【正文】 re any reason to think that the costs of doing business for USCo will be higher in the Canadian market? Ａ：Can you be more specific? Ｑ：I mean, for example, are labor or leasing costs higher in Canada than in the U. S.? Ａ：Canada does have significantly higher labor costs, and I39。問這些是要得出什么結(jié)論呢？,第十九頁，共二十七頁。s a higher cost of doing business in Canada, perhaps USCo will have to charge higher prices than it does in the U.S. to cover its costs. Ａ：That39。s Canada operations that would not be incurred by CanadaCo? Ｑ：我想如果USCo在加拿大的運(yùn)營成本較高的話，它對商品的定價(jià)也會(huì)比在美國高一些。但CanadaCo也需要承受這些更高的運(yùn)營成本吶。,Ｑ：USCo might incur higher distribution costs than CanadaCo because it will have to ship product from its U.S. warehouses up to Canada. Ａ：You are partially right. CanadaCo is advantaged in distribution costs, since its network spans less geographic area and it gets more product from Canadian suppliers. However, since CanadaCo continues to get a good deal of product from the U.S., the actual advantage to CanadaCo is not great—only about two percent of overall costs. Ｑ： USCo在運(yùn)輸成本上可能會(huì)比CanadaCo高，因?yàn)樗枰獜奈挥诿绹膫}庫運(yùn)貨來加拿大。 CanadaCo在運(yùn)輸成本方面會(huì)有一些優(yōu)勢，因?yàn)樗N售網(wǎng)絡(luò)的地域跨越性較小，它也較多的從加拿大的供應(yīng)商處進(jìn)貨。因此，她的總成本只有2%的優(yōu)勢。,Ｑ：All this suggests that USCo will be able to retain a significant price advantage over CanadaCo39。 Ａ：我同意你的結(jié)論。,Ｑ：Then I would tell the CEO the following: In the near term, you might be safe. Your stores have a much stronger brand name in Canada than USCo’s, and they seem to be well managed. However, as consumers get used to seeing prices that are consistently seven to eight percent less at USCo, they will realize that shopping at USCo means significant savings over the course of the year. Although some consumers will remain loyal out of habit or because of your high level of service, it is reasonable to expect the “discount“ shopper to shop where prices are lowest. Moreover, over time your brandname advantage will erode as USCo becomes more familiar to Canadian consumers. You certainly have to worry about losing significant share to USCo stores in the long term. You should probably do something about it now, before it39。在加拿大它擁有比USCo更好的品牌，而且它的運(yùn)營情況也不錯(cuò)。雖然一部分會(huì)消費(fèi)者會(huì)由于你們提供的高質(zhì)量的服務(wù)而對公司保持忠誠，但這些購買打折商品的消費(fèi)者會(huì)更注重價(jià)格的高低。你卻是應(yīng)為公司的市場占有率被USCo奪走而擔(dān)憂，并及時(shí)采取適當(dāng)?shù)男袆?dòng)扭轉(zhuǎn)這種趨勢。,Ａ：Can you suggest possible strategies for CanadaCo? Ｑ：Maybe it can find ways to cut costs and make the organization more efficient, so it can keep prices low even if its cost of goods is higher. Ａ：Anything else? Ｑ：It might consider instituting something like a “frequent shopper“ program, where consumers accumulate points that entitle them to future discounts on merchandise. Ａ：你能給出一些戰(zhàn)略上的建議嗎？ Ｑ：可以通過削減成本、精簡機(jī)構(gòu)來降低出售商品的價(jià)格。,第二十四頁，共二十七頁。 Ａ：還有什么建議嗎？ Ｑ：還應(yīng)該伴隨一些宣傳其優(yōu)質(zhì)服務(wù)的促銷及廣告活動(dòng)，甚至還應(yīng)建立“CanadaCo服務(wù)保證”，提供超過USCo所有承諾的服務(wù)。,Ｑ：It might want to consider offering fewer product lines, so that it can consolidate its buying power and negotiate prices with suppliers that are competitive with USCo39。這樣會(huì)使其失去一些追求多樣化的顧客，但會(huì)保留一些只購買少量品種商品、并且尋找最低價(jià)格的顧客。在向CEO提出建議之前，你需要進(jìn)一步對每種方案的優(yōu)勢及劣勢進(jìn)行深入的分析。,內(nèi)容總結(jié),BCG面試實(shí)