SMCG for Management Consultants and Business Analysts
4.7 (24 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,189 students enrolled

SMCG for Management Consultants and Business Analysts

Practical guide how to analyze in Excel and improve consumer goods businesses during consulting projects
4.7 (24 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,189 students enrolled
Created by Asen Gyczew
Last updated 7/2020
English
English [Auto]
Current price: $132.99 Original price: $189.99 Discount: 30% off
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This course includes
  • 4.5 hours on-demand video
  • 1 article
  • 62 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • How to model consumer good (SMCG) businesses in Excel
  • Analyze sales and marketing in SMCG businesses
  • Increase profits by optimizing sales and marketing in consumer goods business
  • Analyze supply chain in SMCG
  • Improve supply chain in consumer goods business
  • Master approach and tricks used by top consulting firms such as McKinsey, BCG, Bain
  • How to estimate the value of consumer base
  • Model SMCG as a service business
Requirements
  • Basic or intermediate Excel
  • Basic knowledge of economics or finance
Description

What is the aim of this course?

Consulting projects especially when it comes to consumer goods business are very demanding. The two most complicated areas are sales and marketing and supply chain. During consulting projects I have seen business analysts and management consultants struggling with understanding the business fast enough to deliver value to the customer. This course will give you the knowledge and insight into real life case studies that will make your life during a consulting project in a consumer goods business much easier.

This course will help you drastically improve your knowledge and skills in analyzing and improving Slow Moving Consumer Goods businesses (SMCG) such as furniture, smartphones, cars etc. It is designed for people who want to become management consultants, business analysts or have to run and optimize SMCG businesses on daily bases. In the course you will learn 4 things:

  1. How to model SMCG business in Excel

  2. How to improve sales and marketing in order to increase margin and profit

  3. How to improve supply chain in order to increase margin and profit

  4. How the move from selling a product to selling a service will impact the business

The course is based on my 15 years of experience as a consultant in top consulting companies and as a Board Member responsible for strategy, improvement and turn-arounds in biggest companies from Retail, FMCG, SMCG, B2B and services sector that I worked for. On many occasions I had to optimize also sales and marketing of the businesses I was responsible for. On the basis of what you will find in this course I have trained over 100 consultants, business analysts and managers who now are Sales and Marketing Directors, Operational Directors, COO, Investment Directors, Directors in Consulting Companies (McKinsey, PwC, BCG, KPMG, EY), Supply Chain Directors, Board Members etc. On top of that my courses on Udemy have already been taken by more than 42 000 students.

I teach through cases, so most of the lectures are case studies showing some business problems solved in Excel. There will be also overview of main challenges in sales and marketing as well as supply chain typical for SMCG. To every lecture you will find attached (in additional resources) the Excels shown in the lecture so as a part of this course you will also get a library of ready-made analyses that can, with certain modification, be applied by you in your work.


Why I decided to create this course?

Consulting projects especially when it comes to consumer goods business are very demanding. The two most complicated areas are sales and marketing and supply chain. During consulting projects I have seen business analysts and management consultants struggling with understanding the business fast enough to deliver value to the customer. The course will give you the knowledge and insight into real life case studies that will make your life during a consulting project in a consumer goods business much easier. Thanks to this course, you will know what and how to do during a consulting project devoted in a SMCG company. I will show you also how to model SMCG business in Excel.

To sum it up, I believe that if you want to build or to find improvements in SMCG business you should master techniques related to analyzing and optimizing sales and marketing as well as supply chain. That is why, I highly recommend this course not only to consultants or business analyst that have to advice their customer but also to owners, founders of businesses as well as directors.


In what way will you benefit from this course?

The course is a practical, step by step guide loaded with tones of analyses, tricks, hints that will significantly improve the speed with which you find and analyze SMCG business. There is little theory – mainly examples, case studies with a lot of tips from my own experience as well as other notable examples worth mentioning. Our intention is that thanks to the course you will learn:

  1. How to understand and improve sales and marketing in SMCG

  2. How to understand and improve supply chain in SMCG

  3. How to model SMCG business in Excel

  4. How to model for relatively new things in SMCG like customer base and switching from selling a product to selling a service

You can also ask me any question either through the discussion field or by messaging me directly.


How the course is organized?

The course is divided currently in 4 sections and I will be adding new sections to address other important issues. Currently you will find the following sections:

  • Introduction. We begin with little intro into the course. I will show you here what you can expect from this course and how it is organized

  • Modeling SMCG business in Excel. In the second section I will show you how to model in Excel SMCG business. You will also get as a part of it Excel files to play with. I will use here 2 examples. We will model the SMCG in the traditional way (selling a product) and in alternative way (selling of services). We will here use the case study of smartphones and vacuum cleaners producers

  • Sales and Marketing in SMCG. In this section I will show you examples of analyses of sales and marketing in SMCG business. This will give you a good idea on what to concentrate during a consulting project

  • Examples of business analyses of Supply Chain in SMCG. In the 4th section I will show you examples of analyses of supply chain in SMCG business. This will give you a good idea on what to concentrate during a consulting project.

I will be adding new sections and lectures in the coming months


You will be able also to download many additional resources

  • Excels with analyses shown in the course

  • Presentation of slides show in the course

  • Links to additional presentations and movies

  • Links to books worth reading


At the end of my course, students will be able to…

  • How to model consumer goods (SMCG) business in Excel

  • Analyze sales and marketing in SMCG

  • Increase profits by optimizing sales and marketing in consumer goods business

  • Analyze supply chain in SMCG

  • Improve supply chain in consumer goods business

  • How to estimate the value of consumer base

  • Model SMCG as a service business

Who should take this course? Who should not?

  • Management Consultants

  • Business Analysts

  • Directors

  • Startups founders

  • Controllers


What will students need to know or do before starting this course?

  • Basic or intermediate Excel

  • Basic knowledge of economics or finance

Who this course is for:
  • Management Consultants
  • Business Analysts
  • Students that want to get into Management Consulting, Private Equity (PE) or VC
  • Managers and Directors working in consumer goods especially in SMCG
  • Startups founders
  • Controllers
Course content
Expand all 99 lectures 04:26:18
+ Introduction
5 lectures 09:39

We begin with little intro into the course as well as some general info on what the course will be about

Preview 03:17

A little bit about me and my experience

Preview 01:47

Here I will show you what will be the structure of the course

Preview 01:26

Here I will show you what to do if a blurry image appears

What to do if a blurry image appears
02:04

Here I will show you how to find additional resources attached to the coruse like Excel files, presentations, links etc.

How to find additional resources
01:05
+ Sales and Marketing - examples of sales analyses
52 lectures 02:19:33

Here I will show you how to analyse sales and marketing issues in SMCG business model

Preview 00:51

In this lecture I will show you the main way in which you are selling products if you are SMCG company

Overview of Sales in SMCG
01:59

In this lecture I will show main ways to market SMCG products

Overview of Marketing in SMCG
04:22

We will discuss here the main challenges that you have to have if you are working in SMCG business

Main challanges in sales and marketing in SMCG
04:06

I will go through the cases that we will discuss in this section and that will help you to analyze and improve sales and marketing in SMCG

Preview 01:32

You can also think about adding new products within existing categories. This is what we will discuss in this lecture

New products within old categories – Case Introduction
01:25

Here I will show you the solution to the previously introduced case in Excel

New products within old categories – Case Solution - Vaccum Cleaners estimation
03:57

Here I will show you the solution to the previously introduced case in Excel

New products within old categories – the rest of estimation in Excel
03:05

Here I will show you the solution to the previously introduced case in Excel

New products within old categories – Case Solution - Power Point
01:59

Let’s imagine that you have to decide which method to support sales reps that work for retailers will be the best one. Help you customer analyze which method is better. We will discuss what other methods are used by your competitors and what you should pay attention to in order to decide which methods is better

Preview 02:33

In this lecture I will show you the solution to previously introduced case study

Preview 04:58

In this lecture I will show you the solution to previously introduced case study

How to motivate not yours sales reps – Contests
02:17

In this lecture I will show you the solution to previously introduced case study

How to motivate not yours sales reps – Incentive trips
02:32

In this lecture I will show you the solution to previously introduced case study

How to motivate not yours sales reps – Loyalty program
02:19

In this lecture I will show you the solution to previously introduced case study

Preview 02:01

In this lecture I will show you the solution to previously introduced case study

Preview 02:26

Imagine that you work for a car producer that wants to give certain discount for those who exchange their old car for a new one. Try to analyze and find out whether it makes sense or not and how much additional margin he can generate from this tactic

How much should you give for the old product – Case Introduction
01:45

In some cases it makes sense to pay the customer for the older version of the product. We will discuss in this lecture under what conditions it makes economic sense

When it makes sense to pay your customer for older version of the product?
03:49

In this lecture I will show you the solution to previously introduced case study

How much should you give for the old product – Costs
03:01

In this lecture I will show you the solution to previously introduced case study

How much should you give for the old product – Benefits
03:22

In this lecture I will show you the solution to previously introduced case study

How much should you give for the old product – Summary
00:58

In this lecture I will show you the solution to previously introduced case study

How much should you give for the old product – Solution in Power Point
02:09

Imagine that you are working for a smartphone producer that considers direct distribution. In this lecture we will start thte case study where your task will be to check whether it makes sense or not

Direct Distribution – Case Introduction
02:37

I will show you in this lecture what KPI I the retail business model driven by. This will help you understand the modeling in Excel done in next lectures

Business model of Retailer - main drivers
03:02

Here I will show you how to model the Retailer business in Excel.

Business model of Retailer in Excel - transaction version - 1 store
03:58

Here I will show you how to model the Retailer business in Excel.

Business model of Retailer in Excel - transaction version - retail chain
04:04

Here I will show you how to model the Retailer business in Excel.

Business model of Retailer in Excel - sq m version
01:07

We are returning to the case study where we try to model the SMCG business - smparthone producer that wants to set-up his own retail chain

Direct Distribution – Back to the case study
01:23

In this lecture I will show you the solution to previously introduced case study

Direct Distribution – Current Net Margin
03:45

In this lecture I will show you the solution to previously introduced case study

Direct Distribution – Modeling 1 store
03:40

In this lecture I will show you the solution to previously introduced case study

Direct Distribution – Future Net Margin
02:58

In this lecture I will show you the solution to previously introduced case study

Direct Distribution – Comparison
03:37

In this lecture I will show you the solution to previously introduced case study

Direct Distribution – Solution in Power Point
01:57

More and more SMCG businesses are considering switching from just selling the product and loosing track of the customer to selling service which usually, helps you increase your link with your customer base and earn more at the same time

From SMCG to service – Introduction – Part 1
03:03

More and more SMCG businesses are considering switching from just selling the product and loosing track of the customer to selling service which usually, helps you increase your link with your customer base and earn more at the same time

From SMCG to service – Introduction – Part 2
04:43

Here we will introduce the case study of smartphone producer who wants to swtich from selling the product to selling the service. We will try to estimate and compare both options and see what makes more sense.

From SMCG to service – Case Introduction
00:53

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – If sold as a product
04:18

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – If sold as a service – Part 1
03:01

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – If sold as a service – Part 2
03:01

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – Comparison
02:06

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – Solution in Power Point
02:41

Imagine that you are working for a ceramic tiles producer that wants to change the frequency at which customers are remodeling its houses. Your task is to analyze and decide which way is the best

Preview 01:59

There are some standard ways to make people shorten the lifespan. In this lecture we will discuss them

Preview 03:49

In this lecture I will show you the solution to previously introduced case study

Preview 02:46

In this lecture I will show you the solution to previously introduced case study

Preview 02:35

In this lecture I will show you the solution to previously introduced case study

How to shorten the lifespan of a product – Lower Costs
01:46

In this lecture I will show you the solution to previously introduced case study

How to shorten the lifespan of a product – Simplify Exchange
01:23

In this lecture I will show you the solution to previously introduced case study

How to shorten the lifespan of a product – Parameters
02:24

In this lecture I will show you the solution to previously introduced case study

How to shorten the lifespan of a product – Comparison
01:22

In this lecture I will show you the solution to previously introduced case study

How to shorten the lifespan of a product – Solution in Power Point
01:56

The customer base becomes more and more important for SMCG business. We will discuss in this lecture why

Why you care about the customer base?
03:24

There are some ways in which you can increase the value of your customer. We will discuss them in this lecture

How to increase the value of the customer base
02:49
+ Modeling SMCG Business Model in Excel
24 lectures 01:01:53

In this section we will model SMCG businesses in Excel. We will use 2 different approaches. In this lecture I will show you what you can expect in this section

Introduction to the SMCG Business Model
01:20

I will shortly go through things that are important in other SMCG. 

Things that matter in SMCG Business Model
03:52

Here I will discuss the main drviers for SMCG business model and how they are interlinked

Preview 02:27

Here I will show you what model we will build for commodity business model and what are the assumptions

Preview 01:31

In this lecture I will go briefly through the main assumptions for the model that we will work on in Excel. I will also go through the first sheet in which I generate the sales 

Preview 03:19

In this lecture I will show you how we will estimate the fixed and variable costs in production

Preview 04:19

In this lecture I will show you how to estimate the Gross Margin using sales and production costs 

SMCG business model in Excel – Gross Margin
02:59

Now it is time to estimate the cost of sales by channels and cost of marketing

SMCG business model in Excel – Cost of sales and marketing
03:00

In this lecture I will show you how to estimate the Net Margin using Gross Margin and the cost of sales and marketing 

SMCG business model in Excel – Net Margin
02:15

We have also take care of head office costs to get to profit and loss account

SMCG business model in Excel – Head Office costs
01:01

Finally we estimate the profit and loss account and we can try to draw conclusion on the business

SMCG business model in Excel – P&L
02:39

In this lecture we will also add the estimation of Working capital which may be crucial in Cash Flow estimation

SMCG business model in Excel – Working Capital
02:03

We will now try to model SMCG assuming that they are trying to switch from sale of product to sale of services. We will see how the profit loss statement will change due to change in the business model

Modeling SMCG business model as a service business – Introduction
01:51

More and more SMCG businesses are considering switching from just selling the product and loosing track of the customer to selling service which usually, helps you increase your link with your customer base and earn more at the same time

From SMCG to service – Introduction – Part 1
03:03

More and more SMCG businesses are considering switching from just selling the product and loosing track of the customer to selling service which usually, helps you increase your link with your customer base and earn more at the same time

From SMCG to service – Introduction – Part 2
04:43

Here I will introduce the case study of a smart phone producer that wants to shift from product sales to service sales. We will be solving the case study in the next few lectures

From SMCG to service – Case Introduction
00:53

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – If sold as a product
04:18

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – If sold as a service – Part 1
03:01

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – If sold as a service – Part 2
03:01

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – Comparison
02:06

In this lecture I will show you the solution to previously introduced case study

From SMCG to service – Solution in Power Point
02:41

We will use the case that we have discussed so far to see how we can use it and model the full profit and loss statement of SMCG business operating as a provide of services

Modeling SMCG business model as a service business – General Remarks
01:27

In this lecture I will show you how to model the head office costs


Modeling SMCG business model as a service business – Head Office costs
01:41

We wil finally close with a full profit and loss statement

Modeling SMCG business model as a service business – Profit & Loss
02:23
+ Examples of business analyses of Supply Chain in SMCG
17 lectures 53:59

In this section I will show you overview of the SMCG Supply Chain, main challenges and series of cases that will show you how to get the full potential of the Supply Chain

Preview 00:35

SMCG supply chain is extremely complicated on the supplier side. In this lecture I will show you how typical supply chain looks like 

Preview 02:11

There are number of challenges in the Supply Chain in SMCG. I will discuss them briefly in this lecture 

Main challenges in Supply Chain in SMCG
04:04

I will show you in short here what cases we will do in this section

Preview 01:38

Let’s have a look at car producer that is wandering how to get a specific part to his factories in Europe. We will see what is the optimal transportation mode of moving it to  the customer 

Transportation mode vs value density – Introduction
00:32

In this lecture we will calculate the solution in Excel and see how it will change depending on the parameters 

Transportation mode vs value density – Solution in Excel
04:26

Let’s have a look at car producer that is wandering which plant should supply to which country 

Preview 00:33

In this lecture I will show you how to use solver to find optimal solution to the case of planning the flow of finished goods between factories and markets 

Preview 06:12

In this lecture I will show you how to use solver to find optimal solution to the case of planning the flow of finished goods between factories and markets 

Car Industry – Planning the flow of finished goods – Excel - Second Option
03:02

You may have the urge to plan all the operations on the production floor. Yet in SMCG due to the number of components and process it is much better to find ways for the process to speak to each other. In this lecture I will why implementing the flow in SMCG is much better than trying to plan everything 

Why production optimization is replaced by flow
03:34

Kanban is a way in which you can drastically limit work in progress. I will show you in this lecture what it is and how it looks like in practice

Kanban introduction
03:36

I will show you how to calculate the impact of Kanban in Excel

Kanban in Excel
02:03

The ideal in production is the so called continuous flow -every go smoothly and fast. Products are being produced      fast and cheap. In this section I will tell you how to achieve it.

Continuous flow - introduction
04:09

Using a sandwich factory I will show you the mistakes people do when they try to create a continuous flow

How not to make continuous flow – sandwich factory
04:06

I will continue our example of sandwich factory. I will show you how the continuous flow should look like

How to make continuous flow – sandwich factory no kanban
03:11

I will continue our example of sandwich factory. We add the Kanban to the continuous flow

How to make continuous flow – sandwich factory with kanban
02:43

I show here example of continuous flow in services

Continuous flow in services
07:24
+ Conclusions
1 lecture 01:14

Here I will show you what other courses of mine you should take. You will also get a nice discount for my courses

Bonus Lecture
01:14