2016年贝恩杯案例分析大赛.pdf

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1、CosmeticsCo.ChinaExpansionStrategyforCosmeticsCo.April,2016ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsentCasebackgroundandnextsteps(1/3)•Welcometothe2016Baincasecompetiti

2、on!•YourteamhasbeeninvitedbytheStrategyDirectorofCosmeticsCo.toparticipateinapre-discussiononCosmeticsCo.’sexpansionstrategyinChinaforthenext5years.ThequalityofyourproposalandpresentationwilldeterminewhetheryoucangetadiscussionwiththeCEOonapotential3-monthconsultingprojec

3、t•CosmeticsCo.isoneofthetopSouthKorean/Japanesecosmeticsmanufacturers/brandownerswithmultiplebrandsatdifferentpositioningandmultiplecategoriesofproductoffering•WhileJapanmarketisincreasinglysaturatedandSouthKoreamarketgrowthisdecelerating,Chinacosmeticsmarketcontinuestogr

4、owrapidly.CosmeticsCo.viewsChinaasacriticalmarketforitsinternationalgrowthandwouldlikeitsChinabusinesstobeasignificantcontributortoitsrevenue•ThecompanyhasmadesomeattemptsinthepastfewyearstopenetrateChinamarket.Howeveritisnotmeaningfulinmarketpositionyet,andlagsbehindmajo

5、rcompetitors.ManagementwouldliketorevisititsplanforChinaexpansionNote:Forthepurposeofthiscase,youmayfocusonskincareand/orcolorcosmeticsforCosmeticsCo.ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithou

6、tBain'spriorwrittenconsentHKG2016BainCaseCompetition-1st...2Casebackgroundandnextsteps(2/3)•TheStrategyDirectoraskedforyourteam’shelpinthinkingthroughthefollowingkeyquestionsonkeytrendsinChinaanditsimplicationsforCosmeticsCo.:-Whatarethemostattractiveproductsegmentsanddem

7、ographicsprofilesofthetargetconsumers?Which/whattypeofbrand(s)shouldCosmeticsCo.prioritizeinChina?-WhatisthestatusquoofbothofflineandonlinechannelsforcosmeticssalesinChina?HowshouldCosmetics.Cothinkabouttheirchannelplay?-WhatarethegeographiesthatCosmeticsCo.shouldprioriti

8、ze?-Whatisthebestoperatingmodel(high-level)forCosmeticsCo.?Export,partnership,directinvestment,e