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1、Developer:Daphne LiReviewer:Susan Lonergan Cartha OHare John Clarke bcHow to be a Great ACMarch 1998Copyright 1998 Bain&Company,Inc.1GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Getting the job doneManaging upThe perfect client meetingDeveloping personal styleBuilding a rewarding care
2、erKey takeawaysAgenda2GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Getting the job doneManaging upThe perfect client meetingDeveloping personal styleBuilding a rewarding careerKey takeawaysAgenda3GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Bain caseteams address a cons
3、iderable range of strategic issues.Strategy consultingCorporate strategyBusiness unit strategyPerformance improvementHow should a company with many businesses achieve its growth objectives?How should a business unit respond to its competitors?How many manufacturing plants does a company need?What pr
4、oducts should client produce in each plant?Example:Types of Strategic Issues4GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC CompoutekAxels-4-RentBusiness problem:Answer:First-year AC workstream:Length of case:AC travel:Business unit strategy (PC business unit)Exit the retail PC marketCu
5、t costs through complexity reductionImplement process and organization redesignPhone competitors to gather data about the PC marketAnalyze client data relating to accounts receivable and inventory turnsBuild economic modelThree monthsMonthly local visits to client to gather data and attend meetingsC
6、orporate strategy (growth strategy)Target and retain most profitable customers through marketing programs and travel agent commission structuresFocus on corporate accounts that are already penetrated,but are currently underperforming in share targetsSize rental car market based on secondary research
7、 and customer surveysSplice and dice client customer database to establish segmentsResearch other companies retention programs(e.g.,airlines frequent flyer)Six monthsWeekly trips to NYC for client task force meetingsExample of Caseteam Assignments5GreatACCopyright 1998 Bain&Company,Inc.How to be a G
8、reat AC Caseteam CoordinatorVice-PresidentManager/CTLExperienced ConsultantNew ACNew ConsultantExperienced ACWhile you may frequently encounter variations,a typical caseteam structure looks like the following:Caseteam Structure6GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Your mix of
9、responsibilities will vary from case to case.The jobResearch/data gatheringAnalysisCommunicationTeamMarket size and dynamicsCompetitorsClient dataCustomersDatabase manipulationModels in ExcelRegressionsData into appropriate slide formatArriving at the strategic answerBlank slidesstorylineproper form
10、atOral communicationinformal team meetings with consultant/mangeroverheads to caseteamCoordinating workstreams with other ACs/consultantsParticipating in team brainstorming sessions and team meetingsOverseeing production for presentationsCaseteam eventsAreas of Responsibility7GreatACCopyright 1998 B
11、ain&Company,Inc.How to be a Great AC Flawless execution will destine ACs for greatness.They capitalize on the resources available to them,and show a willingness to do whatever it takes to get the job done.Get the job doneExecute on your workplanCommunicate upUnderstand the“Big Picture”Deliver with z
12、ero defectsDevelop and update your workplanKeep an 80/20 fallback planExecute-focus on the assigned taskAfter 6-12 months,take a more active role in intellectual leadership of your piece of workCommunicate regularly and frequently with your manageruse Answer-First and 80/20tag“red flags”seek help pr
13、ioritizingleverage manager to add additional 10%insightAlways“know the why”in the context of the“Big Picture”Perform zero defect analysisdocument everythingproof,proof,proofreality checkKey Success Factors8GreatACCopyright 1998 Bain&Company,Inc.How to be a Great ACAlways“know the why”in the context
14、of the“Big Picture”.Why are you doing this work?what is the Big Picture?where is the value?what is the client expecting?What does your analysis mean and why is it important to the client?What are likely questions to be asked of you?by your teamby your client(s)What sensitivity analyses illustrate re
15、sponses to potential questions or clarify issues for you?what about client sensitivity analyses?What reality checks can you do to demonstrate knowledge of the why?use of 80/20benchmarksfocus of your quality checks“Know the Why”9GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC A recent exp
16、erience at SAC training illustrates the importance of“knowing the why”in the context of the“Big Picture”.Develop presentation on business unit strategyAssignment:The client can be profitable and should milk its businessHypothesis:Market is growingClient has low cost positionCompetitors not a threatn
17、ext largest player higher costAssertions:“We can do a BDP to figure out where our client can lower costs”“Costs are relatively similar”SACs reaction:Data:What did they miss?RCPQuestion:ClientCompetitor4.804.905.604.500246Big Picture-“Know the Why”:Example(1 of 2)10GreatACCopyright 1998 Bain&Company,
18、Inc.How to be a Great AC More on“knowing the why”-what the ACs missed.“We can do a BDP to figure out where our client can lower costs”“Costs are relatively similar”SACs reaction:Competitor is lowest costCompetitor can lower price to gain share“Milk”is not a feasible strategyWhat they missed:Evaluate
19、 the competitive threat,not design“milking”strategyNext step:Data:This team got caught up in the details of the analysisNeed to step back and look at“Big Picture”Lesson learned:RCPClientCompetitor4.804.905.604.500246Big Picture-“Know the Why”:Example(2 of 2)11GreatACCopyright 1998 Bain&Company,Inc.H
20、ow to be a Great AC After you have performed your analysis,stepping back is essential to getting the Big Picture in focus.Double check your outputAre these results surprising?Why?Does this all make sense?Put the results on a slide or slidesIs there a so what from the slide?What are the implications?
21、What could client responses be?concerns/threatsconfusionIs there a better way to present the data?audiencebetter representation of key point(s)What does this mean for the client?How does this fit in with Bains work?What is the best way to articulate the key takeaways of the slide:what is your manage
22、r expecting?how does this analysis fit into the larger case question(s)?Presenting your data well can be more difficult than performing analysisStepping Back12GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Getting the job doneManaging upThe perfect client meetingDeveloping personal styl
23、eBuilding a rewarding careerKey takeawaysAgenda13GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Hi,Manager,What do youwant to talkabout today?Im sorry but Icant give you that info for your update todaytheclient hasnt given me the data.I had to stay upall night becausemy manager keptaddi
24、ng to my listof things to do!I think the answeris$650M,but cant rememberbut dont worry,I have it atmy desk!I dont know how Im going to do this market map.None of these companies are public.Whats Wrong With This Picture?(1 of 6)14GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Problem:BDP
25、:No agendaCome with objectives and agendaHi,Manager,What do youwant to talkabout today?Im sorry but Icant give you that info for your update todaytheclient hasnt given me the data.I had to stay upall night becausemy manager keptadding to my listof things to do!I think the answeris$650M,but cant reme
26、mberbut dont worry,I have it atmy desk!I dont know how Im going to do this market map.None of these companies are public.Whats Wrong With This Picture?(2 of 6)15GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Problem:BDP:Did not inform manager of roadblocksProvide your manager with frequ
27、ent updatesHi,Manager,What do youwant to talkabout today?Im sorry but I cant give you that info for your update today the client hasnt given me the data.I had to stay upall night becausemy manager keptadding to my listof things to do!I think the answeris$650M,but cant rememberbut dont worry,I have i
28、t atmy desk!I dont know how Im going to do this market map.None of these companies are public.Whats Wrong With This Picture?(3 of 6)16GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Problem:BDP:Did not ask for prioritizationAsk manager to reprioritize whenever new work is added to the wo
29、rkplanLet manager know if work is taking longer than anticipatedHi,Manager,What do youwant to talkabout today?Im sorry but I cant give you that info for your update today the client hasnt given me the data.I had to stay upall night becausemy manager keptadding to my listof things to do!I think the a
30、nsweris$650M,but cant rememberbut dont worry,I have it atmy desk!I dont know how Im going to do this market map.None of these companies are public.Whats Wrong With This Picture?(4 of 6)17GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Problem:BDP:No back upAlways bring backupHi,Manager,W
31、hat do youwant to talkabout today?Im sorry but I cant give you that info for your update today the client hasnt given me the data.I had to stay upall night becausemy manager keptadding to my listof things to do!I think the answeris$650M,but cant rememberbut dont worry,I have it atmy desk!I dont know
32、 how Im going to do this market map.None of these companies are public.Whats Wrong With This Picture?(5 of 6)18GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Problem:BDP:Not pushing issues to recommendationsIf you run into roadblocks,brainstorm and offer alternativesHi,Manager,What do y
33、ouwant to talkabout today?Im sorry but I cant give you that info for your update today the client hasnt given me the data.I had to stay upall night becausemy manager keptadding to my listof things to do!I think the answeris$650M,but cant rememberbut dont worry,I have it atmy desk!I dont know how Im
34、going to do this market map.None of these companies are public.Whats Wrong With This Picture?(6 of 6)19GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC“Push back”are words you will hear often.When Pushing Back May Be AppropriateWhen Pushing Back May Not Be AppropriateYou did the same anal
35、ysis last week(and the week before)You have a good relationship with your consultant/CTL/manager and believe this analysis is unnecessaryYouve been nonstop,without sleep working on this case for 72 hoursSome people on your team have been complaining about too much free time and youve been crunching
36、past midnight for the last two weeksYoure on vacationIt is unclear to you how the analysis fits into the greater picture/overall case objectivesYour supervisor is being unnecessarily demandingIts your first week on the caseYou dont know how to do the analysis(ask)You really want to ski/go to the bea
37、ch tomorrowYouve been devoting most of your time to your other sideYou just got back from vacationYoure sick of this caseYou dont like the consultant youre working withThe work is/appears boring or mundaneThere are no other resources available to complete piece of workYou believe youre too smart for
38、 the type of work requiredYou told your roommate you would meet her for drinks at 6:30Advice on Pushing Back20GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC You know theres a preez on Monday,but you have plans to go skiing for the weekendIts time to be a team player-especially if this p
39、reez has been on the calendar for a whileSituationSolutionOffer to(1)return after your dinner and(2)come in earlier than the rest of the team to compensateLet your manager know that your aerobics is important to you,but also show some flexibilityGo to your doctors appointment.As a rule,let your mana
40、ger know if you will be out of the office for a considerable length of timeYou know the rest of the team is here crunching,but you would really like to have dinner with a friend whos in town just for todayYou want to go to my morning aerobics class,but your manager calls a last minute a caseteam mee
41、ting for that timeYou have an important doctors appointment,but your manager just scheduled a client meeting that you need to attend with herPushing Back:Examples21GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Getting the job doneManaging upThe perfect client meetingDeveloping personal
42、 styleBuilding a rewarding careerKey takeawaysAgenda22GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC PreparationpackingThe AC roleEnsuring the perfect client meetingPreparation:back up&logisticsEnsuring the Perfect Client Meeting23GreatACCopyright 1998 Bain&Company,Inc.How to be a Great
43、 AC Maintain back-up book and leave audit trail at all times(dont wait until presentation is over!)make back-up user-friendlyinclude sensitivity analyses and other analyses beyond material shownanticipate questions have a cheat sheetMake copies(when appropriate)let your team take notescan use copies
44、 to make changesnumber pages(blue pencils dont copy)Carry necessary supplies to make corrections,calculations,measurementsAnticipate problems(client copiers,broken staplers,etc.)Bring relevant case work outside of presentationolder workannual reports,financialssample surveys,modelstable of contentsK
45、eep desk/files organized so team members can find needed materials when you are out of the officeGood preparation for client meetings is an investment with astronomical returns.Preparation(Back-up)24GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Know logisticstravel plans and optionsmee
46、ting times and locationsdirectionsphone numbers and contactsKnow your position:be prepared topay for petty cash itemsoffer to drive rental carscoordinate last-minute emergencies/travel changesNever make anyone wait for youtravel tip:dont check baggage8slows you down in airports8leaves you at risk fo
47、r lost baggagePrepare to be the logistics point person for client meetings.Assuming that“someone”has taken care of logistics is a prelude to disaster.Preparation(Logistics)25GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Open your briefcase-list its contentsWhat would you add if you wer
48、e traveling to a client presentation tomorrow?Compare your answer to“The Ultimate Travel Package,”which followsPreparation Packaging(Exercise)26GreatACCopyright 1998 Bain&Company,Inc.How to be a Great AC Pack your briefcase to cover a wide range of contingencies.Dont make assumptions about what othe
49、r team members“should”be carrying.And remember:a hand-drawn slide of last-minute insights is better than a fully-produced slide of errors.“The Ultimate Travel Package”Contact informationToolsOffice suppliesBain and client phone listsBusiness cardsDaily calendarCalculatorPCpower cordphone plugfiles d
50、ownloadedClear blank acetatesGraph paperWriting paper/note padSoft lead mechanical pencilsRulerWhite-out tape(thick and thin)Paper clipsBinder clipsRubber eraserManila foldersBlack slide pens(fineline and thickline)“The Ultimate Travel Package”27GreatACCopyright 1998 Bain&Company,Inc.How to be a Gre