大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556PricewaterhouseCoopersCASEDISCUSSIONBUSINESSCASEInterviewCaseStudy#1Roane&Hickey,Inc.YouhavebeenrecentlyhiredintotheStrategicChange(SC)group,abusinessunitofPricwaterhouseCoopers.SCisthestrategythoughtleaderinPwC.TheengagementpartnerinConsumerProductshascometoSCtohelpdevelopastrategyforRoane&Hickey,Inc.(R&H).ThisengagementhasthepotentialofpositioningPwCtoR&Handitsparentconglomerateforthenextfive,possibletenyears.CompanyBackgroundR&Hisawholly-ownedsubsidiaryofamulti-nationalconglomerate.TheconglomerateownstencompaniesoperatingintheU.S.R&Histhelargestoftheten.R&Hisaconsumergoodscompanydistributingwell-knownbrandedproductsthroughgrocery,drug,massmerchantandclubchannels.With$4billioninrevenuesintheU.S.,R&Hisoneofthetopthreeplayersintheconsumergoodsindustry.Thecompanyhasbeenmarginallyprofitableoverthepasttenyears.Lastyearthecompanymadeaprofitduelargelytoanaccountingchange.AlthoughR&HonlyoperatesintheU.S.,itownsseveralmanufacturinganddistributionfacilitiesaroundtheworldtosupportitsproductionanddistributionsystems.R&HtakesadvantageoflowerlaborcostsinMexico,CanadaandSoutheastAsiatoloweritsmanufacturingcosts.R&HstillmaintainsthreeplantsintheU.S.Becauseoftheover-capacitythatR&Hhasexperienced,R&Hhasnegotiateddealswithsistercompaniesoverseastomanufactureanddirect-shipproduct.R&Hhasfourmarketsegmentsthatoperateasprofitcenters.Themarketsegmentsare:PersonalHygiene,ConsumerTissue,SoapsandDetergentsandPersonalCare.Eventhoughtherevenuesareroughlyevenlydividedamongallfourmarketsegments,PersonalCarecontributes90%ofthecompany'sprofits.InPersonalCare,R&Hownsthetwotopbrandedproducts,intheothercategoriesthecompanyhasthenumbertwo大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556brand,andinonesegment,numberthree.R&Hhascommittedtobuildingaconsumerfranchisethroughaggressiveadvertisingandin-storemerchandisingsupport.IndustryTrendsIntheU.S.,brandsareunderattackfromprivatelabels,whoarenowcompetingonbothpri...
