ABB增长战略建议

ProposaltoManagingForGrowth:MaximisingSalesforceEffectivenessOctober1996AgendaArthurAndersenCapabilitiesABBStal:CurrentSituationAchievingWorldClassSalesPerformanceProjectObjectiveandApproachDeliverablesandResourceRequirementsCredentialsCurriculaVitaeArthurAndersenCapabilitiesABBStal:CurrentSituationAchievingWorldClassSalesPerformanceProjectObjectiveandApproachDeliverablesandResourceRequirementsCredentialsCurriculaVitaeRepresentativeBusinessConsultingManufacturingClientsAsiaPacific•DainipponInk&Chem•HKWiring•OkamotoMachineTool•CocaCola•ColgatePalmolivePhils•PhilipsElectronicsNorthAmerica•TheFordCompany•Motorola•AseaBrownBoveri•CarolinaPower&Light•SiemensCorporation•TheBoeingCompany•MicrosoftCorporation•RustInternational•TurnerConstructionEurope/Africa•SmithKlineBeecham•DaimlerBenzAG•GECAlsthom•MetallgesellschaftAG•KloecknerMoellerElectrizitaetsGmbh•UnitedBiscuits•AsgSouthAmerica•FiatAuto•PetrokenS.a.ArthurAndersenConsultingCapabilitiesArthurAndersenprovidesseamlessexpertiseinassistingclientstoaligntheirorganisations,addresstheirbusinesschallengesandimprovetheirbusinessperformance•RevenueEnhancement•CustomerSatisfactionAssessmentStrategic/BusinessPlanning•QualityManagement•SoftwareSelection•InformationPlanning•SystemDesignandImplementation•ProcessRe-engineering•BenchmarkingandBestPractice•CostManagement/ClientProfitability•ProjectManagement•OrganisationDesign•PerformanceMeasurement•HumanResourcesManagementStrategyPeopleBusinessProcessesTechnologyOperationsChangeImplementationApproachOurimplementationfocusedteamapproachwhichseekstoaddressthekeychallengeconsultantsandclientsfaceineveryproject:thehumanaspectofchangePartneringwithourclientstoensureresultsareachieved.WeensureourclientsarepartoftheprocessfromproblemidentificationtosolutionimplementationOurorganisationalchangeapproachwhichstronglyreliesonperformancemeasuresandmeasurementsystemstoaligntheentireorganisation,itsprocessesandpeoplebehaviour,withcustomer-focusedobjectivesandoverallstrategicgoalsUsingtheArthurAndersenknowledgeofGlobalBestPracticestoacceleratethechangeprocessesanddelivercreativeinsightsOurBusinessConsultingpracticefocusesonhelpingcompaniesachievemeasurableperformanceimprovementandimplementpositiveandlastingchange.Weachievethisby:ArthurAndersenCapabilitiesABBStal:CurrentSituationAchievingWorldClassSalesPerformanceProjectObjectiveandApproachDeliverablesandResourceRequirementsCredentialsCurriculaVitaeCurrentSituationAseaBrownBoveri(ABB)aretheworld抯largestelectricalengineeringconcern.ForthethirdyearrunningithasbeenvotedEurope抯mostrespectedcompanyinasurveycarriedoutbytheFinancialTimesABBconsistsof36decentralisedbusinessesoperatingprimarilyinfourbusinesssegmentsABBarerecognisedforinnovationinavarietyofareas,mostlynotablytheT5Ochangeprocess:supplierpartnershipprogrammesreductioninleadtimes50%stock/inventorylevelsreducedby30%productivityimprovements20%benchmarkingfor50%ofthebusinessABBStal抯primaryfocusissteamturbinetechnology.ThemajorityofsalesaretoSwedenandGermany,althoughemergingmarketssuchasEasternEuropeandAsiaareincreasinginimportance.WithoutthesemarketsABB抯last6month抯growth揷ouldhavebeenzero?(PercyBarnevik)AseaBrownBoveriABPowergenerationPowertransmissionanddistributionIndustryandbuildingsystemsFinancialservicesVariousactivitiesCorporateResearchStaffUnion•ABBStalEuropeanTurbineMarket929394959697989920001.81.922.12.292939495969798992000Source-FrostandSullivan,July1998$BABBSiemensKWUGECAlsthomVATechAnsaldoEnergionOtherSource-FrostandSullivan,July1998MarketShareinEuropeABBStal-GlobalSales:GasTurbines10-30mWABBSales1995-GasTurbines10-30mWAustralia4%Europe20%Asia56%NorthAmerica13%MiddleEast4%Americas3%Africa0.02%GrowthinordersforGasTurbines10-30mWforperiod1991-19952463336732049091,2391,2721,8641,1701,6661,5993,7223,0033,31305001,0001,5002,0002,5003,0003,5004,00019911992199319941995OrderVolumeAmericasEuropeAsiaABBStal-GlobalSales:SteamTurbines3-100mWABBSales1995-SteamTurbines3-100mWAfrica12%Americas6%Australia7%Europe67%Asia8%NorthAmerica0%MiddleEast0%GrowthinordersforSteamTurbines3-100mWforperiod1991-199500001749167465226188213751242405010015020025030035040045050019911992199319941995OrderVolumeAmericasEuropeAsiaChallengesPowergenerationsegmentreportedlowerorderbookingsin1995resultinginlowerearnings.TheEuropeanturbinemarket(SteamandGas)declinedby17%from1992levelsto$1.87billionABBStalarefacinganincreasinglycomplexmarketplaceNewgeographicmarketsmayrequireadifferentapproachCustomersaredemandingproductinnovationwhichsatisfiesevenmorestringentregulatorycontrolsonissuessuchastheenvironmentSalesperformancevariessignificantlybetweencountriesdependingonthesalesapproach:ABBStalsalesforceinSwedenABBgroupsalesforce揊orPercyBarnevik...thebiggestchallengeisexpandinghiscomplexorganisationintoemergingmarkets?(FinancialTimes,September1996)ABBStal抯objectiveis搕odoublepresentsalesvolumesbytheyear2000?BUT...ArthurAndersenCapabilitiesABBStal:CurrentSituationAchievingWorldClassSalesPerformanceProjectObjectiveandApproachDeliv