经营分析报告PPT模板

林虎哲经营分析报告之麦肯锡风格献给外资企业和中国企业做经营分析报告的精英们经营分析报告避免…插入图片(地图和活动照除外)动画效果【学学麦肯锡风格】经营分析报告不使用…TG图标【学学麦肯锡风格】Presentationload图标经营分析报告不使用…【学学麦肯锡风格】商业用模板单位统一的简洁模板数据型分析PPT经营分析报告不同于…月报和年报PPT【学学麦肯锡风格】经营分析报告最重要的是…严密的逻辑思维数字的准确性我制作的经营分析报告…2003PPT普通版2007PPTSmart版多数企业目前使用的还是Office2003版所以先共享用2003版麦肯锡风格实战经营分析报告案例吧.2003版PPT案例2007版PPT案例中国地区经营报告及销售计划林虎哲制作时间2007年

1月

2日(周三)~1月

4日(周五)

北京Twintower西馆19F大会议室地点参加人员TEAM/室长

及

Gr.长以上人员

日期时间安排报告部门报告时间报告者1月

2日(周三)13:30~15:30家电

MM室2.0HR金在胜

常务15:30~17:30MC市场部2.0HR全长株

常务1月

3日(周四)14:00~15:00IT营业部1.0HR李江来

部长15:00~16:00CAC营业部1.0HR安明坤

部长16:00~17:00售后部1.0HR全洋俊

常务17:00~18:00MC研究所1.0HR金忠胜

常务1月

4日(周五)13:30~15:00CorporateMarketing1.5HR具京梧

部长15:00~16:30HR部1.5HR金英旭

常务16:30~18:00经营管理部1.5HR金建茂

常务OrganizationMarketunderstanding’07BIZPerformance`08BIZPlan`08Keyinitiatives目录CONTENTSⅠ.经营分析报告Ⅱ.Ⅲ.Ⅳ.Ⅴ.北京天津太原LGECH上海杭州南京深圳

广州厦门南昌成都武汉沈阳哈尔滨

FSE：5名

EMP:315名

Promoter:1,431名南宁长沙东莞珠三角济南.

石家庄.

郑州

无锡温州合肥大连长春家电部门

Summary

5Branches/28Departments/HQ(10Group)FSE:28名

EMP:1,316名

Promoter:5,853名

家电部经营管理HR

FSE：5名

EMP:353名

Promoter:1,555名

FSE：4名

EMP:247名

Promoter:1,241名

FSE：4名

EMP:170名

Promoter:926名

FSE：3名

EMP:162名

Promoter:700名西安重庆

FSE：6名,EMP:68名©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page12经营分析报告

BranchOfficeMMDep’tCorporateMarketingRequiredSelective*Dvl.:Development,**Mgt.:ManagementPricing/managing

tradetermsBrandactivation&deliveryShopper

marketingChannel&account

managementBrandbuilding

&innovationGenerateandleverage

consumerinsightCoreworkConsumer/MarketresearchSegmentation/TargetingBrandidentityDvl.*/Mgt.**ValuepropositionDvlProductplanningProductDvl./NPIProgramMgt.MarcomDvl./Mgt.PromotionplanningMarketingROIanalysisPricing/TradetermschemeDvl.&Mgt.Channel/AccountmixstrategyDvl.AccountrelationshipMgt.PromotionMgt.AccountP&LDvl./Mgt.ShopperinsightLeverageCapability5/8496/72/31COS经营分析报告©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page13Roles&ResponsibilityDifferentChinas:economicimbalance&differentmindsetNorthProvinces5Population12%GDPRatio15%NorthwestProvinces5Population7%GDPRatio5%NortheastProvinces3Population8%GDPRatio9%SouthwestProvinces5Population15%GDPRatio8%EastProvinces7Population29%GDPRatio38%SouthProvinces3Population11%GDPRatio14%MiddleProvinces3Population17%GDPRatio12%Chinaisthemostcomplexmarketintheworld.Successfullynavigatingthegeographicalchallengeisakeysuccessfactor※Source:ChinastatisticalYearbook(2006)

GroupMstudy`07GDP(f):2,867B$(GR9.8%)Population:1.3BShanghai(Optimistic)

Cosmopolitan,Openoutlook,

materialisticandconfident

Aspirational&IntellectualBeijing(Complacent)

Beijingerswhoarenestinginthe

wombofthepoliticalcenter

PrideCommunityChengdu

(PleasureSeekers)

Peoplewhoplacemore

focusonleisurethanworkTrendy‘In’&GroupFunWuhan(Frustrated)

Peoplefeeltheyare

beingleftbehindinthe

developmentraceSupport

Empathy&friendShenzhen(Stressed)

Largemigrantpopulation

facingstressfulurbanlife

’Escape’Fun&Excitement经营分析报告TheMarketchallengeⅡ.Marketunderstanding©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page1429%14%28%29%TargetbySegmentation1.3BTotalNon-Agricultural(625)0.38BDistrictsunderCity0.23BPriorityRegion`06`07.1~10Priority1Region(15Cities)Beijing,Shanghai,Hangzhou,Guangzhou,Wuhan,Shenyang,etc.Priority2Region(15Cities)Dalian,Wenzhou,Qingdao,Jinan,Nanning,Fuzhou,etc.Priority3Region(Othercities)CitiesexceptP1,P221%20%P2P3P2P1P3*Source:P1/P2standard-GFK*Source:ChinaUrbanLifeandPriceYearbook(2006)HEValue(%)

21%21%Tier1~2cities(30)havepopulationsof99M,90%shareofHEsalesTier3cities(70)haveabigpotentialtogrow经营分析报告Ⅱ.MarketunderstandingSegmentoncoverage©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page154.6%*Source:CMMS,top30cities(Exchange:1USD=7.7RMB

GroupMstudy,HSBCReport20047.7%5.9%20068.8%8.2%200711.7%%ofpeoplewhosePersonalIncomeisU$390+permonth%ofpeoplewhosePersonalIncomeisU$650+permonth30%ofyounggraduatesspendouttheirsalaryeverymonthandsavenomoney82%ofyouthwouldliketoworkover15hoursifearningishighenoughHighannualincome(U$7500~U$20000)personisreaching35mil.经营分析报告Ⅱ.MarketunderstandingMarketpotential©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page1667%64%MNCsvsLocalDTV*Source:GFKAC34%65%1%38%61%1%44%54%1%`05`06`07.1~10MNCs(9)Local(11)Others(34)19%41%40%`0521%43%37%`0619%49%33%`07.1~10MNCs(13)Local(Top3)Others(84)REFWM32%4%31%2%29%69%1%`05`06`07.1~10MNCs(8)Local(12)Others(69)39%52%9%`0540%52%8%`0640%52%8%`07.1~10MNCs(7)Local(Top3)Others(94)*WMlocaltop3:Haier,LittleSwan,Rongshida*AClocaltop3:Haier,Midea,GreeDTV:MNCbrandsaregrowingfastDA:Fewmajorlocalbrandsaregettingstrongerinproductcompetitiveness经营分析报告Ⅱ.MarketunderstandingCompetition©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page17Source:GFK(`07.1~10),CirclesizemeansrelativeMarketSizebybranch

LGM/SMarketsizeMarketportionCDOBJOSHOSYO245.1%215.5%5.8%159.3%75.0%14

GZO30%26%8%17%19%RegionalMarketSizeP1(15Cities)MarketSize&M/S32.3%15.4%10.3%

LCDDIOSDRUMPACUnit:BRMB

Marketsize:Shanghaiarea>Beijingarea>GuangzhouareaLGisweakinShanghaiarea经营分析报告Ⅱ.MarketunderstandingHEMarketbyRegion©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page1873IND**HMHMINDSalesbychannelINDHM* Source: GFK(basedonDTV100cities,DA65cities)****`05`06`071~10`05`06`07.1~10DSDSDS181456215124681411470191246616113701512369`05`06`071~10181666014135671311571Unit:%Unit:%

*ESS=NESS+RESS

NESS:Nationwideelectronicspecialtystore(国美,苏宁

)RESS:Regionalelectronicspecialtystore(大中,顺电,工贸,Departmentstore)ESS(ElectronicSpecialtyStore)isgrowingfast经营分析报告Ⅱ.MarketunderstandingChannel©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page19*Source:GFKEstimation(TotalChinaRetailMarket)Unit:BRMB38.56.7`06`07`08LCDPDP76.34.6115.25.545.380.9120.7TTL(A)2.0`06`07`08SxS2.94.130.036.942.4TTL(A)15.4`06`07`08PAC15.716.542.846.352.16.2`06`07`08DRUM7.88.923.427.130.685%94%7%95%8%10%27%29%29%36%34%32%TTL(A)TTL(A)+98%+51%+45%+41%+26%+14%+2%+5%经营分析报告Ⅱ.MarketunderstandingMarketdemand©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page20LCDSxSDRUMPACLGSSSonySharpPhilipsLGSSSiemensHaierLGSSSiemensHaierPanaLGSSHaierPanaMitsuSiemensbecamemajorbrandinSxSBOSCHBoschandPanasonicisemergingMitsubishiistheonlygrowingbrand5MNCbrandsaregrowingfast*BasedonGFK(Amount)LG:9thRankLG:3rdRankLG:5thRankLG:2ndRankⅡ.MarketunderstandingBrandsharetrend经营分析报告©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page21LCDDIOSDRUMPACLGSSESonySharpPhilipsLGSSESiemensHaierLGSSESiemensHaierLGSSEHaierPanasonicUnit:KRMBⅡ.MarketunderstandingASPTrend经营分析报告©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page22ActivitiesModelmiximprovement(Droplowtiermodels)

-RAC:2.3/4.3KW-REF:B/FMechanical&SimpleMicom:12MDL

5MDL-WM:Pulsatormodelsunder5KgLCDTVmodelmiximprovement

-Step-upportion:`0613%`0727%’07Forecast4,153Total’06Actual△11.6%SalesOPSalesOP4,997△4.9%(Growth)LCDTVDTV△12.4%△14.3%△3.4%0.9%61%110%PDPTV△19.0%50.0%△54%ConsolidatedOP20%REFDA△5.7%△10.0%△2.3%△10.8%△4.7%9%W/M1.4%△1.4%9%A/C△19.5%△34.1%△29%MWO△30.4%△16.5%0%VC△28.2%△1.5%21%HTS△95.9%9.7%13%(Unit:MRMB,%)(1)(2)(1)Divisionfunded$12MtoLGENP(0%)(2)Divisionfunded$6MtoLGEPN(△5.0%)LossbyFixedmargintoNESS

-GOME(12MRMB),SUNING(4MRMB)A/CReturnloss

-$12M(Defectivereturn$7M)经营分析报告Ⅲ.’07BIZPerformanceProfit©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page23KeyInitiativesProductTimetoMarketOptimizeProductPortfolioPriceProfitabilityPlaceSelect&FocusDeepencooperation

withNESSPromotionLocomotivestrategyBoostATLeffectivenessImprovePOSexecutionProcessLogisticsInnovationEDIPeoplePromoterlevel-upPremiumproductlaunching(80Models)-Revenueratio=61%Premiumproductsalesportion

-`05:44%`06:54%`07:68%BeginningofProfitability-orientedpolicyUnaidedawarenessimprovementShopIdentityimprovementinDTVInventoryConsolidation,HomeDeliverySetupB2BiwithSUNINGImprovementinproductivity

&costefficiencyNeedtoimproveDAeffectivenessStartingfromJuneFocusonP1market&NESSBiggrowthinNESS(GR:46%)AchievementReflectionPricematchissueinbigpromoseasonProductiondelay(1~2months)Behindcompetition&market

expandingintoP2/P3ImproveSCMefficiency

GSCP,Hi-loPrepareentryinP2/P3经营分析报告Ⅲ.’07BIZPerformanceProfit©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page24Ⅳ.`08BIZPlanByProductPDPDIOSB/FDRUMPULPACLCD`07E`08PlanGrowth2,2972,65115%201156△22%46972354%38643412%33336610%31849656%9711519%DTVREFWMACSales(Unit:MRMB)`06`07E08BP61%12%2,8071,5472,498DTV4,16720%16%11%1,1968009356631,01572018%9%914652835REFWMAC4,9975,769△29%28%9%SACC&C547474△13%3333381%450K100K30K180K203K233K106K179K300K316K67K30K238K153K260K79K202K252K经营分析报告Salestarget©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page25ActionPlanDA:Focusonstep-upzoneDD:Focusonstep-upzone(FHD,ArtDesign,DVR)`07`08PGapDIOS69%86%+17%Drum53%63%+10%A/C20%22%+2%Step-upzone%LCD`07`08PGapTTL27%60%+33%42”↑36%75%+39%’08TargetTotal`07ForecastSalesOPSalesOP5,769△1.0%(Growth)LCDTVIfra2,6512,807△1.6%△1.4%12%15%PDPTV1561.5%△22%ConsolidatedOP16%REFDA1,1962,9471.5%△0.6%19%18%W/M8003.4%11%A/C835△7.0%28%MWO95△6.8%19%VC218.0%20%HTS162.8%△1.1%2,2972,4982011,0152,4837206527917164,997△4.9%△3.4%0.9%50.0%△2.3%△10.8%△1.4%△34.1%△16.5%△1.5%9.7%(Unit:MRMB,%)(1)(1)Divisionfunded$12MtoLGENP(0%)TradeTerms:ReduceFixedMarginriskofNESSReduceReturn:A/CTDR(tillMay’08)经营分析报告Ⅳ.`08BIZPlanProfit©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page26Ⅳ.`08BIZPlanActionplanDigitalFHDDVR(52”/47”/42”),Scarlet(47”/42”)EnlargeP2&RESScoverage:530900shopsOlympicambassador“楊蘭”celebrityExpandArtdesignmodelbyorientalproject

`071MDL5MDL

Reinforcepromotionin10000RMB~15000RMBEnhancecompetitiveness:

-NPI(Dry+DD),Reposition(Steam)ExpandshopdisplayspaceWMDedicatedpromoterM/S2006200720086.4%8.3%9.0%Rank8th

3rd

3rd

LCDTVM/S28.8%26.0%27.0%Rank2nd

2nd

2nd

SxSM/S12.7%12.5%13.5%Rank3rd

3rd

3rd

DrumM/S5.0%5.2%6.0%Rank7th

5th

5th

PACTargetM/S(40”↑)Differentiation:Artflower,TFTLCD,RobotcleaningExtendmodernflowerproductlinetobettergrade(PW1)Focusinbigcapacitymarket:BJ/SH©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page27经营分析报告Marketshare『DifferentiatedBusinessmodel』

-Focus,Specialization,GlocaliZationKeyInitiativeStartingpointBuildpremiumstrategyBuildpremiumInnewcitiesInvestandbuildmasssegmentsIncreaseGeographicreach20082009“Transformation”“Grow”BrandstrengthSales1ExpandCoverage2KeyAccountmanagement3POSexecution4NPIManagement5EffectiveMarcomStage1Stage2经营分析报告Ⅴ.`08KeyinitiativesDirection©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:lin__hz@

Page28MarketSegmentsHLPremiumsize:Marketsize*Source:GFKdata,20070%5%10%BelowP3P1P2P3BeijingShanghaiPhaseIPhaseⅡSelect&Focus12P1HPCP2HPC*HPC:HighPotentialcityActonPlanHPCselectionbasedon…-BigMarketSize

-Highmarketgrowthrate(LGM/S)1stHalfyear

Select5citiesinP2

In-storeM/Simprovement2ndHalfyearTaskforceactivitiesbybranchPromotionenhancementFocuspremiumproductdisplayInvestAd.(e.x.newspaper,magazine)12IncreasedisplaysamplePromotertrainingShop