(完整版)咨询公司给出的经营分析经典报告案例

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林虎哲(乌拉拉80)制作经营分析报告避免…插入图片(地图和活动照除外)动画效果经营分析报告【学学麦肯锡风格】经营分析报告不使用…TG图标经营分析报告【学学麦肯锡风格】Presentationload图标经营分析报告不使用…经营分析报告【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经营分析报告【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:[e-mail]11Logo经营分析报告BranchOfficeMMDep’tCorporateMarketingRequiredSelective*Dvl.:Development,**Mgt.:ManagementPricing/managingtradetermsBrandactivation&deliveryShoppermarketingChannel&accountmanagementBrandbuilding&innovationGenerateandleverageconsumerinsightCorework•Consumer/Marketresearch•Segmentation/Targeting•BrandidentityDvl.*/Mgt.**•ValuepropositionDvl•Productplanning•ProductDvl./NPIProgramMgt.•MarcomDvl./Mgt.•Promotionplanning•MarketingROIanalysis•Pricing/TradetermschemeDvl.&Mgt.•Channel/AccountmixstrategyDvl.•AccountrelationshipMgt.•PromotionMgt.•AccountP&LDvl./Mgt.•ShopperinsightLeverageCapability5/8496/72/31COSLogo经营分析报告©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:[e-mail]12Roles&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,materialisticandconfidentAspirational&IntellectualBeijing(Complacent)BeijingerswhoarenestinginthewombofthepoliticalcenterPrideCommunityChengdu(PleasureSeekers)PeoplewhoplacemorefocusonleisurethanworkTrendy‘In’&GroupFunWuhan(Frustrated)PeoplefeeltheyarebeingleftbehindinthedevelopmentraceSupportEmpathy&friendShenzhen(Stressed)Largemigrantpopulationfacingstressfulurbanlife’Escape’Fun&ExcitementLogo经营分析报告TheMarketchallengeⅡ.Marketunderstanding©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:[e-mail]1329%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%shareofHEsalesTier3cities(70)haveabigpotentialtogrowLogo经营分析报告Ⅱ.MarketunderstandingSegmentoncoverage©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:[e-mail]144.6%*Source:CMMS,top30cities(Exchange:1USD=7.7RMBGroupMstudy,HSBCReport20047.7%5.9%20068.8%8.2%200711.7%%ofpeoplewhosePersonalIncomeisU$390+permonth%ofpeoplewhosePersonalIncomeisU$650+permonth30%ofyounggraduatesspendouttheirsalaryeverymonthandsavenomoney82%ofyouthwouldliketoworkover15hoursifearningishighenoughHighannualincome(U$7500~U$20000)personisreaching35mil.Logo经营分析报告Ⅱ.MarketunderstandingMarketpotential©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:[e-mail]1567%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,GreeDTV:MNCbrandsaregrowingfastDA:FewmajorlocalbrandsaregettingstrongerinproductcompetitivenessLogo经营分析报告Ⅱ.MarketunderstandingCompetition©林虎哲制作.Weibo:@乌拉拉80qq:47828100mail:[e-mail]16TTLDTVM/SR1SHANGHAI9.24.25.1%72BEIJING8.13.97.8%33GUANGZHOU3.41.57.8%34NANJING2.81.04.9%65SHENZHEN2.71.37.4%46CHONGQING2.61.05.8%57HANGZHOU2.61.25.1%68WUHAN2.50.86.7%49TIANJIN2.41.04.8%710CHENGDU2.31.06.7%411SHENYANG2.11.210.2%312XIAN1.80.95.6%413WUXI1.70.64.0%1114SUZHOU1.60.67.4%315HARBIN1.20.69.3%347.020.76.5%358%55%81.037.65.7%4Top15(15/65)65cities(100%)LGNCityMKTSizeSource:GFK(`07.1~10)