行业分析-overview+on+analysis1.ppt

TABLE OF CONTENTS Introduction General analytical techniques Graphs Deflators Regression analysis Supply side analysis Cost structures Design differences Factor costs Scale, experience, complexity and utilization Supply curves Demand side analysis Customer understanding segmentation and “Discovery” conjoint analysis multi-dimensional scaling Price-volume curves and elasticity Demand forecasting technology/substitution curves Wrap-up LOGIC AND ANALYSIS CRITICAL TOSTRATEGY DEVELOPMENT Key to strategy development is laying out “logic” to Understand what makes business work economics interactions across competitors, segments, time, ...... Conceptually organize client goals Devise ways to achieve client’s goals Help client “make it happen” A tightly developed piece of this logic is analysis Reducing complex reality to a few salient points Isolating important economic elements ANALYSIS IS MORE THAN NUMBER CRUNCHING Analysis is...... Integrating quantitative and qualitative knowledge Seeing the bigger picture Thinking creatively conceptually Not . . . Endless calculations Letting statistics dictate/rule “Classic” scientific rigor ANALYTICAL BIAS “Everything can be quantified” Not really, but Most “qualitative” effects are based in economics explicit or opportunity costs accurately quantifiable or not Client hires us to analyze and objectify Quantitative analysis is the basis CREATIVITY AND ANALYTICAL PERSEVERANCE AREIMPORTANT TRAITS FOR SUPERIOR ANALYSTS Strive to address a problem using different approaches to test hypotheses and find inconsistencies Triangulate on answers Never believe a data series blindly Never stop at first obstacle Clients often stop short of good analysis because they quickly surrender in the absence of good, readily available data We never surrender to the unavailability of data Your case leader does not want to hear that “there is no data,” but rather what can be developed, in how much time, and at what cost WHERE TH