This is a high-pressure turnaround case that tests the candidate's ability to synthesize data quickly and present findings under time constraints. The case emphasizes customer segmentation analysis, wallet-share dynamics, and distribution strategy alignment—requiring candidates to connect demographic trends, consumer behavior, and competitive positioning into actionable recommendations.
Internal Analysis
Industry Analysis 4. Competitors: Who are the main competitors? To what customer segments do they cater? 5. Industry Rivalry: How intense is the rivalry in the cosmetics industry? Is any segment of the industry more competitive than other? Are there any specific trends in industry rivalry (consolidation, price wars, etc.)? 6. Retailers: Through what retail channels are the products sold? What is their relative power position?
Customer Analysis 7. Consumers: What are the different consumer segments and what are their relative sizes? Who are the client’s main consumers? How saturated is that segment? 8. Trends: Are consumer tastes changing towards or away from the client’s products?