PROTECTED-Bros-Chocolate-PST-case-v6(2021-11-27-14-43-29)(已解密).pdfVIP免费

0MANAGEMENTCONSULTINGPREP©2014MConsultingPrep,Inc.1BrosChocolateIntheindustryofchocolatesandsweets,therehasbeeninrecentyearsanongoingrevolutioninmodifyingproducts.Inprevioustimes,sweetsandchocolatebarsremainedinmoreorlessthesameformformanyyears.Today,however,modernsophisticatedconsumersconstantlyseeknoveltyandchange,andconsumershavebecomethedrivingforcebehindproductmodification.Onesecretofsuccessistoretainenoughoftheoldimagetokeeptheloyaltyofpresententhusiastsfortheproduct,whilstmakingsufficientinnovationstoattractawholenewgroupofconsumers.BrosChocolate(Bros),currentlythebest-sellingconfectionarybrandinUK,hasfaceddecliningsalesvolumeoverthelasttwoquarters.Thehypothesis,assuggestedbyaninitialresearch,isthatconsumershavestartedtoseeBrosinitsfour-fingertraditionalformaslackinginexcitement,withpurchasesbeingdrivenmorebyhabitthanpositivechoice.Althoughthefour-fingerbarcontinuestobehighlypopularwithitscoretargetmarketof25-40yearold,itislosingpopularappealwithyoungerconsumers.Thesalesdecreaseismostcriticalinyoungpeopleaged12-20,itssecondlargestconsumergroup.TheManagingDirectorofBrosfeelsitistimeforsomere-innovationanddecidestoseeksupportfromMcKinsey.ShestatesthatBrosreallyneedstoattackthe12-20yearoldsegment,andatthesametime,keepthetraditional25-40yearoldsegment.ShelistsanumberofwaystoinjectnewlifeinBrosbutremainsuncertainwhichoptiontopursue:ChangingtheproducttobettermeettheneedsandwantsofconsumersChangingthestyleofpromotion;forexample,bycreatingbrandawarenessthroughadvertisingandpromotionsthatshowtheadditionalbenefitsofnewaspectsofaproductAlteringpatternsofdistributione.g.bymakingtheproductmorewidelyavailable21.Whichofthefollowingstatementswouldbevalid,basedontheManagingDirector‟sthoughts?A)TheManagingDirectorasksforhelpfromMcKinseyasshehasnoideahowtorevitalizeBrosandhowtoattackthe12-20yearoldgroupB)Inordertobreathenewlifeintothetraditionalbar,Brosneedstomakechangesintheproduct,thepromotionalapproachaswellasthedistributionnetworkC)Noneoftheoptionslistedisconvinc...