企业定义(ppt 60页)(英文).PPT

GiseleGarraway SusanCaraviello PaulDiPaola andToddSenturia bc BusinessDefinition March1998 Author Contributors ToddSenturia Reviewer Copyright 1998Bain Company Inc 2 BusinessDefinition Agenda ThebusinessdefinitionconceptApplicationsBusinessdefinitionstepsClientexamplesBunkerHillDoorSystemsJJRIndustrialCoatingsKeytakeaways 3 BusinessDefinition Agenda ThebusinessdefinitionconceptApplicationsBusinessdefinitionstepsClientexamplesBunkerHillDoorSystemsJJRIndustrialCoatingsKeytakeaways 4 BusinessDefinition WhatisBusinessDefinition IndicateswhethertwobusinesssegmentsshouldbeoperatedasonebusinessorasseparatebusinessesHelpsidentifywhatdrivessuperiorprofitabilityinanindustryServesasthefoundationforstrategicanalysisandsounddecisionmaking Businessdefinitiondelineatestheeconomicboundarieswithinwhichcompaniesshouldcompete 5 BusinessDefinition OneBusinessvs SeparateBusinesses SamecustomersSamecoststructureSamecompetitors DifferentcustomersDifferentcoststructureDifferentcompetitors Iftwobusinesssegmentshavethesamecustomers thesamecoststructure andthesamecompetitors theyareonebusiness Iftheyaredifferentonallofthesedimensions theyareseparatebusinesses Onebusiness Separatebusinesses Competeinbothsegmentstotakeadvantageofsynergies Donotcompeteinbothsegments 6 BusinessDefinition WhyBainUsesBusinessDefinition Strategicinsights Tacticalinsightswithstrategicimportance Shouldwebuyorselltherestaurantbusiness ShouldweexpandintoChina ArewevulnerabletoJapanesecompetitors Shouldweverticallyintegrateintogrowingvegetables Shouldwedropthisproductline Shouldwecross trainoursalesforce HowshouldwegrouppurchasesforVMRs valuemanagedrelationships Howshouldweconfigureourmanufacturingplants Thecorrectbusinessdefinitioncanleadtocase crackinginsights 7 BusinessDefinition ConsequencesofIncorrectBusinessDefinition Companiesthatdefinetheirbusinessesincorrectlymakepoorstrategicdecisions Costs Competitors IncurunnecessarycostsForgoopportunitiestocapturesynergiesDonottransferexperienceUnderinvestinimportantR Dinitiatives OverlookrelevantcompetitivethreatsMiscalculate marketshare SetinappropriateperformancetargetsOverlookrelevantcapacitychangesMisjudgetruecostposition Customers NeglectprofitablecustomersegmentsOver investinunprofitablecustomersForgoopportunitiestocapturesynergiesMisjudgerelevantmarkettrendsOverlookrelevantgeographies 8 ExamplesofIncorrectBusinessDefinition BusinessDefinition Somerespectedcompanieshavemissedprofitopportunitiesorsufferedunnecessarylossesbecausetheydidnotdefinetheirbusinessescorrectly AmericanExpress Allegis Saatchi Saatchi Chargecardsandcreditcardsareseparate Chargecardsandcreditcardsareonebusiness plasticmoney Chargecarddivisionlostmoneyduetopoorcostpositionandmisguidedmarketingefforts Airlines hotelsandrentalcarsareonebusiness caringfortravelersworldwide Airlines rentalcarsandhotelsarethreeseparatebusinesses Thecombinationprovidedlittlevaluetocustomers Allegiswassplitup Advertisingandconsultingareonebusiness servicetoglobalbusinessexecutives Advertisingandconsultingareseparatebusinesses Companysufferedseverelossesduetoinabilitytotransferexperience lackoffocus andtaintedimage Company Abetterbusinessdefinition Consequencesofincorrectbusinessdefinition Howmanagementdefinedthebusiness 9 BusinessDefinition AnalyticConsequencesofIncorrectBusinessDefinition p 1 BusinessdefinitionmustbethestartingpointofanyBaincasebecausedefiningabusinessincorrectlycanadverselyaffectstrategicanalysisanddecisionmaking Ifwedefineabusinessincorrectly IncorrectBusinessDefinition CorrectBusinessDefinition Theunderlyingnormativebandwillnotemerge Abusinessmaylookdeceptivelyattractiveorunattractive ROS RMS Growth Share 10 BusinessDefinition AnalyticConsequencesofIncorrectBusinessDefinition p 2 DefiningabusinessincorrectlycanleadtoproblemsinconductingE CurveandRCPanalysis Ifwedefineabusinessincorrectly IncorrectBusinessDefinition CorrectBusinessDefinition Wemayignorerelevantexperience Wemaybenchmarkthewrongcompetitors ExperienceCurve RCP 11 BusinessDefinition ComplexityofBusinessDefinition Asimplecatalogoflogicalargumentsisnotrobustenoughtodelineatethecompetitivebattlefieldsforourclients Isitonebusinessornot OneBusiness SeparateBusinesses Touringqualitymicrophonesandspeakers MadonnaandrappersusebothSimilardistributionchannels Differentmanufacturers AudioTechnicavs Bose LittlemanufacturingprocessknowledgeistransferableLimiteddirectcostsharing CrosspensandBICpens Beeranddistilledspirits Bothusedforsamefunction writingSimilarrawmaterialsSomemanufacturingstepsshared BrandnamesharingopportunitiesSamedistributionchannelsSoldbysamesalesforce HighperceptualbarrierstocustomersLimitedcustomerbaseoverlap LimitedbenefitsofsharedR DKeymanufacturingprocessesaredifferentDifferentrawmaterials 12 BusinessDefinition BusinessDefinitionMatrix Bainusesthebusinessdefinitionmatrixtodelineateeconomicboundaries Costsharingandcustomersharingaretheprimarydeterminantsofdefiningabusiness High CostSharing Low Low High CustomerSharing Onebusiness chargecardsandcreditcards Onebusinesswithpotentialfordifferentiationornicheposition CrosspensandBICpens Separatebusinesseswithpotentialforcostleadership oilandrefineryby products Separatebusinesses beeranddistilledspirits Separatebusinesseswithpotentialforbundling touringqualitymicrophonesandspeakers Onebusinesswithpotentialforsubstitution milkcartonsandglassmilkbottles 13 BusinessDefinition DynamicsofBusinessDefinition Businessdefinitionisdynamic Temporarybarriers suchaspricepremiumsandtechnologyadvantages willerodeunlesstheyareconsistentlyreinforced BusinessDefinition Technology Governmentregulation Inputprices Productinnovation Channeleconomics Customerneeds 14 BusinessDefinition Localvs Regionalvs Nationalvs GlobalBusinesses Globalscale Nationalscale Regionalscale Localscale Professionalonlinefinancialdata OvernightpackagedeliveryBanking lending HospitaltextilelaunderingBanking depositgathering ResidentiallaundromatsBarbershops Clientsoftencitetheneedfornationalorglobalparticipation However inmanybusinesses localorregionalscaledrivesprofitability DriverofProfitability Example 15 BusinessDefinition ExamplesofChangesinBusinessDefinition Thereareseveralexamplesofcompaniesthathavegainedsignificantcompetitiveadvantagebychangingthedefinitionofabusiness FederalExpressrevolutionizedthepackagedeliverybusinessbyintroducinganovernightdeliveryserviceCharlesSchwabdramaticallyalteredthemutualfundsbusinessbyintroducingano feeservicewherebycustomerscouldpurchasemanycompanies mutualfundsthroughSchwabCalyx CorollatransformedtheflowerdistributionbusinessbyusinginformationtechnologytocutouttraditionaldistributorsandshipflowersdirectlyfromgrowerstocustomersStarbucksredefinedthecoffeeshopbusinessfromprovidingcoffeetoprovidingasocialexperienceTheBodyShoprevolutionizedthecosmeticsbusinessbymergingtheideasofbeauty health andenvironmentalconsciousnessStaples byadaptingthebusinessmodelofadifferentindustry grocerystores andtakingadvantageofeconomiesofscaleinpurchasing changedtheofficesuppliesbusinessfromalocalonetoanationalone 16 BusinessDefinition Agenda ThebusinessdefinitionconceptApplicationsBusinessdefinitionstepsClientexamplesBunkerHillDoorSystemsJJRIndustrialCoatingsKeytakeaways 17 BusinessDefinition Applications FinancialServices ElectricalandElectronics Alargeresidentialrealtycompanywasconsideringenteringthecommercialrealestatemarketandwantedtoevaluatetheattractivenessofthemarket Anelectronicscompanyhadtheopportunitytooutsourceitselectronicstestingservicebutwasunsureiftestoutsourcingwoulddefineaviablenewbusiness Bainhasusedbusinessdefinitioninhundredsofcasesanddozensofindustries Someexamplesofourworkare Baindevelopedabusinessdefinitionforcommercialrealestateserviceswhichidentifieditasaseparatebusinessfromresidentialrealestate requiringvastlydifferentcompetenciesandeconomics Clientacceptedrecommendationtostayoutofcommercialbusiness Baindeterminedthatthetestoutsourcingbusinesswasnotasinglebusinesswithhighcostandcustomersharing butrathersixseparatebusinesswhichcouldbebundled anddefinedthefewspecificentrystrategieswhichmightbesuccessful Clientultimatelyagreedthatcriticalentrybarriersweretoohigh Situation Result Textiles AlargeU K textilelaundererwith23 ROSenterstheU S marketandearnsonly5 Bainfoundthatthebusinessdefinitionisnotnationaltextilelaundering therearethreeseparatebusinesses healthcare industrialandlinen Allthreeareregional notnational ClientsoldtwobusinessesinNewYorkandmadetwoacquisitionsintheSoutheast 18 BusinessDefinition Agenda ThebusinessdefinitionconceptApplicationsBusinessdefinitionstepsClientexamplesBunkerHillDoorSystemsJJRIndustrialCoatingsKeytakeaways 19 BusinessDefinition BusinessDefinitionSteps Toappropriatelydefineabusiness Bainusesaniterativeapproachthatisbothqualitativeandquantitativeandreliesheavilyupondataexternaltotheclient Theprocessstartswithanhypothesisthatistestedalongthreedimensions Degreeofemphasis Lessimportant Moreimportant Istheresubstantialcostsharing Istheresubstantialcustomersharing Doesbusinessdefinitionpassthecompetitoracidtests Costsharing Customersharing Competitoracidtests 20 BusinessDefinition BusinessDefinitionSteps Degreeofemphasis Istheresubstantialcostsharing Istheresubstantialdirectcostsharing Aretheresubstantialopportunitiesforexperiencetransfer Lessimportant Moreimportant Costsharing Customersharing Competitoracidtests 21 BusinessDefinition Onacostbasisonly wemustalsolookatcustomersandcompetitorstodeterminewhetherthebusinessesareoneorseparate CostSharing Anassessmentofcostsharinginvolvesexaminingdirectcostsharingandexperiencetransfer Probablyseparatebusinesses Onebusiness Separatebusinesses Probablyonebusiness High Experiencetransfer Low Low High Directcostsharing 22 BusinessDefinition HowBusinessesShareCosts Businessescansharecostsinavarietyofways ValueChainSteps HowDirectCostsCanBeShared Examples R D Procurement Manufacturing Distribution SalesandMarketing AdministrativeSupport MultipleapplicationsofsomeR Defforts SharedrawmaterialsSharedinboundlogistics Similarmanufacturingfacilitiesprocesses Samedistributionchannels BrandnamesharingSamesalesforce Sharedinfosystems TapeandPost itNotes 3M Gasolineandpetrochemicals Vitreouschinatoiletsandsinks Kohler Cigarettesandcandy PhilipMorris HealthyChoicedinnersandcerealSodaandorangejuice Coca Cola BankBostonNOWaccountsandsavingsaccounts 23 BusinessDefinition ExperienceTransfer ProductA ProductB LessonslearnedfromproductAcanimprovemanufactureofproductB ProcessorC Forge Grind Paint DistributorY Customers SupplierA ProcessorD Forge Grind Paint DistributorZ Customers SupplierB Rawmaterials Semi finishedproduct Finishedproduct Firmscanbenefitfromexperiencetransferwhentwoproductssharesimilarhighvolume value addedprocesses 24 BusinessDefinition BusinessDefinitionSteps Degreeofemphasis Lessimportant Moreimportant Costsharing Customersharing Competitoracidtests Istheresubstantialcustomersharing Howgreatisthedegreeoffunctionalsubstitution Howgreatisthedegreeofcustomerbaseoverlap Howhigharecustomers perceptualbarriers 25 BusinessDefinition CustomerSharing p 1 Customersharinganalysisincludesmeasuringthecustomerbaseoverlapanddegreeoffunctionalsubstitution and toalesserextent lookingatperceptualbarriers Dodifferentproductscurrentlyorpotentiallyfulfillthesamecustomerusageneeds productutilityanalysiscross elasticityanalysis Dothesuppliersofthedifferentproductssharemanyofthesamecustomers whomakesthepurchasedecision whousestheproduct whatelseispurchasedwiththeproduct Functionalsubstitution Customerbaseoverlap Perceptualbarriers Docustomersperceivesignificantdifferencesamongtheproducts 26 BusinessDefinition CustomerSharing p 2 CustomerbaseoverlapFunctionalsubstitutionPerceptualbarriers LowLowLowHigh HighHighHighLow Probablyseparatebusinesses Probablyonebusiness Customersharing Generally highcustomerbaseoverlap highfunctionalsubstitutionandlowperceptualbarrierssuggestonebusiness 27 BusinessDefinition CustomerBaseOverlap Customerbaseoverlapcanbedeterminedbycomparingpurchasersordecisionmakersforthetwoproducts CommonCustomerBaseOverlapCriteria UsedbysameorganizationorcustomersPurchasedbysameindividualorgroupPurchasedecisionmadebysameindividualorgroup Limitedcustomerbaseoverlap 28 BusinessDefinition FunctionalSubstitution Therearetwowaystoevaluatewhetherproductsaresubstitutes Productutilityanalysis Cross elasticityanalysis Doproductsoffersimilarvaluealongnon priceattributes e g scissorsandknivescutclothwell Isproductbundledwithotherproducts e g razorsandblades Howmuchdoessharechangebetweenthetwoproductsasrelativepriceschange Ifscissorpricesgoupwillcustomersbuyknivesasasubstitute 29 BusinessDefinition FunctionalSubstitution ProductUtility Ifproductsofferverysimilarnon priceattributesorfunctionalbenefits theyarepotentialsubstitutes 30 BusinessDefinition FunctionalSubstitution CrossElasticity Ifapriceincreaseinoneproductincreasesthedemandforanother thetwoproductsareprobablysubstitutes DemandforButter Highelasticity PriceofMargarine 31 BusinessDefinition PerceptualBarriers Customer sperceptionscanbeindicatorsofbusinessdefinition however whatcustomersperceivecanoftenconflictwiththeeconomicboundaries Perceptualbarriers Low High Customers view Examples Productsaresimilar Productsservedifferentfunctions Woodencanoesandaluminumcanoes Women sfragrancesandmen saftershave 32 BusinessDefinition BusinessDefinitionSteps Degreeofemphasis Doesbusinessdefinitionpassthecompetitoracidtests Docompetitorsoffersimilarproductsandservesimilarcustomersandchannels Doesprofitabilitycorrelatewithdefinitionofmarketshare Dodecisionsacompetitormakesinonebusinessaffectthedecisionsthatacompetitormakesinanotherbusiness Lessimportant Moreimportant Costsharing Customersharing Competitoracidtests 33 BusinessDefinition CompetitorAcidTests Doesbusinessprofitabilitycorrelatewithmarketshareasimpliedbythebusinessdefinitionhypothesis Whatimpactdodecisionsmadeinonebusinesshaveonanother pricinginvestment Whatproductsdoindividualcompetitorsoffer Whichcustomers channelsdocompetitorsservice Consistency Profitexplanation Independentactions Tovalidateourbusinessdefinitionhypothesis weusethreecompetitoracidtests 34 Istheresubstantialcustomersharing Howgreatisthedegreeoffunctionalsubstitution Howgreatisthedegreeofcustomerbaseoverlap Howhigharecustomers perceptualbarriers Istheresubstantialcostsharing Istheresubstantialdirectcostsharing Aretheresubstantialopportunitiesforexperiencetransfer Doesbusinessdefinitionpassthecompetitoracidtests Docompetitorsoffersimilarproductsandservesimilarcustomer channels Doesprofitabilitycorrelatewiththedefinitionofmarketshare Dodecisionsacompetitormakesinonebusinessaffectthedecisionsthatacompetitormakesinanotherbusiness Degreeofemphasis Lessimportant Moreimportant Costsharing Customersharing Competitoracidtests BusinessDefinition BusinessDefinitionSteps Summary 35 BusinessDefinition Agenda ThebusinessdefinitionconceptApplicationsBusinessdefinitionstepsClientexamplesBunkerHillDoorSystemsJJRIndustrialCoatingsKeytakeaways 36 BusinessDefinition BunkerHillDoorSystems Background BainusedbusinessdefinitiontosetastrategicfoundationforBunkerHillDoorSystems Theteamstartedwithahypothesisthattherewerethreeseparatebusinesses Situation Complication Question BunkerHillisa 400MMdivisionofHillsWorldwide Thisdivisionmanufacturesentrydoors garagedoors GDS andgaragedooropeners GDOs HillsWorldwidehassetaggressivegrowthtargetsforalldivisions BunkerHillhassufferedacontinuedfinancialdeclineinrecentyearsandperformancevarieswidelyacrosstheproductlines Moreover BunkerHillfacesastrongsetofwell established low costcompetitors HowcanBunkerHillgrowprofitably Assertion1 Assertion2 Assertion3 GD GDOandentrydoorsareseparatebusinessesandthereforerequiredifferentstrategiesforprofitablegrowth Disguisedclientcase 37 BusinessDefinition BunkerHill DirectCostSharing p 1 Source BunkerHillFinancials TheBainteamfoundthatmaterialsaccountedforasubstantialproportionofBunkerHill scostsinallthreebusinesssegments Costs Customers Compet itors 38 BusinessDefinition BunkerHill DirectCostSharing p 2 IncludesgatesandelectronicsSource PurchasePriceVarianceReport However inpeelingtheonion theteamdiscoveredverylittlematerialcostsharing suggestingthatonacostbasistherewere3separatebusinesses Costs Customers Compet itors 39 BusinessDefinition BunkerHill ExperienceTransfer Usingentrydoorsasabaseline theBainteamfoundlimitedopportunitiesforexperiencetransfer GarageDoor GarageDoorOpeners Costs Customers Compet itors Low Medium High Experiencetransferpotentialwithentrydoors Source ManagementManufacturingInterviews 40 BusinessDefinition BunkerHill CustomerBaseOverlap Source BunkerHillCustomerDatabase TheBainteamfoundlimitedcustomerbaseoverlapbetweengaragedoorsandentrydoors andbetweengaragedoorsandgaragedooropeners Costs Customers Compet itors 41 BusinessDefinition Source DoorSystemsCustomerInterviews MostBunkerHillcustomersboughtopenerswhentheyboughtBunkerHilldoors Costs Customers Compet itors BunkerHill GDandGDOCustomerSharing 42 BusinessDefinition BunkerHill PerceptualBarriers GaragedoorsandentrydoorsEntrydoorsandgaragedooropeners Low High PerceptualBarriers Garagedoorsneedtobemadeofsteelandbestrong Entrydoorsshouldbewellcraftedandbeattractive Garagedoorcustomer Garagedooropenersshouldbeboughtfromareputableelectronicstypecompany Garagedooropenercustomer Iliketobuymygaragedoorandtheopenerfromthesamemanufacturer It sthesameaswithTVs Iwouldn tbuytheremotecontrolfromonecompanyandtheTVfromanother Garagedoorcustomer Customerfeedbackrevealedlowbarriersbetweengaragedoorsandopeners However customersviewedentrydoorsasseparatefromgaragedoorsandopeners Garagedoorsandgaragedooropeners Source CustomerInterviews Costs Customers Compet itors 43 BusinessDefinition BunkerHill CompetitorAcidTest BunkerHillChamberlainOverheaddoorWayne DaltonClopayCastlegate PremdorPeachtreePeaseTherma Tru Acompetitoracidtestvalidatedtheteam sfindings BunkerHillistheonlyplayerwhoparticipatesinallthreesegments Allotherplayersmakeandsellonlyentrydoorsoronlygaragedoorsandgaragedooropeners Company GarageDoorOpeners GarageDoors EntryDoors Costs Customers Compet itors