【2019年整理】寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)課件

IMPLEMENTINGSTRATEGY&CONTROLSYSTEMSATP&GGerryKingham FinanceMgr.P&GNordic 竟糧贓炔且桐奇僚崎艾安強(qiáng)痞湃獄嚴(yán)涪酞僻警說(shuō)必請(qǐng)感曹拄孟話爽筍闖慧寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)IMPLEMENTINGSTRATEGY&CONTRO1AgendaRe-capofpreviouslectureFromglobaltolocalstrategy-makingStrategyexample:Yeshand-dishManagementControlSystems謂眠鯨限旅垣戚討摘附晤米悼捐扶與芳榮舊腎喉賒潑砰罰女貧所絮扭廷掄寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)AgendaRe-capofpreviouslectu2ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?漾愉稱耶泡略門矢逆蠶蠻鼠邪蟲英腥菊汐墻驅(qū)瀕瘧鉛桂惱直劫留虎憎輯河寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ChoiceCascadetoDefinetheC3ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?絢拂仍啥鄲侖牢昏愿箍曹寵掉胸窟縮取秸銥國(guó)藻焙叼秒彤哎御麓稚箱挺鹽寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ChoiceCascadetoDefinetheC4Re-caponlecture1Wherewillweplay?TotalShareholderReturncalculationsbyGlobalBusinessUnitHowwillwewin?CommercialStrategyFocusoncorebrandsConsumerIsBossWinwithwinningcustomersCompetitiveretailmarginsstrongTailorInvestmentsByCustomerBeStrongWithGlobalCustomersGetthevalueequationrightKnowthecompetitorsWhatcapabilitiesmustbeinplace?Globalmatrixstructure:GlobalBusinessUnits(GBUs)andMarketDevelopmentOrganizations(MDOs)Individualaccountability,Work&DevelopmentPlans爍佑襖嚴(yán)莉領(lǐng)疊完絢竟苞頒馱潦啃畢勻岳葬娩刑論參搬曠暴絢儒拱型耘傣寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)Re-caponlecture1Wherewill5HOMEWORKWhatshareofshelfdoesYEShave?Whatdoyouthinkithasinmarketshare?Whatdoyoulearnfromthepricingandsizingyousee?Whymightitbeso?Whatinfluencestheshelfpositioning?WhatwouldyourYESstrategybe?恐制靛淤盎覽褥然潰腋受班怒仁乓桂釉又藥省骨壁怒犬醒尖缸墟萍堯刺參寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)HOMEWORKWhatshareofshelfd6HOMEWORKWhatshareofshelfdoesYEShave?Ca.60%Whatdoyouthinkithasinmarketshare?Sameasshelfshare(60-70%)Whatdoyoulearnfromthepricingandsizingyousee?Whymightitbeso?Smallersizesoffer“extrabenefits,butaremoreexpensivepr.mlWhatinfluencestheshelfpositioning?LookslikethebigbottlesareatthebottomWhatwouldyourYESstrategybe?閉力豫讕狂骯橋燈盤娶敢刪童白管與皆泣嗽硅逮攪欽侗短棉靴貉原艱憋蟲寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)HOMEWORKWhatshareofshelfd7ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?咕喝鵬姿抓先走漾鎖逝缺倆辜伶攻煩恨服脯歐飛閑丟淬翟礫哇償冶斗路鍋寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ChoiceCascadetoDefinetheC8Implementingstrategy

First:UnderstandingthecustomerHOWWILLWEWIN?值預(yù)邪聽柜緣訃捅幫凌刀只互艙竿禿載棵色燼渦嚨單價(jià)慨緯攬擎很伍瘡午寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)Implementingstrategy

First:9Retailisstillfragmented

Shareoftop50publiccompanies,1998EnergyAutomotivePharmaceuticals;diagnosticsElectronicsTelecomPackagedgoodsFinancialindustriesChemicalsRetail Source: GlobalVantage;McKinsey矛院鮑費(fèi)陸冰鳳遍獻(xiàn)漂挎果沁賢于販晶渡涼通癬斯風(fēng)妄詣汞兩鋒愈四戒蕊寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)Retailisstillfragmented

Sha10EnergyFinancial

institutionsAutomotiveRetailPackaged

goodsElectronicsAveragenumberofcountriesofoperationforlargestcompanies(1998) Note: Largestcompaniesdefinedbytotalrevenue Source: Hoovers;McKinseyNumberofcountriesofoperationformostglobalcompaniesMobil 140RoyalDutchShell 130Citigroup 100HSBC 79Siemens 190Toshiba 81Nestle 80+Procter&Gamble 120Fiat 60GeneralMotors 52Carrefour 26Ahold 28 RetailingisstilllocalHOWWILLWEWIN?魄蠅遞膜童滅絮亥祟念糯圈啥聽踩庭屆況鱉碉啊診覆象米鞘便棵橡閩昭志寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)EnergyFinancial

institutionsAu11 * OnlydiscloseddealconsiderationsinexcessofUSD25million Source: Amdata;ThomsonFinancialSecurities;McKinseyanalysisNon-Europeancross-borderEuropeancross-borderDomesticGrowingEuropeanM&AactivitiesinRetail

USDb,dealvolume*2.99.312.00.71994199519961997199812.41999toSeptember16.0錯(cuò)乾壽家嚴(yán)濟(jì)闡巷噪犬兢膝由畔橇同狂得囤己齡賤組鎖娥掠次簍庇茍差招寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng) * Onlydiscloseddealconside12ThereisawaroutthereDemandFlat/fallingshareofwalletFlat/fallingpricesMoredemandingandcomplexconsumersShiftinglifestyleandworkpatternsSupplyOvercapacityNewentrants

(e-tailersandretailers)SupplierconsolidationLowavailability/risingcostoffrontlinelabourIncreasingrealestatecostsPowershiftingtoconsumersInternetisacceleratingtrends Source: McKinseyHOWWILLWEWIN?遞價(jià)閱鵬檬拜淆刀褪定桃易蹤逮咀屹襪嚴(yán)外撻球帖賤蘸靡邊鄒壁湘然涸碰寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ThereisawaroutthereDemand13SwedenMostconsolidatedretailmarketintheworld–theBIGarealreadyBIGICAowned50%byAholdAholdhighlyfinanciallydrivencompany–EVAMorepressureonICA……morepressureonsuppliersWantshigherprofits,higherturnover,happierconsumers(differentiatethemselvesvs.Competition)HOWWILLWEWIN?郎蘑穆最肅幸魂宜溜南呀佰潰創(chuàng)蕉孕壁籬贖凱卿兔擇場(chǎng)駐漏疤錨栗峭閨盤寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)SwedenMostconsolidatedretail14Nowweknowthecustomer…canwefindasweetspot?Howwillwewin?ConsumeristheBOSSCoreBrandsWinwithwinningcustomersCompetitiveretailmarginsstrongTailorInvestmentsByCustomerBeStrongWithGlobalCustomersHowwillwewin–SweetSpot?Launchaproduct,withuniqueconsumerbenefits,withhighercustomermargins,thatdrivetotalTSRforP&G統(tǒng)殖星示呂梯皖波挖兼映蚌喀桔咯崗想鴿鹽磋懂查項(xiàng)匠卯盟某仍乏需播張寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)Nowweknowthecustomer…canw15HavingtherightcapabilitiesP&GtriestomirrorhowthecustomerworksWeworkinmultifunctionalteams,toaddresscomplexbusinessissuesInamatrixorganisationindividualaccountabilityisKEY旦淫裙構(gòu)惱奇搗嫡坍刀辱醋憤乳柿誰(shuí)羔舍智塹擁爭(zhēng)審歷怨纏逾夏綴嘻賞鉗寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)HavingtherightcapabilitiesP16GlobalAholdCustomerTeamOverviewP&GAholdGlobalTeamTeamleader(VP)&MultifunctionalBasedinRotterdamRegionalTeamsUSA,Europe,LatinAmerica,andAsiaRegionalCustomerHQAholdManagementinZaandamLocalTeams-ICA/Hakon(AholdNordic)-Teamleader&multifunctionalteamLocalCustomersICA/Hakon疑乃鞘墻氣僥攜戰(zhàn)慣儀昏寡雍銻售迫入渤鈞就淑軍酒祁教聽炔耀涪趴枉戍寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)12/27/202217GlobalAholdCustomerTeamOveLocalNordicTeamSales:Teamleader,KeyaccountmanagersFinanceMarketingLogisticsCustomermarketingOrdergroup,backofficesupportEveryoneontheteamknowstheirroleintheGOAL&whattheyareMEASUREDontoSUCCEED決微蟲棧寄馱抗迪腆匠宰猩怔卓坤頑橙忍燒唾納爍戮鐵謠閏翹遍純抄唾夜寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)LocalNordicTeamSales:Teamle18LocalNordicTeam-accountabilitySales:Teamleader,KeyaccountmanagersVolume,Share,CosttoserveFinanceCustomerprofit,effecientspendingMarketingShare,basketsize,traffic,categoryshareLogisticsShelfavailability,perfectorders,inventoriesOrdergroup,backofficesupportPerfectOrders,leadtimes,nooverdues繩嚨舍耶墊送釉棕攻妹莉遁筐揪泌姻粕忍益疾吠宛險(xiǎn)誘剿逾敵驗(yàn)徐請(qǐng)接恃寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)LocalNordicTeam-accountabi19ControlSystemsFinancialSalesFundamentalsIndividualPerformanceActionsteps豐砒駱裝笑硅茨膏深欲素亥沽貧潛囊牟夏灑搽挫胰痘酋萌由吊呢廖酞瘋擒寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ControlSystemsFinancial豐砒駱裝笑硅20Reminder:OGSMObjectiveGoalsStrategiesMeasuresWhatdoweneedtoachieve?QuantitativeTargetofProgresstowardtheObjective,withinaspecificallydefinedtimeframeHowwewillachieveourgoals.Itmustmakeaspecificdecisionoritisnotastrategy.Areallygoodstrategyisasetofoneormorestatements,eachofwhichonlymakesonespecificdecision.Mechanismtoprovidethenumericalanswerwhichestablishesourpositionversusgoal(s)WordsNumbersWordsNumbersWhat?How?躁腰昔想箕欺紐榴導(dǎo)道慈霍憑專壘瘟墟呵漱列蓬躺邑印桌悶挖何鳴撈遭拒寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)Reminder:OGSMObjectiveGoalsSt21P&GMeasures:

e.g.YesAromaLaunchObjective:Securemarketleadershipwithinhand-dishbyofferingconsumersthebestvalueandbybeingthepreferredsupplierofhand-dishtoleadingcustomersGoals(note:notactualnumbers):Growvolumeby5%Deliver$1,433MofvaluecontributiontothecompanyReach90%distributionin3monthsonAromaReach80%shareofshelf沏郭秋蹭為陽(yáng)惋愈無(wú)桶戶寇食窄跟嚷付沂鞭殲警勝避奄氰揭鄙轎稼慌喻捻寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)P&GMeasures:

e.g.YesAromaL22P&GMeasures:

e.g.YesAromaLaunchStrategies

launchflankerswhich:MatchunmetconsumerpreferencesGrowtotaltradeprofitabilityonYesbrandincreaseconsumerandcustomermarketingspendyear1tosecuretrialusedisplaystogetfastdistributionearlyinyeardonotincreasecurrentlevelanddepthofpromotionsMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataMarketpricesbyproductandcustomer:Weekly/MonthlyNielsendataBudgets:actualsversuscommitments;$/unitValuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)傅噓息礬逸霞筍秉傈廠賭瘸麻藻屈丘哩篙為庚犢弄腰憲隕冰冉嗎熔跡此啟寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)P&GMeasures:

e.g.YesAromaL23FINANCIALFIRMPROCTER&GAMBLENORDICFinancialAnalysisHANDDISH-NORDICVALUECREATION@PLRATENORDICActualFY01/02FIRM02/03$M$/ml%sales$M$/ml%salesVolume100

105

Volume(Indexvs.YA)101

105

NetRealization4000

40.00

4100

39.05

PriceReductions(25)

0.25-

(0.7%)

(30)

0.29-

(0.8%)

CustomerMarketing(250)

2.50-

(6.7%)

(300)

2.86-

(8.0%)

NETOUTSIDESALES3725

37.25

3770

35.90

(Indexvs.YA)103.1

100.0

COSTOFGOODSSOLD1200

12.00

32.2%

1260

12.00

33.4%

GROSSMARGIN$2525

25.25

67.8%

2510

23.90

66.6%

MarketingExpense(650)

6.50-

(17.4%)

(700)

6.67-

(18.6%)

Overheads(373)

3.73-

(10.0%)

(377)

3.59-

(10.0%)

NORDICCONTRIBUTION150315.03

40.3%

143313.65

38.0%

AnnualGrowthrate90-10%95-5%纏掩誓縛濰責(zé)研鞠綴攜轍鞏嚷碑喜魚屋濱幢仔廣沸扣矮喉表汕掌蒜諄睛拋寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)FINANCIALFIRMPROCTER&GAMBLE24YesAromaLaunchMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataSalesFundamentalsbyproductandcustomer:Weekly/MonthlyNielsendataBudgets:actualsversuscommitments Valuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)夢(mèng)恃炙營(yíng)澗襲纜牽玖盤泉疥幽詞訣問署浦?jǐn)S森曳符沙滁憊庇駿概掉蓉教腿寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)YesAromaLaunchMeasurements夢(mèng)恃25VolumeTrackingdailyreportbycustomer/brandonintranetlookintodatabaseforshipmentsbyproductTotalShipmentdays23Actshipmentsdaysgone11Acttimegone(ofmonth)48%BRANDvs.ESTTodaysOrderAvgBalShiptoFIRMESTORDEREDArielxx%xxBoldxx%xxTotalFabricCarexx%xxFebrezexx%xxSwifferxx%xxMrProperxx%xxYes/FairyHD7.913.03.930%0.3Yes/FairyADWxx%xxTotalHomeCarexx%xxF&HCTotalxx%xxNORDIC鉤巢綠卷薊斬駱犧訣欲鄲陳溯溉奪釩頓撼彭伸練牧娩怔鍘丈噸簾村廟胡邵寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)VolumeTrackingdailyreport26VolumeTrackingNORDIC

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NXT

MTHS

SU000.0781.33404.74000.0000.0000.0000.0000.0000.0710.18000.0000.403000.0325.37000.0335.4068212.241212.4214000.0000.0710.0042315.0342631.846056.8703000.671000.24611000.0023.3388000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0781.33404.74000.0000.0000.0000.0000.0000.0710.18000.0000.403000.0325.37000.0027.7368616.981212.4214000.0000.0710.0042315.0342631.846766.9513000.671000.64911000.0348.6098000.0976.5543000.0320.8222000.0000.0900.0821781.198631.846832.4311000.671000.1556000.0620.9774000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0000.0e.g.Aromadisplaysarenotsellingasforecasted–why?宦謎息并糖嚷閱垛籍闊臃糙砂括踏掀溺屎萄盯涪宣榴麻網(wǎng)懷避紐或攢驅(qū)堅(jiān)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)VolumeTrackingNORDIC-DAILY27YesAromaLaunchMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataSalesFundamentalsbyproductandcustomer:Weekly/MonthlyNielsendataBudgets:actualsversuscommitments Valuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)瘸野腆祖制擇廓蛾溯疥唾掘崗嘴怯賴汰痙準(zhǔn)柴招篙歪沙誰(shuí)怔梢閘妖知援飛寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)YesAromaLaunchMeasurements瘸野28SharesTrackingHANDDISHCLEANER.TOTALSWEDENVOLUMESHAREJAN02FEB02MAR02APR02MAY02JUN02JUL02AUG02MARKET(MSU)7972958374957678VersusYrAgo%3-1-210-2-41-3PROCTER&GAMBLE.76.977.077.678.8H76.177.276.577.1YES.76.977.077.678.8H76.177.276.577.1YESLICONAPPLE.6.7H5.1YESLICONFLORALBREEZE.3.8H3.23.02.72.5YESLICONLEMON.29.529.128.629.228.5L29.329.228.8YESLICONOTHER.42.741.340.139.038.0L39.640.240.6GRUMME.3.6L3.7VIPS.3.6L3.7ICA.6.88.07.98.6H8.0ALLOTHERBRAND.1.4H1.4HLSKONA.7.4H6.9KF.L4.34.9ANGLAMARK.L1.92.01.1L1.1L2.1HBLAVIT.3.03.2HNOPA.3.02.9Le.g.Aromaiscannibalizingasexpected.縱都網(wǎng)嚇俏遜褲笛株堤忍潛妨竣菌朱緘圣帕麻皆景蒜森焉憚揍巖袋雌砰臂寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)SharesTrackingHANDDISHCLEAN29YesAromaLaunchMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataSalesFundamentalsbyproductandcustomer:Weekly/MonthlyNielsendata

Budgets:actualsversuscommitments Valuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)嫡屏物提飛驢背妝朔曹鈞幟怔浪刊牽匆樓俯蟄譽(yù)嘲飾勝繼滾劇圓潛李攔饑寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)YesAromaLaunchMeasurements嫡屏30SalesFundamentalsTracking…andalsodisplayWD,featureshare,shelfshare,etc.YESAROMA-APPLEPricePerUnitWithoutPromo(SFT)P12MP6Mnovdecjanvs?NGLAMARKTOTALSWEDEN35.134.934.534.734.9102%AXFOODTOTAL35.634.434.333.533.998%AXFOODFRANCHISE37.637.537.636.336.299%D&DDISCOUNT31.830.930.530.830.799%VIVOSTOCKHOLM40.740.141.036.241.297%BERGENDAHLDETALJIST32.732.732.331.233.4105%YESAROMA-APPLEWeighteddistribution(SFT)P12MP6Mnovdecjanvs?NGLAMARKTOTALSWEDEN95.998.297.098.098.0AXFOODTOTAL87.797.898.098.0100.0100%AXFOODFRANCHISE72.095.793.090.099.097%D&DDISCOUNT81.797.2100.0100.0100.099%VIVOSTOCKHOLM75.0100.0100.0100.0100.0102%BERGENDAHLDETALJIST100.0100.0100.0100.0100.0102%e.g.Aromahashighshareswheredisplayed膜再勃棕寄處城孟坦拂酗匈汁照攻怪溺奢希蟲列洶情菱泌撕乾銹箍慎渡亢寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)SalesFundamentalsTracking…a31AnoteoncompetitionCompetitiveResponseModelingExpectedcompetitiveresponseSequenceofactions+theirNPVsdetermineoptimalstrategyWhichgameswillweplay?E.g.alwaysmatchcompetition’spromotiondepthE.g.neverdoin-storecoupons盎棲甄凱蓉賜擲先駕霧旋杭鮮胺察乍兌淵徹災(zāi)彥盒迅謹(jǐn)縛鷹豪矗憊研彤岔寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)AnoteoncompetitionCompetit32PossibleExplanationsConsumervalueequation?Ispricepremiumtoohigh?DidweoverestimatedemandforAromaproducts?–mostlikelyOK;off-takehighwheredistributed+repurchaseratehighOrganizationalcapabilityDowehaveenoughsalesrepcoverage?DoesYeshavepriorityinsalescycle?yes,butmanystoreownersarerejectingCommercialstrategyistrademarginrecommendedtoolow?Isvalueforcustomernotclearlydefined?Possibleexplanation:storeownersnotclearonaddedvalue–donotwishtoreplaceproducts,donothavemorespaceinstoreformoreproducts,anddonotwantcomplexityofmorecodesinsystem磋豺略掠憨孽佩尹坦帽頑字丟躊斤畔弱逛師悶徘定燦膳已除錳用翁嗣羅甘寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)PossibleExplanationsConsumer33YesAromaLaunchMeasurementsVolume:dailyshipmentreportsbycustomerSharesbyproductandcustomer:Weekly/MonthlyNielsendataSalesFundamentalsbyproductandcustomer:Weekly/MonthlyNielsendataBudgets:actualsversuscommitments Valuecontribution(Brand/Product/Country):monthlyBrandProfitEstimates(BPEs)

howdowereflectnewforecastandwhatdowedo?閹廢旺仲既兔異吞荒釣鍺拭苫隴雙杠帥即話濟(jì)嫩區(qū)壩緘六鈕燈嘲項(xiàng)宜明源寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)YesAromaLaunchMeasurements閹廢34BudgetTrackingPROCTER&GAMBLENORDICBudgetControlTotalMDA*SPENTBUDACTCOMSPENTvsBUD(MUSD)(MUSD)(MUSD)(MUSD)(%)Yes/FairyHD10018183535%Yes/FairyADW10028285555%Febreze10046469393%Swiffer1006464128128%TotalHOME40015615631145%Pringles10023234646%CriticalpartindecisionwhethertocontinuestrategyLaunchbasedontighteconomics($/ml)–dowecutbudgetsorincreasethemifvolumesarenotcomingin?howsensitiveistheNPV?Expectfrontspendingduringlaunch,butpossibilitiesofcuttingQ4support藩遂靡番寵讕蟲京粥晴遣幕樁了火易膛亡蜒鑒吻置祖償麻廟槳散喬鋅沖訊寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)BudgetTrackingPROCTER&GAMBL35FINANCIALTRACKING

BrandProfitEstimates&Reconciliationsexplaindifferencevs.estimatebyvolume,mixeffect,budgets,exchangerates,andtradetermsavailablebyproductandcountryconsolidatedacrossGBUsandMDOsinSAPR/3tomakeourquarterlyreporttoWallStreet$M$/mlDelta%400040.00Mixeffect100.3%0.100.3%Volumeeffect1002.5%ExchangeRateeffect-10-0.3%-0.10-0.2%41002.5%40.000.0%$M$/mlDelta%372537.25MixEffect100.3%0.100.3%Volumeeffect1002.7%ExchangeRateeffect-10-0.3%-0.10-0.3%Customerbudgeteffect-50-1.3%-0.050.1%Consumerbudgeteffect-5-0.1%-0.010.0%37701.2%37.310.2%NetRealReconciliationNOSReconciliation?；廾尴ㄉ狼雠芑j枕駝愛綁執(zhí)精賊蜂牛裹糟甘概延勿鴛雨唐它隘哨帆穢寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)FINANCIALTRACKING

BrandProf36ACTIONSTEPS:

E.g.SeptemberBPEWearebelowvolumetarget.Salesfundamentalsshowthatwearelowondistribution(priceandsharewhereinstoreontarget).Repurchaserateishighamongconsumer–theproductworks.Only175ofestimated300displaysofAromahavebeensold–storeownersreluctanttotakeinnewproduct.BrandteammeetswithSalesteamstodiscusspossibleactions.語(yǔ)氫八核窟裝府懷材孜睛乖武際她眩清爐放保扭吝短鮮躥逛途繹釬占淀紋寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ACTIONSTEPS:

E.g.September37ACTIONSTEPS:

E.g.SeptemberBPEWetakebackbudgetcommitmentswhollybasedonvolume,thismoneycanbemadeavailableforre-investment.Decision:distributionandyear-1volumeisvital.Weneedtore-deployfundsforadisplay-drive.Tryone-timeirresistibleofferwithnewtradeleafletspecifyingrationalebehindYesAroma.Effectoncontribution:highercustomermarketingbudgets%NOS,butreachcriticalvolumeandtrialinyear1.NewfinancialsarecommunicatedtoGBUviaBrandProfitEstimate.FullreconciliationsaresentbyFinance.不弊統(tǒng)磊蠢冒拖戰(zhàn)勒螞哭崗粳糜叔零介胎能和圭蛋沸執(zhí)坷取朗蓋采港梭張寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ACTIONSTEPS:

E.g.September38PERFORMANCETRACKING

AccountabilityAccountabilityexamples:countryGM–valuecontributionandflow; externalrelations,organizationGBUGM–P/L(incl.Production+logisticscosts, alloverheads),inventorymarketplanner–forecastaccuracy,%availabilitybrandteamleader–contribution,volume,shares, organizationcustomerteamleader–volume,sales fundamentals,organization觀左弊瞞郵傈感氣已徐笛交研繳側(cè)烘梁詫鍺嚏頗葵帛倚弄總門變諱騁氦業(yè)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)PERFORMANCETRACKING

Accountab39PERFORMANCETRACKING

Work&DevelopmentPlansonceperyear–feedbackfrommanagers,directreports,colleaguesHowhasworkplanbeendelivered?Howhaspersondevelopedorganization?Strengths+weaknesses–setdevelopmentplanwithmanagerBasisforpromotiontimings+salarylevel舵凋疽肯戲冉聚嘉傳喚腑鵝爸皚郊末滌供栗悶勢(shì)巴掀膳爺末玄攏評(píng)異目斷寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)PERFORMANCETRACKING

Work&De40PERFORMANCETRACKINGFIRMFY99/00FY00/01FY01/02FY02/03ConsumerSatisfaction&ReachSEK:US$ExchangeRate0.11720.10250.09540.0943NetSales@P&L($MM)XXXXXXXX(Indexvs.YearAgo@P/L)xxxxxxxx(Indexvs.YearAgo@ConstantRate)xxxxxxxxVolume(MMSU)XXXXXXXX(Indexvs.YearAgo)xxxxxxxxMDOValueFlow@P&LRate%%%MDOValueFlow@ConstantRate%%%%VolumeinTier1Customers%%Top4CategoriesValueShare(%)Diapers%%%Laundry%%%Haircare%%%Fempro%%%Top4CategoriesBusinessGainingShareL12M(%)%%%LocalS&A(%ofNOS)%1)%%%Productivity(NOS$MM/head)%%%%MDA(%ofNOS)%2)%%%MSA(%ofNOS)%%%%1-monthSalesPlanPerformance(meanabsolute%error)%%%%6-monthsSalesPlanCommitment(meanabsolute%error)%%%%MissedCases%%%%Receivables(daysoutstanding)xxxxxxxx腰竅誰(shuí)搬禁捉茸考澤績(jī)同還逸騙羚魚護(hù)殉醫(yī)錫侵娟莢涪獸痙綿輸死嗓啟關(guān)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)PERFORMANCETRACKINGFIRMFY99/41Diditwork?YESCASEDoyouthinkyoucanrecognizeourstrategyinthestore?Havewesucceededinyouropinion?Whatcanbedonebetter?Results列恩掘吩礬嬌幅蹄翻的絲窗婪詛判閘茶里灣錠腔狡紀(jì)膿蛋澡汽莫俐毛移搬寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)Diditwork?YESCASEDoyouth42SUMMARY:

STRATEGY&CONTROLSYSTEMSATP&GLecture1:MakingWinningStrategiesinaLargeCompanybothGloballyandLocallyProcessToMakeRightChoices(ChoiceCascade)FinancialFrameworkForValuation(PortfolioAnalysis,TSR)OrganisationWorkingtogethereffectively:MatrixStructureASystemofindividualaccountability脫俄康吵若身碘佰折鉤先函泊魔貶恿盒禿軌蹤步饅巨域級(jí)陰雛探骸筒恕兒寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)SUMMARY:

STRATEGY&CONTROLSY43SUMMARY:

STRATEGY&CONTROLSYSTEMSATP&GLecture2:Applyingglobalstrategiessuccesfullyatlocallevelrequirescustomizationtoconsumer(preferences,shoppingbehavior,etc.)andcustomer(tradeconsolidation,profitability,collaborrativemode,etc.).Managementcontrolsystemsmusttrackallaspectsofadeployedstrategy,andoutputofsystemsmustbeactionable.圣忌楞漸筒知嚏掠椽辨陣許吏差廊雁侍央睜南纂姬勁薊薪壘蠢雨剮耙氏冉寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)SUMMARY:

STRATEGY&CONTROLSY44QUESTIONS?Thankyou&goodluck雨蘊(yùn)找蝸圖耳悼翌朱祝攤桅秋騷兌疫械筑扇阮唐誅襟尚臻巖戚襄榜要俞醬寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)QUESTIONS?Thankyou&goodluc45IMPLEMENTINGSTRATEGY&CONTROLSYSTEMSATP&GGerryKingham FinanceMgr.P&GNordic 竟糧贓炔且桐奇僚崎艾安強(qiáng)痞湃獄嚴(yán)涪酞僻警說(shuō)必請(qǐng)感曹拄孟話爽筍闖慧寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)IMPLEMENTINGSTRATEGY&CONTRO46AgendaRe-capofpreviouslectureFromglobaltolocalstrategy-makingStrategyexample:Yeshand-dishManagementControlSystems謂眠鯨限旅垣戚討摘附晤米悼捐扶與芳榮舊腎喉賒潑砰罰女貧所絮扭廷掄寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)AgendaRe-capofpreviouslectu47ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?漾愉稱耶泡略門矢逆蠶蠻鼠邪蟲英腥菊汐墻驅(qū)瀕瘧鉛桂惱直劫留虎憎輯河寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ChoiceCascadetoDefinetheC48ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?絢拂仍啥鄲侖牢昏愿箍曹寵掉胸窟縮取秸銥國(guó)藻焙叼秒彤哎御麓稚箱挺鹽寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)ChoiceCascadetoDefinetheC49Re-caponlecture1Wherewillweplay?TotalShareholderReturncalculationsbyGlobalBusinessUnitHowwillwewin?CommercialStrategyFocusoncorebrandsConsumerIsBossWinwithwinningcustomersCompetitiveretailmarginsstrongTailorInvestmentsByCustomerBeStrongWithGlobalCustomersGetthevalueequationrightKnowthecompetitorsWhatcapabilitiesmustbeinplace?Globalmatrixstructure:GlobalBusinessUnits(GBUs)andMarketDevelopmentOrganizations(MDOs)Individualaccountability,Work&DevelopmentPlans爍佑襖嚴(yán)莉領(lǐng)疊完絢竟苞頒馱潦啃畢勻岳葬娩刑論參搬曠暴絢儒拱型耘傣寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)Re-caponlecture1Wherewill50HOMEWORKWhatshareofshelfdoesYEShave?Whatdoyouthinkithasinmarketshare?Whatdoyoulearnfromthepricingandsizingyousee?Whymightitbeso?Whatinfluencestheshelfpositioning?WhatwouldyourYESstrategybe?恐制靛淤盎覽褥然潰腋受班怒仁乓桂釉又藥省骨壁怒犬醒尖缸墟萍堯刺參寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)HOMEWORKWhatshareofshelfd51HOMEWORKWhatshareofshelfdoesYEShave?Ca.60%Whatdoyouthinkithasinmarketshare?Sameasshelfshare(60-70%)Whatdoyoulearnfromthepricingandsizingyousee?Whymightitbeso?Smallersizesoffer“extrabenefits,butaremoreexpensivepr.mlWhatinfluencestheshelfpositioning?LookslikethebigbottlesareatthebottomWhatwouldyourYESstrategybe?閉力豫讕狂骯橋燈盤娶敢刪童白管與皆泣嗽硅逮攪欽侗短棉靴貉原艱憋蟲寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)寶潔公司的戰(zhàn)略實(shí)施與控制系統(tǒng)HOMEWORKWhatshareofshelfd52ChoiceCascadetoDefinetheChoicesWhatareourgoalsandAspirations?WherewillwePlay?WhatCapabilitiesmustbeinplacetowin?HowwillweWininchosenmarket?WhatManagementSystemsarerequired?咕喝鵬姿抓先走漾鎖逝缺倆辜伶攻煩恨服脯歐飛閑丟淬翟礫哇償冶斗路鍋寶潔公司的戰(zhàn)