2007Ivey-Cocacola商业案例比赛华南区冠军全国总决赛-Legend.pdfVIP

SPLASH: READY TO MAKE WAVES? 中山大学管理学院 郑秋明 王润君 2007 Ivey/Coca-Cola China Case Competition Team: Legend Contents 1. Background of Splash 2. Problem 1 – Weather or not to pursuit international expansion 3. Problem 2 – To Where and How 4. A vision of Splash’s future 1.1 Product campaign 1.2 Company strength 1.3 The Problem 2.1 Domestic Market Analysis 2.2 International Opportunities Challenge 2.3 Conclusion 3.1 Corporation strategy 3.2 Analysis in Indonesia 3.3 Analysis in Other Asian Countries 3.4 Analysis in Western Countries 3.5 Summary Analysis Structure Background of Splash Weather or not to pursuit international expansion? Other Asian Countries Western Countries Indonesia International market analysis Challenge VS Competence Domestic market analysis Decision Market Analysis Resource and Ability Product Entry Mode and Other Actions Enter or Not To where and how? 1. Background – 1.1 product campaign Event Note 2005 2005 2005 2004 1997 1996 1991 1989 1987 1986 1985 Brand TheraHerb born Control and Tricks launched Biolink born –lead brand SkinWhite brand – leading share Maxi-peel born –leader Facial cleanser – Brand Extract born The second product –hair spray Established by a couple. Kolours born –leading share Splash is the largest domestically owned company in Philippine cosmetic and toiletries industry. It is referred to as “The Next Unilever”! The first product – cuticle remover Extraderm born –strong contender History Successful Experience ? The experience in building brand awareness ? The competence in identifying consumers’ needs ? The competence in addressing the changing needs of consumers ? The capability of innovation and being ahead of the fierce competition ? The experience to establish Splash without any operating and managing experience. 1.2 Company Strength 0 2 4 6 8 10 12 14 16 2001 2002 2003 Year % Market share in skin care category Revenue 2001 2002 2003 P billions year Splash is the largest domestically owned company in the