分析方法見

龜言 | CASE 3 | McKinsey Practice Case - Diconsa

最前面

Q1:

What key factors should SuperSoda consider in deciding whether or not to launch Electro-Light？

A1: 非常類似於Product Entry的案例，可以參考之

有個技巧就是，Develop an overall approach before diving into details.

*** 先問問題得出Hypothesis

Why to enter it？

What constitutes success？ 何時要達到什麼水準？是要Profitability還是Sale Growth（Market Share）？

（感覺這一點可以省略）然後根據確定了是Profitability或者Sale Growth的，去看

major revenue streams是啥？各自的percentage？Trends？

和競爭對手比較？

major cost streams是啥？VC和FC各自percentage？Trends？

和競爭對手比較？

*** Issue Tree：先提一下Revenue = Price * Volume = Price * Market Size * Market Share；Cost = VC + FC；Profit = Revenue - Cost

外部的宏觀PEST -

看Market Size/Trends

Is the sports drinks market more profitable than those markets for SuperSoda‘s current products？ Is it possible to profitably sell （at a price set by the market and internal production costs） Electro-Light？

外部的微觀五力 -

看Market Share/Trends和Price/Trends

公司層面SWOT外部

上游的Gov/Industry/Institute Regulation -

看Market Size/Trends

上游的Supplier Analysis -

看Market Share/Trends和Price/Trends

中游的Competition Analysis -

看Market Share/Trends和Price/Trends

Which products will Electro-Light compete with？ Which companies are key players and how will they react？

下游的Dealer Analysis -

看Market Share/Trends和Price/Trends

What is the ideal distribution channel for this product？ Are current retail outlets willing to add Electro-Light to their product catalog？

下游的Customer Analysis -

看Market Share/Trends和Price/Trends

Who drink sports drink？ Are there specific market segments to address？

公司層面SWOT內部 -

看Market Share/Trends和Price/Trends以及各個部門的VC/Trends和FC/Trends

Technology研發

Past過去：Capabilities & Expertise

Future未來：Investment

Product產品

Product Nature

Does the product require specialized production， packaging， or distribution？

Is it possible to accommodate Electro-Light in the current production and distribution facilities？

Given the fixed costs involved， what would be the break-even point for Electro-Light？

Commodity good/Unique good？

Complementary goods/Substitute goods？

Marketing營銷

Markets

Are the required marketing and sales capabilities available within SuperSoda？

Sales

Operation運營

Finance/Accounting財務

HR人才資源儲備和管理

Legal法律法規

Supply Chain/Logistics供應鏈管理

What impact does geography have on the plant selection？

Commercial Public Relations/Communication公關管理

IT管理

Culture文化管理

Capital金融

Money In

Money Out

Trends趨勢

Q2:

After reviewing the key factors

SuperSoda

should consider in deciding whether to launch

Electro-Light

， your team wants to understand the beverage market and consumer preferences to gauge potential success of

Electro-Light

。

Your team has gathered the following information on the US sports-drink market。 The information shows an estimate for the share of electrolyte drinks， as well as the current share for the two main electrolyte products：

CoolSweat

and

RecoverPlus

。

Based on the target price and up-front fixed costs， what share of the electrolyte drink market would

Electro-Light

need to capture in order to break even？ Here is some additional information for you to consider as you form your response：

Electro-Light

would launch in a 16-ounce presentation （one-eighth of a gallon） with a price of $2 to retailers。

In order to launch

Electro-Light

，

SuperSoda

would need to incur $40 million as total fixed costs， including marketing expenses as well as increased costs across the production and distribution network。

The vice president of operations estimates that each bottle would cost $1。90 to produce and deliver in the newly established process。

A2: 一定要用bullet points來做，一條一條地講清楚用文字；可以的話附上conclusions.

Market Size：

40m + 1。9N = 2N；N = 400m 瓶

Market Share：

（400m/8）/400m = 12。5%

Q3:

SuperSoda

executives believe that the company’s position as a top three beverage company gives them strategic strengths toward achieving the desired market share。 However， they ask the team to outline what would be needed to achieve the target of 12。5 percent share of the electrolyte-drinks market。 What would

SuperSoda

need to do to gain the required market share for

Electro-Light

following its launch？

A3: 本題側重與Market Share，那就把前面有關Market Share的內容拿出來單獨看

***

外部的宏觀PEST -

看Market Size/Trends

***

外部的微觀五力 -

看Market Share/Trends和Price/Trends

***

公司層面SWOT外部

上游的Gov/Industry/Institute Regulation -

看Market Size/Trends

上游的Supplier Analysis -

看Market Share/Trends和Price/Trends

中游的Competition Analysis -

看Market Share/Trends和Price/Trends

下游的Dealer Analysis -

看Market Share/Trends和Price/Trends

下游的Customer Analysis -

看Market Share/Trends和Price/Trends

Match With Consumer Preferences.

Ensure product image， attributes， and quality fulfill the needs of all consumers or niche segment， reaching desired market share。 Ensure target price is consistent with other products in the market and the consumer‘s expectations

***

公司層面SWOT內部 -

看Market Share/Trends和Price/Trends以及各個部門的VC/Trends和FC/Trends

Technology研發

Past過去：Capabilities & Expertise

Future未來：Investment

Product產品

Product Nature

Commodity good/Unique good？

Complementary goods/Substitute goods？

Marketing營銷

Markets -

Strong Branding/Marketing.

Create a successful introductory marketing campaign， including advertising， pricing， and bundling promotions。 Leverage top-three producer status and limited market fragmentation in order to position Electro-Light brand within top three in the market segment。 Anticipate response from competitors （for example， advertising， pricing， distribution agreements）。 Ensure product positioning does not cannibalize on other， more profitable SuperSoda products。 （Note： in marketing， the decreased demand for an existing product that occurs when its vendor releases a new or similar product is called “cannibalization。” It is not important for you to use this business terminology。）

Sales

Operation運營 -

Operational capabilities.

Ensure access to preferred distribution channels。 Ensure sales-force capabilities to sell the new product。 Ensure production ramp-up that allows response to increased demand。

Finance/Accounting財務

HR人才資源儲備和管理

Legal法律法規

Supply Chain/Logistics供應鏈管理

Commercial Public Relations/Communication公關管理

IT管理

Culture文化管理

Capital金融

Money In

Money Out

Trends趨勢

Q4:

To help

SuperSoda

determine how best to launch the new

Electro-Light

product， the team conducted a consumer-research study。 The following information shows results from the study。 What can you conclude from this regarding how the new

Electro-Light

product should be launched？

A4: 遵循 "橫著看，豎著看，聯絡起來看，Trends定要看"；

*** 第一幅圖 Branding should emphasize "healthy natural" identity.

Customer Segment：

“Leisure drink” identity is dominated by

CoolSweat

product， “energy replenishing” by

RecoverPlus

， and “healthy natural” fragmented in other products。 There is a clear niche within the “healthy natural” identity， with top-two brands currently occupying only 30 percent of share of mind。

Distribution Channel：

“Healthy natural” branding should also determine thinking around the sales channels （for example， sales through health and nutrition outlets， health aisles at supermarkets）。

*** 第二幅圖 Distribution differs from current outlets and needs new agreements/research.

Distribution Channel：

Major shifts compared to current distribution model required in “supermarkets，” “other，” and “convenience stores。” Agreements with major retail players may accommodate product introduction， with

SuperSoda

managing mix across channels。 “Other” channels need further research， since they are a major component of the sports-drink segment。

*** 前面兩點總結了一下 Marketing message to emphasize identity and availability.

Marketing campaign should be built around the currently unaddressed market need for “healthy natural” drink in order to connect with customers in that segment。 Given required changes in distribution channels，

Electro-Light

messaging should clarify new distribution strategy。