CIMA商业精英国际挑战赛冠军队伍PPTWord格式文档下载.docx

CIMA商业精英国际挑战赛冠军队伍PPTWord格式文档下载.docx

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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

1

5

0.4

4

0.2

4.8

2

3

3.4

2.4

6

2.8

4.2

Strategic

5points:

mostcriticaltotheplannedsalesgrowth

easytomakeanacceptabledecisionwithonlylimitedrisks

4points:

thenewfacilitywillbeoperationalearlyin2014

3points:

importanttoreducestaffturnoverandmaintainbrandreputation

improvementsareexpectedbyemployeesandclients

theaccidentalreadyhappened

aimedatenhancingbrandrecognition

2points:

challengesthecurrentrisk-averseprofileofMerbatty

theproposalstillneedsconsiderationanditlacksadefinitetimelimit

aimedatincreasingmarketshareandsalesrevenue

thisproposalisriskyanditchallengestheconventionalpractice

needstobenegotiatedwithinashortperiod

alimitedimpactonthe5-yearplan

sensibleexplanationisexpectedbyJKL

alackofadefinitetimelimit

importanttocustomersatisfactionandbrandreputation

sincereapologyandexplanationarehighlyexpected

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

Staff

Skilledstaff

Localbutwelleducatedandtrainedstaff

Capacity

Abundant（sparecapacityforboatsbuiltinotherfacilities）

Enough

Price

€100Kperboat（mid-sized）

€90Kperboat

Interiorfeature

Modernandtraditional

Arabianflavored

Advantage

Reputationofhighquality

world-widesparecapacity

Localcontactsandrelationships

Limitlessfundsforexpansion

Strongcooperationintention

ProposalACooperDesigns

◆ItmayrelieveMerbatty’sheavyrelianceonitsoriginalpartnerAquaDesignsinceCooperDesignshassparecapacitytodesignalloftheMerbattyboatswherevertheymightbebuilt.

◆CooperDesignscanoffertraditionalandmoderndesignsofhighqualitythataremoreacceptabletointernationalcustomers.Stefananticipatesthatbefore2017approximately50%oftheSuraniafacilitycapacitywillbesoldtocustomersinMiddleEastregion.Theremainingcapacitywillstilltargetothermarkets.

◆Theextranetserviceenablesmoreinteractionsbetweencustomersanddesigners,thusimprovingcustomersatisfaction.

Disadvantage

◆It’slikelythatCoopermaynotregardMerbattyasakeyclientsinceCooperisarenownedmultinationaldesignerandhasnumerousclients.Ifso,thecooperationbetweenthemmaynotbesostrongandthebargainingpowerofMerbattywon’tbehigh.

◆CoopermaynotprovidecustomersinMiddleEastwithperfectdesignworkduetoalackofArabianflavoureddesignexperience.

ProposalBArabianInteriors

◆ArabianInteriorsisfinancedbyawealthyandwell-connectedSheikandtheSheikownerhasastrongintentiontomaintainlong-termandwin-wincooperationwithMerbatty.ThegreatlocalcontactswillmakeiteasierforMerbattytofulfilitsmarketpenetrationandenhanceitsbrandimageintheMiddleEast.Merbattyislikelytosecuremoresalesinthisregionandachieveitsplannedgrowth.

◆Arabianflavoreddesignwillberatheracceptableandpopularamonglocalpeople.

◆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