经营分析报告PPT模板

中国地区经营报告及销售计划OrganizationMarketunderstanding’07BIZPerformance`08BIZPlan`08Keyinitiatives目录CONTENTSⅠ.经营分析报告Ⅱ.Ⅲ.Ⅳ.Ⅴ.Page2北京天津太原LGECH上海杭州南京深圳广州厦门南昌成都武汉沈阳哈尔滨FSE：5名EMP:315名Promoter:1,431名南宁长沙东莞珠三角济南.石家庄.郑州无锡温州合肥大连长春家电部门Summary5Branches/28Departments/HQ(10Group)FSE:28名EMP:1,316名Promoter:5,853名家电部经营管理HRFSE：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西安重庆FSE：6名,EMP:68名Page3经营分析报告BranchOfficeMMDep’tCorporateMarketingRequiredSelective*Dvl.:Development,**Mgt.:ManagementPricing/managingtradetermsBrandactivation&deliveryShoppermarketingChannel&accountmanagementBrandbuilding&innovationGenerateandleverageconsumerinsightCorework•Consumer/Marketresearch•Segmentation/Targeting•BrandidentityDvl.*/Mgt.**•ValuepropositionDvl•Productplanning•ProductDvl./NPIProgramMgt.•MarcomDvl./Mgt.•Promotionplanning•MarketingROIanalysis•Pricing/TradetermschemeDvl.&Mgt.•Channel/AccountmixstrategyDvl.•AccountrelationshipMgt.•PromotionMgt.•AccountP&LDvl./Mgt.•ShopperinsightLeverageCapability5/8496/72/31COS经营分析报告Page4Roles&ResponsibilityDifferentChinas:economicimbalance&differentmindsetNorthProvinces5Population12%GDPRatio15%NorthwestProvinces5Population7%GDPRatio5%NortheastProvinces3Population8%GDPRatio9%SouthwestProvinces5Population15%GDPRatio8%EastProvinces7Population29%GDPRatio38%SouthProvinces3Population11%GDPRatio14%MiddleProvinces3Population17%GDPRatio12%Chinaisthemostcomplexmarketintheworld.Successfullynavigatingthegeographicalchallengeisakeysuccessfactor※Source:ChinastatisticalYearbook(2006)GroupMstudy`07GDP(f):2,867B$(GR9.8%)Population:1.3BShanghai(Optimistic)Cosmopolitan,Openoutlook,materialisticandconfidentAspirational&IntellectualBeijing(Complacent)BeijingerswhoarenestinginthewombofthepoliticalcenterPrideCommunityChengdu(PleasureSeekers)PeoplewhoplacemorefocusonleisurethanworkTrendy‘In’&GroupFunWuhan(Frustrated)PeoplefeeltheyarebeingleftbehindinthedevelopmentraceSupportEmpathy&friendShenzhen(Stressed)Largemigrantpopulationfacingstressfulurbanlife’Escape’Fun&Excitement经营分析报告TheMarketchallengeⅡ.MarketunderstandingPage529%14%28%29%TargetbySegmentation1.3BTotalNon-Agricultural(625)0.38BDistrictsunderCity0.23BPriorityRegion`06`07.1~10Priority1Region(15Cities)-Beijing,Shanghai,Hangzhou,Guangzhou,Wuhan,Shenyang,etc.Priority2Region(15Cities)-Dalian,Wenzhou,Qingdao,Jinan,Nanning,Fuzhou,etc.Priority3Region(Othercities)-CitiesexceptP1,P221%20%P2P3P2P1P3*Source:P1/P2standard-GFK*Source:ChinaUrbanLifeandPriceYearbook(2006)HEValue(%)21%21%Tier1~2cities(30)havepopulationsof99M,90%shareofHEsalesTier3cities(70)haveabigpotentialtogrow经营分析报告Ⅱ.MarketunderstandingSegmentoncoveragePage64.6%*Source:CMMS,top30cities(Exchange:1USD=7.7RMBGroupMstudy,HSBCReport20047.7%5.9%20068.8%8.2%200711.7%%ofpeoplewhosePersonalIncomeisU$390+permonth%ofpeoplewhosePersonalIncomeisU$650+permonth30%ofyounggraduatesspendouttheirsalaryeverymonthandsavenomoney82%ofyouthwouldliketoworkover15hoursifearningishighenoughHighannualincome(U$7500~U$20000)personisreaching35mil.经营分析报告Ⅱ.MarketunderstandingMarketpotentialPage767%64%MNCsvsLocalDTV*Source:GFKAC34%65%1%38%61%1%44%54%1%`05`06`07.1~10MNCs(9)Local(11)Others(34)19%41%40%`0521%43%37%`0619%49%33%`07.1~10MNCs(13)Local(Top3)Others(84)REFWM32%4%31%2%29%69%1%`05`06`07.1~10MNCs(8)Local(12)Others(69)39%52%9%`0540%52%8%`0640%52%8%`07.1~10MNCs(7)Local(Top3)Others(94)*WMlocaltop3:Haier,LittleSwan,Rongshida*AClocaltop3:Haier,Midea,GreeDTV:MNCbrandsaregrowingfastDA:Fewmajorlocalbrandsaregettingstrongerinproductcompetitiveness经营分析报告Ⅱ.MarketunderstandingCompetitionPage8TTLDTVM/SR1SHANGHAI9.24.25.1%72BEIJING8.13.97.8%33GUANGZHOU3.41.57.8%34NANJING2.81.04.9%65SHENZHEN2.71.37.4%46CHONGQING2.61.05.8%57HANGZHOU2.61.25.1%68WUHAN2.50.86.7%49TIANJIN2.41.04.8%710CHENGDU2.31.06.7%411SHENYANG2.11.210.2%312XIAN1.80.95.6%413WUXI1.70.64.0%1114SUZHOU1.60.67.4%315HARBIN1.20.69.3%347.020.76.5%358%55%81.037.65.7%4Top15(15/65)65cities(100%)LGNCityMKTSizeSource:GFK(`07.1~10),CirclesizemeansrelativeMarketSizebybranchLGM/SMarketsizeMarketportionCDOBJOSHOSYO245.1%215.5%5.8%159.3%75.0%14GZO30%26%8%17%19%RegionalMarketSizeP1(15Cities)MarketSize&M/S32.3%15.4%10.3%LCDDIOSDRUMPACUnit:BRMBMarketsize:ShanghaiareaBeijingareaGuangzhouareaLGisweakinShanghaiarea经营分析报告Ⅱ.MarketunderstandingHEMarketbyRegionPage9IND**HMHMINDSalesbychannelINDHM*Source:GFK(basedonDTV100cities,DA65cities)****`05`06`071~10`05`06`07.1~10DSDSDS181456215124681411470191246616113701512369`05`06`071~10181666014135671311571Unit:%Unit:%*ESS=NESS+RESSNESS:Nationwideelectronicspecialtystore(国美,苏宁)RESS:Regionalelectronicspecialtystore(大中,顺电,工贸,Departmentstore)ESS(ElectronicSpecialtyStore)isgrowingfast经营分析报告Ⅱ.MarketunderstandingChannelPage10*Source:GFKEstimation(TotalChinaRetailMarket)Unit:BRMB38.56.7`06`07`08LCDPDP76.34.6115.25.545.380.9120.7TTL(A)2.0`06`07`08SxS2.94.130.036.942.4TTL(A)15.4`06`07`08PAC15.716.542.846.352.16.2`06`07`08DRUM7.88.923.427.130.685%94%7%95%8%10%27%29%29%36%