宝洁公司的战略实施与控制系统

Choice Cascade to Define the Choices 选择级别以确定选择
What are our goals and
Aspirations?
我们有哪些目标和 愿望
Where will we Play?
我们要做些什么？
How will we Win in
chosen market?
-Smaller sizes offer “extra benefits, but are more -expensive pr. ml - What influences the shelf positioning ?
-是什么影响产品的定位
-Looks like the big bottles are at the bottom -看起来像一个巨大的瓶底（瓶劲效应） - What would your YES strategy be?
– Global matrix structure: Global Business Units (GBUs) and Market Development Organizations (MDOs)
– Individual accountability, Work & Development Plans
Choice Cascade to Define twk.baidu.come Choices
What are our goals and
Aspirations?
我们有哪些 目标和愿望
Where will we Play?
How will we Win in
chosen market?
我们要做些什么？
我们将如何赢得市场
• How will we win? Commercial Strategy
• 我们要如何赢？商业战略
– Focus on core brands
– Consumer Is Boss
– Win with winning customers
– Competitive retail margins strong – Tailor Investments By Customer – Be Strong With Global Customers
– Get the value equation right – Know the competitors
• What capabilities must be in place?
专注于核心品牌 消费者才是老板 赢得顾客 零售利润率的竞争力 量身打造投资客户 全球客户 获得价值模式 了解竞争对手
• 能力的定位（需要什么样的能力定位）
全球矩阵结构：全球业务单位（ gbus ）及市场组织（ mdos ） 个人责任制，工作与发展计划
HOMEWORK
- What share of shelf does YES have ? -市场占有率？ - What do you think it has in market share ? -你怎么看市场上的占有率？ - What do you learn from the pricing and sizing you see?
IMPLEMENTING STRATEGY & CONTROL SYSTEMS AT P&G 宝洁的战略实施与系统控制
Gerry Kingham Finance Mgr. P&G Nordic
财务经理
Agenda 议程
• Re-cap of previous lecture • 前言 • From global to local strategy-making • 从全球到地区的战略决策 • Strategy example: Yes hand-dish • 战略例子 • Management Control Systems • 管控系统
实现双赢的需要什么样的能力 我们需要什么样的管理系统
What Management Systems are
required?
Re-cap on lecture 1
• Where will we play?
– Total Shareholder Return calculations by Global Business Unit – 全球范围内的股东总回报率的计算
我们将如何赢得市场
What Capabilities must be in place to win?
实现双赢的需要什么样的能力 我们需要什么样的管理系统
What Management Systems are
required?
Choice Cascade to Define the Choices 选择级别以确定选择
- What share of shelf does YES have ? -Ca. 60%大约60％
- What do you think it has in market share ? -Same as shelf share (60-70%)占市场分额（60－70
- What do you learn from the pricing and sizing you see? -Why might it be so ?为什么会这样？
What are our goals and
Aspirations?
我们有哪些目标和 愿望
Where will we Play?
我们要做些什么？
How will we Win in
chosen market?
我们将如何赢得市场
What Capabilities must be in place to win?
What Capabilities must be in place to win?
What
实现双赢的需要什么样的能力MSyasntaemgesmaernet
-Why might it be so ? -从价格和数量上看出什么？为什么会是这样呢？ - What influences the shelf positioning ? -是什么影响产品的定位？ - What would your YES strategy be? -你的对应策略是什么？
HOMEWORK