Mastering product complexity (PDF, 3316 KB) - Roland Berger
Mastering product complexity (PDF, 3316 KB) - Roland Berger
Mastering product complexity (PDF, 3316 KB) - Roland Berger
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Contribution margin<br />
33<br />
B.3 COMPLEXITY REDUCTION FOR AN FMCG COMPANY<br />
The company activated three levers to optimize <strong>complexity</strong><br />
Portfolio optimization<br />
1 2 3<br />
Product <strong>complexity</strong><br />
management<br />
Target cost <strong>product</strong><br />
development process<br />
DB2<br />
> Target%<br />
I<br />
Green Green Green Green<br />
Complexity reduction based on single<br />
variant cost model<br />
A target-cost-oriented process was<br />
defined<br />
DB2<br />
> 0%<br />
II<br />
Focus Focus Focus Focus<br />
Ideenfindung &<br />
-verdichtung<br />
Konzeptphase<br />
G3<br />
G3<br />
Entwicklungsund<br />
Testphase<br />
G3<br />
Einführungsphase<br />
5<br />
G4<br />
Launch und<br />
Erfolgskontrolle<br />
DB2<br />
< 0% III<br />
Exit Watch Watch Focus<br />
Grobkonzept EA<br />
Go/NoGo Liefertermin best. Erstauslieferung<br />
1 2 3 4<br />
6 7<br />
Idee Marketing-Konzept Offertkalk Absatzplan Erstproduktion<br />
Nachkalk<br />
DB1 var.<br />
< 0% IV<br />
Exit Exit Watch Watch<br />
Wirtschaftlichkeitsprüfung<br />
Wertorientierte<br />
Produktkonzeption<br />
Standardkatalog<br />
Kosten- und termingerechte<br />
Druckumsetzung<br />
Nachkalkulation<br />
D C B A<br />
< 50 TCHF > 50 TCHF > 100 TCHF > 500 TCHF<br />
< 100 TCHF < 500 TCHF<br />
Turnover<br />
Inhaltliche<br />
Koordination<br />
zwischen<br />
Projekten<br />
Detailierte<br />
Zielkostenvorgabe<br />
für Inhalt-, Pack-,<br />
Fertigungs-kosten<br />
Mengenabhängige<br />
Kalkulation aller<br />
Komponenten<br />
Ergebnisoffener<br />
Make or Buy<br />
Entscheid<br />
> Assessment of <strong>product</strong> portfolio<br />
based on contribution margin<br />
and turnover<br />
> Evaluation of scenarios for<br />
portfolio streamlining<br />
> Implementation of "exit" list<br />
> Optimization of <strong>product</strong> costs for<br />
top 25 SKUs<br />
> Product standardization across<br />
all links in value chain based on<br />
single variant cost model<br />
> Formulation of catalog for<br />
standard assortment<br />
> Implementation of a new<br />
organizational structure with a<br />
central <strong>product</strong> management<br />
department<br />
> Process integration<br />
> Adaptation of calculation design<br />
(volume-based)
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