全球四大管理咨询公司培训讲义：毕马威案例分析大赛

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1、OutlineLet’swelcometheHerborist’schiefmarketingofficerA.CaseOverviewB.SituationAnalysisD.MarketSelectionE.StrategyF.Forecast&longtermplanC.MarketsAnalysisHerborist’sDevelopmentFinancial&RiskForecastLongtermplanBCG+4PPESTSWOTLikertscalePROBLEMCOMPANYGOALCaseOverviewSituationAnalysisMarke

2、tsAnalysisMarketSelectionStrategyForecast◆ShanghaiJahwacompanywasfoundedbackto1889andit'sthelargestdomesticcompanyforpersonalandhouseholdcareproducts.◆Establishedin1998,distinguisheditselfbyusingtraditionalChineseherbalprinciples,targetedathigh-endpersonalcarewithmid-highprices.◆Establi

3、shedHongKongHerbalLaboratoryCo.Ltdin2002◆OpeneditsfirstcounterinSephora'sflagshipstoreinParisattheendof2008◆By2010,ithasownedanetworkofsome800exclusivestoresacrossmorethan80citiesinChina.Becomeaninternationalbrandwithitsmainmarketsbeingoverseas☆WhichmarketisHerborist'sfirstpriority?☆Wha

4、tstrategyshouldHerboristadopttogaincompetitiveness?++SOCIETYCaseOverviewSituationAnalysisMarketsAnalysisMarketSelectionStrategyForecast++POLITICS++ECONOMICS++▲AfterChinajoinedWTO,thetradewenttoliberalizationandthetariffreduced▲Labelingsystemsfornaturalproductsareimproving▲Asialaggedbehi

5、ndinlabelingsystemsandthevoidwaspartiallyfilledbyEuropeanschemes▲Theconsumptionneedsgrowwithnumerousbrands▲Thecompetitioninthemarketisfiercewithbigcompaniesdominatingthemarket▲Economiccrisis▲Increasingpopularityinthenaturalandorganicproducts▲IncreasinginterestinChineseculture▲Theconsume

6、rs’disloyaltytobrandsandpursuitsofthosefashions▲Theconsumptionismostlyemotionalandbeyonditsphysicalbenefit▲Theintroductionofnewtechnologies▲Products’updatespeedsup▲MorespecifictechnologyforaparticularproductsectionTECHNOLOGYPESTANALYSISFACTORMarketguidingpowerCaseOverviewSituationAnalys

7、isMarketsAnalysisMarketSelectionStrategyForecastThenaturalbeautyandpersonalcareindustryispromisingdespitetheeconomicdownturn.CosmeticsIndustryAnalysis※Highlyfragmentedwithtop3playersoccupyinglargemarketshare※Fiercecompetition※Customersdesirefornaturalandorganicproductsincreases