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Consumer project
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Here's the challenge: outfit China's population with stylish clothes, blanket every busy street with trendy shops and at the same time be one of the most profitable subsidiaries of a global apparel company. To tackle the challenge, we worked with the client for nearly 10 months. By tapping into the expertise of the BCG network, concepts we had learned through training and experience and, most importantly, the collective creativity of the team, we were able to assist the client to size the potential market, refine the organization structure for sustainable growth, quantifying the relative attractiveness of different consumer segments and shape the distribution structure. Towards the end of the project and after countless client discussions, we believe we confirmed the validity of an important BCG framework: insight leads to impact, which creates trust. Our client changed some long-held views, implemented the jointly developed growth initiatives, and saw us as their close business partner over the longer term.
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Click on the image to read some more personal perspectives on the project.
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This was a very challenging project where we were helping the client tackle a broad range of business issues, but it was also one of the most rewarding experiences in my entire BCG career. As the Project Leader responsible for the channel development and organization design modules, I was not only able to work with a dynamic BCG team on significant strategic and operational issues, but also had the honor of collaborating with a determined, energetic client team to help them realize their growth aspirations. It’s exciting to help solve complex business problems, but the personal bonds that develop between BCG and client team members are also intensely rewarding.
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The primary role I played on this case was to help the client build a consumer segmentation framework to improve consumer understanding and optimize resource allocation. It was both challenging and rewarding to manage a research project covering more than 30 cities and to present the entire picture in a coherent and insightful way. I was especially proud that our interim review initiated a surge of requests for information and experience-sharing across the client’s global organization. I have no doubt that our study will create long-term impact, not only as a useful fact base for decision making, but also as a proven methodology for strategy development based on consumer insights.
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I joined the project as a BCG ambassador from a US office. From Day One I felt fully integrated with the internal and client team. As part of the team that set up the Project Office, I very quickly had the opportunity to get a firsthand look at doing business in China. Working with the Project Office also gave me the opportunity to support the China senior management team in creating a process to help manage the organization and deliver ambitious yet achievable growth targets. I worked with all parts of the organization, from marketing to operations, giving me a real appreciation of the fact that managing double-digit growth can be just as challenging as managing cost-cutting!
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