寶潔的戰略實施與係統控製(中英文版)(ppt 45頁)

寶潔的戰略實施與係統控製(中英文版)內容提要：
Measurements Volume: daily shipment reports by customerShares by product and customer: Weekly /Monthly Nielsen data
Sales Fundamentals by product and customer: Weekly /Monthly Nielsen data Budgets: actuals versus commitments Value contribution (Brand/Product/Country): monthly Brand Profit Estimates (BPEs)。
Consumer value equation? Is price premium too high? Did we overestimate demand for Aroma products?
– most likely OK; off-take high where distributed + repurchase rate high消費者價值公式？是溢價過高？我們高估需求香氣的產品呢？ 最有可能確定;場外采取高的地方派發+回購利率高企Organizational capability Do we have enough sales rep coverage? Does Yes have priority in sales cycle? yes, but many store owners are rejecting組織能力我們是否有足夠的推銷員覆蓋？確實是有優先銷售周期？是的，但許多店家都拒絕 Commercial strategy
is trade margin recommended too low? Is value for customer not clearly defined?商業戰略是交易保證金推薦太低呢？是價值，為用戶沒有明確界定呢？
Critical part in decision whether to continue strategy Launch based on tight economics ($/ml)– do we cut budgets or increase them if volumes are not coming in? how sensitive is the NPV? Expect front spending during launch, but possibilities of cutting Q4 support。

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