企业定义.pptx

该【企业定义 】是由【zhangkuan14312】上传分享，文档一共【60】页，该文档可以免费在线阅读，需要了解更多关于【企业定义 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。GiseleGarraway
SusanCaraviello,
PaulDiPaola,and
ToddSenturia
bc
BusinessDefinition
March1998
Author:
Contributors:
ToddSenturia
Reviewer:
Copyright©1998Bain&Company,Inc.
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BusinessDefinition
Agenda
Thebusinessdefinitionconcept
Applications
Businessdefinitionsteps
Clientexamples
BunkerHillDoorSystems
JJRIndustrialCoatings
Keytakeaways
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BusinessDefinition
Agenda
Thebusinessdefinitionconcept
Applications
Businessdefinitionsteps
Clientexamples
BunkerHillDoorSystems
JJRIndustrialCoatings
Keytakeaways
3
BusinessDefinition
WhatisBusinessDefinition?
Indicateswhethertwobusinesssegmentsshouldbeoperatedasonebusinessorasseparatebusinesses
Helpsidentifywhatdrivessuperiorprofitabilityinanindustry
Servesasthefoundationforstrategicanalysisandsounddecisionmaking
Businessdefinitiondelineatestheeconomicboundarieswithinwhichcompaniesshouldcompete.
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BusinessDefinition

Samecustomers
Samecoststructure
Samecompetitors
Differentcustomers
Differentcoststructure
Differentcompetitors
Iftwobusinesssegmentshavethesamecustomers,thesamecoststructure,andthesamecompetitors,,theyareseparatebusinesses.
Onebusiness
Separatebusinesses
Competeinbothsegmentstotakeadvantageofsynergies
Donotcompeteinbothsegments
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BusinessDefinition
WhyBainUsesBusinessDefinition
Strategicinsights
Tacticalinsightswithstrategicimportance
Shouldwebuyorselltherestaurantbusiness?
ShouldweexpandintoChina?
ArewevulnerabletoJapanesecompetitors?
Shouldweverticallyintegrateintogrowingvegetables?
Shouldwedropthisproductline?
Shouldwecross-trainoursalesforce?
HowshouldwegrouppurchasesforVMRs(valuemanagedrelationships?
Howshouldweconfigureourmanufacturingplants?
Thecorrectbusinessdefinitioncanleadtocase-crackinginsights.
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BusinessDefinition
ConsequencesofIncorrectBusinessDefinition
Companiesthatdefinetheirbusinessesincorrectlymakepoorstrategicdecisions.
Costs
Competitors
Incurunnecessarycosts
Forgoopportunitiestocapturesynergies
Donottransferexperience
UnderinvestinimportantR&Dinitiatives
Overlookrelevantcompetitivethreats
Miscalculate““marketshare”
Setinappropriateperformancetargets
Overlookrelevantcapacitychanges
Misjudgetruecostposition
Customers
Neglectprofitablecustomersegments
Over-investinunprofitablecustomers
Forgoopportunitiestocapturesynergies
Misjudgerelevantmarkettrends
Overlookrelevantgeographies
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ExamplesofIncorrectBusinessDefinition
BusinessDefinition
Somerespectedcompanieshavemissedprofitopportunitiesorsufferedunnecessarylossesbecausetheydidnotdefinetheirbusinessescorrectly.
AmericanExpress
Allegis
Saatchi&Saatchi
Chargecardsandcreditcardsareseparate
Chargecardsandcreditcardsareonebusiness-plasticmoney
Chargecarddivisionlostmoneyduetopoorcostpositionandmisguidedmarketingefforts
Airlines,hotelsandrentalcarsareonebusiness-caringfortravelersworldwide
Airlines,rentalcarsandhotelsarethreeseparatebusinesses
Thecombinationprovidedlittlevaluetocustomers:Allegiswassplitup
Advertisingandconsultingareonebusiness--servicetoglobalbusinessexecutives
Advertisingandconsultingareseparatebusinesses
Companysufferedseverelossesduetoinabilitytotransferexperience,lackoffocus,andtaintedimage
Company
Abetterbusinessdefinition
Consequencesofincorrectbusinessdefinition
Howmanagementdefinedthebusiness
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BusinessDefinition
AnalyticConsequencesofIncorrectBusinessDefinition()
BusinessdefinitionmustbethestartingpointofanyBaincasebecausedefiningabusinessincorrectlycanadverselyaffectstrategicanalysisanddecisionmaking.
Ifwedefineabusinessincorrectly...
IncorrectBusinessDefinition
CorrectBusinessDefinition
Theunderlyingnormativebandwillnotemerge
Abusinessmaylookdeceptivelyattractiveorunattractive
ROS/RMS
Growth/Share
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BusinessDefinition
AnalyticConsequencesofIncorrectBusinessDefinition()
DefiningabusinessincorrectlycanleadtoproblemsinconductingE-CurveandRCPanalysis.
Ifwedefineabusinessincorrectly...
IncorrectBusinessDefinition
CorrectBusinessDefinition
Wemayignorerelevantexperience
Wemaybenchmarkthewrongcompetitors
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