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Cl m-final-brain grain
 

Cl m-final-brain grain

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    Cl m-final-brain grain Cl m-final-brain grain Presentation Transcript

    •  
    • Brain Grain Our team Tatiana Fomina MSU
    • Tasks:
      • Indicate key growth factors;
      • Assess current organizational structure;
      • Elaborate new structure;
      • Develop implementation plan;
      • Evaluate efficiency of proposed changes
      • Unilever’s objective
      • achieve 100% sales growth by 2013
      Brain Grain
    • 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%
      • Therefore, if Unilever just goes with the stream, it will fail to achieve its goal
      • Unilever should stick to active strategy
      Brain Grain
    • Brain Grain
    • Brain Grain
    • Brain Grain
    • Brain Grain
      • get more buyers
      • increase distribution channels
      • intensify marketing
    • Current structure Brain Grain
    • Brain Grain
      • Strong focus on each product category;
      • Coverage of the key sales areas;
      • Great attention to Modern Trade Channels
      • Duplicate functions;
      • Lack of activity in Traditional trade Channels;
      • Inflexible;
      • Non-transparent
      •  
    • Brain Grain New structure
      • Client – oriented structure
      • Promotion functions concentrated under CM
      • Elimination of duplication
      • Still separate distribution of HPC and FOOD
      Brain Grain Basic innovations
    • Growth driving forces
    • 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  
    • Implementation(1)
    • Implementation(2)
    • Implementation(2)
    • Implementation(3)
    • Implementation(3)
    • Implementation(4)
    • Implementation(4)
      • Field Sales Restructuring will enable Unilever:
      • Focus on key growing regions
      • Boost regional promo – activities
      • Be more client – oriented
      • Therefore, the necessary basis for obtaining our ultimate goal will be created.
      Brain Grain Final conclusion
    • Brain Grain Q&A
    • Brain Grain Thank you for your attention!