【正文】 ata indicate that our first priority should be to improve distribution to ensure product availability. Additionally, we should push for equal, if not better, product placement versus our petitors. Why would Big M Mart be willing to enter into a partnership with you? We could offer to share our information about customer behavior. First, by eliminating stockouts, Big M Mart could increase its sales by more than 2 percent1 from customers who would not purchase anything, not including those who would be more likely to purchase highermargin product instead of reaching for discounted brands. Also, sharing price sensitivity data could help reduce the attractiveness of price promotions and possibly allow for higher price points (increasing revenue for our client). Additionally, if Big M Mart were willing to share information regarding product availability in their stores, we could work with them to improve the current distribution system to allow for more economical deliveries, while at the same time ensuring our product39。s promotional products. Big M Mart would also have an incentive to reduce outofstock incidents, since 25 percent of the time, a brand loyal customer will walk away without buying anything. Step 5: Summarize and make remendationsAt this point, I would like to summarize what I know. Big M Mart is consolidating the distribution market. Although sales to Big M Mart are increasing on an absolute basis, our client39。s warehouse twice monthly. The retailer then stocks the shelves themselves. Do we have any knowledge about when the individual stores are out of stock? No, we do not, since our client only delivers to the warehouses and has no direct access to instore inventory information. Since we identified product availability as a key success factor earlier on, I would want to make sure that the stores were stocking the product correctly. Let39。s move on to supply chain. I would want to talk to our client39。s products. That placement could be especially important to children who are looking at the different types of cereals. Are there any other promotions? Some Cereal Co. brands have sales promotion tags, and the team notes that store flyers advertise specials on Cereal Co. brands for Big M Mart Customer Cardholders. So, even if all the panies are maintaining product prices, maybe Cereal Co. is strategically discounting prices in order to gain market share. It seems like there is evidence of cooperation between Cereal Co. and Big M Mart. Do we know anything about the relationship between Big M Mart and Cereal Co.? During earlier discussions with Big M Mart, you discovered that your client39。s say in a perfect world you could get a breakdown of Big M Mart sales for the four largest petitors (see market shares below). What can we interpret about our client39。 sales through other distribution channels are growing faster than volume, Big M Mart volume and sales growth are the same, so the average price paid by Big M Mart has remained constant. That implies that sales growth at Big M Mart could have negative implications for our margins. Next, I would like to look at how our client is doing relative to the petition within Big M Mart. Have they been gaining or losing market share? How might you find that out? I would try to interview Big M Mart39。s 72 81 85 %Bozo Mart 65 77 80 %Ace Grocery 46 47 64 %Shoppers Mart 26 27 28 %Total Top 5 274 307 370 %Total All Distributors 450 468 487 %What does this imply about Big M Mart as a distribution outlet? It looks as if the top distributors were all growing more important, but particularly Big M Mart, which is growing faster than all the others. This is particularly true when we look at volume, where Big M Mart39。s sales data and margins, by distributor. The marketing department does not have margins by channel, but tracks the sales and volume for its top five distributors. Sales ($MM) 1997 1999 2022 5Yr CAGRBig M Mart 142 162 246 %.39。s proceed. Step 4: Evaluate the case using the frameworkFirst, I would like to get a better sense of where Big M Mart stands relative to our client39。s growth. That is correct. Could you explain to me how grocery stores differ from discount stores? Sure. Grocery stores generally specialize in food items, as well as some household goods and overthecounter pharmaceuticals. Discount stores, on the other hand, offer food items alongside a wide variety of merchandise, including clothing, home electronics, and housewares. Does Big M Mart market its food products differently than do grocery stores? Discount stores advertise lower prices across a wide variety of foods, particularly staple, nonperishable foods. Could I please take a moment to write a few notes to myself? Please feel free.Step 3: Set up the frameworkBefore making remendations, I think we would first need to evaluate whether sales growth at Big M Mart is good or bad for Foods, Inc. In order to do that, I would first look at their sugar cereal39。s traditional strength has been with grocery stores, which in total still account for the majority of its $ billion in sugar cereal sales. However, a discount chain, Big M Mart, has been growing at a very healthy rate of almost 15 percent per year and has now bee their leading customer. Your client is not sure how to react to this event and asked BCG for assistance with the pany39。 V: 嗯，好，你的意思我明白了。 V: 那如果簽協(xié)議的時(shí)候讓消費(fèi)者預(yù)先墊付呢？ M: 那樣的話消費(fèi)者就不愿意買我們的手機(jī)了，人數(shù)就會減少。避免了資金的巨額周轉(zhuǎn)。 V: 那如果公司的 CFO 看了這兩個(gè)方案，你認(rèn)為他會同意哪個(gè)？ M: 那也許是第二個(gè)。如果有更多的人加入自己的網(wǎng)絡(luò)，考慮到互聯(lián)互通的問題，現(xiàn)有消費(fèi)者的朋友也許會更偏向加入同一個(gè)網(wǎng)絡(luò)。 V: 那么你選擇哪種？ M: 如果是從市場份額上來說，最后一種方案的市場份額最大。請你比較一下這三種定價(jià)方式，哪個(gè)更好？ M: 請問 2 年的服務(wù)費(fèi)有多少？ V: 每人 2 年的服務(wù)費(fèi)總共 4000 元。成本就是補(bǔ)貼給手機(jī)廠商的開銷，而 risk 就是消費(fèi)者不履行合同的風(fēng)險(xiǎn)。同時(shí)，由于該領(lǐng)域消費(fèi)者的忠誠度較低，如果我們的定價(jià)模式和競爭者沒有本質(zhì)的區(qū)別，而區(qū)別僅僅在于價(jià)格的話，我們的定價(jià)如果比競爭者高，必然會喪失顧客，因此要參考競爭者定價(jià)。首先從外部講，考慮 consumer 和 petitor。但在決定讓利的幅度方面，他