BCG - The Boston Consulting Group

Situation

A global apparel and footwear company had experienced healthy growth in recent years and was pursuing very aggressive growth targets for the future. Yet its visibility in the marketplace and among customers and competitors was low. Achieving explosive growth in China would require a fundamentally different business model going forward. The company sought assistance from BCG to validate its targets and develop a clear road map to achieve its goals.

Approach

The BCG team started by developing a systematic tool to evaluate market potential and to quantify the relative attractiveness of different consumer segments. Next, we helped the client refine mid-term targets, identify growth drivers, and assess sustainability under rapid growth. We encouraged the client to look at these issues from its own perspective and from that of its franchises. BCG also assisted with business planning for franchise accounts and devised an account structure based on geography. Finally, our team developed a set of recommendations for capability requirements and organizational design, and helped set up a Project Management Office (PMO) to drive implementation.

Impact and value created

BCG helped create a detailed action plan to ensure the sustainable development of the client’s franchise network. Our team also organized a series of initiatives to deepen consumer understanding, strengthen customer support, and redesign the organization to meet its growth expectations. In addition, we helped establish a PMO to oversee the entire process in a coherent, systematic manner. The client implemented our recommendations and was able to command strong and sustainable growth.

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