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1RolandbergerStrategyConsultantsAllRight2001-2003Arestructuringproject–casepresentationHowconsultingworksHansonChen2LinienRolandbergerStrategyConsultantsAllRight2001-2003ConsultingprocessProjectmethodologiesProjectbackground3LinienRolandbergerStrategyConsultantsAllRight2001-2003ConsultingprocessProjectmethodologiesProjectbackground4LinienRolandbergerStrategyConsultantsAllRight2001-2003TheclientisaleadingEuropeansanitarymanufacturerClient’soperationinChina•EnteredChinamarketin1996•Hadtwoindependentoperationunits,onewhollyownedcompanyinNingbo,oneJVinShanghai•Employed10foreignerandmorethan300Chinese•Providedsanitaryproductsandpipingproducts•Soldthroughdifferentchannelsnation-wideDisappointingbusinessresults•Sluggishsales•Highoperationcost•Increasingloss5LinienRolandbergerStrategyConsultantsAllRight2001-2003TheprojectistodevelopChinamarketbusinessrestructuringstrategyRestructuringstrategyCorporatestrategy•Marketpositioning•Productstrategy•JVpartnershiphandlingOrganization•Corporatestructure•OrganizationcapabilitySalesandmarketing•Channelstrategy•SalesandmarketingprocessOperationprocess•Financeprocess•Productionprocess•Logisticsprocess6LinienRolandbergerStrategyConsultantsAllRight2001-20033-monthprojectTheclientwassatisfiedwiththeprojectdeliverySteeringcommitteeClientProjectmanagerClientRolandBergerProjectteamClientRolandBerger……RolandBerger•BuyoutChinesepartnershipinShanghai•MergeofShanghaiandNingbo’soperation•Downsizingandmanagementlocalization•Marketrepositioningasatechnologyprovider•Streamlineandrefocusproductportfolio•Strategicdistributorbusinessmodel•ProjectorientedchannelstrategyRolandBergerrecommendations7LinienRolandbergerStrategyConsultantsAllRight2001-2003ConsultingprocessProjectmethodologiesProjectbackground8LinienRolandbergerStrategyConsultantsAllRight2001-2003ConsultingprocessoverviewProjectacquisitionImplementationsupportInternalanalysisExternalanalysisRestructuringconceptandplan9LinienRolandbergerStrategyConsultantsAllRight2001-2003ProjectproposalandinitialpresentationarethesellingtoolsforconsultantsClientinitiatesprojectrequirementsClientinitiatedprojectrequirementsProjectproposalandpresentationtoclientClientselectedconsultingfirms•Projectcontent•Projectmethodology•Projectorganization•Projectschedule•Projectfeeandpaymentterms•Referenceofexperience10LinienRolandbergerStrategyConsultantsAllRight2001-2003RestrucutringstrategywasformulatedafteranextensiveanalysisinternallyandexternallyProjectscheduleInternalanalysisExternalanalysis•Strategy•Organization•Process•Market•Competition•TrendStrategyformulation•Strategicfocusoncoreproductsandcoremarkets•Leveragesynergy•OptimizeorganizationstructureandprocessFinalrecommendation11LinienRolandbergerStrategyConsultantsAllRight2001-2003Projectschedule项目内容1ContentMonthKickoffmeetingInternalanalysisExternalanalysisInterimpresentationRestructuringconceptandplanFinalpresentation23Projectteam4consultants3consultantsRestrucutringstrategywasformulatedafteranextensiveanalysisinternallyandexternally12LinienRolandbergerStrategyConsultantsAllRight2001-2003One-consultant4-monthimplementationsupportwasofferedtotheclientafterwards•Salesoperationprocessmapping•Salespersonnelincentivescheme•Reportingsystem•Salesandmarketingteamtraining•Distributornetworkre-establishment•Processimplementation•ManagementconsultingContentofimplementationsupport•Strongsalesorganization•Strongdistributornetwork•Optimumsalesprocess13LinienRolandbergerStrategyConsultantsAllRight2001-2003ConsultingprocessProjectmethodologiesProjectbackground14LinienRolandbergerStrategyConsultantsAllRight2001-2003Internalanalysisistofindouttheexistingopportunitiesandproblemswithintheclient•Executiveinterviews•Focusgroupinterviews•Datacollectionandprocessing•Processmapping•Qualitativeanalysis•Quantitativeanalysis•BrainstormingMethodContent•Structureanalysis•Strategymapping•Operationalopportunitiesanalysis–Planningprocess–Productionprocess–Logisticsprocess–Salesoperation–Marketingapproaches–Technicalsupportingprocess–Coststructure–Personnelcapacity15LinienRolandbergerStrategyConsultantsAllRight2001-2003Externalanalysisistoobtainin-depthunderstandingofmarketenvironmentMethod•Industryexpertsinterviews(construction,plumber,sanitaryware)•Tradechannelinterviews•Professionalarchitectinterviews•Ceramicindustryassociationinterviews•In-fieldsurvey•Deskresearch–Onlineresearch–Statisticyearbook–IndustryjournalContent•Marketpotentialanalysis–Marketsize–Marketstructure–Marketdistributionbygeography–Markettrend•Marketrestriction•Competition•Businesspartnership–Analysisofsanitarywareindustry–Tradechannel–Decorationcompany–Designinginstitution16LinienRolandbergerStrategyConsultantsAllRight2001-2003Throughvariousworkshops,thesolutionsweregenerated,fine-tuned,thenfinalized•Projectworkshop•Brainstorming•Portfolioanalysis•Scenariosimulation•Sensitivityanalysis•Logicchaindevelopment•DocumentationandpresentationMethod•Corporatestrategy•Mid-termbusinessplan•Organizationstructure•Salesandmarketingstrategy•OperationoptimizationDelivery17LinienRo