Deloitte Case Competition Presentation

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Deloitte Case Competition
Presentation
Team Engine
Purdue University
April 8, 2016

Team Members
Zhuofan Li
Junior
Computer Engineering
Zhuofan Li
Ming Huen Lee
Junior
Ming Huen Lee
Xiao Xiao
Junior
Xiao Xiao
Siyu Liu
Junior
Industrial Engineering
Siyu Liu
Jun He
Junior
Jun He

Table of Contents
Company Analysis
• SWOT Analysis
Approach Overview
• Strategy and Operations
• Technology
• Human Capital
Summary
• Timeline
• Risk Analysis
• Conclusion

Company Analysis
Strengths
• Increase in youth demands on the glasses
• Steady demand in the middle age marketOpportunities
• New startup companies increase in market share
• Lost of potential Millennials talentsThreats
• Steady middle age market
• Large amount of retail stores among the US
• Excellent employee’s salary and benefits
Weaknesses
• Lack of online and youth’s market shares
• Low percentage of Millennials
• Lack of communication between top managers and employees
• Complex corporate structure
SWOT Analysis Method

Strategy and Operation

Approach Overview
Strategy &
Operation
Human Capital
TechnologyAnalysis

US retail stores
Strategy and Operations
 Background Information
 Distribution of stores among US is reasonable
 The sales change in retail stores are quite minimal
 Current Situation
 Recommendation
 Maintain the current situation

Develop Online Services
◆ Background Information
• Extensive computer use affects 30% of US population
• Younger generations prefer to use online services
• Competitors already owned online services
◆ Assumption
• IT department capable of developing an online service
• Cost of developing is affordable

Develop Online Services
Recommendation
• Develop an online service website
✓ Outstanding customer service
✓ Online services can satisfy younger generations
✓ Free shipping & return online
• Build good relationship between retail and online stores
✓ Free return to any stores
✓ Inventory sizes based on online demands
• Relocate inventory distribution based on need from online stores
✓ Try to maintain a just-in-time inventory

Classic Products
• Massive and Steady revenue by classic products
• Older customers prefer classic products
• About 88% of US residents 55 or older need glasses
• Elderly population increases through 2020
• National Vision focuses on shopping value
 Assumption
• Classic products have potential to raise their own product values
 Data
Product
Revenue
($ in M/Year)
5-year Revenue
Change
Introduction Date
Herbert $120.0 0.3% 1988
Richard $200.0 2% 1993

Classic Products
Recommendation
 Decrease Herbert’s supply
amount
 Provide Limited Edition of
Herbert
 Example: high-value, hand-made
 Keep Richard’s supply steady
 Marketing Strategy

New Sub-Brand
 Lack of innovation
 Confusion over brand identity
 Prefer fewer brand-named products
 Customers favor lower prices
 Assumption
 To re-use product line from current production

New Sub-Brand
• Current Situation

New Sub-Brand
Recommendation
• Launch new sub-brand
 Focus on younger generations
 Lower cost
• Preserve Clark as a major product
• Replace Racer with new design on same product line
 New technology
 Up-to-date fashion design

Marketing Direction
◆ Sub Brand
• Advertising
✓Social media
✓Young celebrities
✓Campus touring
• Promotion
✓In store and online
• Brand reputation
✓Charity
◆ Classic Brand
• Continue on current marketing strategy

Reviewed Company Analysis
Strengths
Weaknesses

Technology

Approach Overview
Strategy &
Operation
Human Capital
TechnologyAnalysis

POS System
Technology
◆ Background Information
• POS system to be replaced
• Create new types of value propositions
• Keep current key business processes
• Integrate MMS and mobile usage
• 9 months time window
◆ Assumption
• Criteria for a new POS are listed in the document
• New POS can be setup in 9 months
• IT department adapt to the new POS system

Criteria
Technology
1
2
3
4
5
Customer management (Prescription, Insurance Data)
Inventory
Sales and Returns
Mobile
Payment

Technology
AHP
Why AHP (Analytic Hierarchy Process)?
1
2
3
A weighted average approach idea
Relative pairwise comparisons
Reliable and Consistent

Technology
AHP Results
Fujitsu
Highest
AHP score
Criteria Weights Epicor Fujitsu Microsoft
Micros System
Xstore
Oracle
Inventory 0.27 0.07 0.48 0.04 0.12 0.29
Sales & Returns 0.14 0.31 0.14 0.04 0.42 0.09
Payment 0.05 0.07 0.47 0.14 0.04 0.29
Customer Management 0.46 0.14 0.32 0.04 0.04 0.46
Mobile 0.07 0.13 0.29 0.46 0.04 0.08
TOTAL 1 0.14 0.34 0.08 0.12 0.33

Strengths
Weaknesses

Human Capital

Approach Overview
Strategy &
Operation
Human Capital
TechnologyAnalysis

Current Organizational Structure
Human Capital
CEO
President
COO CFO
Director of
Strategy
Director of
Marketing &
Comm
Director of HR
Director of
Technology
Presidents of
Different
Divisions

Human Capital
Problems
• Strong bonds between high level management
• Difficulty in information sharing with CEO
• Difficulty in changing current company structure

Human Capital
Communication Issue
CEO
President
CFO & COO
Directors and
employees

Human Capital
CEO
President
COO CFO
Director of
Strategy
Director of
Marketing &
Comm
Director of HR
Director of
Design
Presidents of
Different
Divisions
Suggested Organizational Structure
CIO
Director of
Technology

• Workforce distribution
• Innovation
• POS
• Scope
• Job positions
• Workforce distribution
• Innovation
• Job positions
• Chief Information
Officer
• Communication
Suggested Organizational Structure
Human Capital
Expand Technology
Team
New Department -
Design Team
New Executive
Position - CIO
Recommendation:
 Improve communication between executive level and middle level
 Make real-time decisions

Human Capital
Employees and Company Culture
 Problems
 Traditional office culture
 Middle level management issue
 Unbalanced age distribution
 Assumption
 The solution can be generated based on the new company structure

Human Capital
Unclear future
No passion
Gap with younger
generations

Human Capital
 Assumption
 Older generations want to stay in the company
 Younger generations prefer pivotal position
 Recommendation
 Revamp employees’ structure (short term)
 Recruit for new product line (short term)
 Change company culture(long term)
 Balance age distribution (long term)

Strengths
Weaknesses
• Weak POS system

Summary

5-year-plan
Project Timeline
2016 2017 2018 2019 2020
3 6 9 12 3 6 9 12 3 6 9 12 3 6 9 12 3 6 9 12
Technology:
POS
Data Transfer
Web Design
Web Testing
Web Release
HR:
Optimize
structure:
POS Training:
Rearrangement::
Recruitment:
Culture:
Sub-brand:
Design
Manufacture
marketing
New Product
Release
Evaluation

Final Risk Analysis
37
Keep maintaining
and updating
system.
Conduct consumer
market survey.
Improve information
share. Increase lateral
moving rate.
Give employees more
motivation and
encouragement.
Technology Complexity
Employee Complaints
Inventory Issue
Leader Conflicts

Summary
38
1
2
3
Marketing strategy
Focus on younger generate
Develop online market
Cultivate new sub-brand
Technology
Introduce Fujitsu Global Store POS
Maintain online website
Human Capital
Revamp
Recruit
Change
Balance

Thank you!
Questions?

Deloitte Case Competition Presentation

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