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1、Barcelona Beijing Berlin Brussels Bucharest Budapest Buenos Aires Delhi Detroit Duesseldorf Frankfurt Hamburg Kiev Kuala Lumpur Lisbon London Madrid Milan Moscow Munich New York Paris Prague Riga Rome Sao Paulo Shanghai Stuttgart Tokyo Vienna ZurichRoland Berger&Partners-International Management Con
2、sultantsProviding“First class”service in the new millennium-Summary of Project Results-Krones,Inc.Franklin,January 28th,2000DTW-0090-02679-04-08-2-This document was created for the exclusive use of our clients.It is not complete unless supported by the underlying detailed analyses and oral presentat
3、ion.It must not be passed on to third parties except with the explicit prior consent of Roland Berger&Partners.Content PageA.Project layout 3B.Defining Krones new service portfolio8 C.Optimizing key service processes18 D.Refocusing the service organization28ContentPageContentPageDTW-0090-02679-04-08
4、-3-A.Project layout DTW-0090-02679-04-08-4-Based on the current machine population and annual service purchase volume,Krones achieves only US$47m of 107m of the service potential Estimated sales volume of existing equipmentPrice per filler:0.6labeler:0.24 mOther:0.08 m897Total population since 1968E
5、quipment younger than 15 years(70%)Machine population of Krones in America 1999 units45,5MaintenanceRepair callsSpare parts(8%)Due to high prices and in-house re-sources only 14%2)Due to complexity nearly 77%2)Due to high prices,long delivery times and inefficient after-sales only 40%2)1)Source:Cust
6、omer interviews 2)Source:Krones estimatesFillerLabelersOtherTraining10766054625Handling parts(2%)Overhauls(2%)Total installed machine base US$m0,5New machine installationTotal service potentialUS$mCurrent service revenues 1999DTW-0090-02679-04-08-5-Krones,Inc.plans to double service sales within thr
7、ee years and offer“first class“service to all customersSource:Krones,Inc.Krones,Inc.sales distribution 1999-2002 E1.Double sales with services within threeyears!Define portfolio with high demand/high profitability services2.Offer“first class”service in terms of speed,cost and customer orientation!Re
8、design key services to meet time,cost and customer requirements3.Establish efficient service organization with clear responsibilities and reporting lines!Refocus existing service organization to meet“first class”service needsKrones,Inc.service goals100m45mSpare partsand handling partsService-Field s
9、ervice and trainingComplete packaging linesMachine ordersreceived 112FocusKrones Service-initial situationDTW-0090-02679-04-08-6-The three-phase project will improve Krones service portfolio,processes and service organizationDefining Krones new service portfolioAnalysis of market and customer requir
10、ements with focus on:Future requirements for customer service by interviewing 32 key customersService portfolio of key competitors and analysis of innovative service solutions Evaluation of US market development for bottling machinery until 2004Definition of Krones service portfolio for the new mill
11、ennium 1Goal:Efficient and customer-oriented service organizationEvaluating existing organization including function and reporting analysisOptimizing organization to provide“first class service”to customersPilot implementation and company-wide roll outRefocusing the service organization3Source:Rolan
12、d Berger&PartnersOptimizing key service processesGoal:Reduction of cost,lead time,and better customer orientationSelecting processes with large improvement potentialOptimizing key processesPilot implementation and company-wide roll out2Project Project implementationimplementationDTW-0090-02679-04-08
13、-7-Executive SummaryThe joint service project focusing on the service portfolio,process optimization and organizational structure has met the ambitious targetsThe joint service project defining the new Krones service portfolio,optimizing the key service processes and refining the organizational stru
14、cture 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 new services which will enable sales of US$98m in 2002(+115%).70 additional employees are required in the service area to meet this ambiti
15、ous 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 increase of 30%for service personnel.121 improvement measures have been identified or are already implementedThe new service organizatio
16、n calls for a strong regional focus with harmonized sales and service regions and the integration of Canadas and Mexicos service businesses.The organizational structure focuses on flat hierarchies and individual responsibilities.DTW-0090-02679-04-08-8-B.Defining Krones new service portfolioDTW-0090-
17、02679-04-08-9-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 contains ten existing and six new servi
18、cesBased 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 2002,with used machinery trade(US$4.8 m)an
19、d repair calls(US$4.3 m)following suitNew services include the efficiency audit,PMA,inventory consignment,CD-ROM/e-commerce,used machinery sales and a 24h hotlineTo achieve these ambitious growth targets,70 additional service personnel(+78%)are needed until 2002 DTW-0090-02679-04-08-10-A portfolio o
20、f 16 services has been defined to maximize service sales and to optimize departmental resourcesFuture service portfolio of KronesInstallation handling partsInstallation spare partsInstallation turn keyRepair callsOverhaulsAggregate exchange programEfficiency auditsPreventivemaintenanceSale of handli
21、ng partsSale of spare partsInventory consignmentMaintenance parts listTraining in fieldTraining in-houseUsed machine tradeCD-Rom e-commerceSource:Service projectDTW-0090-02679-04-08-11-The service revenue can be increased by over 115%with only a 78%increase in personnelBusiness plan overview US$mSou
22、rce:Service projectNet revenue+116%EBIT1)Total service personnel+78%1)SG&A expenses estimated based on 1999+114%DTW-0090-02679-04-08-12-While nine existing services should remain in Krones service portfolio 2000,the existing PMA and machine audits should be excludedFuture Service Portfolio 2000:Exis
23、ting services1.Installation handling parts4.24.24.14.04.04.03.33.12.32.62.354321HighLowDeleteKeepTop position due to existing capability and low competitive pressureCurrent PMA ineffective because of up-front payment,lack of guarantees3.Installation new machines 4.Training in-house5.Handling parts6.
24、Spare parts7.Overhauls8.Repair calls9.Installation turnkey10.Machine auditsBest sales revenue,but significant growth only for spare partsCurrent turnkey capabilities low,but keep for strategic reason1)Service attractivityHigh 1)11.Existing PMALow sales potential,cannibalizes sales of effective PMAs2
25、.Training in fieldDTW-0090-02679-04-08-13-Eight additional services are recommended for the Service Portfolio 2000”-preventive maintenance and maintenance kits on topFuture Service Portfolio 2000:New services1.Preventive maintenance3.73.63.33.33.33.22.62.454321High 1)Low2.Maintenance kits3.Inventory
26、 consignment4.Efficiency audit5.Extended warranty6.Used machine trade 7.24 hour hotline8.CD-ROM/e-commerce10.Machine operating(BOT)2.72.62.11.41.354321Low11.Machine leasing12.Credit card payment13.Video surveillance14.Service for other OEMRecommended new servicesNot recommended new servicesSource:Ro
27、land Berger&Partners1)Service attractivityAdd due to strategic importanceHigh 1)2.39.Aggregate exchangeDTW-0090-02679-04-08-14-General set up of preventive maintenanceInformation of customer in combination with new equipment sales or with after sales callsSpecification of a customized preventive mai
28、ntenance 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 days between customer visitCheck of the equipment replacement of parts if necessary,set up of p
29、art 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 for partsThe preventive maintenance contract includes an efficiency audits,equipment checks on
30、 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 presentation purpose during customer visitsImplementationRollout:2-21-00Necessaryresources:noneResponsib
31、ility:Mike Mc ClurgCurrent status:prepared for roll outClarification on the Krones warranty policy is required to proceed with the revised preventive maintenance agreement DTW-0090-02679-04-08-15-General set up of used machine tradeIdentification of used machines for saleBuying and disassembling of
32、used machineRebuilding of used machinesMarketing of available used machinesSelling of used machinesDescription of contentKrones offers all customers who buy new equipment the potential to trade in their used equipmentKrones also offers companies who want to sell their equipment bankruptcy,to buyback
33、 their equipmentKrones will rebuild,modernize or clean the equipment and offer it via brochures and internetPrerequisitesFacilities to rebuild used machinesGuidelines to evaluate/pricing used machinesSpecification of standard calculation(labor and material)for rebuildingProcedures and interfaces to
34、sales and regional product support have to be definedImplementationRollout:2-21-00Necessaryresources:noneResponsibility:Dean MartinCurrent status:marketing already startedA machine trade program should ensure Krones getting a handle on its used equipment DTW-0090-02679-04-08-16-Purchase ordersGenera
35、l set up 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 cont
36、entKrones 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 fo
37、rmat(including 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 b
38、e key to considerably increasing parts sales in futureDTW-0090-02679-04-08-17-General set up of efficiency auditCreate a questionaire for the customer.Preliminary data gatheringCreate document that defines efficiency standard for use in the time studyCreate document that defines customers“4M”s(machi
39、ne,material,manpower,methods)Create final report that pinpoints from largest downtime problems through the use of computer modeling simulationDescription of contentKrones offers selected customers the ability to improve the operating efficiency of all packaging machines on the lineThe customer can c
40、hoose 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 priced productEfficiency audit will be basis for operating up-time guaranteeEfficiency audit tied into
41、preventive maintenance program along with extended warrantyImplementationRollout:2-21-00Necessaryresources:noneResponsibility:Mike Mc ClurgCurrent status:prepared for roll outThe efficiency audit is an intelligent new product that can achieve considerable uptime improvements for Krones customers DTW
42、-0090-02679-04-08-18-C.Optimizing key service processesDTW-0090-02679-04-08-19-Defined improvements of existing processes will lead to a significant increase of customer penetration and gross profitExecutive SummaryThe optimization of existing services yields annual cost savings of US$3,6 m (-17%of
43、non-material costs)in all service departments and a gross profit increase from US$19 m to US$41 m in 2002Due to defined SOPs the utilization rate in field service and training can be increased by at least 30%with an average utilization rate of 85%By optimizing interfaces,procedures and tools in cust
44、omer service the sales per employee can be increased by 30%to US$3.3m,while the lead time for spare and handling parts will be reduced by 30-40%In 10 workshops and numerous interviews the existing processes and improvement areas were defined-Detailed process-mapping for field service,customer servic
45、e and training-In-depth analysis of interfaces between all service and other departments-Definition and prioritization of the key problem/improvement areasA detailed action plan of 121 action steps has been put together,numerous improvements are already implementedDTW-0090-02679-04-08-20-Main levers
46、Considerable cost savings can be achieved by implementing the defined process improvementsCost savings through process improvements US$mSource:Service Project1,02,60,50,51,70,5 0,50,2 2000200120021.22.73.6Reduction of costs in Customer Service Canada Reduction in credit memos and no-charge Service I
47、ncreased utilization of service techs/trainersEfficiency increase for CSRs 5%9%8%In%In%of of total total costscosts:DTW-0090-02679-04-08-21-Considerable productivity and utilization rate increases can be achieved in all service departmentsProductivity and utilization rate increase Field service:Redu
48、ction in indirect time(on-call,office time)Improvement of utilization of service techs and more efficient capacity planningTraining:Internal charge backsSelling customized SOPs and other training measuresCustomer service:System changes to enable quote/HP transferSupport of CSRs by pricing analystRea
49、l-time stock parts processingProcess Improvement1)1)See also detailed action planField serviceUS$000TrainingUS$000Customer serviceUS$00068%83%Utilization rate(Service techs)Revenue per employee(all)65%85%Utilization rate(only trainers)Revenue per employee(all)Revenue per employee(all)33%DTW-0090-026
50、79-04-08-22-Due to optimized processes the sales per existing customer can be doubled until 2002Penetration of customers with services in US,Canada,Mexico and CaribbeanProcess Improvement1)1)See also detailed action planField serviceUS$TrainingUS$Customer serviceUS$8.92037.310Field serviceDefined pr