宝洁公司的战略实施与系统控制.pptVIP

IMPLEMENTING STRATEGY CONTROL SYSTEMS AT PG宝洁的战略实施与系统控制 Agenda议程 Re-cap of previous lecture 前言 From global to local strategy-making 从全球到地区的战略决策 Strategy example: Yes hand-dish 战略例子 Management Control Systems 管控系统 Choice Cascade to Define the Choices选择级别以确定选择 Choice Cascade to Define the Choices选择级别以确定选择 Re-cap on lecture 1 Where will we play? Total Shareholder Return calculations by Global Business Unit 全球范围内的股东总回报率的计算 How will we win? Commercial Strategy 我们要如何赢？商业战略 Focus on core brands Consumer Is Boss Win with winning customers Competitive retail margins strong Tailor Investments By Customer Be Strong With Global Customers Get the value equation right Know the competitors What capabilities must be in place? 能力的定位（需要什么样的能力定位） Global matrix structure: Global Business Units (GBUs) and Market Development Organizations (MDOs) Individual accountability, Work Development Plans Choice Cascade to Define the Choices Implementing strategy 实施策略First: Understanding the customer第一：了解客户 Retail is still fragmentedShare of top 50 public companies, 19981998年零售业占有率前50家的企业 Retailing is still local零售业的地方性 Growing European MA activities in Retail在欧洲零售业的收购活动越来越多USD b, deal volume*使用美元b,交易量* There is a war out there矛盾 Sweden瑞典 Most consolidated retail market in the world – the BIG are already BIG 成为在世界上多数固定的零售市场中较大的 ICA owned 50% by Ahold ICA拥有AHOLD50％ Ahold highly financially driven company – EVA AHOLE是财务高度至上的公司－EVA More pressure on ICA……more pressure on suppliers 在ICA更多的压力在供应商 Wants higher profits, higher turnover, happier consumers (differentiate themselves vs. Competition) 想要更高的利润更高的营业额和更多的消费者（不同于主场迎战竞争） Now we know the customer…can we find a sweet spot?我们现在知道了客户我们可以找到一个最佳的方法？ How will we win?我们将如何赢 Consumer is the BOSS Core Brands Win with winning customers Competitive retail margins strong Tailor Investments By Customer Be Strong With Global Customers How will we win – Sweet Spot?我们如何赢得最佳的方法Launch a product, with unique consumer benefits, with higher cust