The core of this case deals with an essential aspect of industry analysis: the segmentation of the market.
The overall behavior of a market can completely deceive you if you do not look at its segments.
For example, imagine the bottled water market grows at 1% per year. What you should consider though, is that actually sparkling water grows at 10% per year and plain water shrinks at 9% per year.
If you don’t segment you miss the whole point.
Our client is an international CPG (consumer packaged goods) firm called Bryan, with multiple business units
(toothpaste, batteries, skin & body care, among others).
They are the global market leader in every market they play in except for the hair removal market. They came to us asking how they can also become number one in this market.
How can you help them out?
The CEO decided to gain market share in the wet-shaving market for men by acquiring 3 competing companies. How would you proceed to choose the companies to acquire?
More questions to be added by you, interviewer!
At the end of the case, you will have the opportunity to suggest challenging questions about this case (to be asked for instance if the next interviewees solve the case very fast).