成功贵在执行

1、Execute for Success 成功贵在执行Chinese Feed Industry MeetingEdward L. McMillanApril 13, 2007Beijing, ChinaExecute for Success“Ocean of Opportunity” What to do? 面对机遇的海洋，可以做什么？Focus Areas - Critical for your Success?抓住焦点-对你的成功很关键？“Up-stream” into Ingredients?”上游” - 原料业务？“Down-stream” into Animal Production

2、 & Animal Processing? “下游” - 动物养殖和加工？Business Development/Growth Priorities?业务开发/成长的优先Organic Growth? vs. Acquisition/Merger? 有机增长还是走企业联合的道路？International Expansion Opportunities?国际市场的扩张机会？Partnering Opportunities With Who?建立合伙机会 如何选择伙伴？Chinese Feed Industry Association? 中国饲料工业协会？Execute for Success

3、Critical: Special Knowledge/Skills 关键点：特殊的知识和技能Nutrient Requirements by Specie/Life Stage 基于品种和不同生命阶段的营养需求Digestible Nutrient Content by Ingredient 原料的可消化营养成分Ingredient Palatability & Pelletability 原料的适口性和制粒性Ingredient Formulation Value by Specie/Life Stage 基于品种和不同生命阶段的原料配方价值Method of Ingredient Qua

4、lity/Value Validation原料品质和价值的确认方法Execute for SuccessCritical: Special Knowledge/Skills 关键点：特殊的知识和技能Ingredient supplier Reliability and Trustworthiness原料供应商的可靠性和可信赖度Ingredient sourcing to meet Specifications符合规范的原料来源Ingredient sourcing to deliver proper Economic Value创造正确的经济价值的原料来源“Just in time” Ingr

5、edient sourcing及时供应的原料来源Too much Quality & Price suffer! 过头了品质和价格受影响！Too little, too late Customer Service suffers! 太少，太晚了客户服务受影响！Execute for SuccessCritical: Special Knowledge/Skills关键点：特殊的知识和技能Manufacturing Capabilities to meet needs 符合需求的生产能力Pellets, Crumbles, Expander/Extruder, Meal, Etc.制粒，粉碎，膨

6、胀/挤压，粉料等Bulk, Bag, Tote Bags, Palletizing, Etc. 散装，包装，大包装，码垛等Finished product storage Bulk & Bag 成品储存-散装产品和袋装产品Ingredient inventory integrity and quality 原料的库存和品质Manufacturing Efficiency & Accuracy needs生产的效率和精确性的要求Mixing, Processing, Packaging Efficiency 混合、加工和包装的效率Mixing and Processing Accuracy 混合

7、和加工的精确性Finished Product Accuracy & Consistency 最终产品的精确性和一致性Competitive Energy & Labor cost 竞争的能量和劳动力成本Execute for SuccessCritical: Market Intelligence 关键点：市场的信息Learn how to collect reliable intelligence?学习如何收集可靠的市场的信息？Learn producers current feed practices 学习养殖场目前的使用饲料的方法Determine Unfulfilled or “Un

8、der-fulfilled” feed product and/or service needs 确定尚未满足或低于满足市场水平需求的饲料产品和服务Understand and evaluate current ingredient availability “Opportunities” 理解并评估目前获得原料的机会Understand current and potential animal marketing systems to help “Capture Value”理解当前和潜在的动物产品销售市场系统，以便获利经营Execute for SuccessCritical: Marke

9、t Intelligence 关键点：市场的信息Be an Expert at Competitive Intelligence:成为竞争信息的专家：Their Products: Quality, Value, Consistency 竞争产品：品质，价值，一致性Their Services: Timely, Accurate, Value 竞争者的服务：及时，准确，价值Their Marketing: Positioning, Pricing, Discounts 他们的市场工作：定位，定价，折扣Their Dislocation: Freight & Logistic Challenge

10、s 他们的不利因素：物流和后勤的困难Customer Satisfaction: True Perceptions 客户满意度：真实感受They know you Get to know them well!他们已经了解了你自己，你也需要很好地了解他们。Execute for SuccessCritical: Products & Programs 关键点：产品和饲喂方案Nutrient Specifications by Product 不同产品营养规范Quality Specifications by Product 不同产品的品质规范Retail Oriented Products 进入

11、零售市场的产品Direct Commercial Oriented Products 直接进入商业市场的产品Unique Products where possible! 独特的产品：可能在哪里销售？Unique Forms where Possible 独特的配方：可能在哪里应用？Pricing Strategies by Market, by Product 定价策略：根据市场区域和产品的不同Different Products for different segments 为不同的市场顾客群提供不同的产品Different Quality Products Same Margins! 不

12、同品质的产品：利润率相近！Execute for SuccessCritical: Manufacturing Capabilities 关键点：生产能力Product Integrity Quality & Accuracy 产品的完整性-品质和精确性Cross Contamination Prevention 预防交叉感染Service Interruption Prevention 防止服务不连贯Ingredient Storage Requirements 原料储存要求Finished Product Storage Requirements 成品储存要求Cost and Availa

13、bility of Power & Labor 成本和电力和劳动力的供应Competitive Efficiency Capabilities 竞争效率和能力Sample Retention Legal Protection 留样品-合法保护Execute for SuccessCritical: Purchasing & Logistics skills 关键点：采购和后勤能力Direct Connection with Suppliers 和供应商的直接联系Quality and Consistency Expectations communicated to Suppliers 和供应商

14、沟通对原料品质和一致性的期望值Pre-Receiving Sampling to verify violations 提前获得样品，确认品质不违背约定Filing Claims for “Off-Spec” Ingredients 主张不符合规范的原料的补偿Finding “Opportunity” Ingredients at Value 发现”机会”原料获得好价值Negotiating good Freight Charges谈判好的物流价格Execute for SuccessCritical: Distribution Direct vs. Retail 关键点：货物配送-直销或通过零

15、售渠道 What does the current market demand?目前市场要求什么？Retail? Develop a Retail Sales Plan 零售？-开发一个零售计划New Retailers vs. Selling Current Retailers 新的零售商或卖给现有的零售商Sales Staff with Retail Selling Skills 具备零售技能的销售员Retail Customer Service Capability-Take Orders 零售客户服务能力- 获得订货Distribution System to Serve Retail

16、ers 服务于零售商的配送体系Accounts Receivable Collection Program 应收款计划Branded Bag Products with Feeding Directions 贴有商标的产品包装上注明饲喂指南In-Store Merchandising Materials 产品推销材料Sales Training on Retail Merchandising 零售推销的培训Execute for SuccessCritical: Distribution Direct vs. Retail关键点：货物配送-直销或通过零售渠道Direct Develop a D

17、irect Sales Plan直销-开发一套直销计划Prioritize Target Species by opportunity 根据市场机会，将产品所涉及的动物品种，排出优先级Determine Sales Technical Competence needed 确定销售时所需要的技术能力Determine Technical Consulting needed 确定需要的技术咨询Determine Competitive Value differentiation 确定竞争价值差异Hire & Develop Qualified Direct Sales Force 雇用并培养合格的

18、直销团队Provide Distribution/Delivery capabilities 提供配送能力Develop “Keep Bins Full” capability 开发保持料仓充满的能力Strong Customer Service capability 强有力的客户服务能力Strong Credit and Collection capability 好的信用和收款能力Execute for SuccessCritical: Financial Equity & Debt 关键点：财务 资产和负债Determine Near and Longer Term needs 确定近期

19、和长期的需要Capital Investments (Fixed & Rolling) 投资资本(固定和滚动的)Working Capital (A/R & Inventory less Payables) 营运资本 (A/R，库存，减去应付款)Start-up costs (People, Packaging, Inventory) 开办费 (人员，包装，存货)Ramp-up costs (“Over” Staffing & Equipping) 意外成本(过多的员工和设备)Sources and Cost of Equity 资产的来源和成本Sources and Cost of Debt

20、 负债的来源和成本Flexible Cash Management capabilities 可用现金管理能力Strong Financial Accounting capabilities 强的财务会计能力Execute for SuccessCritical: Risk Management All Types 关键点：各种类型的风险管理Ingredient Ownership Positions 原料的所有权Forward Purchasing & Pricing 预先采购和定价Market Price Risk Products & Animals 市场定价风险 - 饲料产品和动物品种

21、Production Loss Risk Animals 饲料损耗风险-动物Currency Risk (Inbound & Outbound) 货币汇率的风险 (内外)Interest Rate Risk 利率的风险Product Liability Risk 产品负债的风险Insurance All Liability, Business Interruption, Life, Health, Directors & Officers Liability 保险-所有负债，业务障碍，生活，健康，主管人员的责任Execute for SuccessCritical: Management Le

22、aders/Managers 关键点：对公司领导层的管理CEO Strategist & Final Decision Maker 制定战略和最终决策人选CFO Keep the Business Financially Sound 保持业务在财务上的合理运作R & D Source Technology & Differentiate 研发-技术和差异性的来源Purchasing Creative, Tough, Responsive 采购-创造性，艰苦，响应的Formulation Knowledgeable & Flexible 配方-有预见性，灵活的Manufacturing On T

23、ime, On Specs, On Cost 生产-时间，动物种类，成本Marketing Positioning, Pricing, Promotion 市场-定位，定价，推广Sales Skilled, Knowledgeable, Successful 销售-有技能的，有预见性的，成功的Distribution Responsive, Accurate, Efficient 配送-响应的，准确的，高效的Administration Thorough, Accurate, Calm 管理-全面，准确，沉着Execute for SuccessCritical: Succession - L

24、eaders/Managers 关键点：领导层的继任Owners and Shareholders 所有权人和股东CEO & CFO 首席执行官和首席财务主管Key Department/Function Leaders 关键部门领导Key Business Unit Managers 关键业务单位领导Succession Plans (Formal? Private?) 继任计划(正式宣布？还是秘密的？)Future Management Development Plans 未来管理模式的开发计划Internal Promotion Processes 内部提拔过程External Pers

25、onnel Sourcing Who does it? 外部人才招聘-谁主管？Execute for SuccessCritical: Up-Stream into Ingredients or Downstream Animal Production/Processing? 关键点：介入上游原料业务或介入下游动物养殖和产品加工What competitive advantage will you achieve? 你能够获得怎样的竞争优势？How will you do it better and more efficiently than your current suppliers or

26、 customers? 你怎样才能够比你现在的原料供应商和养殖客户做得更好，更高效？How much Capital (Fixed/Working) is needed? 需要多少资金(固定和营运资金)？What is the potential Return on Capital?资本的回报率?How will you manage the added Risk? 怎样管理此风险？Where will your source management talent? 你将从何处招聘到管理人才？Will current business be more profitable? 目前的业务是否利润更

27、高？Integration rarely generates Synergies! 综合业务很少产生协同效益！Execute for SuccessCritical: Acquire to Grow? 关键点：收购获得股权，企业成长？What will they provide that you need? 他们提供的什么东西是你需要的？What do they bring that you do not need?他们同时带来的什么东西是你不需要的？Why are they interested in selling? 为什么他们要出售自己的企业？What will it cost. “bu

28、y verses build” yourself?在购买和重新建设的方面，你的成本是怎样的？What costs can be saved by their addition? 他们的加入可以节省哪一方面的成本？How will you be more efficient/effective? 怎样才能使你自己更高效，更有影响力？Execute for SuccessCritical: Acquire to Grow?关键点：收购获得股权，企业成长？Can you service more geography? 你能够把业务扩张到更多的区域吗？Can you manufacture more

29、efficiently? 你的生产效率会提高，产量更大吗？Can you serve the market “better”? 你能够更好地为市场服务吗？Can you purchase more competitively? 你的采购优势会更大吗？Can you source equity & debt competitively?你能够更具竞争力地安排资产和负债吗？Can you be more PROFITABLE? 你的盈利能力更强吗？Execute for SuccessCritical: Merge to Survive and/or Thrive? 关键点：与别人合并，求得生存和

30、更好发展Is it a “Merger” or Acquisition? 是被别人兼并还是获得别人的股份？Is it really a Merger of “Equals”? 这是平等的合并吗？What are the benefits of the Merger? 合并的好处是什么？How will the merged company be positioned with customers and suppliers? 被兼并的公司和原先的客户和供应商的关系？Who will lead the merged company? 谁是合并后公司的领导人？Where will YOU fit

31、in the new company? 在新的公司里，你的位置？Where are the best leaders in each key area? 在关键领域里的最好的领导者在哪里？How will the redundant leaders be handled? 多余的领导层成员该如何安置？Will 1 + 1 = More than 2 ? 1+1 会大于2吗？Execute for SuccessQuestion: International Growth?问题： 国际化成长道路？What made Ralston Purina successful? 什么使得Ralston P

32、urina成功的？Excellent Ingredient Value Knowledge 优秀的原料价值的研究Purina Research Farm: Products and Programs “Developed and Proven” at Gray Summit 在Gray Summit的研究农场，开发并验证产品和饲喂方案Products & Feeding Programs adapted to fit the unique needs of each Country or Market 产品和饲喂方案将针对每一个国家和市场区域的独特需求来开发Sales People that

33、could sell Feeding Programs based on the expected performance results 销售团队根据客户的预期，销售的是适合的饲喂方案Excellent Distribution/Dealers in each Country 每个国家的物流配送体系非常优秀Execute for SuccessQuestion: International Growth?问题： 国际化成长道路？What made Ralston Purina successful? 什么使得Ralston Purina成功的？Well planned and execute

34、d Marketing Programs 市场计划详尽，执行得力Excellent Training Programs Selling Skills, Animal Management Skills, Merchandizing Skills 优秀的培训方案，销售技能，动物生产管理技能，商品管理技能High Quality & Efficient Manufacturing Plants 高品质和高效率的生产企业“Purina” Spirit & Culture in Employees, Families, & Dealers Really cared about People! Puri

35、na的精神和文化渗透到员工、家属和经销商，真正做到以人为本！Excellent & Committed Leaders in each Country 派驻每个国家的企业领导人都很卓越，忠诚。Execute for SuccessCritical: Is International for YOU? 你适合走国际化道路吗？Which of your “Core Competencies” are globally competitive? Where? 你的全球化的核心竞争力是什么？何在？In which Countries/Markets will you offer “Best Value

36、” verses Competition? 相对于竞争，你在哪一个国家和市场可以提供最高的价值？Which Countries/Markets offer a greater growth “Opportunity” than the one anticipated in the “future” Chinese market? 哪个国家和市场会比未来的中国市场有更大的成长机会？Any other questions? 其他问题？Execute for SuccessCritical: Partners vs. “Go it Alone”? 关键点：找合作伙伴或单干？What does the market want that you can not provide now or with added capabilities? 你不能提供市场所需要的什么？或目前能力不够？What can a “Partner” provide better, or more economically, than a “Contractor”? 合作伙伴能够提供什么东西是相比签合同合作的对方来说更好或更经济的？Is the Partner an “Equity” Owner. Or just a Partner in cost and/or revenue sharing? 合作