2016年贝恩杯案例分析大赛

Cosmetics Co. China Expansion Strategy for Cosmetics Co. April, 2016•Welcome to the 2016 Bain case competition!•Your team has been invited by the Strategy Director of Cosmetics Co. to participate in a pre-discussion on Cosmetics Co.’s expansion strategy in China for the next 5 years. The quality of your proposal and presentation will determine whether you can get a discussion with the CEO on a potential 3-month consulting project•Cosmetics Co. is one of the top South Korean/Japanese cosmetics manufacturers/ brand owners with multiple brands at different positioning and multiple categories of product offering•While Japan market is increasingly saturated and South Korea market growth is decelerating, China cosmetics market continues to grow rapidly. Cosmetics Co. views China as a critical market for its international growth and would like its China business to be a significant contributor to its revenue•The company has made some attempts in the past few years to penetrate China market. However it is not meaningful in market position yet, and lags behind major competitors. Management would like to revisit its plan for China expansion•The Strategy Director asked for your team’s help in thinking through the following key questions on key trends in China and its implications for Cosmetics Co.:-What are the most attractive product segments and demographics profiles of the target consumers? Which/what type of brand(s) should Cosmetics Co. prioritize in China?-What is the status quo of both offline and online channels for cosmetics sales in China? How should Cosmetics. Co think about their channel play?-What are the geographies that Cosmetics Co. should prioritize?-What is the best operating model (high-level) for Cosmetics Co.? Export, partnership, direct investment, etc.?•Your team may choose to focus on 2-3 questions that would make the most impact and would need to tell a compelling story supported by robust data and analyses•This proposal is due by end of day May 4th, and you may be asked to present these materials to Strategy Director in the following week•To ensure that your presentation hits the most important points and is “communicating-for-results”, you have agreed with the Strategy Director that-Maximum 15 slides for the presentation (not including agenda pages or additional data analyses in backup materials) –the objective is not be as comprehensive as possible, so please focus on what is most insightful and impactful-Minimum 26 font size for slide taglines; minimum 14 font size for main body text; maximum3 charts/graphs on a slide-All pages should be easy to read and understand for audience with a general background•To set a “Point of Departure”, your team can either choose an existing South Korean or Japanese cosmetics player similar to prior description as the hypothetical client, or assume a nonexistent player with similar characteristics•To help you quickly get up-to-speed, the Strategy Director has kindly shared some reference materials. Although some of these materials may be outdated, he/she believes that your team will be able to gather other interesting and powerful information from publicly available sources (e.g. company annual reports, analyst reports, business news) or primary research to support your analysis and recommendationGood luck!Reference Materials•Cosmetics overview•China shopper behavior key trendsSkin care and color cosmetics are two major subsets of beauty and personal carePRELIMINARYSource: EuromonitorChina is biggest driver of Asian skincare market growth; South Korea’s growth is deceleratingSource: Euromonitor; fixed 2013 exchange rates Skincare ForecastHistorical PRELIMINARYChina comprises ~40% of the Asia-Pacific color market (excl. Japan) and is growing at ~10% p.a.ColorPRELIMINARYForecastHistoricalNote: “Other” includes Afghanistan, American Samoa, Armenia, Azerbaijan, Bangladesh, Bhutan, Brunei, Cambodia, Fiji, French P olynesia, Guam, Kazakhstan, Kiribati, Kyrgyzstan, Laos, Macau, Malaysia, the Maldives, Mongolia, Myanmar, Nauru, Nepal< new Caledonia, North Korea, Pakistan, Papua New Guinea, the Philippines, Samoa, Singapore, Solomon Islands, Sri Lanka, Tajikistan, Tonga, Turkmenistan, Tuvalu, Uzbekistan, Vanuatu, and VietnamSource: Euromonitor; fixed 2013 exchange rates to US dollarChinese market more fragmented, accepting of multinationals; Korea, Japan dominated by regionalsNote: Shiseido categorized as regional/ ‘high potential’ brand by management but has multinational scope Source: Euromonitor; fixed 2013 exchange ratesPRELIMINARYCHINA (TOP 10 ARE 45% OF TOTAL)SOUTH KOREA (TOP 10 ARE 75% OF TOTAL)JAPAN(TOP 10 ARE 50% OF TOTAL)= Multinational = Non-multinational €15.9B total €3.3B total €12.2B total SkincareAverage selling price growth varies a lot across categories, from 13.5% to -1.8%2012-14 avg. inflation 2.5%Note: Price growth is calculated with RMB per KG/L data, except diaper is RMB per pack and toilet tissue is RMB per roll.RTD tea stands for Ready-To-Drink tea, CSD refers to carbonated soft drinkBeauty and baby products continue to dominate the e-commerce market, but other categories are catching up fastONLINEKey online categoriesForeign brands do well in China under personal care categoryCategory market share by foreign and Chinese brands (%, 2014)Traditional packaged food and beverageBeverage PackagedfoodCreated packagedfood and beverageBeverage Packagedfood Personal care Home careNonfood and beverageChinese (Mainland, Hong Kong, Macau and Taiwan)Foreign。