可口可乐对标分析分享.pdf

KO China Benchmarking Practices 可口可乐中国 对标管理实践 Johnny Wong 王孝强 Director of Business Planning 业务计划总监 Classified – Internal Use Only 1 What Is Benchmarking? 什么是对标管理？ • A self-improvement tool for organizations to identify and implement best practices • 帮助公司识别机会并执行最佳方案的自我改善的工具 • A systematic comparison of organizational processes and performance against others within the industry or other industries • 帮助公司在行业内外系统的比较流程和绩效 • Benchmarking is not a one-off procedure – should become part of annual review to track progress of improvement • 标杆管理不是一次性的工作，而应该作为年对回顾的一 部分，以便追踪改善的进度 Classified – Internal Use Only 2 Types of Benchmarking 对标管理的类型 1. Internal 内部对标 o Within Corporation, across business units o 在同一公司内不同部门之间的对标分析  ie. KO per cap consumption -- China vs. USA  例：可口可乐产品人均饮用量—中国与美国的比较 2. Competitive 竞争性对标 o Against competitors o 与竞争对手的对标分析  ie. COGS per bottle -- KO vs. KSF  例：单瓶销售成本分析—可口可乐公司与康师傅的比较 3. Functional 模块对标 o Similar processes within a industry o 同行业内功能模块对标  ie. Manufacturing -- in-house vs. out-sourcing  例：生产环节—自产与外包的比较 Classified – Internal Use Only 3 Why Is Benchmarking Important? 为什么对标管理很重要？ • Improve productivity and lower costs 提高生产效率且降低成本 • Accelerate change 加速变革 • Achieve breakthroughs and innovation 达到突破与创新 • Set performance targets 设定绩效目标 • Create a sense of urgency for change 营造变革的迫切氛围