CCUNEGOTRAINING11家乐福采购内训手册1

2009NEGOTIATION

Prepare,LeadandFollow-upnegotiations

20091CCUNEGOTRAINING11家乐福采购内训手册[1]MASSMARGIN%X=SALESContractSIMPLEEQUATIONCCUNEGOTRAINING11家乐福采购内训手册[1]CheckoutCashierTG,CoolersDisplayMainpromotiondisplaySecondarydisplay

TG+TGPodiumPromotionTableOn-shelfpromotion

MinistandAutowalkSidekickPillarCrossMerchandisingOnly%FixFixor%FEESTRANSFERFORALLSUPPLIERSPROFITABLEGROWTHPARTNERSHIPSALESFOCUSOFFENSIVECCUNEGOTRAINING11家乐福采购内训手册[1]

PriorityonsalesandCMMarginvalueincrease

2009ambitiousinvestmentsplanwillacceleratesalesgrowth

AcceleratedSalesGrowthwillbringadditionnalMassofMargin

Simplificationofnationalcontractisrequired

Focuson%rebatesisrequired

Negotiationstrategymustbeadaptedtosuppliercluster

Goodpreparationiskeyforsuccess

ThepreparationofnegotiationwillbringmoreprofessionalisminourdemandTheapplicationoftrainingwillallowustobetteranticipatethesuppliersreactionsIntro:Keypointsofthe2009negotiationprojectPowerisnotrevealedbystrikinghardoroften,butbystrikingtrue4CCUNEGOTRAINING11家乐福采购内训手册[1]IdentificationofSupplierClusterProfitabilitySalesSharePARTNERSHIPPROFITABLEGROWTHFOCUSONSALESGROWTH

OFFENSIVEBMNEGO5CCUNEGOTRAINING11家乐福采购内训手册[1]IdentificationofSupplierClusterTOP10–LIAONING-SUNDRYCCUNEGOTRAINING11家乐福采购内训手册[1]SupplierrelationsStrategyJBP:“WinWin”:SalesandMassTargetAllinitiativesfocusedonsales(VIPItems,specificpromotionmechanism,shortagesfollow-up,etc.)TraditionalNegoforimprovementof“BackMargin”2009Negoapproach/JBPispossiblePROFITABLEGROWTHPARTNERSHIPSALESFOCUSOFFENSIVE.7CCUNEGOTRAINING11家乐福采购内训手册[1]NEGOCLUSTER1TGFEESTRANSFER+IMPROVEMENTOFBMPRIORTOANYSALESDEVELOPMENTDISCUSSIONSBASICOFFENSIVENEGOPayfirst,growsalesafterPROFITABLEGROWTHPARTNERSHIPSALESFOCUSOFFENSIVE8CCUNEGOTRAINING11家乐福采购内训手册[1]NEGOCLUSTER2MarketshareCarrefoursupportNegotiationSupplierBookNegotiatinglevers:TGFEESTRANSFERIN%InformationisPowerPROFITABLEGROWTHPARTNERSHIPSALESFOCUSOFFENSIVELevelofprofitabilityDeliveryServicesCOMPETITIONbetweenSUPPLIERS9CCUNEGOTRAINING11家乐福采购内训手册[1]NEGOCLUSTER3TGFEESTRANSFER+IMPROVEMENTOFCAT.PROFITABILITYMIXPriorityonSALESgrowthPROFITABLEGROWTHPARTNERSHIPSALESFOCUSOFFENSIVE10CCUNEGOTRAINING11家乐福采购内训手册[1]NEGOCLUSTER4STILLNEGOBUTLESSTIMEINNEGO,MOREONSALESFOCUSFOCUSONSALESANDMASSMARGINAPPROACH100(CMoflastyear)SalesGrowthFEESSYSTEMNoimpactofsalesformoreCMValueCMValue=120100(LY)MASSMARGINAPPROACHCMValuecomingfromadd.salesNEGOIN%

NEEDFORMORESALESTOGETMOREMASSMARGINFocusonFEESNEGONEGO%%StillNegobutin%SalesGrowth3020CMValue=130PROFITABLEGROWTHPARTNERSHIPSALESFOCUSOFFENSIVE11CCUNEGOTRAINING11家乐福采购内训手册[1]VALIDATIONOF2008LANDING1stMeeting12CCUNEGOTRAINING11家乐福采购内训手册[1]Objective:Identifythebasisof2009NegotiationValidationof2008Landing:clearbasefor2009Nego 25’2008PurchasesLandingforecastsAppending/TGFeeslanding(thesupplierspeakfirst)2009Developmentplanofsupplier:listentosupplier 25’Marketevolution,trend,Marketshareobjectives,innovationstocomeetcBusinessplanexpectedwithCarrefour:assortment,DM,Purchasepricesevol.,etc…2009Salesandpurchasesforecast?Expectation2009CarrefourStrategy 10’ReminderofTotalMASSmarginapproach,FeestransferExpansionplanconfirmationRealNegowillstartduringfollowingmeetingtheweekafter13CCUNEGOTRAINING11家乐福采购内训手册[1]2009CONTRACTREQUEST2ndMeeting14CCUNEGOTRAINING11家乐福采购内训手册[1]Objective:ClearRequestwithjustificationSuppliermakesitsfirstproposal 30’CRFraisesandexplainitsrequestfor2009business30’ReminderofCarrefourServicesexcellence2009Purchasesforecasts,bigpictureofpotentialbusinessplan2009Operatingcostsincrease/NootherchoicethanincreaseofUnc.RBReminderofTotalMASSmarginapproach,FeestransferPointsagreedandtobefurthernegotiated 30’15CCUNEGOTRAINING11家乐福采购内训手册[1]TypicalprogressionofanegotiationwithasupplierLanding08validation+Supplier2009BusinessplanorientationWeek1:Meeting1TermsproposalsfromsupplierAndCRFCounter-argumentofthesupplierW3–M3OutputIntensificationofthepositionofCarrefourbynewcalculatedargumentsLevelofTG%transferedmustbevalidatedatthisstageThesupplierhastoredefineapropositionLeadthenegotiationsW2–M2SupplierrevisedpropositionW4–M4OutputContractshouldbeconcludedatthisstageSigningthecontractORNegativescenario3416CCUNEGOTRAINING11家乐福采购内训手册[1]SupplierFinalproposalW6–M5OutputPresentationoftheFINALpropositionofthesupplierContractconclusionORImplicationofTopManagementTheSupplierleaveswithafinalcompromiseproposalOrT2TMeetingT2TMeetiingW7–M6OutputConclusionoftheagreement(contract)ORSAP/NOCNYplanificationSigningthecontractORSAPTypicalprogressionofanegotiationwithasupplierLeadthenegotiations17CCUNEGOTRAINING11家乐福采购内训手册[1]Conductingnegotiations:Keysucessfactors

PREPARATION

Beingadequatelyprepared:-Havingmaximalknowledgeofthesupplier-Communicatingcoherentlythekeypointsofafiletothesupplier

MasteringCarrefourdifferentlevers-Preparingalternativescenarios(positive/negative)-Preparingastrategywithsomecompromise-Useefficientlythetimebynotwaitingtoolongforsupplieranswers-PlanningthenextmeetingattheendofpreviousoneCOMMUNICATION

Showstrongdeterminationandnoroomforhesitation

ShowconfidenceinCarrefourstrategyActinginagentle,patientandsmoothmannerbutwithdetermination

Haveclearideaswhenpresentedtosupplier

GoodListeningtotheotherparty(willgivenewnegoideas)Askingquestions:learningaboutthesupplier18CCUNEGOTRAINING11家乐福采购内训手册[1]NEGOTIATIONSHEETUPDATEDGUARANTEEDNONG.19CCUNEGOTRAINING11家乐福采购内训手册[1]THENETNETPURCHASEAPPROACH20CCUNEGOTRAINING11家乐福采购内训手册[1]PriceIncreaseRenegotiation

10%BM9%BMWHICHRETAILERISMOREPROFITABLEFORP&G?21CCUNEGOTRAINING11家乐福采购内训手册[1]PriceIncreaseRenegotiation

10%BM9%BMWHICHRETAILERISMOREPROFITABLEFORP&G?NPP=10NPP=922CCUNEGOTRAINING11家乐福采购内训手册[1]PriceIncreaseRenegotiation

10%BM9.00RMB8.19RMBNETNPPNETNPP9%BMMarginvalue=1.0Marginvalue=0.81MoreprofitforP&GNPP=10NPP=923CCUNEGOTRAINING11家乐福采购内训手册[1]PriceIncreaseRenegotiation

IMPACTOFPRICEINCREASEONOURPROFITABILITY10%BMPriceIncrease:+10%NPP=10NewNPP=1111%BM=+1ptMarginvalue=1.0Marginvalue=1.21WHOGETSMOREVALUEFROMPRICEINCREASE?24CCUNEGOTRAINING11家乐福采购内训手册[1]PriceIncreaseRenegotiation

IMPACTOFPRICEINCREASEONOURPROFITABILITY10%BM9.00RMBPriceIncrease:+10%NPP=10NewNPP=11NETNPP11%Marginvalue=1.0Marginvalue=1.21BM=+1pt25CCUNEGOTRAINING11家乐福采购内训手册[1]PriceIncreaseRenegotiation

IMPACTOFPRICEINCREASEONOURPROFITABILITY10%BM9.00RMBPriceIncrease:+10%NPP=10NewNPP=119.79RMBNETNPPNewNETNPPREALVALUESHARING11%0.210.79CarrefourSupplierMarginvalue=1.0Marginvalue=1.21BM=+1pt26CCUNEGOTRAINING11家乐福采购内训手册[1]PriceIncreaseRenegotiation

WITHAFAIRSHAREof50%OFVALUECREATED

10%BM9.00RMBPriceIncrease:+10%NP