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Business Industry Business Strategy

SMCG for Management Consultants and Business Analysts

Practical guide how to analyze in Excel and improve consumer goods businesses during consulting projects
Rating: 4.6 out of 54.6 (25 ratings)
1,214 students
Created by Asen Gyczew
Last updated 2/2021
English
English [Auto]
30-Day Money-Back Guarantee

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

5 sections • 99 lectures • 4h 26m total length

  • Preview03:17
  • Preview01:47
  • Preview01:26
  • What to do if a blurry image appears
    02:04
  • How to find additional resources
    01:05

  • Preview00:51
  • Overview of Sales in SMCG
    01:59
  • Overview of Marketing in SMCG
    04:22
  • Main challanges in sales and marketing in SMCG
    04:06
  • Preview01:32
  • New products within old categories – Case Introduction
    01:25
  • New products within old categories – Case Solution - Vaccum Cleaners estimation
    03:57
  • New products within old categories – the rest of estimation in Excel
    03:05
  • New products within old categories – Case Solution - Power Point
    01:59
  • Preview02:33
  • Preview04:58
  • How to motivate not yours sales reps – Contests
    02:17
  • How to motivate not yours sales reps – Incentive trips
    02:32
  • How to motivate not yours sales reps – Loyalty program
    02:19
  • Preview02:01
  • Preview02:26
  • How much should you give for the old product – Case Introduction
    01:45
  • When it makes sense to pay your customer for older version of the product?
    03:49
  • How much should you give for the old product – Costs
    03:01
  • How much should you give for the old product – Benefits
    03:22
  • How much should you give for the old product – Summary
    00:58
  • How much should you give for the old product – Solution in Power Point
    02:09
  • Direct Distribution – Case Introduction
    02:37
  • Business model of Retailer - main drivers
    03:02
  • Business model of Retailer in Excel - transaction version - 1 store
    03:58
  • Business model of Retailer in Excel - transaction version - retail chain
    04:04
  • Business model of Retailer in Excel - sq m version
    01:07
  • Direct Distribution – Back to the case study
    01:23
  • Direct Distribution – Current Net Margin
    03:45
  • Direct Distribution – Modeling 1 store
    03:40
  • Direct Distribution – Future Net Margin
    02:58
  • Direct Distribution – Comparison
    03:37
  • Direct Distribution – Solution in Power Point
    01:57
  • From SMCG to service – Introduction – Part 1
    03:03
  • From SMCG to service – Introduction – Part 2
    04:43
  • From SMCG to service – Case Introduction
    00:53
  • From SMCG to service – If sold as a product
    04:18
  • From SMCG to service – If sold as a service – Part 1
    03:01
  • From SMCG to service – If sold as a service – Part 2
    03:01
  • From SMCG to service – Comparison
    02:06
  • From SMCG to service – Solution in Power Point
    02:41
  • Preview01:59
  • Preview03:49
  • Preview02:46
  • Preview02:35
  • How to shorten the lifespan of a product – Lower Costs
    01:46
  • How to shorten the lifespan of a product – Simplify Exchange
    01:23
  • How to shorten the lifespan of a product – Parameters
    02:24
  • How to shorten the lifespan of a product – Comparison
    01:22
  • How to shorten the lifespan of a product – Solution in Power Point
    01:56
  • Why you care about the customer base?
    03:24
  • How to increase the value of the customer base
    02:49

  • Introduction to the SMCG Business Model
    01:20
  • Things that matter in SMCG Business Model
    03:52
  • Preview02:27
  • Preview01:31
  • Preview03:19
  • Preview04:19
  • SMCG business model in Excel – Gross Margin
    02:59
  • SMCG business model in Excel – Cost of sales and marketing
    03:00
  • SMCG business model in Excel – Net Margin
    02:15
  • SMCG business model in Excel – Head Office costs
    01:01
  • SMCG business model in Excel – P&L
    02:39
  • SMCG business model in Excel – Working Capital
    02:03
  • Modeling SMCG business model as a service business – Introduction
    01:51
  • From SMCG to service – Introduction – Part 1
    03:03
  • From SMCG to service – Introduction – Part 2
    04:43
  • From SMCG to service – Case Introduction
    00:53
  • From SMCG to service – If sold as a product
    04:18
  • From SMCG to service – If sold as a service – Part 1
    03:01
  • From SMCG to service – If sold as a service – Part 2
    03:01
  • From SMCG to service – Comparison
    02:06
  • From SMCG to service – Solution in Power Point
    02:41
  • Modeling SMCG business model as a service business – General Remarks
    01:27
  • Modeling SMCG business model as a service business – Head Office costs
    01:41
  • Modeling SMCG business model as a service business – Profit & Loss
    02:23

  • Preview00:35
  • Preview02:11
  • Main challenges in Supply Chain in SMCG
    04:04
  • Preview01:38
  • Transportation mode vs value density – Introduction
    00:32
  • Transportation mode vs value density – Solution in Excel
    04:26
  • Preview00:33
  • Preview06:12
  • Car Industry – Planning the flow of finished goods – Excel - Second Option
    03:02
  • Why production optimization is replaced by flow
    03:34
  • Kanban introduction
    03:36
  • Kanban in Excel
    02:03
  • Continuous flow - introduction
    04:09
  • How not to make continuous flow – sandwich factory
    04:06
  • How to make continuous flow – sandwich factory no kanban
    03:11
  • How to make continuous flow – sandwich factory with kanban
    02:43
  • Continuous flow in services
    07:24

  • Bonus Lecture
    01:14

Instructor

Asen Gyczew
Expert in performance improvement, turnaround and startups
Asen Gyczew
  • 4.3 Instructor Rating
  • 13,454 Reviews
  • 87,498 Students
  • 50 Courses

Expert in performance improvement, scaling businesses, and turning-around companies with significant experience both in management as well as in supervision of medium size companies (EUR 20 – 500 million) and startups. I have trained in person over 100 consultants, business analysts, and managers who now are Investment Directors, CEO, Partners in PE and VC funds, Sales and Marketing Directors, Operational  Directors, COO, Directors in Consulting Companies, Supply Chain Directors, Board Members, etc. On top of that my courses on Udemy were already taken by more than 84 000 students including people working in McKinsey, EY, Walmart, Alvarez & Marsal, Bain, PwC, Deloitte, Accenture, Dell, Adidas, Naspers, Walgreens, Orange, Citigroup, Cisco, IBM, and many others.


Functional experience:
performance improvement, strategy development, startups, intrapreneurship, post-merger integration and cost reduction, due diligence, turn-arounds, PMO; 

 Industry experience: SMCG (domestic appliances, furniture, ceramic tiles), FMCG (cosmetics, juice, meat), retail (electronics, convenience shops, pharmaceuticals, DIY, vending, fashion, toys), B2B (aluminum system, plywood, alcohol, reagents, loading systems), services (MRO, consulting, outsourcing) 

Countries: Poland, Serbia, Russia, Ukraine 

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