CIMA商业精英国际挑战赛冠军队伍PPT.docx
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CIMA商业精英国际挑战赛冠军队伍PPT.docx
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CIMA商业精英国际挑战赛冠军队伍PPT
CIMAGlobalBusinessChallenge2014
CIMA2014商业国际精英挑战赛
THECASECONCERNING
CERTAINISSUES
FACING
MERBATTY
ThereportispreparedbyTeam:
AMIC5
From:
HuazhongUniversityofScienceandTechnology,SchoolofManagement
Teammember
Teamleader:
ZouQi邹琦
Teammember1:
ShaoMingxia邵明夏
Teammember2:
LiuChen刘琛
Teammember3:
WangLiran王丽然
Content
1Introduction
2Termsofreference
3Identificationandprioritizationofissues
4Discussionofissues
5Ethicalissues
6Recommendations
7Conclusions
Appendix
1SWOTanalysis
2PESTAnalysis
3Porter’sFiveForcesAnalysis
4Mendelow'sMatrix
5AnsoffMatrix
6FinancialPerformanceIndicators
7ForecastedCashAvailableForInvestmentat31Dec2013
8CashFlow Difference betweenTwoHullSuppliers
9TheBreakevenSalesVolumeofRacingBoatProposal
1.Introduction
EstablishedinnorthernEurope33yearsago,MerbattynowisaworldrenownedbuilderofluxuryboatswhichbecamelistedinNovember2012.Ithasenjoyedrapidgrowthinsalesforthelast12yearsandhasrecentlyreachedaglobalmarketshareofaround8%.
Confrontedwiththeincreasinglycompetitivemarket,Merbattyissupposedtodealwithseveralissueswhichwouldhinderitscurrentoperationsandtheplannedexpansion.AnumberofproblemsandincidentsneedconsiderationandanalysisinordertoachieveMerbatty’sfive-yearplan.
2.TermsofReference
Thereportisdesignedtoprioritize,analyzeandevaluatetheissuesfacingtheboardofMerbatty.Detailedrecommendationismadewhereappropriate.
3.
Identificationandprioritizationofissues
Priority
Issue
Strategic
W1
Acceptability
W2
Impending
W3
Total
Priority
1
5
0.4
5
0.4
4
0.2
4.8
1
2
3
0.4
3
0.4
5
0.2
3.4
3
3
3
0.4
2
0.4
2
0.2
2.4
6
4
4
0.4
2
0.4
3
0.2
3
4
5
2
0.4
4
0.4
2
0.2
2.8
5
6
4
0.4
4
0.4
5
0.2
4.2
2
Issue
Strategic
Acceptability
Impending
1
5points:
mostcriticaltotheplannedsalesgrowth
5points:
easytomakeanacceptabledecisionwithonlylimitedrisks
4points:
thenewfacilitywillbeoperationalearlyin2014
2
3points:
importanttoreducestaffturnoverandmaintainbrandreputation
3points:
improvementsareexpectedbyemployeesandclients
5points:
theaccidentalreadyhappened
3
3points:
aimedatenhancingbrandrecognition
2points:
challengesthecurrentrisk-averseprofileofMerbatty
2points:
theproposalstillneedsconsiderationanditlacksadefinitetimelimit
4
4points:
aimedatincreasingmarketshareandsalesrevenue
2points:
thisproposalisriskyanditchallengestheconventionalpractice
3points:
needstobenegotiatedwithinashortperiod
5
2points:
alimitedimpactonthe5-yearplan
4points:
sensibleexplanationisexpectedbyJKL
2points:
alackofadefinitetimelimit
6
4points:
importanttocustomersatisfactionandbrandreputation
4points:
sincereapologyandexplanationarehighlyexpected
5points:
thehullisoriginallydueinexactlyonemonth.
Priority1
Issue1NewdesignsupplierforSurania
ThethirdboatbuildingfacilitylocatedinaMiddleEastcountrynamedSuraniaisassumedtobeoperationalearlyin2014.Merbattyhastodecidebetweentwopotentialinteriordesigncompanies,bothofwhicharewillingtocooperateandhavetheirstrengthsandweaknesses.
Priority2
Issue6LatedeliveryofahullfromTopcrest
Topcrest,thesolehullsupplierforMerbatty,hasrecentlywonanewmajorclientwithalucrative,thuscausingalatedeliveryofahull.AlthoughTopcresthasofferedtocompensateMerbatty,theprocurementdirectorPaulisfuriousandhasproposedtopayanextra€50Ktosourcethehullfromanothersupplierwhocandeliveriton15January2014.
Priority3
Issue2Accidentatwork
RecentlyoneofMerbatty’semployeesarrivedforworkhighondrugsandmadehiswayontoahullpromptlyfallingoffandbreakinghisleg.ThisrevealsthatMerbattyhasneglectedithealthandsafetyrecordeversinceitestablished.
Priority4
Issue4Employsalesstaffasopposetoagents
Stephanbelievesthattheiragentsareloyal,efficientandwell-motivatedwithgreatcontacts.However,Marieholdstheopposite viewthatemployedsalesstafffullydevotedtosellingtotheircoremarketsiswhattheyneed.
Priority5
Issue5ConflictbetweentheChairmanandJKL
JKLholds28%ofMerbatty’sissuedsharesafterMerbattybecamelisted.Simone,theinvestmentdirectorofJKL,recentlyhadachatwithJesperwhereJespersaidhewouldpersuadethechairman,hisfather,toapprovetheracingboatproposal.Andreas,thefinancialdirector,wasoutononeofhismanycharitablevisitswhenSimonevisitedhim.Therefore,SimonethoughtthechairmanviewedMerbattyashispersonalpropertytodowithashewishedandthatthecharitableworkin2012wasabitcostly.
Priority6
Issue3Buildandraceaspeedboatinacompetition
JesperwantstobuildandraceaspeedboatinthecompetitionwhichMerbattyalreadysponsor.HeisassuredthatthisstepwillraiseglobalprofileofMerbattyandincreasesalesoftheP-3000.HoweverAlbertoisdismayedbythisriskyandexpensiveproposal.
4.Analysesandevaluation
SWOTanalysis(Appendix1),PESTanalysis(Appendix2),Porter’sfiveforcesanalysis(Appendix3),andotheranalysesareperformedtolayafoundationfortheanalysesandgetabetterunderstandingofMerbattyaswellastheluxuryboatindustry.
4.1NewdesignsupplierforSurania
AlthoughMerbattyhaswitnessedhealthgrowthoverthelastdecade,theheavyrelianceonthesupplieralongwithhugeconversioncostposesagreatthreattoitssustainabledevelopment.IthastofindanothercorporationtoundertaketheinteriordesignserviceforboatsbuiltinSuraniaduetoAquaDesigns’refusal.
Acomparisonofthetwooptionsisshownbelow.
Supplier
Factor
CooperDesigns
ArabianInteriors
Distance
200milesfromthefacility
ClosetoMerbatty’sbuildingfacility
History
Alonghistory
Fouryears
Honor
Bestmoderndesignaward
BestArabiandesignaward
Technique
CADsystems
Extranetserviceallowcustomerstoviewthedesignandinteractwithdesigners
CADsystems
Staff
Skilledstaff
Localbutwelleducatedandtrainedstaff
Capacity
Abundant(sparecapacityforboatsbuiltinotherfacilities)
Enough
Price
€100Kperboat(mid-sized)
€90Kperboat
Interiorfeature
Modernandtraditional
Arabianflavored
Advantage
Alonghistory
Reputationofhighquality
world-widesparecapacity
Localcontactsandrelationships
Limitlessfundsforexpansion
Strongcooperationintention
ProposalACooperDesigns
Advantage
◆ItmayrelieveMerbatty’sheavyrelianceonitsoriginalpartnerAquaDesignsinceCooperDesignshassparecapacitytodesignalloftheMerbattyboatswherevertheymightbebuilt.
◆CooperDesignscanoffertraditionalandmoderndesignsofhighqualitythataremoreacceptabletointernationalcustomers.Stefananticipatesthatbefore2017approximately50%oftheSuraniafacilitycapacitywillbesoldtocustomersinMiddleEastregion.Theremainingcapacitywillstilltargetothermarkets.
◆Theextranetserviceenablesmoreinteractionsbetweencustomersanddesigners,thusimprovingcustomersatisfaction.
Disadvantage
◆It’slikelythatCoopermaynotregardMerbattyasakeyclientsinceCooperisarenownedmultinationaldesignerandhasnumerousclients.Ifso,thecooperationbetweenthemmaynotbesostrongandthebargainingpowerofMerbattywon’tbehigh.
◆CoopermaynotprovidecustomersinMiddleEastwithperfectdesignworkduetoalackofArabianflavoureddesignexperience.
ProposalBArabianInteriors
Advantage
◆ArabianInteriorsisfinancedbyawealthyandwell-connectedSheikandtheSheikownerhasastrongintentiontomaintainlong-termandwin-wincooperationwithMerbatty.ThegreatlocalcontactswillmakeiteasierforMerbattytofulfilitsmarketpenetrationandenhanceitsbrandimageintheMiddleEast.Merbattyislikelytosecuremoresalesinthisregionandachieveitsplannedgrowth.
◆Arabianflavoreddesignwillberatheracceptableandpopularamonglocalpeople.
Disadvantage
◆TherelativelyshorthistoryofArabianInteriorsmaybeaweakpointbecauseinternationalcustomersmayusuallypreferawell-knowndesigner.
4.2LatedeliveryofahullfromTopcrest
Thisproblemisanurgentoneandshouldbesolvedinstantly.Otherwise,itwillpossiblyhinderthecooperationwithTopcrestanditshullsupplyinthelongterm.
Ontopofthat,thelatedeliverymaypossiblybringaboutinconveniencetothecustomerandhaveadamagingeffectonMerbatty’sreputationandbrandimage.
Atthemoment,therearetwopossiblesolutionsopentotheMerbattyboard:
1.ContinuetocooperatewithTopcrestandacceptitscompensations;
2.RefusetheproposalfromTopcrestandsourcethehullfromanothersupplierthatPaulhascontacted.
IfTopcrest’sofferisaccepted,thedeliverytimewouldbehalfamonthlongerthanthatoftheothersupplier.Fromthefinancialperspective,thecashflowdifferencebetweentwohullsuppliersisasfollows:
Paymentforidletime
88,464
Discountonboatprice
25,000
Ex-gratiapayment
30,000
Extracost
50,000
Totaldifferencesgenerated
193,464
(Forinterpretationsseeappendix8)
Inaddition,morefactorsneedtobetakenintoconsideration.Belowisananalysisaboutthecompetitiveedgesofthesetwosolutions.
Acomparisonofcompetitiveedge
ChoosingTopcrest
Choosingtheunknownsupplier
Advantages
●Long-termcooperationwithMerbatty
●World-classhullsupplierwithhighqualityandgreatreputation
●Sincereapologywithfinancialcompensations
●Ear
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