065麦肯锡-LG战略报告

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1、LGElectronic010220BJ-airconditionerMckinsey&CompanyCONFIDENTIALDevelopingaWinningStrategyfortheAirConditionerBusinessinChinaLGElectronicsTianjinAppliancesCo.FirstprogressreviewFebruary20,2001Thisreportissolelyfortheuseofclientpersonnel.NopartofitmaybeCirculated,quoted,orreproducedfordistrib

2、utionoutsidetheclientOrganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&CompanyduringanOralpresentation;itisnotacompleterecordofthediscussion.Copyright©2002LGElectronic010220BJ-airconditionerMEETINGOBJECTIVES•HighlightChina’sairconditionermarketdevelop

3、mentandopportunitiesforLG•ReviewLG’scurrentperformanceinthemarketandimprovementopportunities•Agreeonkeydecisionstobemade•AgreeonnextstepsandworkplanforthesecondphaseMcKinsey&Company1Copyright©2002LGElectronic010220BJ-airconditionerAGENDA•Progressupdate•Marketdevelopment-Marketdemand-Tradest

4、ructure-Competition•LG’scurrentperformanceandimprovementopportunities•Nextsteps•Appendix-Keyassumptionsofdemandforecastmodel-Profilesofconsumersegmentation-ProfilesoftopA/Ccompetitors(includingprofitabilityanalysis)McKinsey&Company2Copyright©2002LGElectronic010220BJ-airconditionerTHEJOINTLG

5、/MCKINSEYTEAMHASCOMPLETEDFIRSTPHASEOFTHEPROJECTcompletedPhase1Phase2Phase3MarketdiagnosisMarketingandsalesstrategyImplementationdefinitionroadmapformulation5weeks5weeks2weeksKey•Forecastpotentialmarketby•Develophighlevelscenariosinatop•Detailimplementationplanactivities:segmentthroughrefini

6、ngmarketmanagementworkshopbasedon•Putinplaceresourcestoensuresegmentation,understandingkeyinputsofPhase1properexecutiongrowthdriver,andmodelingmarket•Select2to3potentialstrategiesto•TransfermethodologyandtoolstoLGgrowth.fostergrowthandprofitabilitymanagement•Conductinternaldatacollection•De

7、velopscenariosbasedonthesewithinLGE.strategies•Developsoundunderstandingof•Defineassessmentcriteriaforvaluepropositionbasedonavailablescenariosmarketresearchincludingbranding•Evaluatescenariosagainstcriteriatocustomersegmentation.selectbestoptionforLG•De