Cl m-final-brain grain

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Cl m-final-brain grain

  1. 2. Brain Grain Our team Tatiana Fomina MSU
  2. 3. Tasks: <ul><li>Indicate key growth factors; </li></ul><ul><li>Assess current organizational structure; </li></ul><ul><li>Elaborate new structure; </li></ul><ul><li>Develop implementation plan; </li></ul><ul><li>Evaluate efficiency of proposed changes </li></ul><ul><li>Unilever’s objective </li></ul><ul><li>achieve 100% sales growth by 2013 </li></ul>Brain Grain
  3. 4. Anticipated market growth Brain Grain 2009 2010 2011 2012 2013 2014 growth rate (YoY) Total Revenues, bn RUB* 26,5 27,75 29,05 30,42 31,85 33,34 4,7% HPC 13,25 13,91 14,61 15,34 16,11 16,91 5% FOOD 13,25 13,83 14,44 15,08 15,74 16,43 4,4% Expected Total Revenues, bn RUB** 26,5 27,75 35,0 44,1 55,5   26%
  4. 5. <ul><li>Therefore, if Unilever just goes with the stream, it will fail to achieve its goal </li></ul><ul><li>Unilever should stick to active strategy </li></ul>Brain Grain
  5. 6. Brain Grain
  6. 7. Brain Grain
  7. 8. Brain Grain
  8. 9. Brain Grain <ul><li>get more buyers </li></ul><ul><li>increase distribution channels </li></ul><ul><li>intensify marketing </li></ul>
  9. 10. Current structure Brain Grain
  10. 11. Brain Grain <ul><li>Strong focus on each product category; </li></ul><ul><li>Coverage of the key sales areas; </li></ul><ul><li>Great attention to Modern Trade Channels </li></ul><ul><li>Duplicate functions; </li></ul><ul><li>Lack of activity in Traditional trade Channels; </li></ul><ul><li>Inflexible; </li></ul><ul><li>Non-transparent </li></ul><ul><li>  </li></ul>
  11. 12. Brain Grain New structure
  12. 13. <ul><li>Client – oriented structure </li></ul><ul><li>Promotion functions concentrated under CM </li></ul><ul><li>Elimination of duplication </li></ul><ul><li>Still separate distribution of HPC and FOOD </li></ul>Brain Grain Basic innovations
  13. 14. Growth driving forces
  14. 15. Staff distribution in regions Federal Level Regional Level   VP CD NSD FS RSM TSM MTS DS FOOD DS HPC TTS CME CMS Total       1 1 3 14 64 14 14 183 6 28 328 CD Operations   2 1 1                   West Region   97     1           2       Moscow Sales Area HPC 28       1 15 1 1 8   2     Arkhangelsk Sales Area 22       1 3 1 1 14   2     St.Petersburg Sales Area 20       1 8 1 1 7   2     Tver' Sales Area 24       1 4 1 1 15   2   East Region   119     1           2       Chelyabinsk Sales Area 19       1 2 1 1 12   2     Krasnoyarsk Sales Area 23       1 2 1 1 16   2     Vladivostok Sales Area 20       1 2 1 1 13   2     Novosibirsk Sales Area 27       1 5 1 1 17   2     Ekaterinburg Sales Area 27       1 4 1 1 18   2   South Region   110     1           2       Samara Sales Area 19       1 3 1 1 11   2     Krasnodar Sales Area 28       1 5 1 1 18   2     Nizhniy Novgorod Sales Area 19       1 4 1 1 10   2     Volgograd Sales Area 17       1 3 1 1 9   2     Voronezh Sales Area 24       1 4 1 1 15   2  
  15. 16. Implementation(1)
  16. 17. Implementation(2)
  17. 18. Implementation(2)
  18. 19. Implementation(3)
  19. 20. Implementation(3)
  20. 21. Implementation(4)
  21. 22. Implementation(4)
  22. 23. <ul><li>Field Sales Restructuring will enable Unilever: </li></ul><ul><li>Focus on key growing regions </li></ul><ul><li>Boost regional promo – activities </li></ul><ul><li>Be more client – oriented </li></ul><ul><li>Therefore, the necessary basis for obtaining our ultimate goal will be created. </li></ul>Brain Grain Final conclusion
  23. 24. Brain Grain Q&A
  24. 25. Brain Grain Thank you for your attention!

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