贝恩分析方法-rosrms2.ppt

rosrms Agenda Agenda ROS/RMS Graph ROS/RMS Components ROS/RMS Relationship Importance of Market Share Agenda Applications Agenda ROS/RMS Steps ROS/RMS Steps Defining the Business Correct Market Share Measure Relevant Competitors - Incorrect Business Definition Relevant Competitors - Correct Business Definition ROS/RMS Steps Calculating Profitability ROS/RMS Steps Calculating Relative Market Share Shared Experience (1 of 2) Shared Experience (2 of 2) ROS/RMS Steps Drawing the Normative Band (1 of 2) Drawing the Normative Band (2 of 2) Normative Band Adjusted Normative Band ROS/RMS Steps Action Implications Agenda LAGTEL* - Background LAGTEL - Background LAGTEL- Wireless RMS LAGTEL - Technology-Weighted RMS LAGTEL - Strategic Recommendation LAGTEL - Regression Predicted Synergy Values Agenda Pillz* - Background Pillz - Industry ROS/RMS Pillz* - Summary Agenda Challenges Other Bain Tools Agenda Key Takeaways (1 of 3) Key Takeaways (2 of 3) Key Takeaways (3 of 3) Takeaway Slides (1 of 2) Takeaway Slides (2 of 2) rosrms *Disguised client case Situation: LAGTEL is a $6B telecom player. Wireless infrastructure is a $2B business unit of LAGTEL, and it is the only “star” business in LAGTEL’s portfolio. All other business units are dogs. Complication: The wireless infrastructure division’s profitability is falling amid rising overcapacity in North America. Management expects that the over-capacity will continue to drive prices downward. Moreover, LAGTEL’s returns are 2% while four competitors earn in excess of 10% operating margins Question: How can LAGTEL improve its long-term profitability? Bain used ROS/RMS analysis to develop a strategy for a wireless telecommunications business. rosrms Source: Natwest Securities; CS First Boston; Killen Associates; Wireless Operating Plan 25% 20% 15% 10% 5% 0% (5%) (10%) .1 .2 .3 .5 1 1.5 2 5 10 20 LAGTEL Callums E-tel Lucia Alliance $2B 1995 Wireless Infrastructure revenue Relative Market Share (Total Telecom) Operating Pro