宝洁战略管理模型

我们有哪些 目标和愿望 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 Management 实现双赢的需要什么样的能力 Systems are required?
我们需要什么样的管理系统
HOW WILL WE WIN?
Implementing strategy 实施策略 First: Understanding the customer 第一：了解客户
Retail is still fragmented
Share of top 50 public companies, 1998 1998年零售业占有率前50家的企业
Focus on core brands
Consumer Is Boss
Win with winning customers
Competitive retail margins strong Tailor Investments By Customer Be Strong With Global Customers
Global matrix structure: Global Business Units (GBUs) and Market Development Organizations (MDOs) Individual accountability, Work & Development Plans
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 ? -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？ -Smaller sizes offer “extra benefits, but are more -expensive pr. ml - What influences the shelf positioning ?
我们要做些什么？
我们将如何赢得市场
What Capabilities must be in place to win? What Management Systems are required?
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
Choice Cascade to Define the Choices 选择级别以确定选择
Energy能源 Automotive汽车 Pharmaceuticals; diagnostics医药
99 99 95 91 86 33 32 26 16
-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?
Choice Cascade to Define the Choices
What are our goals and Aspirations? Where will we Play?
What are our goals and Aspirations? Where will we Play?
我们有哪些目标和 愿望
Βιβλιοθήκη Baidu
How will we Win in chosen market?
我们要做些什么？
我们将如何赢得市场
What Capabilities must be in place to win? What Management Systems are required?
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? -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？
Get the value equation right Know the competitors
• What capabilities must be in place? • 能力的定位（需要什么样的能力定位）
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
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
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
• How will we win? Commercial Strategy • 我们要如何赢？商业战略
宝洁战略管理模型
Choice Cascade to Define the Choices 选择级别以确定选择
What are our goals and Aspirations? Where will we Play?
我们有哪些目标和 愿望
How will we Win in chosen market?