可口可乐公司KPI体系的咨询研究报告

SwireBeverages1关键业务指标(1202)SwireBeverages2目标本课程旨在让各位清楚:•为什么要用KPI•工作中使用怎么使用KPISwireBeverages3内容•KPI影响着什么•KPI的特点•KPI的运用-衡量系统-标准-跟踪•分组讨论SwireBeverages4•确保实现公司的销量和利润目标•确保员工正确履行自己的职责•为决策提供信息•没有衡量，怎么进行管理为什么要衡量我们的业务表现？SwireBeverages5没有衡量标准，你无法进行管理衡量标准提供了可用来定义和追踪业务成果的可量化的信息例如:–财务的–效率–质量(产品和服务)SwireBeverages6什么因素影响等式中的收益这一边?•净价•销量利润=收益-成本SwireBeverages7什么因素影响等式的成本这一边?•成份和包装•薪金•设备和车辆•建筑物•税收利润=收益-成本SwireBeverages8什么是KPI•KPI是为达到预期结果而设定的指标,这些指标是能对业务产生影响,并用于督导整个执行过程SwireBeverages9任何影响利润表现的因素应规定在KPI中例如:•销量•固定资产•运费•铺货率•效率……SwireBeverages10利润产生•简单公式:毛利=净销售收入-材料成本直接边际利润=毛利-变动成本利润=直接边际利润-固定成本SwireBeverages11固定成本/变动成本CurrentmonthSales&Deliveryexpenses销售费用PerCaseAnalysis(Variablecosts/unitcasesoldexcl.contractpack)每箱分析(变动费用/标准箱销售除代加工外)InRMB以RMB计Fixedcosts固定费用Warehouserent仓储租金Communication通讯费Officeexpenses办公费Costsofrisk风险成本Depreciation折旧Amortization摊销Plantdrinkage产品饮用Publicrelations公关费用RBprojectRB项目Consultancyfees顾问费Others其他Sub-total小计Variablecosts变动费用Regularstaffsalary&wages工资Temporarystaffwages临时工工资Staffwelfare职工福利费Retirementinsurance养老保险Housingprovidentfund住房公积金Laborprotectionfee劳动保护费Stafftravelling差旅费Entertainment交际应酬费Transportation运输费Vehicleexpenses汽车费用Loading&unloadingexpenses装卸费Repair&maintenance维修费Suppliesconsumed物料销耗Deliverybreakage运输破损Staffeducation&Training員工教育及培训Sub-total小计Total合计Marketingexpenses市场费用Advertising-CSD广告费-碳酸饮料Advertising-NCB广告费-非碳酸饮料Advertising-Priceparity广告费-平价促销Couponpromotion赠券促销TotalSwireBeverages12盯住产生利润的每个细节营业所的责任•有效性:-客户数(水平增长)-铺货率/生动化-赊销比例/账期•效率:-送货效率-单点销量(垂直增长)-路途时间-拜访成功率•资产维护……SwireBeverages13•可达到/可计算的指标•可衡量业务的主要范围•衡量达到目标的执行方法KPI的特点SwireBeverages14•建立评估系统•运用数据库管理运用关键业务指标SwireBeverages15建立评估系统有效的评估系统必须有三个组成部分跟踪系统标准关键指标SwireBeverages16什么是标准?SwireBeverages17标准就是预期要达到的目标标准是我们在质量、数量和价值方面所期望获得的最低业绩水平100%理想90%标准SwireBeverages18标准传达了期望标准允许管理层:•传达期望•确立清晰的业绩指导方针SwireBeverages19标准必须被写下来，得到传达和强化标准标准SwireBeverages20跟踪系统SwireBeverages21跟踪系统的主要来源•SDS及SDS101•MarginMinder/MarginMinder101•手工报表SwireBeverages22什么是营业所的关键指标SwireBeverages23营业所经理/主任的关键业务指标•销售收入•销量•实际拜访数,订单数/计划拜访数•活跃客户数•销售执行(生动化/铺货率)•单点销量/一次订货辆SwireBeverages24营业所经理/主任的关键业务指标•应收帐•设备管理•送货效率•线路退货率•101质量•以后的指标SwireBeverages25单箱平均销售收入总销量：所有品种销量总和（V）销售额：单一品种出厂价X该品种销量（A）总销售额：所有品种销售额总和（B）单箱销售额：B/V用途：核算装瓶厂的销售效益SwireBeverages26销量销量：所有订单上显示的订货数量总和(MM,SDS中显示)用途：跟踪装瓶厂的销售效果SwireBeverages27实际拜访数,订单数/计划拜访数•实际拜访数/计划拜访数:每天每条线路的实际拜访客户数(A)与计划拜访客户数(Ｃ)的比例(A/C);•订单数/计划拜访数:每天每条线路的下订单客户数(B)与计划拜访客户数(C)的比例(B/C)用途:用于跟踪拜访效率SwireBeverages28活跃客户数•活跃客户定义：任何一个在以往三个月内有订货客户•活跃客户数：所有活跃客户的总和数量•用途：衡量售点质量和线路拜访效果SwireBeverages29活跃客户数•我们须更关心:-多少新客户-多少在过去12月内活跃但最近3个月不活跃,为什么?-新客户的订单量SwireBeverages30活跃客户数-.NewOpenbyDivisionOutlet#ShareOutlet#ShareOutlet#ShareOutlet#ShareOutlet#ShareOutlet#ShareJan1,452100.0%17412.0%28219.4%27018.6%34123.5%38526.5%Feb2,203100.0%42219.2%41118.7%46621.2%52423.8%38017.2%Mar2,629100.0%43416.5%58422.2%47218.0%55020.9%58922.4%April1,887100.0%27514.6%37920.1%36919.6%50326.7%36119.1%May2,036100.0%26713.1%38118.7%47023.1%52225.6%39619.4%Jun2,215100.0%30413.7%39918.0%39017.6%72032.5%40218.1%July1,704100.0%24714.5%30517.9%28716.8%50329.5%36221.2%Aug1,992100.0%26713.4%36018.1%33917.0%63531.9%39119.6%SepOctNovDecYtd12,422100.0%2,39019.2%3,10125.0%3,06324.7%4,29834.6%3,26626.3%AugWeek1529100.0%5410.2%9017.0%8916.8%17533.1%12122.9%Week2549100.0%7714.0%7914.4%8916.2%18834.2%11621.1%Week3412100.0%6114.8%8320.1%7017.0%11026.7%8821.4%Week4502100.0%7514.9%10821.5%9118.1%16232.3%6613.1%Mtd1,992100.0%26713.4%36018.1%33917.0%63531.9%39119.6%Division1Total2001Division5Division4Division3Division2SwireBeverages31不活跃客户数TotalOutletStatus(August30th,2001)-.TotalOutlet#ofOutletsShareACTIVEOUTLET102,31544%SUPPRESSEDOUTLET128,74856%GrandTotal231,063100%CoveredDealer73,86872%TotalKoreaAllChannelTotalOutletStatusACTIVEOUTLET44%SUPPRESSEDOUTLET56%ACTIVEOUTLETSUPPRESSEDOUTLET-.SuppressedOutletsbySuppressionCode#ofOutletsShareSUPPRESSEDOUTLET128,748100%AFinancialIssue2,7312%IIndirectoutlet8,1476%NPricecheck-0%PPotentialoutlets1,8641%SOutletClosed114,97289%TSeasonaloutlet9621%WWrite-Offoutlet630%XTAX-NoDuplicate90%ZTAX-NoError-TotalKoreaAllChannelSuppressedStatusA2%I6%N0%P1%T1%W0%X0%S90%Z0%AINPSTWXZSwireBeverages32JuneNewOpen:2,204dealersdealers%VolumeVPOdealers%VolumeVPOdealers%Covered97844.4%56,729581,22255.4%78,396641,41864.3%Non-covered72632.9%--48221.9%--28613.0%Cumulative(7~8)JulyAugustJulyNewOpenDealers'Coverage&Volume78,39656,7299781,222020,00040,00060,00080,000100,000JulyAug.03006009001,2001,500VolumeCoveredVolumCoverCovered78280.0%Non-covered19620.0%Total978100.0%Covered44060.6%Non-covered28639.4%Total726100.0%Total1,704outletsTotal1,704outletsNon-Covered72642.6%JulyAugustCoverageTracking,JulytoAugustCovered97857.4%新客户的成交情况SwireBeverages33VolumDealersVolumeDealers%028639.4%MT044060.6%011626.2%1~1020546.3%MT1112227.5%LT1012334.5%11~5018952.9%MT514512.6%LT503742.0%51~1504045.5%MT1511112.5%LT1502246.8%151~3001429.8%MT3011123.4%LT3001330.2%301~3069.8%Total1,704Total1,704100.0%JulyAugust51~1508872611~503571~104430301~43151~30047JulyNewOpenOutlets'SalesChangeTracking26.2%34.5%42.0%46.8