和康佳的共同之处 培训课件.ppt

* 和康佳的共同之处?:- 市场领先的快速消费产品 市场份额数一数二 形象好，品牌知名度高 销售涉及全国和海外 广阔的销售和物流网络 都面临激烈的市场竞争威胁 + 变化的市场力量 + 新的渠道机会 案例研究（一） Case Study 1 Common Characteristics with Konka?:- Market leading FMCG products No. 1 or 2 in market Highly visible, branded products Pan-China distribution Extensive Sales Logistics Networks Both facing significant competitive threat + changing market forces + new Sales Channel opportunities A Tale of Two Companies 但文化和组织架构不同?:- 90% 的股权由英国控制, with WOFE status 基本上采用西方的管理风格 高层管理是西方人或香港 Expats 当地中层管理干部熟悉和西方合资企业运作 大量使用英语 一个生产基地为5个自治的销售/运输地区服务 But Different Cultures Structures?:- 90% UK owned, with WOFE status Primarily Western management-style Senior Management were Western or HK Expats Local Middle Management experienced in Western JV operations Extensive English One factory servicing 5 autonomous sales/logistics regions 案例研究（一） Case Study 1 基本情况和有关数据 1个工厂 70 个标准的产品型号（品项）12 个促销品项 在18个城市设立经营部 : 在36个城市有经营活动 在18个城市有属于公司的库存 每天处理 350 个订单 – 函盖所有地区和所有渠道 库存支持= 20-25 天 : Trade = 50-80 days Facts Figures 1 x Factory 70 x Standard Sku’s : 12 x Promotional Sku’s Sales offices in 18 Cities : presence in 36 Company controlled stockholdings in 18 cities Process 350 orders per day - all Regions, all Channels Total Company Stocks = 20-25 days : Trade = 50-80 days 案例研究（一） Case Study 1 SK SH BJ WH GZ CD ST DL TJ QD JI NJ ZZ CS HK KM XI 库存网络 Stockholding Network 主要海运 PRIMARILY SEA FREIGHT 铁路运输 PRIMARILY RAIL WAGON 工厂 FACTORY 片区办事处和配送中心REGIONAL OFFICE D.C. 公路运输 PRIMARILY ROAD VEHICLE HZ TY 案例研究（一） Case Study 1 直发送货传统做法…... 历史上采用直接送货方式 In China, this may have been pushed too far e.g. 1. Shanghai City- classic “pareto” - 80% of deliveries = 23% of volume - DSD Retail Channel = 85% of total volume 2. Beijing City - increasing quantity of orders 50 cases - 28% of deliveries = 6% of volume