文档介绍：Author: Ruma Sanyal
bc
Experience Curve
March 1998
Copyright© 1998 Bain & Company, Inc.
Contributors: Arnaud Tesson,
Thatcher Gearhart,
Rob Markey
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Experience Curve
Agenda
The Experience Curve concept
Strategic implications
Applications
Potential problems
Tricky issues
Client issues
Experience Curve steps
Client example
Key takeaways
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CU7113097ECA
Experience Curve
Agenda
The Experience Curve concept
Strategic implications
Applications
Potential problems
Tricky issues
Client issues
Experience Curve steps
Client example
Key takeaways
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Experience Curve
The Experience Curve Concept
The price of a given unit of value declines predictably as a function of the experience an industry has accumulated in providing that unit of value
The cost to provide a given unit of value should decline as a firm accumulates experience in providing that unit of value
There are two basic principles behind Experience Curves.
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Experience Curve
Definitions
Price
E-Curve
Cost
E-Curve
Accumulated experience (Log Scale)
Unit Price or Cost in Constant Dollars (Log Scale)
Bain Slope = 1 minus the rate of price (or cost) decline for every doubling of accumulated experience
E-Curve Slope =
Since prices (and costs) usually decline with accumulated experience, E-Curves usually have negative slopes
price (or cost)
accumulated experience
Log-log scale
E-Curves are drawn using a log scale for both axes
Constant Prices and Costs
Prices and costs are shown in constant terms (., the effect of inflation is removed)
Price E-Curve: The relationship between the price to buy a unit of value and accumulated sales of the unit of value. Sales are a proxy for experience
Cost E-Curve: The relationship between the cost to provide a unit of value and accumulated production of the unit of value. Production is a proxy for experience
The following are important definitions related to Experience Curves (E-Curves):
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Experie