Game商业模拟大赛中国区冠军的比赛用.ppt

0 DANONEMERCADOR3 yearStrategyPlanning Apr10 2004 CONFIDENTIAL InfinitySJTU 1 EXECUTIVESUMMARY StrategyAnalysisStrategicDecisions ActionPlansWorkstreamTimelineSummary NextStep 2 EXECUTIVESUMMARY StrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimelineSummary NextStep 3 5FORCESANDPESTANALYSIS 5Forces PEST Competitors Suppliers Technology Satisfactionofstakeholders 4 EXECUTIVESUMMARY StrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlanWorkstreamTimelineSummary NextStep 5 SWOTAnalysis HighLow Source TeamAnalysis Opportunity Marketgrowth Creamdesserts YogurtEmergingStableregionReorganizationRestructure Assessmentcriteria Assessment Brandawareness Marketshare PRELIMINARY Coststructure Capacitynotfullyexploited Oldfacility safetyproblem Innovation Laborunion Saleschannel Suppliers Overstaffed Realmanagers Agepyramid loyalty Internalinformationexchange ITsystem 6 EXECUTIVESUMMARY StrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimelineSummary NextStep 7 BCGMatrixAnalysis 8 REORGANIZEBUSINESSPORTFOLIO Star QuestionMark Dog CashCow MarketGrowth 1 2 1 0 Mercalac Yogurt CreamDessert Juice MilkCream Selloffforthecashflow Hold Harvest Build Source DanoneMercadorCompanyReport TeamAnalysis RelativeMarketShare 9 EXECUTIVESUMMARY StrategyAnalysisStrategicdecisions ActionPlansWorkstreamTimelineSummary NextStep 10 STRATEGICDECISIONS 11 FIVEACTIONPLANSBASEDONDANONEWAY 12 MarketingandSales Sponsorpublicactivities DanoneBabies Selection MarketExpansion BrandBuilding Acceptability Perferred Affordability Pricerelativetovalue Availability Pervasive ActionPlans Source Literaturesearch Teamanalysis Advertisements Promotioncampaigns Yogurt35 Yogurt55 6 peryear CreamDessert0 CreamDessert30 10 peryear goodtaste healthy innovative Whereveryouare wethinkofyou DanoneMercador NationalCompetitor Int lCompetitor OtherCompetitor MarketShare BrandBuilding 13 OperationManagement Selectsuppliersasstrategicpartners NewproductionlineintheplantofSouth RestructuretheplantinNorth Automationinprocedures Qualitycontrolsystem regularinspectionandalertsystemReducethepackagingsizeandweightRenewthewatertreatmentplant Riskmanagement EfficientlogisticsnetworkOutsourcingtothe3rdpartylogisticscompanies Source Literaturesearch Teamanalysis ActionPlans Aspects 14 R D Innovationindifferentsegment NaturalhealthsegmentDietsegmentChildrensegmentTechnicalco operationswithinstitutionsanduniversities Source Literaturesearch Teamanalysis 15 HumanResource PersonnelCompetencePromoteWithinBasedonperformanceInternalCommunication RecruitTrainingsystemKPIsystemIntranet internaljournal ActionPlans 16 Finance EquityMultiplier ROE ROI NetProfit Revenue AssetTurnover NetProfit Revenue Revenue Cost Milk IndustrialCosts LogisticsCosts Advertising OverheadsandMisc ARturnover Inventoryturnover FixedAssetsturnover DuPontFinanceAnalysis Increased x x Reduced Source Teamanalysis 17 FinancialResults SalesRevenue 2004 2005 2006 2007 NetOperatingProfit 2004 120 152 205 103 9 1 13 5 20 6 5 5 CAGR 26 CAGR 55 M Mercas M Mercas ESTIMATED 2004 2005 2006 2007 2004 Op result Overheads Ad Logistics Industrial Raw pack Milk 2004 2007 Coststructure Source Teamanalysis 7 4 12 8 7 10 11 4 26 8 23 7 26 8 13 4 12 5 4 9 5 10 5 22 4 100 103 M Mercas 100 205 18 EXECUTIVESUMMARY StrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimelineSummary NextStep 19 WORKSTREAM ILLUSTRATIVE Wave1DivestthefruitjuicebusinessInvestinanewproductlineforthecreamdessertbusinessRenewthewatertreatmentplantDevelopthesalesanddistributionnetworksSelectthecompetitivesuppliers Wave2EstablishatrainingsystemSetupqualitycontrolsystemandriskmanagement regularlyinspectionandalertsystemLaunchthepromotioncampaignsRestructuretoproductionsitesIntegrationofITsystemtoimproveinternalcommunication Wave3RecruittherealmanagersSetupKPIsystemSponsorsomesportsgamesandpublicactivitiesConducttechnicalco operationswithlocalinstitutionsanduniversities TimingdependsonMercader Partnersresourcescommitted 1Q2006 Kick offOct2005 2Q2006 3Q2006 4Q2006 1Q2007 2Q2007 3Q2007 4Q2007 likelytopr