经营分析报告PPT模板

`07 GDP(f) : 2,867B$ (GR 9.8%) Population : 1.3B
Northwest
Provinces
5
Population 7%
GDP Ratio 5%
Beijing (Complacent) Beijingers who are nesting in the womb of the political center Pride Community
1.3B
0.38B
0.23B
Total
Non Agricultural
(625)
Districts under City
29% 28% 14% 29%
P3
20%
P2
21%
HE Value(%)
21%
21%
P1
`06
`07.1~10
Priority 1 Region (15 Cities)
- Beijing, Shanghai, Hangzhou, Guangzhou, Wuhan, Shenyang, etc.
81.0
37.6
Source: GFK (`07.1~10) , Circle size means relative Market Size by branch
LCD
DIOS
DRUM
LG
M/S
R
5.1%
7
7.8%
3
7.8%
3
4.9%
6
7.4%
4
5.8%
5
5.1%
6
6.7%
4
4.8%
7
6.7%
4
10.2%
5 / 8
Pricing /managing trade terms
Capability
•Consumer / Market research •Segmentation/ Targeting •Brand identity Dvl.*/ Mgt.** •Value proposition Dvl •Product planning •Product Dvl. /NPI Program Mgt. •Marcom Dvl. / Mgt. •Promotion planning •Marketing ROI analysis
家电部门 Summary 5 Branches / 28 Departments / HQ (10 Group) FSE : 28名 EMP : 1,316名 Promoter : 5,853名
LGECH
家电部 经营管理
HR
FSE：6名, EMP : 68名
北京 济南 . 天津 石家庄 . 太原 郑州
3
5.6%
4
4.0%
11
7.4%
3
9.3%
3
6.5%
•Account P&L Dvl. / Mgt.
9
Shopper marketing
•Shopper insight Leverage *Dvl.: Development, **Mgt.: Management
MM Dep’t
Branch Office
Page 4
经营分析报告
Ⅱ. Market understanding
11.7%
7.7% 4.6%
8.8% 5.9%
8.2%
2004
2006
2007
30% of young graduates spend out their salary every month and save no money 82% of youth would like to work over 15 hours if earning is high enough High annual income (U$7500~U$20000) person is reaching 35 mil.
Tier 1~2 cities (30) have populations of 99M, 90% share of HE sales
Tier 3 cities (70) have a big potential to grow
Target by Segmentation
Priority Region
32%
`05
WM 9% 52%
31%
`06
8% 52%
29% MNCs(8)
`07.1~10
8% Others(94) 52% Local(Top3)
39%
40%
40% MNCs(7)
`05
`06
`07.1~10
* WM local top3: Haier, Little Swan, Rongshida
P1(15 Cities) Market Size & M/S
LG M/S Market size Market portion
Unit : B RMB
N
City
1 SHANGHAI
2 BEIJING
SYO 9.3%

BJO
26%
5.5% 21
7
8%
5.0% CDO
14
17%
SHO
5.1% 24
Population GDP Ratio
29% 38%
※ Source : China statistical Yearbook(2006) GroupM study
South
Provinces
3
Population 11%
GDP Ratio 14%
Shenzhen (Stressed) Large migrant population facing stressful urban life ’Escape’ Fun & Excitement
30%
3
4
32.3% 5
GUA NGZ HOU NANJING SHENZ HEN
6 CHONGQING
7 HANGZHOU
8
9
15.4% 10
WUHAN TIANJIN CHENGDU
11 SHENYANG
12 XIAN
13 WUXI
14 SUZHOU
10.3% 15 HARBIN
GZO 5.8%
* Source: P1/P2 standard - GFK
Page 6
经营分析报告
Ⅱ. Market understanding
Market potential
% of people whose Personal Income is U$390+ per month % of people whose Personal Income is U$650+ per month
P2
Priority 2 Region (15 Cities)
- Dalian, Wenzhou, Qingdao , Jinan,
Nanning, Fuzhou, etc.
P3
Priority 3 Region (Other cities)
- Cities except P1, P2
*Source : China Urban Life and Price Yearbook (2006)
China is the most complex market in the world.
The Market challenge
Successfully navigating the geographical challenge is a key success factor
Different Chinas : economic imbalance & different mindset
Corporate Marketing
•Pricing / Trade term scheme Dvl. & Mgt.
•Channel/ Account mix strategy Dvl.
6
Channel &
•Account relationship Mgt.
/
account
7
management
•Promotion Mgt.
34%
`05
AC 40%
38%
`06
44% MNCs(9)
`07.1~10
37%
33% Others(84)
41%
43%
49% Local(Top3)
19%
21%
19% MNCs(13)
`05
`06
`07.1~10
* AC local top3: Haier, Midea, Gree
* Source: GFK
North
Provinces
5
Population 12%
GDP Ratio 15%
Northeast
Provinces
3
Population 8%
GDP Ratio 9%
ห้องสมุดไป่ตู้
Southwest
Provinces
5
Population 15%
GDP Ratio 8%
Chengdu (Pleasure Seekers) People who place more focus on leisure than work Trendy ‘In’ & Group Fun
DA : Few major local brands are getting stronger in product competitiveness
MNCs vs Local
DTV 1%
65%
1% 61%
1% Others(34) 54% Local(11)
REF 4%
64%
2% 67%
1% Others(69) 69% Local(12)
Shanghai (Optimistic) Cosmopolitan, Open outlook, materialistic and confident Aspirational & Intellectual
Page 5
经营分析报告
Ⅱ. Market understanding
Segment on coverage
5名
EMP : 353名
Promoter : 1,555名
FSE ：
4名
EMP : 247名
Promoter : 1,241名
FSE ： 4名 EMP : 170名 Promoter : 926名
FSE ： 3名 EMP : 162名 Promoter : 700名
上海 无锡 杭州 温州 南京 合肥
深圳 南宁 广州 长沙 厦门 东莞 南昌 珠三角
成都 西安 武汉 重庆
沈阳 大连 哈尔滨 长春
FSE ：
5名
EMP : 315名
Promoter : 1,431名
FSE ：
* Source: CMMS, top 30 cities (Exchange : 1 USD = 7.7 RMB GroupM study, HSBC Report
Page 7
经营分析报告
Ⅱ. Market understanding
Competition
DTV : MNC brands are growing fast
Middle
Provinces
3
Population 17%
GDP Ratio 12%
Wuhan (Frustrated)
People feel they are
being left behind in the
East
development race
Provinces
7
Support Empathy & friend
Page 3
经营分析报告
Roles & Responsibility
Selective Required
COS Core work
Generate and
1
leverage
consumer insight
2
Brand
/
building
3
& innovation
Brand
4
activation &
delivery
Page 8
经营分析报告
Ⅱ. Market understanding
Market size : Shanghai area > Beijing area > Guangzhou area
HE Market by Region
LG is weak in Shanghai area
Regional Market Size
Top15
15
19%
(15/65) 65 cities(100%)
MKT Size
TTL
DTV
9.2
4.2
8.1
3.9
3.4
1.5
2.8
1.0
2.7
1.3
2.6
1.0
2.6
1.2
2.5
0.8
2.4
1.0
2.3
1.0
2.1
1.2
1.8
0.9
1.7
0.6
1.6
0.6
1.2
0.6
47.0
20.7
58%
55%
中国地区经营报告及销售计划
CONTENTS 目录
经 营 分 析 报 告
Ⅰ. Organization Ⅱ. Market understanding Ⅲ. ’07 BIZ Performance Ⅳ. `08 BIZ Plan Ⅴ. `08 Key initiatives
Page 2
经营分析报告