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1、-1-Roland Berger&Partners International Management ConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest Buenos Aires Delhi Detroit Dsseldorf Frankfurt HamburgKiev Kuala Lumpur Lisbon London Madrid Milan Moscow Munich New York Paris Prague Riga RomeSo Paulo Shanghai Stuttgart Tokyo Vienna
2、ZurichProviding first class service in the new millennium Final project presentation Krones,Inc.Franklin,January 27,2000DTW-0090-02679-04-06-2-This document was created for the exclusive use of our clients.It is not complete unless supported by the underlying detailed analyses and oral presentation.
3、It must not be passed on to third parties except with the explicit prior consent of Roland Berger&Partners.ContentPageA.Executive Summary and project status-The service portfolio is 4quantified,the processes optimized and the organization definedB.Krones service portfolio 2000-On the way to US$100 m
4、 in service sales11B.1 Future service portfolio and business plan12B.2 Details of new service processes20C.Optimization of existing service processes-Cost savings of 28US$3,6 m and productivity increase of 30%D.Krones service organization-strong regional focus and consistent41customer orientationD.1
5、Regional focus of service organization 44DTW-0090-02679-04-06-3-This document was created for the exclusive use of our clients.It is not complete unless supported by the underlying detailed analyses and oral presentation.It must not be passed on to third parties except with the explicit prior consen
6、t of Roland Berger&Partners.ContentPageD.2New and existing functions 54D.3Krones new service organizational structure63D.4Recruiting strategy and compensation 76E.Decisions and next steps 81Appendix-see separate document1Business plan2Action plan3Detailed task description of existing and new service
7、 functions4Quick hits5Regional Field Service benchmarksDTW-0090-02679-04-06-4-A.Executive Summary and project statusDTW-0090-02679-04-06-5-Executive SummaryThe joint service project focusing on the service portfolio,process optimization and organizational structure has met the ambitious targetsThe j
8、oint service project defining the new Krones service portfolio,optimizing the key service processes and refining the organizational structure has been finalized.All project activities have been completed according to the time schedule.The new service portfolio is detailed with 10 existing and six ne
9、w services which will enable sales of US$98m in 2002(+115%).70 additional employees are required in the service area to meet this ambitious growth target(+78%).The optimization of existing service processes yields annual cost savings of US$3.6m(-17%of non-material cost in service)and a productivity
10、increase of 30%for service personnel.121 improvement measures have been identified or are already implementedThe new service organization calls for a strong regional focus with harmonized sales and service regions and the integration of Canadas and Mexicos service businesses.The organizational struc
11、ture focuses on flat hierarchies and individual responsibilities.DTW-0090-02679-04-06-6-The service project has been completed on time,all required actions are defined and already partially implemented Jan 28thWeeksMonths1234567891011TasksNovember 1999December 1999January 19991.Refining Krones servi
12、ce strategyAnalyze demand for innovative services(interviews)Define and implement refined service portfolio2.Optimizing key service processesDefine suitable processes and improvement targetsRedesign and implement key processes3.Refocusing the service organizationEvaluate existing service organizatio
13、nOptimize organization and communicate benefits4.Presentation of resultsKrones service portfolio 2000 defined with sales potential of US$100 mExisting processes redesigned and partially implemented,numerous quick hits New organizational/regional structure clearly defined Source:Service projectDTW-00
14、90-02679-04-06-7-The quick hits are on track for short term implementationQuick hitsDue date final implementationImplementations statusExpected resultsStructure cross-sellingDec 99100%US$1.5 m additional revenue til 2001Handling fee on travel expensesJan 2000100%US$130,000 p.a.New machine sign-off12
15、/1750%Improved machine quality and customer satisfactionLead time reduction for stock partsDec 9990%From 72 hour to same day deliveryPricing and costing in customer serviceJan 2000100%Max.24 hour lead time,accountably,better pricingInternal chargebacksDec 9920%Lead time and quality improvementReceiv
16、ables informationDec 99100%Reduction of receivables 100%Payable 30 to 60 daysJan 20000%Improving cash-flowCustomer list machines older than 10 yearsJan 2000100%Additional sales contactsWorking off parts back-logOn-goingOn-goingMonthly regional P&LJan 2000100%Monthly utilization reportJan 2000100%Dir
17、ect purchase orders from GermanyJan 2000 US$1 m additional revenue in 1999Improved reporting/steering Improved reporting/steeringReduced lead-timeOpen issuesnoneUPS shipmentnonenonenonenonenonenoneOfficial letter/M.Ruhland returnSOPnonePrincipal decisionnone24h telephone supportProfessional appearan
18、ce service techsFeb 2000Feb 200040%20%Compensation/schedulingPurchasing lab coatsProviding better serviceFirst class appearanceDTW-0090-02679-04-06-8-91961601.0001.0621.4081.722Comparison of field service region$0001)JanNov 99All service regions require considerable improvement to break even the ser
19、vice techs need to be redistributed6 68 83 37 75 514144 41919Net revenueService techs(12/99)EBIT-14n.A.n.A.1)Revenue and EBIT is allocated to the region in which the respective machine in located2)Estimate Source:Krones,Inc.South EastMid WestNorth-EastWestCanada2)MexicoAutomataFranklin1)ExampleDTW-0
20、090-02679-04-06-9-Field service utilization 112 19991)Utilization throughout the regions is too low,particularly the Franklin pool is underutilizedIndirect hoursOther direct hours2)billed hours1)Hours are allocated to the region in which the service tech is based2)Other direct hours include:Turnkeys
21、,warranty,no-charge Source:Krones,Inc.Total utilization rate60%60%77%77%79%79%74%74%58%58%ExampleDTW-0090-02679-04-06-10-Field service overtime analysis 112 991)The amount of unpaid overtime must be reduced by decreasing warranty and no-charge jobs and total overtimeNot paid for by customers1)Hours
22、are allocated to the region in which the service tech is based2)No territory:engineering,manufacturing,assembly,etc.Source:Krones,Inc.2)Paid for by customersExampleDTW-0090-02679-04-06-11-B.Krones service portfolio 2000-On the way to US$100 m in service sales-DTW-0090-02679-04-06-12-B.1 Future servi
23、ce portfolio and business planDTW-0090-02679-04-06-13-The future service portfolio has been defined in detail-the revenue target of US$98 m seems achievable in 2002Based on the market,customer and competitor analysis,the future service portfolio has been defined and agreed on with all departments.It
24、 contains ten existing and six new servicesBased on the revised business plan,a total service revenue of US$98 m(+115%)will be achievable in 2002.The EBIT should double from US$13 m in 99 to US$28 m in 2002Spare parts(US$57.4 m)and handling parts(US$13.3 m)will remain the main areas of revenue in 20
25、02,with used machinery trade(US$4.8 m)and repair calls(US$4.3 m)following suitNew services include the efficiency audit,PMA,inventory consignment,CD-ROM/e-commerce,used machinery sales and a 24h hotlineTo achieve these ambitious growth targets,70 additional service personnel(+78%)are needed until 20
26、02 DTW-0090-02679-04-06-14-A portfolio of 16 services has been defined to maximize service sales and to optimize departmental resourcesFuture service portfolio of KronesInstallation handling partsInstallation spare partsInstallation turn keyRepair callsOverhaulsAggregate exchange programEfficiency a
27、uditsPreventivemaintenanceSale of handling partsSale of spare partsInventory consignmentMaintenance parts listTraining in fieldTraining in-houseUsed machine tradeCD-Rom e-commerceSource:Service projectDTW-0090-02679-04-06-15-The service revenue can be increased by over 115%with only a 78%increase in
28、 personnelBusiness plan overviewUS$mSource:Service projectNet revenue+116%EBIT1)Total service personnel+78%1)SG&A expenses estimated based on 1999+114%DTW-0090-02679-04-06-16-Total revenues of US$81 m can be achieved with existing services,new services have to account for US$17 mBack-upDTW-0090-0267
29、9-04-06-17-One of the key prerequisites for achieving increased service revenue and EBIT is parts lead time and qualityPrerequisites for customer service budgetThe revenue plan for handling and spare parts can only be achieved with considerable improvements in engineering and manufacturing/assembly4
30、 weeks delivery timeincreased qualityIf these targets cannot be achieved by November 2000 the following actions are required2nd shift operation only for parts manufacturing,orseparate manufacturing site outside current facility,orconsiderable downside revision of the budget for 2001 and 2002Since th
31、e parts business is the revenue and profit driver of the business,this must be a top priority for Krones,Inc.Back-upDTW-0090-02679-04-06-18-The calculation of future service revenue is based on a number of key assumptions as well as the budget for new machine salesThe assumptions in the calculation
32、for Krones future machine populations based on the current budget for 2000 and lower growth rates for 2001 and 2002If new machine sales grow by only 10%in 2002,2001 and 2002 the total service revenues can only still US$93 m in 2002All revenues and costs are based on real term prices-no inflation rat
33、e has been calculatedThe hourly service/training rates have been increased to US$90 in 2001 and 2002The margins for spare and handling parts are kept constant based on 1999The underlying market growth rates for parts and service,the annual service cost for customers based on their total machine cost
34、 and the market trends are taken from the extensive customer interviews and the market analysisThe budgets are calculated on the basis of the annualized P&Ls of 1 to 10/99Back-upUnderlying assumptions for service revenuesDTW-0090-02679-04-06-19-The service revenue plan is based on the current new ma
35、chine budget for 2000 with a lower growth rate for 2001 and 2002Back-upSource:Krones;accountingDTW-0090-02679-04-06-20-B.2 Details of new service processesDTW-0090-02679-04-06-21-General set up of efficiency auditCreate a questionaire for the customer.Preliminary data gatheringCreate document that d
36、efines efficiency standard for use in the time studyCreate document that defines customers“4M”s(machine,material,manpower,methods)Create final report that pinpoints from largest downtime problems through the use of computer modeling simulationDescription of contentKrones offers selected customers th
37、e ability to improve the operating efficiency of all packaging machines on the lineThe customer can choose between the use of computer modeling simulation(level 3)or time study and line analysis(level 2)PrerequisitesCustomer willing to pay for improved operating performance.This will be a premium pr
38、iced productEfficiency audit will be basis for operating up-time guaranteeEfficiency audit tied into preventive maintenance program along with extended warrantyImplementationRollout:2-21-00Necessaryresources:noneResponsibility:Mike Mc ClurgCurrent status:prepared for roll outThe efficiency audit is
39、an intelligent new product that can achieve considerable uptime improvements for Krones customers DTW-0090-02679-04-06-22-Defined actions to implement efficency auditExampleCurrent status:01-25-00DTW-0090-02679-04-06-23-General set up of preventive maintenanceInformation of customer in combination w
40、ith new equipment sales or with after sales callsSpecification of a customized preventive maintenance contract due to the shiftmodel,used equipment and qualification of customer personelScheduling of customer visits and specifications presumable needed partsEnsure availability of parts at least 5 da
41、ys between customer visitCheck of the equipment replacement of parts if necessary,set up of part lists and additional services if neededDescription of contentKrones guarantees all customers who agree on a preventive maintenance contract the availability of equipment and a defined extended warranty f
42、or partsThe preventive maintenance contract includes an efficiency audits,equipment checks on a regular basis and the replacement of parts if necessaryPrerequisitesOutline of standard contract in respect of warranty and necessary customer commitments Marketing brochure of the service for presentatio
43、n purpose during customer visitsImplementationRollout:2-21-00Necessaryresources:noneResponsibility:Mike Mc ClurgCurrent status:prepared for roll outClarification on the Krones warranty policy is required to proceed with the revised preventive maintenance agreement DTW-0090-02679-04-06-24-General set
44、 up of inventory consignmentAnalysis of customer equipment to identify possible content of consignment stockOutlining of a contract conditions due to the product rangeRegular controlling and refilling of the used inventory at customer sideAnalysis of used inventory and adjustment if necessaryDescrip
45、tion of contentKrones offers selected customers the service to run the equipment related inventory and ensure a 100%availability of all defined spare partsPrerequisitesCustomer demands that Krones have consignment inventory located at customer siteKrones can select the parts to be part of the consig
46、nment inventoryImplementationRollout:4-1-00Necessaryresources:noneResponsibility:Peter HansonCurrent status:Trail case Campell S.in progressIf requested by the customer Krones should offer inventory consignment and benefit by increasing parts salesDTW-0090-02679-04-06-25-Purchase ordersGeneral set u
47、p of CD-ROM/e-commerceSet up of an electronic equipment specific part list(part number,specifi-cation,price)for at least standard spare partsProvide customer with electronic part list via CD-ROM or access to Krones homepageManufacturing/OS/shippingInvoicingCreate quotationsDescription of contentKron
48、es offers all customers the possibility to order at least standard spare part by rising a CD-ROM or a special application of the Krones homepageBy the end of 2000 all drawings will be available in electronic format(k-view)for read onlyPrerequisitesAvailability of part list in an electronic format(in
49、cluding part number,specification and price)Procedures to enable customer access to part list via internetImplementationRollout:12-31-00Necessaryresources:noneResponsibility:Mike Mc ClurgCurrent status:task force defined and startedThe marketing/selling of parts via CD-Roms and on-line will be key t
50、o considerably increasing parts sales in futureDTW-0090-02679-04-06-26-General set up of used machine tradeIdentification of used machines for saleBuying and disassembling of used machineRebuilding of used machinesMarketing of available used machinesSelling of used machinesDescription of contentKron