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首页 贝恩咨询贝恩《CaseInterview》11页

贝恩咨询贝恩《CaseInterview》11页.ppt

贝恩咨询贝恩《CaseInterview》11页

光平
2019-04-25 0人阅读 举报 0 0 0 暂无简介

简介:本文档为《贝恩咨询贝恩《CaseInterview》11页ppt》,可适用于战略管理领域

BainCompany:CaseInterviewIntroductionTakenotesAskquestionsStructureyouranalysisDrivetowardsarecommendation:CaseQuestion:EntertainMeMusicretailer:cassettes,CDs,andvideosBusinessActivitiesMailordermdashrecordsandtapesWentpublicExpandedretailstorestomallbasedstoresRecentfocusonInternetMailorderchannelwasallowedtodieIssue:Decliningrevenueandmargins:StructureyourapproachWrong:AlwaysusethesameframeworkregardlessofthebusinessissueBetter:ClarifytheprimarybusinessissuesEvaluateoptionsExplorebroaderissuestodetermineifchannelsegmentationisappropriateduringanalysisSameproductcompetinginoverallmarketChannelsmayhavecostadvantages:FrameworkCostofGoodsSold(COGS)MultichannelapproachinordertoincreasevolumeanddecreaseunitcostsSales,GeneralAdministrative(SGA)Retail:salespeopleMailOrder:callcentersInternet:promotions,ads,programdevelopmentThesechannelsmaysharegeneraloverhead,butitisimportanttoexplorepointsofdifferentiation:ActivitiesCustomersCompetitors:CompetitorsCustomersOnlinecompetitionishighlyfragmentedMailOrder:historicallyhavefocusedonthischannelnowmovingonlineRetailstores:offlineconsolidationmovingonlineInternet:ManyInternetonlyretailersCustomerdemographicsforvariouschannelsdiffer:ChannelsRetail:Adequate,consistentwithindustrystandardsMailOrder:MayhavebeenacashcowevenifmarketgrowthwasdecliningInternet:DriveprofitablegrowthExploreeachchannelrsquosrevenueandmarginsindividually:StrategicIssuesLevelofdifferentiationReputationMallstores:easyreturns,advicefromentertainmentassociatesMetricsRevenueininincomparedtomarketgrowthCostPerformanceStructure:HowdoesthisoverallcoststructurecomparetothecoststructurewithineachchannelCOGSdistributionSGAupoverlastyears:RevenueAnalysisDeclineinpricesLackofdifferentiationEasyproductreturnstomallstoresCrosspromotionstocreateloyaltyeffectRecommendationenginesDeclineinvolumeCustomerdemographicsforvariouschannelsKeyvolumedriversVisitorstothesitePurchasefrequencyAveragepurchasevolumeRepeatpurchasesComparetomailorderchannelandonlinecompetitors:RecommendationEncourageexistingmailordercustomerbasetomoveonlineDirectmailtobuildawarenessofthesiteCommunicatewithcustomerstomitigateonlinesecurityconcernsCrosschannelpromotionsVirtualcouponsindirectmailerLongtermcouponplantobuildrepeatpurchasesFriendsfamilyprogramsIntegrateofflineassetsEasyreturnsatoverstoresnationwideProfessionaladvicefromentertainmentassociatesLeverageassetsacrossmultiplechannels:RecommendationTargetnewcustomerswithtrialsandpromotionsAdjustproductlinetofocusonnichemarketStrategicalternativesMergerDivestitureConsideralternatives:::::::::::

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