2015-贝恩杯案例分析大赛初赛题目.pdfVIP

ApparelCo. Fueling Future Growth for ApparelCo. Ecommerce Strategy April, 2015 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 Bain's prior written consent 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). Brand 1 Brand 2 Brand 3 Brand … High-end business Young and trendy Business casual formal casual • 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. 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 Bain's prior written consent HKG 2015 Bain Case Competition-Fir ... 2 Case background and next steps (2/3) • To prepare for the discussion, you