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1、Step1:ActivelylistentothecaseYourclientisthesugarcerealdivisionofFoodsInc.,aU.S.-baseddistributorandmanufacturerofpackagedfoods.Accordingtothedivisionpresident,FoodsInc.'straditionalstrengthhasbeenwithgrocerystores,whichintotalstillaccountforthemajority
2、ofits$1.1billioninsugarcerealsales.However,adiscountchain,BigMMart,hasbeengrowingataveryhealthyrateofalmost15percentperyearandhasnowbecometheirleadingcustomer.YourclientisnotsurehowtoreacttothiseventandaskedBCGforassistancewiththecompany'sdistributionst
3、rategy.Step2:EstablishunderstandingofthecaseFirst,letmemakesureIunderstandtheproblem.Ourclientspecializesinsugarcereals,andhastraditionallydistributedthroughgrocerystores.SalestoBigMMart,adiscountchain,havebeengrowingat15percentperyearandtheyhaverecentl
4、ybecomethelargestdistributoroftheirproductnationwide.WeareheretohelpherevaluateherdistributionstrategyinlightofBigMMart'sgrowth.Thatiscorrect.Couldyouexplaintomehowgrocerystoresdifferfromdiscountstores?Sure.Grocerystoresgenerallyspecializeinfooditems,as
5、wellassomehouseholdgoodsandover-the-counterpharmaceuticals.Discountstores,ontheotherhand,offerfooditemsalongsideawidevarietyofmerchandise,includingclothing,homeelectronics,andhousewares.DoesBigMMartmarketitsfoodproductsdifferentlythandogrocerystores?Dis
6、countstoresadvertiselowerpricesacrossawidevarietyoffoods,particularlystaple,non-perishablefoods.CouldIpleasetakeamomenttowriteafewnotestomyself?Pleasefeelfree.Step3:SetuptheframeworkBeforemakingrecommendations,Ithinkwewouldfirstneedtoevaluatewhethersale
7、sgrowthatBigMMartisgoodorbadforFoods,Inc.Inordertodothat,Iwouldfirstlookattheirsugarcereal'sperformanceatBigMMartversusotherdistributionchannels.Second,IwouldlookattheirperformanceversustheircompetitorsatBigMMart.Next,Iwoulddeterminethedriversofcustomer
8、purchases.Finally,Iwouldwanttounderstandthesupplychain.Thatcertainlysoundslikeareasonableapproach.Let'sproceed.Step4:EvaluatethecaseusingtheframeworkFirst,IwouldliketogetabettersenseofwhereBigMMartstandsrelativetoourclient'sother
