全球四大管理咨询公司培训讲义：毕马威案例分析大赛学习指导书.ppt

Outline Let’s welcome the Herborist’s chief marketing officer A. Case Overview B. Situation Analysis D. Market Selection E. Strategy F. Forecast long term plan C. Markets Analysis Herborist’s Development Financial Risk Forecast Long term plan BCG+4P PEST SWOT Likert scale PROBLEM COMPANY GOAL Case Overview Situation Analysis Markets Analysis Market Selection Strategy Forecast ◆Shanghai Jahwa company was founded back to 1889 and its the largest domestic company for personal and household care products. ◆Established in1998, distinguished itself by using traditional Chinese herbal principles, targeted at high-end personal care with mid-high prices. ◆Established Hong Kong Herbal Laboratory Co.Ltd in 2002 ◆Opened its first counter in Sephoras flagship store in Paris at the end of 2008 ◆By 2010, it has owned a network of some 800 exclusive stores across more than 80 cities in China. Become an international brand with its main markets being overseas ☆Which market is Herborists first priority ? ☆What strategy should Herborist adopt to gain competitiveness? + + SOCIETY Case Overview Situation Analysis Markets Analysis Market Selection Strategy Forecast + + POLITICS + + ECONOMICS + + ▲After China joined WTO, the trade went to liberalization and the tariff reduced ▲Labeling systems for natural products are improving ▲Asia lagged behind in labeling systems and the void was partially filled by European schemes ▲The consumption needs grow with numerous brands ▲The competition in the market is fierce with big companies dominating the market ▲Economic crisis ▲Increasing popularity in the natural and organic products ▲Increasing interest in Chinese culture ▲The consumers’ disloyalty to brands and pursuits of those fashions ▲The consumption is mostly emotional and beyond its physical benefit ▲The introduction of new technologies ▲Products’ update speeds up ▲More specific technology for a particular product section TECHNOLOGY PEST ANALYSIS FACTOR Market guiding pow