普华永道战略框架参考手册.ppt

Section 1 Introduction and Structure Purpose of the Manual Structure of the Manual Section 2 The Analytical Process The Analytical Process: Where Does Each Framework Fit?Note: Frameworks underlined are fully developed in this second edition of the manual Section 2.1 Ansoff Matrix Ansoff Matrix: What is it? Ansoff Matrix: How to use it Ansoff Matrix: PwC Expertise/Other References Section 3 Balanced Scorecard The Balanced Scorecard – What is it ? The Balanced Scorecard – Defines a strategy’s cause and effect relationships The Balanced Scorecard – How to Use It The Balanced Scorecard of a Semi-Conductor Company The Balanced Scorecard – When to use it Section 3.1 BCG Matrix The BCG Matrix: What is it? The BCG Matrix: Why is RMS a key driver of competitive position? The BCG Matrix: How to construct the chart The BCG Matrix: How to interpret the chart The BCG Matrix: PwC Expertise/Other References The BCG Matrix: PwC Expertise/Other References Section 3.2 Competitor Cost Structures Competitor Cost Structures: Why is this important? Competitor Cost Structures: How to do it Competitor Cost Structures: The output (1 of 2) Competitor Cost Structures: The output (2 of 2) Competitor Cost Structures: PwC Expertise/Other References Section 3.3 Consumer Segmentation – Attitudinal or Behavioural Segmentation How to use it Possible tools and information sources to help you develop useful segmentations include: TGI surveys: These have c, 1000-2000 respondents and form a representative sample of the population SPSS cluster analysis: TGI is used to develop detailed segment profiles (including product holding, media usage and other indicators) Customer database and consumer questionnaires Common Uses Strategy reviews and development PwC Expertise/Other References Where we’ve used it: Littlewoods remote retailing (note: more of a ‘characteristic’ than an ‘attitudinal or behavioural’ segmentation) UK consumer base was segmented into 15 life stage and affluence consumer groups Beha