CGEY Practice Case 20001.docVIP免费

大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556CAPGEMINIERNST&YOUNGLLCPracticeCaseInterview:ConsumerProductsCompanyGrowthStrategyAlargeconsumerproductscompanyhasdecideditisinterestedinsubstantiallyincreasingthesizeofitsoperationsandwouldliketointroducethetechnologyoftheInternettoassistthem.Itsgoalistodoubletotalsalesandprofitsinlessthanthreetofiveyears.Asaconsultantbroughtintoassist,whatwouldyoudo?Whatissueswouldyouconsider?Whataresomelikelystrategicalternativesforthecompany?PossibleIssuestoConsiderWhatisthecurrentscopeofoperations?Inwhatareas/segmentsoftheconsumerproductsindustrydoesthecompanydeal?Whatisitscurrentmarketshareintheseareas?Whatplanshasthecompanyalreadyconsidered?Whatisthecompetitivenatureoftheindustry?Whatwouldbetheeffectonsalesandprofitsofsimplyreducingpricesandmargins?WhatcompetitiveInternetplayscurrentlyexistinthemarket(B2B,B2C,etc.)?HowdoesInternettechnologyplayaroleinthecompany,ifatall?Whatpotentialisthereforexpansionbyacquisition?Dotheyhavethefinancialcapability?Dopotentialacquisitionsexist?PossibleRecommendationsAnappropriatesolutionwilldependontheanswerstotheabovequestionsandassuch,thefacilitatorwillleadtheintervieweeinacertaindirection.Belowaresomeconsiderationsandframeworksthatmaybeused.Abusinesscanincreaseprofitsthreeways:IncreasingsalesIncreasingpricesDecreasingcostsHowever,ifthecompany’smarginsarefoundtobeconsistentwithindustrynorms,itwouldseemunlikelythateitherincreasingpricesorcuttingcostsrepresentfeasiblemethodsbywhichtodoublesalesandprofits,particularlyisthecompanyisoperatinginamoderatelycompetitiveenvironment.Thisleavesonlysalesincreases,whichmaybeachievedby:SellingmoreofthecurrentproductstocurrentcustomersSellingnewproductstocurrentcustomersSellingcurrentproductstonewcustomersSellingnewproductstonewcustomersThe3C’sAnalysismaybeused(Company,Customer,Competition)orFirmAnalysis(internalfactors:companystrengthsandweaknesses,externalfactors:companysystemsandresources)Thesuitabilityoftheseoptionswilldependonhowthefacilitatorleadstheinterviewee.However,therecommendedansweristosellnewproductstonewcustomersbymeansofacquisitionandthensellthesenewproductsusingtheInternet.