michelin aircraft tires marketing & sales meeting april 2008 - china 米其林飞机轮胎市场...
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Michelin Aircraft TiresMarketing & Sales Meeting
April 2008 - CHINA
米其林飞机轮胎市场 & 销售会议2008 年 4 月 - 中国
International M&S Meeting-
Our Future…Turning a Vision into Reality
Bob CARROLL
Page : 3 / Conservation : 2010Classification : D2Date de création : March, 2008Auteur/Sce : M&S teamRef : ISM Presentation
Our Future…Turning a Vision into Reality
• Realizing & sustaining Market Leadership is extremely difficult
• It requires…..– A market growth mentality…..without boundaries– A well thought out…..and executed global plan– Not an overnight accomplishment…..A long term plan– Building alignment….Team approach– And most importantly…..COMMITMENT by the entire
organization
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Our Future…Turning a Vision into Reality
• ‘Changing the world is our Ultimate responsibility as Leaders…..’– DEFINE how we want the Aviation Tire World to
become versus the current reality…..• Why are we so passionate about this industry?• What is it that we want to change?• What is it that we can change?• What is the relationship we want to have with our
customers?• Exam #1: What is…..‘A Better Way Forward’‘A Better Way Forward’
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Our Future…Turning a Vision into Reality
• ‘Changing the world is our Ultimate responsibility as Leaders…..’
– ‘ACT as though your every action has a direct impact on the world…..perform every deed as if it will either improve the world or damage it.’
• Exam #2: List 3 steps you personally need to take in order to create the change to assist Michelin becoming a market leader
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Our Future…Turning a Vision into Reality
• ‘Changing the world is our Ultimate responsibility as Leaders…..’
– ‘Don’t judge yourself based on the outcome of your efforts. If you succeed, don’t take credit for it; if you fail, don’t blame yourself. The only thing you take credit for is the fact that you tried.’
• Exam #3: What’s the message?
– Never…..Never, Ever……Try it alone!
• Build a team who wants to change the world for the better…..
Growing the Business
Michaela YASIN
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The Market
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2008 Speednews Market vision
• The market continues to increase globally– Commercial, Regional, and GA is growing– Military is shifting to radial, but remaining flat to
decreasing
• Air traffic and orders are up!• Debate remains – how high can it go? Is the
market overstated?
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To Summarize
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Global Fleet Size by Aircraft Make - 2012
83
1
72
3
70
8
67
7
46
3
39
3
37
7
34
4
22
9
22
0
71
22
522
96
4
0
500
1000
1500
2000
2500
3000
Growth Fleets Declining Fleets
+23%
+19%
+9% % increase is vs 2007
Global Fleet: 10 252 ac
Data Source: ACAS Oct 2007
Global Fleet Size by Airframer - 2012
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We Have a Plan
Ron OLDS
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Vision to Reality
• We have a Vision - 2013 NAR = 300M €• 2007 NAR = 149M €
• How do we bridge this gap?
• Radical LEAP!
• Goal: REALITY
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Radical LEAP
• What are you talking about?
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Radical LEAP
• “Love”, or passion for the business• We have:
– A motivated Sales Team– A motivated Marketing Team– A motivated Product Marketing Team– A motivated Product Engineering Team– A motivated OE Business Team
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Radical LEAP
• “Energized”• We have to be:
– excited– believe– self-confidence
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Radical LEAP
• “Audacity” Be “Audacious”• We must”
– Be bold– Embrace change– Set the standard– Be the benchmark
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Radical LEAP
• “Proof” that we are on the right track• We need:
– Feedback– Indicators
• Proof validates the cycle and leads to:– Increased “Love” or passion– Gives you more “Energy”– Success leads to more “Audacity”
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To Support Our Radical “LEAP”
• Strong Central Group to provide Vision and Processes– Marketing: Vision and Market Knowledge– Product Marketing: Bring the products to market
• ERJ-170/190; CRJ-700/900; Boeing 787• Boeing 737 radialization• NZG II
• Strong Zones (EMA, FEO, NAM, OE) to Execute and be the “Eyes and Ears” in the marketplace
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To Support Our Radical “LEAP”
• Tools to Succeed in each Zone– Sales– Zone Marketing– Business Operations– Product Engineering– Global Processes
• BAT
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We must be Focused
• Must make choices….– Cannot be everything to everyone
• Product Engineering– Monitor field performance of our product– Help reduce cost through improved performance
• Sales– Establish a Sales Development approach– Use customer segmentation to focus on the high
potential customers
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To Turn Vision into Reality
• We must have ALIGNMENT of the organization (our teams and our resources) to meet the needs of our customers
Building Alignment
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Building AlignmentBuilding
Alignment, what is that all about ??
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Building Alignment
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Building Alignment
The Louvre, La concorde, L’arc de triomphe, La defense
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Building Alignment
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Building Alignment
Goal Setting and Cross Functional Team Alignment
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Building Alignment
Align all activities in the same direction for a clear goal
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Building Alignment
A team exercise and process for building synergy for cross functional team management with shared goals
The Path to Success !
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Building Alignment @ LPAV
• All activities, the team……are for the LPAV:– Marketing & Sales– Research & Development– Supply Chain– Quality– Industry– Finance
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Building Alignment @ LPAV
And
– Languages• 8
– Nationalities• 11
– Wide cultural diversity
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Building Alignment - ExamplesCRJ700/900
– Business target – Skywest, early 2009
– Feasibility study with team:• STC path• Bias tires• Timeline• Manufacturing site• Cost target
– Team regular updates
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Food for thought from customer perspective
• Customer forecast aligned with supply chain and industry
• Customer technical requirements aligned with R&D and industry
• Customer needs alignment with the product plan•Customer business needs with product launches
Building Alignment - Examples
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Building Alignment
•Making choices•Staff team commitment•Common goals and clear roles•Maximize Efficiency•Communication
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