和康佳的共同之处培训课件

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1、 和康佳的共同之处和康佳的共同之处?:- 市场领先的快速消费产品 市场份额数一数二 形象好，品牌知名度高 销售涉及全国和海外 广阔的销售和物流网络 都面临激烈的市场竞争威胁 + 变化的市场力量 + 新的渠道机会案例研究（一）案例研究（一） Case Study 1 Common Characteristics with Konka?:- Market leading FMCG products No. 1 or 2 in market Highly visible, branded products Pan-China distribution Extensive Sales & Logist

2、ics Networks Both facing significant competitive threat + changing market forces + new Sales Channel opportunitiesA Tale of Two Companies但文化和组织架构不同但文化和组织架构不同?:- 90% 的股权由英国控制, with WOFE status 基本上采用西方的管理风格 高层管理是西方人或香港 Expats 当地中层管理干部熟悉和西方合资企业运作 大量使用英语 一个生产基地为5个自治的销售/运输地区服务But Different Cultures & Str

3、uctures?:- 90% UK owned, with WOFE status Primarily Western management-style Senior Management were Western or HK Expats Local Middle Management experienced in Western JV operations Extensive English One factory servicing 5 autonomous sales/logistics regions案例研究（一）案例研究（一） Case Study 1 基本情况和有关数据 1个工厂

4、 70 个标准的产品型号（品项）12 个促销品项 在18个城市设立经营部 : 在36个城市有经营活动 在18个城市有属于公司的库存 每天处理 350 个订单 函盖所有地区和所有渠道 库存支持= 20-25 天 : Trade = 50-80 days Facts & Figures 1 x Factory 70 x Standard Skus : 12 x Promotional Skus Sales offices in 18 Cities : presence in 36 Company controlled stockholdings in 18 cities Process 350 o

5、rders per day - all Regions, all Channels Total Company Stocks = 20-25 days : Trade = 50-80 days案例研究（一）案例研究（一） Case Study 1SKSHBJWHGZCDSTDLTJQDJINJZZCSHKKMXI库存网络 Stockholding Network主要海运主要海运 PRIMARILY SEA FREIGHT铁路运输铁路运输 PRIMARILY RAIL WAGON工厂工厂 FACTORY片区办事处和配送中心片区办事处和配送中心REGIONAL OFFICE & D.C.公路运输公

6、路运输 PRIMARILY ROAD VEHICLEHZTY案例研究（一）案例研究（一） Case Study 1直发送货传统做法.历史上采用直接送货方式In China, this may have been pushed too fare.g. 1. Shanghai City- classic “pareto” - 80% of deliveries = 23% of volume - DSD Retail Channel = 85% of total volume 2. Beijing City - increasing quantity of orders Historically

7、and instinctively a direct delivery businessIn China, this may have been pushed too fare.g. 1. Shanghai City- classic “pareto” - 80% of deliveries = 23% of volume - DSD Retail Channel = 85% of total volume 2. Beijing City - increasing quantity of orders 结果是增加了复杂程度和成本 在批发渠道方面没有重点 城市、渠道、客户和门店的结构经常变化 管

8、理者在做决策是需要更多的规定The Direct Store Delivery legacy Result has been to add complexity and cost Loss of focus on the Wholesale channel The structure of cities, channels, accounts and outlets constantly changing Management needs some rules on which to base servicing decisions案例研究（一）案例研究（一） Case Study 1 直发送

9、货传统做法. 但是, D.S.D. 在一定标准下还是对的 e.g. 低价格最小运量 - 采购频率 - 中央仓库容量 - 每家店的仓储能力等等. 需要.一种市场切入方案， 以保持重点， 提高效率传递良好的业务水平 The Direct Store Delivery legacy However, D.S.D. is still right - subject to certain criteria e.g. - cost effective minimum delivery - purchase frequency - central warehouse capability - store-l

10、evel storage capacity etc etc. Needed.a route-to-market approach which maintains focus, drives efficiency, and delivers strong business performance 案例研究（一）案例研究（一） Case Study 1 传统的组织架构 Historical Organisation Structure片区销售经理片区销售经理Regional Sales Manager城市销售团队City Sales Teams客户服务Customer Service仓储W. &

11、D.库存Stock财务Finance（“微型”总经理）= ( “mini General Managers” )生产和技术生产和技术Manufacturing & Technical采购Purchasing生产Production工厂计划Factory Planning新品开发N.P.D.工厂发货、运输Ex-Factory Distribution= (主管工厂）= (factory focussed )案例研究（一）案例研究（一） Case Study 1 外向型的眼光、专注于客户的销售团队外向型的眼光、专注于客户的销售团队 Outward looking, Customer focusse

12、d Sales Team 相互支持、服务导向和有价格优势的物流业务部门相互支持、服务导向和有价格优势的物流业务部门Supportive, Service driven, Cost competitive Logistics B.U.改革的动力改革的动力. Change Driver.案例研究（一）案例研究（一） Case Study 1片区销售经理片区销售经理城市销售团队 相互支持、服务导向、价格优势的相互支持、服务导向、价格优势的物流业务部门物流业务部门营运营运计划计划战略战略销售销售市场市场案例研究（一）案例研究（一） Case Study 1销售更具重点销售更具重点 : 供应链范围扩大供

13、应链范围扩大- 销售增长- 各城市销售计划- 客户关系- 客户管理- 定价策略遵循- 促销实施- 销售计划和预测Regional Sales ManagerCity Sales Team- Sales Growth- City-level Plans- Cust. Relationship- Account Management- Pricing Policy Adherence- Promotion Implementation- Sales Planning & ForecastingSales More Focussed : Supply Chain Scope Expanded Sup

14、portive, Service driven, Cost competitive Logistics B.U.OperationsPlanningStrategicSalesMarketing案例研究（一）案例研究（一） Case Study 1库存控制与信息报告库存控制与信息报告订单处理订单处理运输运输客户服务客户服务营运营运计划计划库存管理库存管理政策政策, 体制体制发展发展服务标准服务标准信息系统开发信息系统开发程序程序, 政策政策战略战略产能计划产能计划生产排期生产排期新产品开发新产品开发产能计划产能计划领导领导战略和远景规划战略和远景规划指导指导/监督监督内外部关系内外部关系转储计

15、划转储计划销售更具重点销售更具重点 : 供应链范围扩大供应链范围扩大案例研究（一）案例研究（一） Case Study 1Inventory Control &Information ReportingOrder ProcessingPhysical DistributionCustomer ServiceOPERATIONSPLANNINGInventory ManagementPolicies, SystemsDevelopmentService StandardsInfo. Systems Development.Procedures, PoliciesSTRATEGICCapacity

16、 PlanningProduction SchedulesNew Product DevelopmentCapacity PlansLeadershipStrategy & VisionMentoring/MonitoringExt./Int. RelationshipsTransfer PlansSales More Focussed : Supply Chain Scope Expanded案例研究（一）案例研究（一） Case Study 1生产和技术生产和技术- 工厂排期- 生产- 采购- 质量- 库存计划和信息- 产能计划- 工厂发货- 客户服务- 仓储- 储运客户服务和物流工厂新品

17、开发片区销售经理片区销售经理城市销售团队- 销售增长- 各城市销售计划- 客户关系- 客户管理- 定价策略遵循- 促销实施- 销售计划和预测新的组织架构新的组织架构案例研究（一）案例研究（一） Case Study 1Manufacturing & Technical- Factory Scheduling- Production- Purchasing- Quality- Inventory Planning & Information- Capacity Planning- Ex-Factory Distribution- Customer Service- Warehousing- Di

18、stributionCustomer Service & LogisticsFactoryN.P.D.Regional Sales ManagerCity Sales Teams- Sales Growth- City-level Plans- Cust. Relationship- Account Management- Pricing Policy Adherence- Promotion Implementation- Sales Planning & ForecastingNew Organisation Structure案例研究（一）案例研究（一） Case Study 1 巩固变

19、革的根基巩固变革的根基服务水平协议 (在物流与销售部门之间; 和物流与生产部门之间) - 以文件形式记录的并得到各销售队伍认可的。 - 例如：订单处理时间 & 运货计划, 安全库存, 订单满足标准, 会议内容 & 信息共享, 争执解决, 业绩评估等等。培训、培训再培训 - 特别针对销售的“新焦点” - 其他所有职能部门如何“支持并为销售服务”Biscuit Co. Organisation ChangeFoundations to cement the ChangeService Level Agreements (between Logistics & Sales; and Logistic

20、s & Manufacturing) - documented service targets and operational standards as agreed with each Sales team - e.g. order processing times & delivery schedules, safety stocks, order fulfilment standards, meeting contents & information sharing, dispute resolution, performance measures etc etc.Training, training and more training - particularly for Sales re. their new “focus” - & all functions re. “service & support to Sales”案例研究（一）案例研究（一） Case Study 1