2016年贝恩杯案例分析大赛

ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsentChinaExpansionStrategyforCosmeticsCo.April,2016CosmeticsCo.ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsent22016BainCaseCompetition-1st...HKGCasebackgroundandnextsteps(1/3)•Welcometothe2016Baincasecompetition!•YourteamhasbeeninvitedbytheStrategyDirectorofCosmeticsCo.toparticipateinapre-discussiononCosmeticsCo.’sexpansionstrategyinChinaforthenext5years.ThequalityofyourproposalandpresentationwilldeterminewhetheryoucangetadiscussionwiththeCEOonapotential3-monthconsultingproject•CosmeticsCo.isoneofthetopSouthKorean/Japanesecosmeticsmanufacturers/brandownerswithmultiplebrandsatdifferentpositioningandmultiplecategoriesofproductoffering•WhileJapanmarketisincreasinglysaturatedandSouthKoreamarketgrowthisdecelerating,Chinacosmeticsmarketcontinuestogrowrapidly.CosmeticsCo.viewsChinaasacriticalmarketforitsinternationalgrowthandwouldlikeitsChinabusinesstobeasignificantcontributortoitsrevenue•ThecompanyhasmadesomeattemptsinthepastfewyearstopenetrateChinamarket.Howeveritisnotmeaningfulinmarketpositionyet,andlagsbehindmajorcompetitors.ManagementwouldliketorevisititsplanforChinaexpansionNote:Forthepurposeofthiscase,youmayfocusonskincareand/orcolorcosmeticsforCosmeticsCo.ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsent32016BainCaseCompetition-1st...HKGCasebackgroundandnextsteps(2/3)•TheStrategyDirectoraskedforyourteam’shelpinthinkingthroughthefollowingkeyquestionsonkeytrendsinChinaanditsimplicationsforCosmeticsCo.:-Whatarethemostattractiveproductsegmentsanddemographicsprofilesofthetargetconsumers?Which/whattypeofbrand(s)shouldCosmeticsCo.prioritizeinChina?-WhatisthestatusquoofbothofflineandonlinechannelsforcosmeticssalesinChina?HowshouldCosmetics.Cothinkabouttheirchannelplay?-WhatarethegeographiesthatCosmeticsCo.shouldprioritize?-Whatisthebestoperatingmodel(high-level)forCosmeticsCo.?Export,partnership,directinvestment,etc.?•Yourteammaychoosetofocuson2-3questionsthatwouldmakethemostimpactandwouldneedtotellacompellingstorysupportedbyrobustdataandanalyses•ThisproposalisduebyendofdayMay4th,andyoumaybeaskedtopresentthesematerialstoStrategyDirectorinthefollowingweek•Toensurethatyourpresentationhitsthemostimportantpointsandis“communicating-for-results”,youhaveagreedwiththeStrategyDirectorthat-Maximum15slidesforthepresentation(notincludingagendapagesoradditionaldataanalysesinbackupmaterials)–theobjectiveisnotbeascomprehensiveaspossible,sopleasefocusonwhatismostinsightfulandimpactful-Minimum26fontsizeforslidetaglines;minimum14fontsizeformainbodytext;maximum3charts/graphsonaslide-AllpagesshouldbeeasytoreadandunderstandforaudiencewithageneralbackgroundThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsent42016BainCaseCompetition-1st...HKGCasebackgroundandnextsteps(3/3)•Toseta“PointofDeparture”,yourteamcaneitherchooseanexistingSouthKoreanorJapanesecosmeticsplayersimilartopriordescriptionasthehypotheticalclient,orassumeanonexistentplayerwithsimilarcharacteristics•Tohelpyouquicklygetup-to-speed,theStrategyDirectorhaskindlysharedsomereferencematerials.Althoughsomeofthesematerialsmaybeoutdated,he/shebelievesthatyourteamwillbeabletogatherotherinterestingandpowerfulinformationfrompubliclyavailablesources(e.g.companyannualreports,analystreports,businessnews)orprimaryresearchtosupportyouranalysisandrecommendationGoodluck!ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsent52016BainCaseCompetition-1st...HKGReferenceMaterials•Cosmeticsoverview•ChinashopperbehaviorkeytrendsThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsent62016BainCaseCompetition-1st...HKGSource:EuromonitorSkincareandcolorcosmeticsaretwomajorsubsetsofbeautyandpersonalcarePRELIMINARYThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsent72016BainCaseCompetition-1st...HKGChinaisbiggestdriverofAsianskincaremarketgrowth;SouthKorea’sgrowthisdeceleratingSource:Euromonitor;fixed2013exchangeratesSkincareForecastHistoricalPRELIMINARYThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBain'spriorwrittenconsent82016BainCaseCompetition-1st...HKGChinacomprises~40%oftheAsia-Pacificcolormarket(excl.Japan)andisgrowingat~10%p.a.ForecastHistoricalPRELIMINARYNote:“Other”includesAfghanistan,AmericanSamoa,Armenia,Azerbaijan,Bangladesh,Bhutan,Brunei,Cambodia,Fiji,FrenchPolynesia,Guam,Kazakhstan,Kiribati,Kyrgyzstan,La