2015贝恩杯案例大赛初赛题目资料解读.pptxVIP

Fueling Future Growth for ApparelCo.Ecommerce Strategy April, 2015 ApparelCo. Case background and next steps (1/3) Welcome to the 2015 Bain case competition! Your team has been invited by the Strategy Director of ApparelCo. to participate in a pre-discussion on ApparelCo.’s ecommerce strategy in China for the next 5 years. The quality of your proposal and presentation will determine whether you can get to the discussion with CEO on a potential 3-month consulting project ApparelCo. is a leading Chinese apparel company engaging in the whole value chain: design, manufacture and sales. It has multiple garment brands with different brand positioning (see below). All are mainly sold through physical channels - both company owned and franchise stores, although they have also started using the online platform to a limited degree. In the past 2 years, top line growth has slowed down. As the current management have little online expertise or interest, the CEO and Strategy Director are looking for some help to assess online platform as a potential lever to drive future growth. Brand 1 Brand 2 Brand 3 Brand … High-end business formal Young and trendy casual Business casual Case background and next steps (2/3) To prepare for the discussion, your team need to think through these questions: What are the demographics profile of the target consumers and value propositions for ApparelCo.’s brands respectively? What is the status quo of offline business and how will online business affect offline business? Based on your understanding of the two questions above, the Strategy Director expects you to make recommendation on the breadth and depth of online operation: Which brand(s) should go online? Along the customer journey, what kind of initiative(s) should be done online to fulfil customer needs? You team 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 Di