罗兰贝格—蓝带啤酒—啤酒业务通过伙伴分类管理获得利润增长.ppt

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1、RolandBerger&PartnerGmbH–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Detroit–Düsseldorf–Frankfurt–Hamburg–Kiev–KualaLumpur–LisbonLondon–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–SãoPaulo–Shanghai–Stuttgart–Tokyo–Vienna–

2、ZurichProfitablegrowththroughpartnershipinCategoryManagementSpeechheldbyMunich,November19th,1999MUC-0203-92299-02-01ContentPageA.BackgroundinformationaboutSafeway,Scottish??CourageandtheUKbeermarketB.Whatwereourmarketobjectives???C.Whatdidwedotogethertoreachourtargets???D.W

3、hatareourkeylearnings???E.Whatareournextsteps???MUC-0203-92299-02-01A.BackgroundinformationaboutSafeway,ScottishCourageandtheUKbeermarketMUC-0203-92299-02-01SafewayisoneofthemajorsupermarketsintheUKTurnover:£8.10bnProfit:£357mStores:490AverageSize:21,000sqftAverageweeklycustomercount:6millionM

4、UC-0203-92299-02-01ThegrocerymarketintheUKishighlyconcentratedwiththetop5playersaccountingfornearly70%Market-Share–YeartoSept.199921.217.612.99.28.3%-ShareMUC-0203-92299-02-01DUMMY:SafewayrelativepositiononbeerisnowstrongMUC-0203-92299-02-01DUMMY:CorporateStructureMUC-0203-92299-02-01DUMMY:Keyfa

5、ctsMUC-0203-92299-02-01DUMMY:Splitofchannels,KeybrandsMUC-0203-92299-02-01Thetotalbrandportfolioislarge,butconcentratedinthehandsofafewownersOwnlabel8.9%ScottishCourage22.4%Bass16.5%CarlsbergTetley9.0%Guinness5.2%Other18.2%Whitbread19.8%Source:NielsenRetailAudit,ACNielsenMarketshare(multiplegroc

6、ers)Top5Brand’ssharebymarketDetergentsInstantCoffeeCatFoodTeaButter,spreadYogurtsSnackProductsCerealsBeer737064524642353317MUC-0203-92299-02-01DUMMY:Long-termon&offtradeforecastMUC-0203-92299-02-01Thoughgrowingrapidly,Britain´stakehomeshareislessthanhalfofothercountriesTakehomebeerasapercentageo

7、ftotalbeersalesUSA70%Germany65%France61%UK29%Source:Canadean1998MUC-0203-92299-02-01DUMMY:Long-termoftradeshareofbeerMUC-0203-92299-02-01DUMMY:MaindifferencesbetweenGermanyandUKMUC-0203-92299-02-01WithintheTakeHomesectoroffl