贝恩咨询分析方法-rosrms2.ppt
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贝恩咨询分析方法-rosrms2.ppt
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Author:
GiseleGarrawayROS/RMSMarch19982ROS/RMSBOSAgendaROS/RMSoverviewApplicationsROS/RMSstepsClientexampleswirelessinfrastructuredrugretailingChallengesKeytakeaways3ROS/RMSBOSAgendaROS/RMSoverviewApplicationsROS/RMSstepsClientexampleswirelessinfrastructuredrugretailingChallengesKeytakeaways4ROS/RMSBOSROS/RMSGraphROS/RMSisadiagnostictoolusedtocompareabusinessunitsactualprofitabilitytoitspotentialprofitability.0%5%10%15%20%25%30%0.10.20.5125DunsterEliotCurrierCabotProfitability$150MMRevenueNormativeband(Predictedpotentialprofitability)RelativeMarketShare5ROS/RMSBOSROS/RMSComponentsWhatismeasured:
Howitismeasured?
Scale:
TherearethreemaincomponentsofanROS/RMSgraph:
profitability,relativemarketshareandthenormativeband.*ThistoolistypicallycalledROS/RMSsinceROSisthemostcommonprofitabilitymeasureused*AllowsforeasyviewingofadoublinginrelativemarketshareProfitability(y-axis)Currentprofitabilityreturnoncapitalemployedreturnonequityreturnonassetsreturnonsales*LinearRMS(x-axis)AccumulatedexperienceandstrategicpositionRelativemarketshare(RMS)Logarithmic*NormativebandRangeofpredictedprofitabilityPlusandminusonestandarddeviationfromregressionline-6ROS/RMSBOSROS/RMSRelationshipCompanieswithhigherrelativemarketsharetendtohavemoreaccumulatedexperience.Higheraccumulatedexperiencegivesthepotentialforlowercostsandhigherprofitability.HigheraccumulatedexperienceispositivelycorrelatedwithRMSHigheraccumulatedexperienceprovidesanopportunityforlowercostsandhigherprofitsRMSisaproxyforaccumulatedexperience.RMSispositivelycorrelatedwithprofitabilityAccumulatedExperienceRMSRMSProfitabilityAccumulatedExperienceCostperunit7ROS/RMSBOSImportanceofMarketShareSource:
PIMS(Datafrom1970tothepresentof3,200businesses-66%manufacturing,20%consumerbusinesses,14%services)Under10%10-20%20-30%30-40%Over40%9.0%14.0%18.0%23.0%29.0%0%5%10%15%20%25%30%Pre-taxReturnonInvestmentMarketShareUsingrelativemarketshareasapredictorofprofitabilityissupportedbyempiricalevidence.ThePIMSdatabasedemonstratesthat,onaverage,acrossindustries,companieswithgreatermarketsharehavehigherprofitability.8ROS/RMSBOSAgendaROS/RMSoverviewApplicationsROS/RMSstepsClientexampleswirelessinfrastructuredrugretailingChallengesKeytakeaways9ROS/RMSBOSApplicationsBainhasusedROS/RMSeffectivelyformanyclients.ExamplesofBainworkare:
Computers&OfficeEquipmentElectric&PowerEquipmentSituation:
Result:
AmajorPCmanufacturerrecentlysufferedsignificantoperatinglossesandwasexperiencingseverecashflowproblemsAnelectric&powerequipmentcompanywasevaluatingamanufacturerofdiscretesemiconductorsforpurchase.TheclientwasconcernedaboutindustrycyclicalityandwhetherthetargetsprofitmarginswereunsustainablyhighBainusedROS/RMSanalysistoexaminethePCindustryandfoundthatmovingtheclientintothenormativebandthroughoperationalimprovementswouldresultina$174MMprofitbeforetaximprovementRMS/ROSanalysisrevealedthatthetargetsmarginsreflecteditsmarketsharepositionandaccumulatedexperienceandwerethereforesustainable;thetargetshighRMShelpeddriveEBITmarginsinexcessof20%10ROS/RMSBOSAgendaROS/RMSoverviewApplicationsROS/RMSstepsClientexampleswirelessinfrastructuredrugretailingChallengesKeytakeaways11ROS/RMSBOSROS/RMSStepsTherearefivebasicstepsinvolvedinROS/RMSanalysis:
DefinethebusinessCalculateprofitabilityCalculaterelativemarketsharesDrawnormativebandDetermineactionimplicationsKeySuccessFactorsDeterminetheeconomicboundariesofthebusinessIdentifyrelevantcompetitorsAchievecomparabilityacrosscompetitorsIncludeanysharedexperienceIfbusinessislocalorregional,weightmarketsharesCalculatethenormativebandusingregressionanalysisDetermineifstrategicoroperationalimprovementsarerequired12ROS/RMSBOSROS/RMSStepsDefinethebusinessCalculateprofitabilityCalculaterelativemarketsharesDrawnormativebandDetermineactionimplicationsDeterminetheeconomicboundariesofthebusinessIdentifyrelevantcompetitorsKeySuccessFactors13ROS/RMSBOSDefiningtheBusinessEffectiveROS/RMSanalysisdependsoncorrectlydefiningtheeconomicboundariesofabusiness.Costsharingandcustomersharingaretheprimarydeterminantsofbusinessdefinition.HighCostsharingLowLowHighCustomersharingOnebusiness(chargecardsandcreditcards)Onebusinesswithpotentialfordifferentiationornicheposition(CrosspensandBICpens)Separatebusinesswithpotentialforcostleadership(oilandrefineryby-products)Separatebusinesses(beeranddistilledspirits)Separatebusinesseswithpotentialforbundling(touringqualitymicrophonesandspeakers)Onebusinesswithpotentialforsubstitution(milkcartonsandglassmilkbottles)14ROS/RMSBOSCorrectMarketShareMeasure*Statisticalma
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- 咨询 分析 方法 rosrms2
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