现代企业文化的定义概述(ppt 60页)(英文版)
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•Serves as the foundation for strategic analysis and sound
decision making
bc
BOS
4
Business Definition
One Business vs. Separate Businesses
If two business segments have the same customers, the same cost structure, and the same competitors, they are one business. If they are different on all of these dimensions, they are separate businesses.
$2.0
$1.89
$1.5
$1.0
$0.5
$0.0 Alpha
$1.76 Omega
Cost per Account
$2.0
$1.89
$1.76
$1.51
RCP
$1.5
• We may
$1.0
benchmark the
$0.5
wrong competitors
$0.0 Alpha
• American Express
How management defined the business
Charge cards and credit cards are separate
A better business definition
Charge cards and credit cards are one business - plastic money
Some respected companies have missed profit opportunities or suffered unnecessary losses because they did not define their businesses correctly.
Company
Advertising and consulting are one business --service to global business executives
Advertising and consulting are separate businesses
Company suffered severe losses due to inability to transfer experience, lack of focus, and tainted image
integrate into growing vegetables?
Tactical insights with strategic importance
• Should we drop this
product line?
• Should we cross-train
our salesforce?
• How should we group
normative band will not emerge
0%
0.1
0.2
Fizz Drinks Red Ale
0.5
1
2
Beer and Distilled Spirits
0%
5
10
0.1
0.2
0.5
1
2
Beer only
5
10
Market Growth
20%
10%
0%
10
5
20%
Market Growth
• We may ignore
Slope = 70.1%
$2
$2
Slope =57.2%
relevant
R²= 0.98
experience
R²= 1.00
$1
1
2
5
10
20
Now Accounts
50
100
$1
10
20
50
100
200
500
Now + Savings Accounts
1,000
Cost per Account
Incorrect Business Definition
$5
Correct Business Definition
$5
If we define a business incorrectly...
Experience Curve
Cost per Transaction
Cost per Transaction
Consequences of incorrect business
definition
Charge card division lost money due to poor cost position and misguided marketing efforts
• Allegis
Airlines, hotels and rental cars are one business - caring for travelers worldwide
•Indicates whether two business segments should be operated
as one business or as separate businesses
•Helps identify what drives superior profitability in an industry
•Key takeaways
Agenda
bc
BOS
2
Business Definition
•The business definition concept •Applications •Business definition steps •Client examples
–Bunker Hill Door Systems –JJR Industrial Coatings
Incorrect Business Definition
Correct Business Definition
6%
4%
Drinks
If we define a business incorrectly...
ROed Ale 3%
2%
Fizz
Cider
1%
ROS/RMS
• The underlying
Airlines, rental cars and hotels are three separate businesses
The combination provided little value to customers: Allegis was split up
• Saatchi & Saatchi
bc
BOS
8
Business Definition Analytic Consequences of Incorrect Business Definition (p.1)
Business definition must be the starting point of any Bain case because defining a business incorrectly can adversely affect strategic analysis and decision making.
Strategic insights
• Should we buy or
sell the restaurant business?
• Should we expand
into China?
• Are we vulnerable to
Japanese competitors?
• Should we vertically
Business Definition
•The business definition concept •Applications •Business definition steps •Client examples
–Bunker Hill Door Systems –JJR Industrial Coatings
Analytic Consequences of Incorrect Business Definition (p.2)
Defining a business incorrectly can lead to problems in conducting E-Curve and RCP analysis.
purchases for VMRs (value managed relationships?
• How should we
configure our manufacturing plants?
bc
BOS
6
Business Definition
Consequences of Incorrect Business Definition
• Same customers • Same cost structure • Same competitors
• Different customers • Different cost structure • Different competitors
One business
Compete in both segments to take advantage of synergies
Companies that define their businesses incorrectly make poor strategic decisions.
Costs
• Incur unnecessary
costs
• Forgo opportunities
to capture synergies
• Miscalculate “market
share”
• Set inappropriate
performance targets
• Overlook relevant
capacity changes
• Misjudge true cost
position
bc
BOS
7
Business Definition Examples of Incorrect Business Definition
•Key takeaways
Agenda
bc
BOS
3
Business Definition
What is Business Definition?
Business definition delineates the economic boundaries within which companies should compete.
Real Estate
2
1
0.5
RMS
10%
0.2
0.1
0%
10
5
Growth/Share
Commercial
• A business
may look
deceptively
Residential
attractive or
2
1
0.5
RMS
0.2
0.1
unattractive
bc
BOS
9
Business Definition
bc
Business Definition
Author: Contributors:
Reviewer:
Gisele Garraway
Susan Caraviello, Paul DiPaola, and Todd Senturia
Todd Senturia March 1998
Copyright© 1998 Bain & Company, Inc.
• Do not transfer
experience
• Underinvest in
important R&D initiatives
Customers
• Neglect profitable
customer segments
• Over-invest in
unprofitable customers
Separate businesses
Do not compete in both segments
bc
BOS
5
Business Definition
Why Bain Uses Business Definition
The correct business definition can lead to case-cracking insights.
• Forgo opportunities to
capture synergies
• Misjudge relevant
market trends
• Overlook relevant
geographies
Competitors
• Overlook relevant
competitive threats
decision making
bc
BOS
4
Business Definition
One Business vs. Separate Businesses
If two business segments have the same customers, the same cost structure, and the same competitors, they are one business. If they are different on all of these dimensions, they are separate businesses.
$2.0
$1.89
$1.5
$1.0
$0.5
$0.0 Alpha
$1.76 Omega
Cost per Account
$2.0
$1.89
$1.76
$1.51
RCP
$1.5
• We may
$1.0
benchmark the
$0.5
wrong competitors
$0.0 Alpha
• American Express
How management defined the business
Charge cards and credit cards are separate
A better business definition
Charge cards and credit cards are one business - plastic money
Some respected companies have missed profit opportunities or suffered unnecessary losses because they did not define their businesses correctly.
Company
Advertising and consulting are one business --service to global business executives
Advertising and consulting are separate businesses
Company suffered severe losses due to inability to transfer experience, lack of focus, and tainted image
integrate into growing vegetables?
Tactical insights with strategic importance
• Should we drop this
product line?
• Should we cross-train
our salesforce?
• How should we group
normative band will not emerge
0%
0.1
0.2
Fizz Drinks Red Ale
0.5
1
2
Beer and Distilled Spirits
0%
5
10
0.1
0.2
0.5
1
2
Beer only
5
10
Market Growth
20%
10%
0%
10
5
20%
Market Growth
• We may ignore
Slope = 70.1%
$2
$2
Slope =57.2%
relevant
R²= 0.98
experience
R²= 1.00
$1
1
2
5
10
20
Now Accounts
50
100
$1
10
20
50
100
200
500
Now + Savings Accounts
1,000
Cost per Account
Incorrect Business Definition
$5
Correct Business Definition
$5
If we define a business incorrectly...
Experience Curve
Cost per Transaction
Cost per Transaction
Consequences of incorrect business
definition
Charge card division lost money due to poor cost position and misguided marketing efforts
• Allegis
Airlines, hotels and rental cars are one business - caring for travelers worldwide
•Indicates whether two business segments should be operated
as one business or as separate businesses
•Helps identify what drives superior profitability in an industry
•Key takeaways
Agenda
bc
BOS
2
Business Definition
•The business definition concept •Applications •Business definition steps •Client examples
–Bunker Hill Door Systems –JJR Industrial Coatings
Incorrect Business Definition
Correct Business Definition
6%
4%
Drinks
If we define a business incorrectly...
ROed Ale 3%
2%
Fizz
Cider
1%
ROS/RMS
• The underlying
Airlines, rental cars and hotels are three separate businesses
The combination provided little value to customers: Allegis was split up
• Saatchi & Saatchi
bc
BOS
8
Business Definition Analytic Consequences of Incorrect Business Definition (p.1)
Business definition must be the starting point of any Bain case because defining a business incorrectly can adversely affect strategic analysis and decision making.
Strategic insights
• Should we buy or
sell the restaurant business?
• Should we expand
into China?
• Are we vulnerable to
Japanese competitors?
• Should we vertically
Business Definition
•The business definition concept •Applications •Business definition steps •Client examples
–Bunker Hill Door Systems –JJR Industrial Coatings
Analytic Consequences of Incorrect Business Definition (p.2)
Defining a business incorrectly can lead to problems in conducting E-Curve and RCP analysis.
purchases for VMRs (value managed relationships?
• How should we
configure our manufacturing plants?
bc
BOS
6
Business Definition
Consequences of Incorrect Business Definition
• Same customers • Same cost structure • Same competitors
• Different customers • Different cost structure • Different competitors
One business
Compete in both segments to take advantage of synergies
Companies that define their businesses incorrectly make poor strategic decisions.
Costs
• Incur unnecessary
costs
• Forgo opportunities
to capture synergies
• Miscalculate “market
share”
• Set inappropriate
performance targets
• Overlook relevant
capacity changes
• Misjudge true cost
position
bc
BOS
7
Business Definition Examples of Incorrect Business Definition
•Key takeaways
Agenda
bc
BOS
3
Business Definition
What is Business Definition?
Business definition delineates the economic boundaries within which companies should compete.
Real Estate
2
1
0.5
RMS
10%
0.2
0.1
0%
10
5
Growth/Share
Commercial
• A business
may look
deceptively
Residential
attractive or
2
1
0.5
RMS
0.2
0.1
unattractive
bc
BOS
9
Business Definition
bc
Business Definition
Author: Contributors:
Reviewer:
Gisele Garraway
Susan Caraviello, Paul DiPaola, and Todd Senturia
Todd Senturia March 1998
Copyright© 1998 Bain & Company, Inc.
• Do not transfer
experience
• Underinvest in
important R&D initiatives
Customers
• Neglect profitable
customer segments
• Over-invest in
unprofitable customers
Separate businesses
Do not compete in both segments
bc
BOS
5
Business Definition
Why Bain Uses Business Definition
The correct business definition can lead to case-cracking insights.
• Forgo opportunities to
capture synergies
• Misjudge relevant
market trends
• Overlook relevant
geographies
Competitors
• Overlook relevant
competitive threats