Post on 24-Nov-2014
transcript
Mobil USM&R
1
Presented By:
Adam Nurmohamed
Heidi Kwok
Pearl Law
Mandy Wong
Sean Ma
July 26, 2010
2
Backgrounds Analysis Problems
Alternatives Recommendation Implementation
3
Backgrounds Analysis Problems
Alternatives Recommendation Implementation
World top 3 in integrated oil, gas and petrochemical
4
Exploration & Producing
Marketing & Refining
ChemicalMining & Minerals
Real Estate Marketing & Refining
Background Analysis Recommendation Implementation
5
5th largest U.S. refiner Gasoline products 7% of national share Finished lubricants products 12% of market share
Marketing & Refining
Background Analysis Recommendation Implementation
Current Situation
High expense
Dealer’s short term
goal
New potential strategy
6Background Analysis Recommendation Implementation
Stakeholders
• Managers & Employees• Customers – dealers & customers• Mobil Suppliers • Mobil C-stores • Mobil Shareholders • Creditors, banks
7Background Analysis Recommendation Implementation
Development Process • Launched in 1994 by Renaissance Solutions• Senior-level executive leadership team (ELT)
guided• Interviews to extract ELT ideas about BSC • Developed objectives & measures for 4 BSC
perspectives
8Background Analysis Recommendation Implementation
Critical Elements
• Bottom-up communications
• Feedback from employees
• Management support
9Background Analysis Recommendation Implementation
10
Backgrounds Analysis Problems
Alternatives Recommendation Implementation
11Background Analysis Recommendation Implementation
12Background Analysis Recommendation Implementation
13Background Analysis Recommendation Implementation
14
Road warriors true blues generation f3 homebodies priceshoppers0
0.05
0.1
0.15
0.2
0.25
0.3
0.16 0.16
0.27
0.21 0.2
Background Analysis Recommendation Implementation
15Background Analysis Recommendation Implementation
Road warriors true blues generation f3 homebodies priceshoppers0
0.05
0.1
0.15
0.2
0.25
0.3
0.16 0.16
0.27
0.21 0.2
16
Friendly
SafeFast
Background Analysis Recommendation Implementation
17Background Analysis Recommendation Implementation
18Background Analysis Recommendation Implementation
19
Problems
Alignment of strategy to Organization’s
Mission
Centralized organization
Low customer service
High cost
Unclear strategy
Short-term decisions
Undesired brand image
Background Analysis Recommendation Implementation
20
BSC
Tie measurement
with organization’s
strategy
Provide other performance measures
Employee support/
commitment
Background Analysis Recommendation Implementation
21
Backgrounds Analysis Problems
Alternatives Recommendation Implementation
22
Mission
Use innovations and technology to provide top-quality services and products to their valuable customers through dealerships and direct services.
Background Analysis Recommendation Implementation
23
Decision Variables
Alignment with Strategy
45%
Feasibility30%
Efficiency
25%
Background Analysis Recommendation Implementation
24Background Recommendation
2 Alternatives
Employee and customer oriented
Quality service to create
sustainable brand
25
Employee /customer oriented
• Productivity• Lower costs• Working environment• Customer loyalty• Dealer relationships
Background Recommendation
26
Pros Cons
Background Recommendation
27
Quality Oriented
• Brand image• Customer satisfaction• Higher quality of products/service• Competitive advantage
Background Recommendation
28
Pros Cons
Background Recommendation
29
Decision EvaluationDecision Criteria Weights Internal + External Brand
Alignment with strategy
45% 36% 22%
Feasibility 30% 20% 24%
Efficiency of results 25% 22% 17%
Total 100% 78% 63%
Background Recommendation
30
Recommendation
MissionFinancial
Learning and Growth
Internal Business Process
Customer
Mission
Internal Business Process
Customer
Background Recommendation
31
Objective MeasuresCustomer retention Percentage of customers
retained
Attracting new customers Number of new customers
Increase market share Market share in the industry
Customer satisfaction Surveys
Customer
Background Recommendation
Customer-sub Team
32
Objective MeasuresDevelop profitable dealers Dealer profitability
Dealer satisfaction Surveys
Increase in sales Dealer sales growthCustomer
Background Analysis Recommendation Implementation
Dealer-sub Team
33
Objective MeasuresProcess improvements Production cycle time
Minimize product waste / defects
Number of wasted / defective products
Reduce delivery time Order delivery time
Internal Business Process
Background Analysis Recommendation Implementation
34
Backgrounds Analysis Problems
Alternatives Recommendation Implementation
35
Gas/Membership CardsRecord of customer purchasesEasier purchasingDealer assessments
Customer SurveysQuality of service measuredEstimation of retention rate
Customer
Background Analysis Recommendation Implementation
36
Bulk purchasingProfit margin increases
Refund/return policy5% refundable products recycle and reuse
Dealer
Background Analysis Recommendation Implementation
37
Cost Reduction/Profit IncreasesDowntimeBrandExpenses
BSC familiarizationNBU
Internal Business Process
Background Analysis Recommendation Implementation
38
Results
Short term Long Term
Operational ImprovementsCustomer base increase
Dealer partnerships
Knowledge baseProfitability
Competitive Advantage
Background Analysis Recommendation Implementation
39
Summary
Desired financial performance
Align measurements with strategy
Process management
Climate surveys
Strategic Gas cards
Background Analysis Recommendation Implementation
40
Thank you for listening
Questions?
41
Backgrounds Analysis Problems
Alternatives Recommendation Implementation
42
• Return on capital employed• Cash Flow• Profitability• Operating expense• Volume growth for gasoline sales
Financial