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ID:38664803
大小:1.25 MB
页数:13页
时间:2019-06-17
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1、CosmeticsCo.ChinaExpansionStrategyforCosmeticsCo.April,2016ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsentCasebackgroundandnextsteps(1/3)•Welcometothe2016Baincasecompetition!•Yourteamhasb
2、eeninvitedbytheStrategyDirectorofCosmeticsCo.toparticipateinapre-discussiononCosmeticsCo.’sexpansionstrategyinChinaforthenext5years.ThequalityofyourproposalandpresentationwilldeterminewhetheryoucangetadiscussionwiththeCEOonapotential3-monthconsultingproject•CosmeticsCo.isoneofthetopSouth
3、Korean/Japanesecosmeticsmanufacturers/brandownerswithmultiplebrandsatdifferentpositioningandmultiplecategoriesofproductoffering•WhileJapanmarketisincreasinglysaturatedandSouthKoreamarketgrowthisdecelerating,Chinacosmeticsmarketcontinuestogrowrapidly.CosmeticsCo.viewsChinaasacriticalmarke
4、tforitsinternationalgrowthandwouldlikeitsChinabusinesstobeasignificantcontributortoitsrevenue•ThecompanyhasmadesomeattemptsinthepastfewyearstopenetrateChinamarket.Howeveritisnotmeaningfulinmarketpositionyet,andlagsbehindmajorcompetitors.ManagementwouldliketorevisititsplanforChinaexpansio
5、nNote:Forthepurposeofthiscase,youmayfocusonskincareand/orcolorcosmeticsforCosmeticsCo.ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsentHKG2016BainCaseCompetition-1st...2Casebackgroundandnex
6、tsteps(2/3)•TheStrategyDirectoraskedforyourteam’shelpinthinkingthroughthefollowingkeyquestionsonkeytrendsinChinaanditsimplicationsforCosmeticsCo.:-Whatarethemostattractiveproductsegmentsanddemographicsprofilesofthetargetconsumers?Which/whattypeofbrand(s)shouldCosmeticsCo.prioritizeinChin
7、a?-WhatisthestatusquoofbothofflineandonlinechannelsforcosmeticssalesinChina?HowshouldCosmetics.Cothinkabouttheirchannelplay?-WhatarethegeographiesthatCosmeticsCo.shouldprioritize?-Whatisthebestoperatingmodel(high-level)forCosmeticsCo.?Export,partnership,directinvestment,e
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