德国航空公司成功创新案例解析英文版.pptVIP

Restructurin - 1 - Appendix: Roland Berger Partner success story: Turn-around of Lufthansa German Airlines Restructurin - 2 - LH case study: The starting point Restructurin - 3 - The critical economic situation of Lufthansa in 1991 and 1992 demanded radi- cal and lasting measures to guarantee the companys future competitiveness ? Since 1990 the operation profits had been negative and had continued to worsen ? The intensity of competition and extreme cost pressure were increasing in the aviation industry ? The Lufthansa board therefore decided on a radical, three-stage program to guarantee future competitiveness: – down-sizing – restructuring – rebuilding Case study Restructurin - 4 - The three-stage competitiveness program addressed critical short-term prob- lems first before tackling deeper restructuring Case study Three-stage program ? capacity reductions ? workforce shrinkage ? cost-cutting Down-sizing ? structural innovation ? process innovation Restructuring ? strategic innovation ? marketing innovation Rebuilding Restructurin - 5 - The down-sizing and restructuring stages unfolded in three phases Case study Phase III: Process optimization Focus: Continuing service-and efficiency-improvements Means: Clear orientation towards critical success-factors, creation of employee commitment through further decentralization and business reengineering Phase II: New structure Focus: Increased market orientation throughout the entire value chain, Cultural Change Means: New structure with focus on entrepreneurship and internal customer supplier- relations Focus: Short term cost-cutting to ensure survival Means: an evenly spread cost reduction program in all departments Phase I: Turn-around Restructurin - 6 - LH case study: A radical turn-around was the first priority Restructurin - 7 - Turn-around phase I was marked by short-term cost-cutting and a