麦肯锡战略报告LG.pdf

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

2、roducedfordistributionoutsidetheclientOrganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&CompanyduringanOralpresentation;itisnotacompleterecordofthediscussion.Copyright©2002LGElectronic010220BJ-airconditionerMEETINGOBJECTIVES•Highlight

3、China’sairconditionermarketdevelopmentandopportunitiesforLG•ReviewLG’scurrentperformanceinthemarketandimprovementopportunities•Agreeonkeydecisionstobemade•AgreeonnextstepsandworkplanforthesecondphaseMcKinsey&Company1Copyright©2002LGElectronic010220BJ-airconditionerAGENDA•Pr

4、ogressupdate•Marketdevelopment-Marketdemand-Tradestructure-Competition•LG’scurrentperformanceandimprovementopportunities•Nextsteps•Appendix-Keyassumptionsofdemandforecastmodel-Profilesofconsumersegmentation-ProfilesoftopA/Ccompetitors(includingprofitabilityanalysis)McKinsey

5、&Company2Copyright©2002LGElectronic010220BJ-airconditionerTHEJOINTLG/MCKINSEYTEAMHASCOMPLETEDFIRSTPHASEOFTHEPROJECTcompletedPhase1Phase2Phase3MarketdiagnosisMarketingandsalesstrategyImplementationdefinitionroadmapformulation5weeks5weeks2weeksKey•Forecastpotentialmarketby•De

6、velophighlevelscenariosinatop•Detailimplementationplanactivities:segmentthroughrefiningmarketmanagementworkshopbasedon•Putinplaceresourcestoensuresegmentation,understandingkeyinputsofPhase1properexecutiongrowthdriver,andmodelingmarket•Select2to3potentialstrategiesto•Transfe

7、rmethodologyandtoolstoLGgrowth.fostergrowthandprofitabilitymanagement•Conductinternaldatacollection•DevelopscenariosbasedonthesewithinLGE.strategies•Developsoundunderstandingof•Defineassessmentcriteriaforvaluepropositionbasedonavailablescenariosmarketresearchincludingbrandi

8、ng•Evaluatescenariosagainstcriteriatocustomersegmentation.selectbestoptionforLG•De