulsatormodelsunder5KgLCDTVmodelmiximprovement

-Step-upportion:`0613%`0727%’07Forecast4,153Total’06Actual△11.6%SalesOPSalesOP4,997△4.9%(Growth)LCDTVDTV△12.4%△14.3%△3.4%0.9%61%110%PDPTV△19.0%50.0%△54%ConsolidatedOP20%REFDA△5.7%△10.0%△2.3%△10.8%△4.7%9%W/M1.4%△1.4%9%A/C△19.5%△34.1%△29%MWO△30.4%△16.5%0%VC△28.2%△1.5%21%HTS△95.9%9.7%13%(Unit:MRMB,%)(1)(2)(1)Divisionfunded$12MtoLGENP(0%)(2)Divisionfunded$6MtoLGEPN(△5.0%)LossbyFixedmargintoNESS

-GOME(12MRMB),SUNING(4MRMB)A/CReturnloss

-$12M(Defectivereturn$7M)經(jīng)營分析報告Ⅲ.’07BIZPerformanceProfit?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page23KeyInitiativesProductTimetoMarketOptimizeProductPortfolioPriceProfitabilityPlaceSelect&FocusDeepencooperation

withNESSPromotionLocomotivestrategyBoostATLeffectivenessImprovePOSexecutionProcessLogisticsInnovationEDIPeoplePromoterlevel-upPremiumproductlaunching(80Models)-Revenueratio=61%Premiumproductsalesportion

-`05:44%`06:54%`07:68%BeginningofProfitability-orientedpolicyUnaidedawarenessimprovementShopIdentityimprovementinDTVInventoryConsolidation,HomeDeliverySetupB2BiwithSUNINGImprovementinproductivity

&costefficiencyNeedtoimproveDAeffectivenessStartingfromJuneFocusonP1market&NESSBiggrowthinNESS(GR:46%)AchievementReflectionPricematchissueinbigpromoseasonProductiondelay(1~2months)Behindcompetition&market

expandingintoP2/P3ImproveSCMefficiency

GSCP,Hi-loPrepareentryinP2/P3經(jīng)營分析報告Ⅲ.’07BIZPerformanceProfit?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page24Ⅳ.`08BIZPlanByProductPDPDIOSB/FDRUMPULPACLCD`07E`08PlanGrowth2,2972,65115%201156△22%46972354%38643412%33336610%31849656%9711519%DTVREFWMACSales(Unit:MRMB)`06`07E08BP61%12%2,8071,5472,498DTV4,16720%16%11%1,1968009356631,01572018%9%914652835REFWMAC4,9975,769△29%28%9%SACC&C547474△13%3333381%450K100K30K180K203K233K106K179K300K316K67K30K238K153K260K79K202K252K經(jīng)營分析報告Salestarget?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page25ActionPlanDA:Focusonstep-upzoneDD:Focusonstep-upzone(FHD,ArtDesign,DVR)`07`08PGapDIOS69%86%+17%Drum53%63%+10%A/C20%22%+2%Step-upzone%LCD`07`08PGapTTL27%60%+33%42”↑36%75%+39%’08TargetTotal`07ForecastSalesOPSalesOP5,769△1.0%(Growth)LCDTVIfra2,6512,807△1.6%△1.4%12%15%PDPTV1561.5%△22%ConsolidatedOP16%REFDA1,1962,9471.5%△0.6%19%18%W/M8003.4%11%A/C835△7.0%28%MWO95△6.8%19%VC218.0%20%HTS162.8%△1.1%2,2972,4982011,0152,4837206527917164,997△4.9%△3.4%0.9%50.0%△2.3%△10.8%△1.4%△34.1%△16.5%△1.5%9.7%(Unit:MRMB,%)(1)(1)Divisionfunded$12MtoLGENP(0%)TradeTerms:ReduceFixedMarginriskofNESSReduceReturn:A/CTDR(tillMay’08)經(jīng)營分析報告Ⅳ.`08BIZPlanProfit?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page26Ⅳ.`08BIZPlanActionplanDigitalFHDDVR(52”/47”/42”),Scarlet(47”/42”)EnlargeP2&RESScoverage:530900shopsOlympicambassador“楊蘭”celebrityExpandArtdesignmodelbyorientalproject

`071MDL5MDL

Reinforcepromotionin10000RMB~15000RMBEnhancecompetitiveness:

-NPI(Dry+DD),Reposition(Steam)ExpandshopdisplayspaceWMDedicatedpromoterM/S2006200720086.4%8.3%9.0%Rank8th

3rd

3rd

LCDTVM/S28.8%26.0%27.0%Rank2nd

2nd

2nd

SxSM/S12.7%12.5%13.5%Rank3rd

3rd

3rd

DrumM/S5.0%5.2%6.0%Rank7th

5th

5th

PACTargetM/S(40”↑)Differentiation:Artflower,TFTLCD,RobotcleaningExtendmodernflowerproductlinetobettergrade(PW1)Focusinbigcapacitymarket:BJ/SH?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page27經(jīng)營分析報告Marketshare『DifferentiatedBusinessmodel』

-Focus,Specialization,GlocaliZationKeyInitiativeStartingpointBuildpremiumstrategyBuildpremiumInnewcitiesInvestandbuildmasssegmentsIncreaseGeographicreach20082009“Transformation”“Grow”BrandstrengthSales1ExpandCoverage2KeyAccountmanagement3POSexecution4NPIManagement5EffectiveMarcomStage1Stage2經(jīng)營分析報告Ⅴ.`08KeyinitiativesDirection?林虎哲制作.Weibo:@烏拉拉80qq:47828100mail:lin__hz@

Page28MarketSegmentsHLPremiumsize:Marketsize*Source:GFKdata,20070%5%10%BelowP3P1P2P3BeijingShanghaiPhaseIPhaseⅡSelect&Focus12P1HPCP2HPC*HPC:HighPotentialcityActonPlanHPCselectionbasedon…-BigMarketSize

-Highmarketgrowthrate(LGM/S)1stHalfyear

Select5citiesinP2

In-storeM/Simprovement2ndHalfyearTaskforceactivitiesbybranchPromotionenhancementFocuspremiumproductdisplayInvestAd.(e.x.newspaper,magazine)12IncreasedisplaysamplePromotertrainingShop