1、机密此报告仅供客户内部使用。未经麦肯锡公司的书面许可，其它任何机构不得擅自传阅、引用或复制。DocumentDate*资料来源：Unit of measure例子HighLowLegendLegendLegendTextTextTextTextTextTitlex+x+TextTextTextTextTextEXHIBIT TITLE*资料来源：*资料来源：Unit of measureTextTextTextTextTextTextTextTextTextText2X2 CUBED*资料来源：Unit of measure2X2 TOWER*资料来源：Unit of measurePlace
2、PriceProductPackagePositioning promotionProduct offering5Ps MARKETING*资料来源：Unit of measureStrategySkillsSystemsStaffShared valuesStructureStyle7S*资料来源：Unit of measureARROW 3D*资料来源：Unit of measureCUBES1 3D*资料来源：Unit of measureCUBES2 3D*资料来源：Unit of measure*FootnoteSource:CUBES3 3D*资料来源：Unit of measur
3、eTextTextTextTextCUTOUT 3D*资料来源：Unit of measureNew entrantSuppliersIndustrycompetitorsBuyersSubstitutesFORCES AT WORK*资料来源：Unit of measureTextTextTextTextTextTextTextTextTextTextJOINT*资料来源：Unit of measureTextTextTextTextLEVEL SEPARATE 4*资料来源：Unit of measureTextTextTextLINEAR A 3D*资料来源：Unit of measur
4、eTextTextTextTextLINEAR B 3D*资料来源：Unit of measureTextTextTextLINEAR C 3D*资料来源：Unit of measureTextTextTextLINEAR D 3D*资料来源：Unit of measureTextTextTextTextLINEAR E 3D*资料来源：Unit of measureTextTextTextLINEAR G 3D*资料来源：Unit of measureTextTextLINEAR I 3D*资料来源：Unit of measureTextTextTextTextLINEAR J 3D*资料来
5、源：Unit of measureTextTextTextTextLINEAR N 3D*资料来源：Unit of measureTextTextTextLINEAR P 3D*资料来源：Unit of measureTextTextLINEAR Q 3D*资料来源：Unit of measureTextTextLINEAR Q 3D*资料来源：Unit of measurePlanImplementSupportLINKS 3*资料来源：Unit of measurePERSPECTIVE 3D*资料来源：Unit of measureTextTextTextPROPELLER 3D*资料来
6、源：Unit of measureRINGS 3D*资料来源：Unit of measureTextTextSCALE*资料来源：Unit of measureTextTextSCALES*资料来源：Unit of measureTextTextTextTextTextTextSIZES IN*资料来源：Unit of measureSPIRAL1 3D*资料来源：Unit of measureSpiralBrakesTube in tubeSPIRAL2 3D*资料来源：Unit of measureTextTextTextTextSPOTLIGHT*资料来源：Unit of measure
7、TextTextTextTextTextTextSTAIRCASE*资料来源：Unit of measureStars 3D*资料来源：Unit of measureTextTextWIRE CUBES*资料来源：Unit of measureTextTextTextTextTextTextTextARROWS*资料来源：Unit of measureTextLEVEL 1*资料来源：Unit of measureTextTextLEVEL 2*资料来源：Unit of measureTextTextTextLEVEL 3*资料来源：Unit of measureTextTextTextTex
8、tLEVEL 4*资料来源：Unit of measureTextTextTextTextTextLEVEL 5*资料来源：Unit of measureTextTextTextTextTextTextLEVEL 6*资料来源：Unit of measureTextHeaderHeaderTextFLOW 2*资料来源：Unit of measureTextTextHeaderHeaderTextFLOW 2 TITLE*资料来源：Unit of measureTextHeaderHeaderTextHeaderTextFLOW 3*资料来源：Unit of measureTextTextHe
9、aderHeaderTextHeaderTextFLOW 3 TITLE*资料来源：Unit of measureTextHeaderHeaderTextHeaderHeaderTextTextFLOW 4*资料来源：Unit of measureTextTextHeaderHeaderTextHeaderHeaderTextTextFLOW 4 TITLE*资料来源：Unit of measureTextHeaderHeaderTextHeaderHeaderHeaderTextTextTextFLOW 5*资料来源：Unit of measureTextTextHeaderHeaderTe
10、xtHeaderHeaderHeaderTextTextTextFLOW 5 TITLE*资料来源：Unit of measureTextTextHeaderHeaderHeaderHeaderHeaderTextTextTextHeaderTextFLOW 6*资料来源：Unit of measureTextTextTextHeaderHeaderHeaderHeaderHeaderTextTextTextHeaderTextFLOW 6 TITLE*资料来源：Unit of measureTextTextTextTextBLADES*资料来源：Unit of measureTextText
11、TextTextBOX*资料来源：Unit of measureTextTextTextTextBOX*资料来源：Unit of measureTextTextTextCYCLE 1*资料来源：Unit of measureTextTextCYCLE 2*资料来源：Unit of measureTextTextTextCYCLE 3*资料来源：Unit of measureTextTextTextTextCYCLE 4*资料来源：Unit of measureTextTextTextTextTextCYCLE 5*资料来源：Unit of measureTextTextTextTextText
12、TextCYCLE 6*资料来源：Unit of measureTextTextTextTextTextTextTextCYCLE 7*资料来源：Unit of measureTextTextTextTextTextTextTextTextCYCLE 8*资料来源：Unit of measureTextTextTextTextTextTextINCOMING*资料来源：Unit of measureTextTextTextTextTextRIBBON*资料来源：Unit of measureTextTextTextTextTextRING*资料来源：Unit of measureTextTex
13、tUPON 2*资料来源：Unit of measureTextTextTextTextTextTextTextTextCONTINUOUS*资料来源：Unit of measureTextTextTextTextCUTOUT*资料来源：Unit of measureTextTextTextLINEAR A*资料来源：Unit of measureTextTextTextTextLINEAR B*资料来源：Unit of measureTextTextTextLINEAR C*资料来源：Unit of measureTextTextTextLINEAR D*资料来源：Unit of measu
14、reTextTextTextTextLINEAR E*资料来源：Unit of measureTextTextTextLINEAR F*资料来源：Unit of measureTextTextTextLINEAR G*资料来源：Unit of measureTextTextTextTextLINEAR H*资料来源：Unit of measureTextTextLINEAR I*资料来源：Unit of measureTextTextTextTextLINEAR J*资料来源：Unit of measureTextTextTextTextTextTextLINEAR K*资料来源：Unit o
15、f measureTextTextTextTextLINEAR N*资料来源：Unit of measureTextTextTextLINEAR P*资料来源：Unit of measureTextTextLINEAR Q*资料来源：Unit of measureTextTextTextPROPELLER*资料来源：Unit of measureTextTextTextTextTextSTEP 5*资料来源：Unit of measureTextTextTextText2 ON 1*资料来源：Unit of measureTextTextTextTextTextTextAGAINST*资料来源
16、：Unit of measureTextTextTextTextTextAT WORK*资料来源：Unit of measureTextTextCOUPLED HORIZ*资料来源：Unit of measureTextTextCOUPLED VERT*资料来源：Unit of measureTextTextTextTextFOCUSED*资料来源：Unit of measureNew entrantSuppliersIndustry competitorsBuyersSubstitutesFORCES AT WORK*资料来源：Unit of measureTextTextTextPARAL
17、LEL*资料来源：Unit of measureTextTextTextTextSPLIT*资料来源：Unit of measureTextSURROUND*资料来源：Unit of measureTextTextTWISTED*资料来源：Unit of measureTextTextUP&AWAY*资料来源：Unit of measureTextTextUP&DOWN*资料来源：Unit of measureCustomerClientsDistributorsCompetitorsSuppliers3Cs TRIANGLE*资料来源：Unit of measureSkillsSharedv
18、aluesStrategyStaffStructureSystemsStyleA coherent set ofactions aimed at gaining a sustainable advantageover competition The organization chart andaccompanying baggage that showwho reports to whom and how tasks are both divided up and integrated The people in the organization,considered interms of c
19、orporatedemographics,notindividual personalities The way managers collectively behave with respect to use of time,attention and symbolic actions The processes and proceduresthrough which things get donefrom day-to-dayThose ideas of what is rightand desirable(in corporateand/or individual behavior)wh
20、ich are typical of theorganization and commonto most of its members Capabilitiespossessed bythe organizationas a whole asdistinct fromthe individuals.Some companiesperform extraordinaryfeats with ordinary people3S-4S*资料来源：Unit of measureThe way managerscollectively behave with respect to useof time,
21、attention,and symbolic actions The people in the organization,consideredin terms of corporate demographics,not individual personalitiesThe organization chart and accompanying baggage that show who reports to whom and how tasks are both divided up and integrated Those ideas of what is right and desir
22、able(in corporate and/or individual behavior)which are typical of the organization and common to most of its members The processes and procedures through which things get donefrom day to day A coherent setof actions aimedat gaining asustainableadvantage over competition Capabilitiespossessed bythe o
23、rganizationas a whole asdistinct from theindividuals.Some companies perform extraordinaryfeats withordinary peopleStaffSystemsStyleSharedValuesStructureSkillsStrategy2S-5S*资料来源：Unit of measureCompetitive positionLowMediumHighProduct/market attractivenessLowMediumHighBUSS PORTFOLIO*资料来源：Unit of measu
24、reChange visionChief ExecutiveLeadership groupsDown the lineExternal constitutionCommitmentConvictionCourageCapabilityIndividual activityEnabling devicesCHANGE BOARD*资料来源：Unit of measure Delta P Vision andLeadershipOrganizationalInfrastructurePerformanceMeasurementPeopleDevelopmentCommunicationsProb
25、lem SolvingProcessClient managers(particularly middle management)haveskill to lead programimplementationChange in actual behaviorAction plans sufficient to achieve goalsAgreement on objectives by line managementManagement of high-involvement processImplementation ornear implementationof required str
26、uctureand systemsFlow of 2-way communicationsPeoples understanding,belief and contribution to act on vision and action plansAccurate measurementof action and resultsClear accountabilitiesEarly winsVisible demonstrationof new vision andvalues by clientleadershipDELTA P*资料来源：Unit of measureNatural own
27、er Relative ability to extract value Low Medium Value-creation potential in business unit High Corporatecenter skillsBusiness unit linkagesTaxation/valuationdifferences Industry attractivenessCompetitive positionRestructuring/rationalization opportunities“One of the pack”Retain andgive toppriorityRe
28、tain andgive priorityRetain andmanage forcode orliquidate Probablydivest DivestDivest orliquidate MACS*资料来源：Unit of measureBusiness StrategyManufacturing StrategyConfigurationSystemsResearchFocusLaborPolicyProductDesignMakevs.BuyOrganizationProcessDesignMANUFACTURING STRATEGY*资料来源：Unit of measureRes
29、tructuring framework 1 5 4 3 2 PENTAGON*资料来源：Unit of measureBenefit Price Competitivedisadvantage Competitiveadvantage PRICE BENEFIT*资料来源：Unit of measureAppraise performanceand prospects Developstrategy Redesignpivotal jobs Design the skillbuilding process Assess changereadiness Top downaction progr
30、ams Bottom up action programs 1 2 4 5 6 7 8 3 SMILE CHART*资料来源：Unit of measure3.Create andpursue a uniqueadvantage 2.Resegment the market to create a niche4.Exploit uniqueadvantageindustrywide 1.Do more andbetter of thesameWhen tocompete STRAT GAMEBOARD*资料来源：Unit of measureStage 1 Stage 2 Stage 3 St
31、age 4 Value system Strategic manage-mentExternally orientated planningForecast based planningBudget planningMeet budget and schedulePredict the futureThink strategicallyCreate the futureSTRAT MANAGE*资料来源：Unit of measureSelling margin ContributionSalesSelling rateSalesAvailable selling time Effective
32、nessContribution Available selling time Productivity ContributionTotal selling costsEfficiencyAvailable selling timeTotal selling costsUtilizationAvailable selling timeTotal sales time Support intensitySupport costsTotal selling costsSupport leverageTotal sales timeSupport costsTREE PRODUCTIVITY*资料来
33、源：Unit of measureMaximizeshareholdervalueGrowthroughculturalinitiativeRedeployassetsImprove corebusinessperformanceGrow throughacquisitionand/or mergerAdopt soundfinancingapproachVALUE CREATION*资料来源：Unit of measureReal Perceived Clients relative ability to extract valueCorporate center skillsLinkage
34、s between business unitsFinancial ownership fitIndustry restructureInternal controllerShared resourcesTransfer of capabilityVertical integrationDifferences in tax positionExistence of non-cases objectivesInefficiencies in financial marketsDifference in valuation techniqueVALUE SOURCES*资料来源：Unit of m
35、easureHeaderTextGANTT10*资料来源：Unit of measureHeaderText#GANTT15*资料来源：Unit of measureTextTextTextTextLEFT TO RIGHT*资料来源：Unit of measureTextTextTextTextTextProcess objectivesTextSub-objectivesSTUDY OBJECTIVE*资料来源：Unit of measureTextTextTextTextTextTextTextTOP DOWN*资料来源：Unit of measureTextTextTextTextTe
36、xtTextTextTextTextText2X2*资料来源：Unit of measureTextTextTextTextTextTextTextTextTextText2X2 CUBED*资料来源：Unit of measureTextTextTextTextTextTextTextTextTextTextTextText2X2 EXTENDED*资料来源：Unit of measureTextTextTextTextTextText2X2 TOWER*资料来源：Unit of measureTextTextTextTextTextTextTextTextTextTextTextTextT
37、extTextTextTextText3X3*资料来源：Unit of measureTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextText3X3 EXTENDED*资料来源：Unit of measureTextTextDIFFRACTION*资料来源：Unit of measureTextTextTextFLOW DOWN*资料来源：Unit of measureTextTextPASS THROUGH*资料来源：Unit of measure050100150200250300350
38、199619971998199920002001Label 1Label 2Label 3AREA*资料来源：Unit of measure5040302010Label 1Label 2Label 3Label 4Label 5BAR*资料来源：Unit of measure50403020105040302010Label 1Label 2Label 3Label 4Label 5Label 1Label 2Label 3Label 4Label 5TitleUnit of measureTitleUnit of measureBAR 2*资料来源：Unit of measure40302
39、010550403025155550453025Label 1Label 2Label 3Label 4Label 5BAR BUTTED*资料来源：Unit of measure504030201023254565964323232323Label 1Label 2Label 3Label 4Label 5000000000000000SeriesSeriesSeriesBAR STACKED*资料来源：Unit of measure504030204550607080901020304050Label 1Label 2Label 3Label 4Label 5000000000000000
40、100%=SeriesSeriesSeriesBAR STACKED 100%*资料来源：Unit of measure0100200300400500600700050100150200250TitleUnit of measureTitleUnit of measureLabel 1Label 2Label 3Label 4Label 5Label 6BUBBLE*资料来源：Unit of measure2030405060Label 1Label 2Label 3Label 4Label 5COLUMN*资料来源：Unit of measure20304567762030456776La
41、bel 1Label 2Label 3Label 4Label 5Label 1Label 2Label 3Label 4Label 5TitleUnit of measureTitleUnit of measureCOLUMN 2*资料来源：Unit of measure203040506040506070405060708030Label 1Label 2Label 3Label 4Label 5COLUMN BUTTED*资料来源：Unit of measure2030405060202020202020304050202020253020Label 1Label 2Label 3Lab
42、el 4Label 5SeriesSeriesSeriesSeries000000000000000COLUMN STACKED*资料来源：Unit of measure3035405060303540202020151020102015101010Label 1Label 2Label 3Label 4Label 5SeriesSeriesSeriesSeries100%=000000000000000COLUMN STACKED 100%*资料来源：Unit of measure201510104520203030TitleUnit of measureLabel 1Label 2Labe
43、l 3Label 4Label 5TitleUnit of measure100%=000SeriesSeriesSeriesSeriesLabel 1COMBO PIE SEGMENT COLUMN*资料来源：Unit of measure050100150200250300050100150200TitleUnit of measureTitleUnit of measureLabel 1Label 2Label 3Label 4Label 5COST CURVE*资料来源：Unit of measureARROWS*资料来源：Unit of measureThis report is s
44、olely for the use of client personnel.No part of it may be circulated,quoted,or reproduced for distribution outside the client organization without prior written approval from McKinsey&Company.DISCLAIMERS CLIENT*资料来源：Unit of measureThis report contains information that is confidential and proprietar
45、y to McKinsey&Company and is solely for the use of McKinsey&Company personnel.No part of it may be used,circulated,quoted,or reproduced for distribution outside McKinsey&Company.If you are not the intended recipient of this report,you are hereby notified that the use,circulation,quoting,or reproduci
46、ng of this report is strictly prohibited and may be unlawful.DISCLAIMERS INTERNAL*资料来源：Unit of measureThis report is solely for the use of client personnel.No part of it may be circulated,quoted,or reproduced for distribution outside the client organization without prior written approval from McKins
47、ey&Company.This material was used by McKinsey&Company during an oral presentation;it is not a complete record of the discussion.DISCLAIMERS PRESENTATION*资料来源：Unit of measureLegendLegendLegendLEGENDS*资料来源：Unit of measureMcKINSEY LOGO*资料来源：Unit of measureMISC*资料来源：Unit of measureVery attractiveAverage
48、Very unattractiveVery attractiveAverageVery unattractiveMOONS*资料来源：Unit of measureILLUSTRATIVECONFIDENTIALESTIMATEEXAMPLEFOR DISCUSSION ONLYFOR DISCUSSIONPRELIMINARYDRAFTSTICKER*资料来源：Unit of measureCONFIDENTIALDISCUSSION DRAFTDISGUISED CLIENT EXAMPLEPRELIMINARY DRAFTPRELIMINARY ESTIMATEDISCUSSION DRAFTDISGUISEDDRAFT FOR DISCUSSIONSAMPLEBACKUPHYPOTHESISSTRAW MANTO BE COMPLETEDPROPOSEDREVISEDROUGH ESTIMATECONCEPTUALSTICKER OTHER*资料来源：Unit of measureWORLD MAP*资料来源：Unit of measure
