营销组合策略--德国某航空公司成功创新案例分析

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1、Appendix:RolandBerger&Partnersuccessstory:Turn-aroundofLufthansaGermanAirlines-1-RestructuringLHcasestudy:Thestartingpoint-2-RestructuringThecriticaleconomicsituationofLufthansain1991and1992demandedradi-calandlastingmeasurestoguaranteethecompany’sfut

2、urecompetitivenessSince1990theoperationprofitshadbeennegativeandhadcontinuedtoworsenTheintensityofcompetitionandextremecostpressurewereincreasingintheaviationindustryTheLufthansaboardthereforedecidedonaradical,three-stageprogramtoguaranteefuturecompeti

3、tiveness:down-sizingrestructuringrebuildingCasestudy3RestructuringThethree-stagecompetitivenessprogramaddressedcriticalshort-termprob-lemsfirstbeforetacklingdeeperrestructuringCasestudyThree-stageprogramcapacityreductionsworkforceshrinkagecost-cuttingD

4、own-sizingstructuralinnovationprocessinnovationRestructuringstrategicinnovationmarketinginnovationRebuilding4RestructuringThedown-sizingandrestructuringstagesunfoldedinthreephasesCasestudyPhaseIII:ProcessoptimizationFocus:Continuingservice-andefficienc

5、y-improvementsMeans:Clearorientationtowardscriticalsuccess-factors,creationofemployeecommitmentthroughfurtherdecentralizationandbusinessreengineeringPhaseII:NewstructureFocus:Increasedmarketorientationthroughouttheentirevaluechain,CulturalChangeMeans:N

6、ewstructurewithfocusonentrepreneurshipandinternalcustomersupplier-relationsFocus:Shorttermcost-cuttingtoensuresurvivalMeans:anevenlyspreadcostreductionprograminalldepartmentsPhaseI:Turn-arounddown-sizingrestructuring5RestructuringLHcasestudy:Aradicaltu

7、rn-aroundwasthefirstpriority-6-RestructuringTurn-aroundphaseIwasmarkedbyshort-termcost-cuttingandaretreatfromunprofitablemarketsCasestudy-20%Numberofstaff-10%Numberofplanesinoperation-14%NumberofroutesTurn-aroundPhaseIConsultantInputEvaluationofroutene

8、tworkCoachingoftop-managementforpersonnelreductionIdentificationofothershorttermcost-cuttingopportunitiesCostreductionof400Mio.US$achievedin19937RestructuringTheresultsoftheturn-aroundphase:costsfellandproductivityroseCasestudy31%-15%Em