2016年贝恩杯案例分析大赛.docxVIP

Cosmetics Co. Cosmetics Co. China Expansion Strategy for Cosmetics Co. April, 2016 This information is confidential and was prepared by Bain Company solely for the use of our client; it is not to be relied on by any 3rd party without Bains prior written consent Case background and next steps ( Case background and next steps ( PAGE 1/3) 2This information is confidential and was prepared by Bain Company solely for the use of our client; it is not to be relied on by any 3rd party without Bains prior written consentHKG2016 Bain Case Competition-1st ... 2 This information is confidential and was prepared by Bain Company solely for the use of our client; it is not to be relied on by any 3rd party without Bains prior written consent HKG 2016 Bain Case Competition-1st ... 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 Note: For the purpose of this case, you may focus on skin care and/or color cosmetics for Cosmetics Co. Case background and next steps (