埃森哲问题分析法教材Accenture IBPS SkillBuilder

1、Strategy Core SkillBuilderIssue-Based Problem-Solving:Antidote to Mental Messing Around1整理课件Why do people need IBPS and training to use it effectively?The case of the leaking water bedTo Counter Tendency Toward Mental Messing AroundHow high can a giraffe fly?2整理课件IBPS is a structured approach to sol

2、ving problems, with several important benefits. Focus our research and analysis Ensure thorough investigation of a problem Plan our work effort3整理课件Where the client wants to beDefine the problemWhere the client isSolve the problemCommunicate the answerStructure the ideasDevelop the research planAnal

3、yze findingsGenerate ideasThis approach to solving client problems emphasizes attention to the issues involved.4整理课件The key to success is using the IBPS tools effectively.Desired Outcomes of the Project:Sponsors:Out of Scope:In Scope:Key Decision Makers:Criteria for Quality:Key Facts (Situation):Nee

4、d for Change (Complication):Client:Key Question:BUYERSCONTEXTSCOPEAnalysis Required Data Required/Sources Issue/Sub-Issue Hypothesis/Specific Question Allocation by SourceTaskElapsedTime AnalysisExecutive Mgmt.Project Mgmt.ExpertAnalysis TOTALExecutive Mgmt.Project Mgmt. Project Mgmt.ExpertAnalysis

5、Work Days by Skill TypeClientAccenture5整理课件The IBPS approach and tools are rooted in asking and answering questions.“I still dont have all the answers, but Imbeginning to ask the right questions.” 6整理课件Out of Scope:Issues, effort beyond project boundariesDesired Outcomes: What the client would like

6、to have at the end of the projectBUYERSKey Decision Makers:Who will resolve critical issuesSponsors: Who brought Accenture inCriteria for Quality:The clients criteria for a quality product or resultCONTEXTKey Facts:Relevant information about the clients situationNeed for Change:Why the client needs

7、to change nowimplications, burning platforms, etc.Client:Key Question: The business question to answerProblem Definition WorksheetThe first step is to define the problem that will focus and set boundaries for the engagement. SCOPEIn Scope:Deliverables, target dates, and issues7整理课件Not all key questi

8、ons are created equal. Is a simple, not a compound, question Is phrased clearly and accurately Focuses attention on the most important issues Addresses the need to changeCriteria for a Strong Key Question8整理课件How fully does this key question meet the criteria for success?How, if at all, should BigCa

9、r enter the online automotive business to improve its profitability? Is a simple question? Is phrased clearly and accurately? Focuses attention on most important issues? Addresses the need to change?Exercise: Problem DefinitionINSTRUCTIONS: Please respond by using the blue check markYes9整理课件Exercise

10、: Problem DefinitionAccenture has been hired by the Executive VP of Marketing of a successful software firm to assist with the launch of a new software product. Although the company is a leader in its field, it recognizes that its core market is beginning to slow and that new technology is beginning

11、 to erode its market share. The companys new product (code named Woodstock) is its attempt to enter this newer, higher growth market. Although the target launch date is rapidly approaching, the VP of Marketing is concerned that his teams launch plan is not ready for prime time. He has asked Accentur

12、e to analyze the launch plan, determine the companys capability to execute a successful launch, and recommend steps to improve the likelihood of a successful launch.The launch plan incorporates both a marketing approach and a sales initiative. The marketing approach aims to create awareness and enth

13、usiasm in current customers and other potential buyers. The sales initiative details an approach to deploying the companys sales force.The company was acquired by a large telecom company 18 months ago, due in some part to the potential of this new software product. The parent company is keeping a wa

14、tchful eye on developments at the software firm and has recently reassigned several of its executives into leadership positions at the software firm.Define the key question for Project Woodstock.10整理课件Desired Outcomes of the Project:Sponsors:Out of Scope:In Scope:Key Decision Makers:Criteria for Qua

15、lity:Key Facts (Situation):Need for Change (Complication):Client:Key Question:Pitfalls lurk beyond defining the key questions on the worksheet.BUYERSCONTEXTSCOPE11整理课件Decomposition of the key question into its component issues is the essence of issue mapping.12整理课件Should we pursue the 1st time buyer

16、 market in PCs?Matches our target segments?Differentiates us in the marketplace?Costs to serve?Revenue potential?Brings us to parity with competitors?Aligned with brand image?Keeps us competitive?Total market size?Our likely market share?Incremental sales and marketing costs?Incremental operational

17、costs?Problem/IssueSub-issuesSub-sub-issuesMapping issues on a tree ensures thoroughness and focus.Is a 1st time buyer strategy aligned with our corporate strategy?Will 1st time buyers be profitable for us?13整理课件How toimproveprofitability?Increase volume?Increase revenue capture?Optimize price?Impro

18、ve mix?Stimulate demand?Increase share?The challenge lies in finding a meaningful basis of decomposition.Reduce costs?Increase revenues?1. Formula14整理课件Why were new product sales poor?Low quality?Not trendy enough?Not sleek enough?The challenge lies in finding a meaningful basis of decomposition.Ina

19、dequate promotion?Poor product design?2. FrameworkIneffective placement?Price too high?Lack of advertising dollars?Small sales force?No buy in by head of marketing?Product came out late?Couldnt find right channels?Manufacturing too expensive?Economy sagging?Counter offering on base price?15整理课件The c

20、hallenge lies in finding a meaningful basis of decomposition.3. CreativityObstacle TreeDirect AnalogyWhat are the major obstacles to overcoming this challenge?List the obstaclesOrder the obstacles by difficulty of overcomingWrite the obstacles on the tree branches, with the easiest to overcome at th

21、e bottom and the hardest on topHow could we remove each obstacle? Write the key action above the obstacle on the treeChallenge Crumble packed tightly Occupy too much space packed loosely Natural analogy Dried vs. pressed Flatten Press moistSource: ThinkertoysSource: 101 Creative Problem Solving Tech

22、niques16整理课件Starts with the problem and decomposes it to arrive at a solutionStarts with a potential solution and develops a rationale to validate or disprove itMakes no initial assumption about the most likely outcomeAssumes an answer and creates a structure to test itReason/ ActionReason/ ActionRe

23、ason/ ActionReason/ActionReason/ActionReason/ActionProblem/IssuePotential SolutionIssue trees may be rooted in data or hypotheses.Hypothesis-DrivenData-Driven17整理课件To be logically sound, every grouping must be mutually exclusive and collectively exhaustive (MECE). Logic is complete at every level El

24、ements at any level are logically part of the level above Elements in any grouping are same kind of thing and of same logical weightAcquire new customersDevelop current customersHow can BigCoincrease sales?Overall increase of existing marketIncrease share of existing marketEnter new marketsHow can B

25、igCo increase sales?18整理课件Exercise: MECEWhich tree is MECE?#1#2Tree #1Tree #2Low quality?Not trendy enough?Not sleek enough?Inadequate promotion?Poor product design?Ineffective placement?Price too high?Lack of advertising dollars?Small sales force?No buy in by head of marketing?Product came out late

26、?Couldnt find right channels?Manufacturing too expensive?Economy sagging?Counter offering on base price?Question: Why were new product sales poor?Low quality?Not trendy enough?Not sleek enough?Inadequate promotion?Poor product design?Small sales force?Ineffective placement?Lack of advertising dollar

27、s?Benchmark best practices?No buy in by head of marketing?Product came out late?Couldnt find right channels?19整理课件Exercise: Issue MappingDevelop the next two levels of this issue tree.Is the Project Woodstock go-to-market plan likely to succeed?20整理课件Exercise Instructions You will be working individ

28、ually on this exercise. An announcement will be made 5 minutes before we are ready to debrief. When the 5 minute announcement is made, you will enter the first branches of the issue tree into the text chat.21整理课件IBPS Evaluation ChecklistHow well does the key question meet the criteria for success? S

29、imple question? Phrased clearly and accurately? Focus on most important issues? Address need to change?Would the basis of decomposition chosen for the issue tree be likely to help a project team: Understand the dimensions of the overall problem? Plan the research and analysis to undertake?Is the iss

30、ue tree MECE?Is the issue tree developed in adequate detail? Precise language? Enough levels?22整理课件Building on the issue tree, this worksheet can help the team make key planning decisions.Issue Analysis Worksheet Issue:key question Sub-issue: one branch of issue tree “Best guess” on how to solve pro

31、blem Issue may have multiple hypotheses Tools/techniques team will use to prove or disprove each hypothesis Likely location or means of obtaining data for analysis Primary and secondary sourcesIssue/Sub-issueAnalysisRequiredHypothesisDataRequired/SourcesTimeResourcesQualityCertainty requiredFactors

32、in Making ChoicesAre competitors winning market share on price?Yes, products comparable to XYZs are being sold less expensively by competitorsTrend of average product prices and comparison of XYZs prices to those of key competitorsGovernment, association, and/or company statistics; industry literature23整理课件Exercise: Issue AnalysisWhat planning question should each situation trigger?SituationPlanning QuestionNeed to compare industry results across five countri