麦肯锡—三星战略报告(LG英)
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LG Electronic010220BJ-air conditioner
Mckinsey&Company
CONFIDENTIAL
Developing a Winning Strategy for the Air Conditioner Business in China
LG Electronics Tianjin Appliances Co.
End Products:
Marketing plan to develop brand positioning to the desired target segment Sales and distribution models to sustain the marketing strategy Tested improvement ideas ready for implementation
Fra Baidu bibliotek
McKinsey&Company
5
LG Electronic010220BJ-air conditioner
FORECAST MODEL APPROACH
Forecast Define approach Build model structure Iterations Define desired end products and level of detail Translate drivers into model structure Run forecast iterations -Total demand -By product type -By market type (1st tier vs. 2nd tier)
Key activities:
Forecast potential market by segment through refining market segmentation, understanding key growth driver, and modeling market growth. Conduct internal data collection within LGE. Develop sound understanding of value proposition based on available market research including branding customer segmentation. Develop competitive assessment for air-con competitors. Conduct interview with government agencies suppliers, distributors and retailers. Assess current strength and weaknesses of marketing sales organization. Market analysis and forecasts Competitor analysis Opportunity scan Identify areas of strategic development
Market Demand/Forecast
Market demand forecast by region, product type and customer group
Steve Chen (Johanna Hainz) Frank Wang (Heidi Hu)
Mr.Hong Mr.Wang
- Key assumptions of demand forecast Model - Profiles of consumer segmentation - Profiles of top A/C competitors (including profitability analysis)
Copyright 2002
Mr.Wang
Competitor Profile
Steve Shan (Johanna Hainz)
Mr.Oh Mr.Qi
LGETA marketing, Sales and service organization
Johanna Hainz
Mr.Choi
Copyright 2002
4
LG Electronic010220BJ-air conditioner
LG Electronic010220BJ-air conditioner
MEETING OBJECTIVES
Highlight China's air conditioner market development and opportunities for LG Review LG's current performance in the market and improvement opportunities Agree on key decisions to be made Agree on next steps and work plan for the second phase
3
LG Electronic010220BJ-air conditioner
ALL AGREED-UPON END PRODUCTS HAVE BEEN COMPLETED
Responsible person Modules Branding / Marketing Segmentation Key end products Brand positioning status and recommendations Consumer group segmentation Status Mckinsey Heidi Hu LGETA Mr.Kim Mr.Mao
Copyright 2002
McKinsey&Company
2
LG Electronic010220BJ-air conditioner
THE JOINT LG / MCKINSEY TEAM HAS COMPLETED FIRST PHASE OF THE completed PROJECT
Phase 1 Market diagnosis 5 weeks Phase 2 Marketing and sales strategy definition 5 weeks Develop high level scenarios in a top management workshop based on inputs of Phase 1 Select 2 to 3 potential strategies to foster growth and profitability Develop scenarios based on these strategies Define assessment criteria for scenarios Evaluate scenarios against criteria to select best option for LG Diagnose Bejing situation and current activities of pilot team Plan activities to be tested to improve sales execution Launch test actions Phase 3 Implementation roadmap formulation 2 weeks Detail implementation plan Put in place resources to ensure proper execution Transfer methodology and tools to LG management
Define key drivers for air-conditioner demand
Channel Evolution
Channel mix diagnosis Channel KBF and channel recommendations High level channel prioritization Basic information, financials, product portfolio and expansion plans Overall strategy, especially sales and marking strategy, including branding,pricing, channel mix and incentives, after-sales service practice Value chain cost analysis Strengths and weaknesses and the implications Current organization's strengths and weaknesses Current processes and incentive systems strengths and weaknesses High level recommendation of change options McKinsey&Company
First progress review February 20,2001
This report is solely for the use of client personnel. No part of it may be Circulated, quoted, or reproduced for distribution outside the client Organization without prior written approval from McKinsey& Company. This material was used by McKinsey & Company during an Oral presentation; it is not a complete record of the discussion. Copyright 2002
Implementation roadmap detailing key activities and milestones LG project team identified to execute the recommendations
Copyright 2002
McKinsey&Company
AGENDA
Progress update
Market development
- Market demand - Trade structure - Competition
LG's current performance and
improvement opportunities
Next steps Appendix
Copyright 2002
McKinsey&Company
1
LG Electronic010220BJ-air conditioner
AGENDA
Progress update
Market development -Market demand -Trade structure -Competition LG's current performance and improvement opportunities Next steps Appendix - Key assumptions of demand forecast model - Profiles of consumer segmentation - Profiles of top A/C competitors (including profitability analysis)
Mckinsey&Company
CONFIDENTIAL
Developing a Winning Strategy for the Air Conditioner Business in China
LG Electronics Tianjin Appliances Co.
End Products:
Marketing plan to develop brand positioning to the desired target segment Sales and distribution models to sustain the marketing strategy Tested improvement ideas ready for implementation
Fra Baidu bibliotek
McKinsey&Company
5
LG Electronic010220BJ-air conditioner
FORECAST MODEL APPROACH
Forecast Define approach Build model structure Iterations Define desired end products and level of detail Translate drivers into model structure Run forecast iterations -Total demand -By product type -By market type (1st tier vs. 2nd tier)
Key activities:
Forecast potential market by segment through refining market segmentation, understanding key growth driver, and modeling market growth. Conduct internal data collection within LGE. Develop sound understanding of value proposition based on available market research including branding customer segmentation. Develop competitive assessment for air-con competitors. Conduct interview with government agencies suppliers, distributors and retailers. Assess current strength and weaknesses of marketing sales organization. Market analysis and forecasts Competitor analysis Opportunity scan Identify areas of strategic development
Market Demand/Forecast
Market demand forecast by region, product type and customer group
Steve Chen (Johanna Hainz) Frank Wang (Heidi Hu)
Mr.Hong Mr.Wang
- Key assumptions of demand forecast Model - Profiles of consumer segmentation - Profiles of top A/C competitors (including profitability analysis)
Copyright 2002
Mr.Wang
Competitor Profile
Steve Shan (Johanna Hainz)
Mr.Oh Mr.Qi
LGETA marketing, Sales and service organization
Johanna Hainz
Mr.Choi
Copyright 2002
4
LG Electronic010220BJ-air conditioner
LG Electronic010220BJ-air conditioner
MEETING OBJECTIVES
Highlight China's air conditioner market development and opportunities for LG Review LG's current performance in the market and improvement opportunities Agree on key decisions to be made Agree on next steps and work plan for the second phase
3
LG Electronic010220BJ-air conditioner
ALL AGREED-UPON END PRODUCTS HAVE BEEN COMPLETED
Responsible person Modules Branding / Marketing Segmentation Key end products Brand positioning status and recommendations Consumer group segmentation Status Mckinsey Heidi Hu LGETA Mr.Kim Mr.Mao
Copyright 2002
McKinsey&Company
2
LG Electronic010220BJ-air conditioner
THE JOINT LG / MCKINSEY TEAM HAS COMPLETED FIRST PHASE OF THE completed PROJECT
Phase 1 Market diagnosis 5 weeks Phase 2 Marketing and sales strategy definition 5 weeks Develop high level scenarios in a top management workshop based on inputs of Phase 1 Select 2 to 3 potential strategies to foster growth and profitability Develop scenarios based on these strategies Define assessment criteria for scenarios Evaluate scenarios against criteria to select best option for LG Diagnose Bejing situation and current activities of pilot team Plan activities to be tested to improve sales execution Launch test actions Phase 3 Implementation roadmap formulation 2 weeks Detail implementation plan Put in place resources to ensure proper execution Transfer methodology and tools to LG management
Define key drivers for air-conditioner demand
Channel Evolution
Channel mix diagnosis Channel KBF and channel recommendations High level channel prioritization Basic information, financials, product portfolio and expansion plans Overall strategy, especially sales and marking strategy, including branding,pricing, channel mix and incentives, after-sales service practice Value chain cost analysis Strengths and weaknesses and the implications Current organization's strengths and weaknesses Current processes and incentive systems strengths and weaknesses High level recommendation of change options McKinsey&Company
First progress review February 20,2001
This report is solely for the use of client personnel. No part of it may be Circulated, quoted, or reproduced for distribution outside the client Organization without prior written approval from McKinsey& Company. This material was used by McKinsey & Company during an Oral presentation; it is not a complete record of the discussion. Copyright 2002
Implementation roadmap detailing key activities and milestones LG project team identified to execute the recommendations
Copyright 2002
McKinsey&Company
AGENDA
Progress update
Market development
- Market demand - Trade structure - Competition
LG's current performance and
improvement opportunities
Next steps Appendix
Copyright 2002
McKinsey&Company
1
LG Electronic010220BJ-air conditioner
AGENDA
Progress update
Market development -Market demand -Trade structure -Competition LG's current performance and improvement opportunities Next steps Appendix - Key assumptions of demand forecast model - Profiles of consumer segmentation - Profiles of top A/C competitors (including profitability analysis)