2016年贝恩杯案例分析大赛

《2016年贝恩杯案例分析大赛》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

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