凯捷咨询解决问题的方法与假设.ppt

《凯捷咨询解决问题的方法与假设.ppt》由会员分享，可在线阅读，更多相关《凯捷咨询解决问题的方法与假设.ppt（34页珍藏版）》请在三一办公上搜索。

1、,Structured Problem Solving&Hypothesis Generation,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/2,Goals of this module,Lay out a systematic approach to solving business problems“Structured Problem Solving”Establish a common“modus operandus”f

2、or Consulting teamsPractice the suggested process on a real-life example,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/3,Strategy is about thriving in a changing world,“The pictures pretty bleak,gentlemen.The worlds climates are changing,the

3、 mammals are taking over,and we all have a brain about the size of a walnut.”,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/4,which is all about“decision making”,“Strategy is about making decisions”The best strategy“makers”are able to blend

4、analytic techniques with an understanding of the future uncertainties and simple good luckBased on often imperfect information they make decisions and then drive implementation,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/5,There are two ba

5、sic approaches to problem solving;but both can work,The“theres a pony in here somewhere”approach,The structured analytic approach,Potentialfor richpowerfulsolutions,Scurry around analyzing tons of data to see if you can find something useful,Get the data,Potential forgood(and mixed)solutions,Definep

6、roblemandhypotheses,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/6,Defining the issue is the first step in the journey to final recommendations,Develop Conclusions and Make Recommendations to Implement,Find Insights,Analyse Data,Gather Data

7、,Form Hypotheses,So what?aha,new thought,What you should do and how,Define the Issues,What are the questions keeping you awake at night?,Factual information gathered to prove or disprove hypotheses,Analyse what the data tells us,Statements that provide direction and structure for the analysis,2004 C

8、apgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/7,Hypothesis formation ensures that our analysis is focused on our clients problem,Form Hypotheses,Define the Issues,Gather Data,Analyse Data,Find Insights,Develop Conclusions and Make Recommendations

9、to Implement,So what?aha,new thought,What you should do and how,What are the questions keeping you awake at night?,Factual information gathered to prove or disprove hypotheses,Analyse what the data tells us,Statements that provide direction and structure for the analysis,2004 Capgemini-All rights re

10、servedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/8,Hypotheses are developed in three steps,What are the real strategic issues?What is the impact on the organisation?What are the priorities?,We think.It looks like.The right answer may be.The options could be.,We believe th

11、is to be true.A series of statements,not yet backed by dataBased on initial data search or expert opinions,A number of assertions need to be true for a hypothesis to be valid.,Is there a market for white label insurance products?,Direct channels are growingRetailers have a strong channel and brandTh

12、ere are existing products,Chubb Insurance can access new business by using the brand strength of Tesco resulting Is low cost of acquisition and profitable business,Define the question,Review and Describe Multiple Assertions,Form the hypothesis,1,2,3,2004 Capgemini-All rights reservedXxx/yymmdd-Struc

13、tured Problem Solving and Hypothesis Generation,Author/9,A hypothesis should identify not only the issue but also the cause and the impact,Think through these three stages as you create a hypothesis to help you plan out how you will test it:What is the issue?What is the underlying opportunity?Where

14、is the advantage?What do you think causes the issue?What are the key drivers of the process?What is the impact of the issue?How can we tell there is an opportunity?Why do we care?,“x is anopportunity.”,“due to.”,“resultingin.”,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving a

15、nd Hypothesis Generation,Author/10,The Structured Problem Solving Process covers the life cycle of a consulting engagement,Define the ProblemStructure the ProblemDevelop a HypothesisExecute the Analysis Develop a Recommendation Create the Communication Deliver CommunicationFollow Up with Client,Cove

16、red in current module,Covered later in the week,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/11,The Basics-Problem Solving Approach,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/12,

17、DEFINE THE PROBLEM,STRUCTURE THE ANALYSIS,FIND THE SOLUTION,Our problem solving approach produces results through answering a simple series of questions,Is there a problem or opportunity?If so where does it lie?Why does it exist?What could we do about it?What should we do about it?,Fine,but IWIK H2

18、do this.,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/13,Source:Barbara Minto,“The Pyramid Principle”.,Always ask:“Are they Mutually Exclusive and Comprehensively Exhaustive(MECE)?”,Logical pyramids are basic tools for this approach,helping

19、 you to define,structure and solve the clients problem,1.Ideas at any level in the pyramid must always be summaries of the ideas grouped below them2.Ideas in each grouping must always be the same kind of idea,and they must answer the same question implied by their summary3.Ideas in each grouping mus

20、t always be in a logical order:,MainAssertion,Key Line,Deductively or inductively Trace course or time orderDivide or structural order(e.g.,Sales,Marketing,Manufacturing,etc.)Classify or degree order(e.g.,most important,2nd most important,etc.),2004 Capgemini-All rights reservedXxx/yymmdd-Structured

21、 Problem Solving and Hypothesis Generation,Author/14,Logical pyramids increase the effectiveness of problem solving,results delivery and communication,Vertical structureHorizontal structureKey line/narrative,but help ensure thoroughanalysis,while decreasingcomplexity,and increasing the powerof prese

22、ntations,Logical pyramids have simple rules,The effectiveness of our work depends heavily on how compellingly we can argue that the solution we put forward serves the client best,The reasoning we have to apply to come to our solution is complex and difficult to summarize for brief client interaction

23、s,To build succinct and compelling presentations of our work,we use logical pyramids as the preferred communication style:Pyramids make information more memorable and meaningfulThey lead to a clearer definition of the problems we solveThey structure our solutions to these problems and make them more

24、 compelling,Source:Barbara Minto,“The Pyramid Principle”.,which will make your work/life much easier to handle,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/15,Define and Structure the Problem,2004 Capgemini-All rights reservedXxx/yymmdd-Str

25、uctured Problem Solving and Hypothesis Generation,Author/16,“If you dont know where you are going,any road will take you there.”-Anonymous,Why problem definition matters,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/17,In structuring a probl

26、em,break it into smaller,easier-to-handle components AND start with the right definitions,US Car Market,Light Trucks,Passenger Cars,Big 3,Mini Vans,Sport UtilityVehicles,Ford,GM,Chrysler,But be careful why does this not work?,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving an

27、d Hypothesis Generation,Author/18,Mutually Exclusive and Comprehensively Exhaustive,The most important rule for any structure you impose,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/19,Divide,Clarify,DiagnosticFramework,Cause EffectFramewor

28、k,StructuralFramework,Problem Structure,To help you solve a problem,your structure must:Disaggregate the problem into smaller and easier to solve componentsBe a“MECE”description of the problem and its possible solutions,Trace Cause,There are three ways to structure a business problem,Source:Barbara

29、Minto,“The Pyramid Principle”.,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/20,HeadHurts,Physical,Mental,External,Internal,Stress,Tension,Hypochondria,Bumped,Bruised Head,Allergies,Bad Weather,Sinus Headache,Flu,Cold,Brain Tumor,Water on th

30、e Brain,Example 1 disaggregate the problem into a diagnostic solution tree,SCooP,Source:Barbara Minto,“The Pyramid Principle”.,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/21,Store is withinshopping radius,do not know about the store,know a

31、bout the store,never visit the store,enter the store,do not buy,make a purchase,do not come back,make repeat purchases,Location,Advertising,Signage,CI,Conversion,Customer Value,Root Cause,Example 2(trace cause)disaggregate the problem into a cause-effect framework,How can TESCO improve its sales pro

32、ductivity(sales/sq.ft.)?,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/22,Accounttype,Pack size,REPURCHASETarget market persuaded to repurchase?,DISTRIBUTIONBrand madeavailable?,TRIALTarget market induced to try?,AWARENESSTarget marketaware?

33、,Productrejection,Price/valuerejection,Frequencyof use,Occasionof use,Consumerprofile,Pack,Display,Promotiontype,Promotiontuning,Sell-ineffectiveness,Feedback,If all lines of inquiry fail to reveal a problem source,go back to consider whether target market and consumer benefit have been accurately d

34、efined.,Attributeawareness,Advertisingrecall,Advertisingspending rate,Mediamix,Regional weight,Advertisingcommunication,Targetmarket,Consumerbenefit,Region,Sales forcecoverage,Sales forcedirection,Tradeterms,Example 3 disaggregate the problem into an intrinsic structure,Why does Wimpys not show the

35、anticipated financial performance?,Channel,Source:Barbara Minto,“The Pyramid Principle”.,Productspec.,Sellingprice,Brandname,Packaging,POSITIONINGBrand properly positioned for themarket?,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/23,Exerc

36、ise 1 Kmart vs.Wal*Mart:define and structure Kmarts business problem,SituationKmart and Wal*Mart operate similar chains of Full line Discount storesDifferent pricing strategies:Kmart follows a promotional pricing strategy of weekly sales,offering discounts on selected items,Wal*Mart follows an EDLP

37、strategy(EDLP=Every Day Low Prices);Kmarts regular prices are higher than Wal*Marts,its sales prices are lowerWal*Mart has a better price perception than KmartKmart has a higher GM than Wal*Mart(23%vs.21%)Kmart has significantly higher SG&A as percent of sales,which eliminate Kmarts Gross Margin adv

38、antage over Wal*MartWal*Marts scale advantage is not driven by the number of stores,but by its sales per store(better sales per square foot)Kmart has significantly lower sales per square foot sales than Wal*Mart($170 vs$250).With Wal*Marts sales productivity,Kmart would be about as profitable as Wal

39、*MartComplicationKmart is operating at break-even,and Wal*Marts aggressive expansion puts more and more of Kmarts stores into direct competition with Wal*Mart,decreasing their store contribution and Kmarts overall profitabilityQuestion?,Structure Kmarts problem to help its management devise a soluti

40、on,including identifying the key question that our study must answer,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/24,Exercise 1 define and structure Kmarts problem:first step is to logically organize the facts,Company,Competitor,Customer,Hi

41、gher GM than WalMart(+),Higher SG&A expenses than WalMart(-),Aging stores,Hi/Lo pricing strategy,Lower net income than WalMart,Eroding same-store sales vs.WalMart,Sales/sq.ft.higher than Kmart,Aggressive expansion into Kmart territories,EDLP pricing strategy,Customers perceive WalMart prices better

42、than Kmart,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/25,Exercise 1 define and structure Kmarts problem:second step is to iterate to drive insight creation,Although Kmarts Hi/Lo pricing strategy leads to high GM,high SG&A has led to erodi

43、ng sales productivity,Higher GM than WalMart(+),Higher SG&A expenses than WalMart(-),Aging stores,Hi/Lo pricing strategy,Lower net income than WalMart,Eroding same-store sales vs.WalMart,Sales/sq.ft.higher than Kmart,Aggressive expansion into Kmart territories,EDLP pricing strategy,Customers perceiv

44、e WalMart prices better than Kmart,WalMart is aggressively expanding,with highly productive stores and a different pricing strategy than KMart,Customers perceive WalMart delivers higher value in some areas,How can Kmart improve its sales productivity(sales/sq.ft.)?,2004 Capgemini-All rights reserved

45、Xxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/26,Exercise 4 summary performance data for a credit card issuer whats the problem?,Note:All figures in 1000s.Assume no priceinflation and that interest rates have remained constant,The 80/20 Rule 80%of the answer is in 20%of the

46、dataOften we miss the goldmine because we are busy trying to value the shack built on top of it This data,taken from a real client(but rebased,)tells the whole sorry story of their strategic problem in one picture,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis

47、 Generation,Author/27,Exercise 5 using a“quick and dirty”approach can produce surprisingly accurate results,30 million?300 million?3 billion?30 billion?300 billion?,How Many(Retail)Litres of Petrol Are Sold in France Per Year?,Data:French Population 60 million.1 Gallon=3.8 Litres,2004 Capgemini-All

48、rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/28,Develop a Hypothesis,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/29,Explicitly ties your analysis to your problem definition,Why hypotheses matter,The

49、y keep your effort,Helps define the level of accuracy that matters,Ensures you analyze no more than is needed to disprove hypotheses within a reasonable doubt,Allows quick check before massive data collection and crunching:“If we confirm our belief in the hypothesis,will we be able to act on it?”,Ke

50、eps you efficient,2004 Capgemini-All rights reservedXxx/yymmdd-Structured Problem Solving and Hypothesis Generation,Author/30,Source:Barbara Minto,“The Pyramid Principle”.,RuleCaseResult,If we put the price too high,sales will go downWe have put prices too highTherefore,sales will go down,CaseResult