Cl m-1 round-sorrento

Alexey Dzybenko ▪ Evgeny Glushkov ▪ Kirill Kondakov ▪ Stanislav Orekhov Invading Russian management consulting market Sorrento

Accenture should leverage its global scale to attract clients, build a strong team and promote the brand in Russia 9 What should Accenture do to enter Russian management consulting market and grow to a $ 100M business in terms of revenue by 2020 ? I. Attract clients * e.g. Coca-cola, Danone, Deutche Bank, DHL, ING Group, Nissan Motor, Martini & Rossi, Microsoft, Siemens, Unilever etc. ** Pro-bono projects are also valuable to test the team and learn the market. Note: Actions are focused on key market drivers. For details please refer to the back-up slide. Source: Case data, Accenture.com, Sorrento analysis (please refer to .xls, “Global clients” sheet). II. Build the team III. Promote the brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],RU

Accenture should enter the market in 6 priority industries and later expand to 5 highly competitive segments - Utilities Infrastructure & Transportation Automotive Air Freight & Travel Services Natural Resources Energy Chemicals Retail Life Sciences Industrial Equipment Consumer Goods & Services Public Service Health Insurance Capital Markets Banking Media & Entertainment Electronics & High Tech Communication Competition Attractiveness High Low High Industry assessment matrix ,[object Object],[object Object],[object Object],Note: Industry breakdown corresponds to Accenture operating groups structure. Source: Case data, Expert RA, Sorrento analysis (please refer to .xls, “Ind. Overview”, “Ind. Attractiveness” and “Ind. Competition” sheets). I. Attract clients

Accenture should transfer seniors from Europe/US and recruit both globally and locally to build a team 0 Staffing sources per position * From partners to interns, administrative personnel not included. Source: Case data, Ivanov & Ferber – “Consulting Marketing Guide”, David Meister – “The Anatomy of a Consulting Firm”, Sorrento analysis (please refer to .xls, “Calculations” and “Staffing” sheets). II. Build a team Number of professionals * required 2020 2017 175 2018 156 2016 2019 214 195 117 2014 2015 136 97 2013 78 2012 42 2H 2011 21 1H 2011 9 Intern Consultant Principal Partner Analyst Manager Entry Rapid expansion Sustainable growth Partner Principal Manager Consultant Analyst Intern Admin. Transfer from EU/US   Local headhunting    Global MBA recruiting  Local HR agencies    Campus recruiting   Student competitions  Outsourcing 

Accenture should promote the brand via direct sales, events, publications, pro bono projects and limited advertising - Groups of recommended marketing initiatives Source: Case data, Ivanov & Ferber – “Consulting Marketing Guide”, Sorrento analysis (please refer to .xls, “Marketing” sheet for details). III. Promote the brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],               Focused Proof of expertise Interactive

Accenture should penetrate the market in 2011, expand rapidly in 2012-2013 and then go for sustainable growth - Strategy implementation stages, key steps and results * Viktor Levinsky recommended. ** Including Russian-styled Christmas gifts informing about Accenture expansion. *** Basic scenario does not include M&A. However acquisition should be considered as an option to mitigate risks of not meeting the objectives. Source: Sorrento analysis (please refer to .xls, “Calculations”, “Market size” sheets). 1. Market entry 2. Rapid expansion 3. Sustainable growth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2011 2012-2013 2014-2020 Team size Revenue, $M 21 4 78 32 214 Overall results at the end of 2020 106 Market share: 9% NPV: $ 74M Net profit: $ 38M

Consultants, clients, and rivalry shape the Russian management consulting market - Market drivers analysis Source: Case data, Ivanov & Ferber – “Consulting Marketing Guide”, Sorrento analysis ,[object Object],[object Object],[object Object],[object Object],Established brand is vital Rivalry Newcomers Clients Consultants Substitutes ,[object Object],[object Object],[object Object],Cornerstone of success ,[object Object],[object Object],[object Object],Not a significant threat ,[object Object],[object Object],[object Object],[object Object],Buyer’s market ,[object Object],[object Object],[object Object],Risk is low for Accenture

Cl m-1 round-sorrento

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