Deloitte Undergraduate Case Competition 2015 Final Presentation
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This presentation outlines recommendations for an eyewear company called Twenty20 to shift its focus to younger customers. It recommends a three-pronged strategy focusing on eye health, fashion, and budget. It suggests a new POS system, talent management changes, and retail/organizational strategy shifts. Key recommendations include introducing new budget-friendly and customizable eyewear lines, bringing in guest designers, emphasizing eye health checkups, and implementing a new POS system and team-based performance incentives. Financial projections over 5 years are also presented.
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Deloitte Undergraduate Case Competition 2015 Final Presentation
- 1. Gordon Tsai | Jonathan Ong Keerthan Harish | Alexander Parker
- 2. - 2 - DeloittePPTTemplate.pptx Keeping You In Sight 13 Feb 2015
- 3. Agenda Background Slides 3 - 4 Recommendation Retail / Organizational Strategy Point-of-Sale System Talent Management Slides 5 - 21 Timeline Slide 23 Financials Slides 24 Conclusion Slide 25
- 4. - 4 - DeloittePPTTemplate.pptx “[We want to] maintain [our] commitment to creating fashionable and affordable eyewear for customers.” - Peter Westdale, CEO
- 5. - 5 - DeloittePPTTemplate.pptx Competitive Landscape Market Share Targets: Luxotica and National Vision We offer a cheaper designer alternative to the traditional luxury brand Luxotica National Vision is our closest competitor by target market and pricing. Online promotions allow customers easier access to our product
- 6. - 6 - DeloittePPTTemplate.pptx Recommendation Twenty20 cares about YOU
- 7. - 7 - DeloittePPTTemplate.pptx Recommendation Twenty20 cares about YOUYOUR Eye health
- 8. - 8 - DeloittePPTTemplate.pptx Recommendation Twenty20 cares about YOUYOUR Fashion
- 9. - 9 - DeloittePPTTemplate.pptx Recommendation Twenty20 cares about YOUYOUR Budget
- 10. - 10 - DeloittePPTTemplate.pptx Recommendation POS System Talent Management Retail / Organizational Shift to younger, cost-and-fashion- sensitive customers Fujitsu Global Store POS meets requirement for light, retail-friendly POS Drive accountability, change company culture
- 11. Strategy
- 12. - 12 - DeloittePPTTemplate.pptx Three-pronged push to shift our focus onto a new demographic of younger customers: Retail / Organizational Strategy Health Fashion Budget Inform customers about eye health and importance of checkups (ACA) In-store eye-care specialists Introduce Richard Revamped (R-Squared), customizable new line Invite guest designers to design brands each year (higher end) Provide cost-sensitive customers with affordable options Introduce high-volume line of eyewear
- 13. - 13 - DeloittePPTTemplate.pptx Why Young Customers?
- 14. - 14 - DeloittePPTTemplate.pptx Why Young Customers? Middle-income young adult 20 – 25 year olds $50,000 - $100,000 income
- 15. - 15 - DeloittePPTTemplate.pptx Growing market Cost- sensitive Why Young Customers? Large online population Frequent turnover Health needs Middle-income young adult
- 16. - 16 - DeloittePPTTemplate.pptx State-by-State Opportunity Index 100% 0% % customers fitting our ideal profile
- 17. - 17 - DeloittePPTTemplate.pptx Metropolitan Opportunity Index 100% 0% % customers fitting our ideal profile Factors: Population Age Kids College Income Insurance
- 18. - 18 - DeloittePPTTemplate.pptx People will have access to vision services from the Affordable Care Act in the next five years Strategy - Health 25 million Young adults under age 26 stayed with their parents’ plans in 201315 million WHO? Push the importance of yearly eye checkups through social media and traditional channels HOW? Offer discounts on eyewear to encourage yearly checkups Send periodic reminders about checkups to increase retention
- 19. - 19 - DeloittePPTTemplate.pptx Strategy - Fashion Richard Revamped R-Squared: Your Taste, Your Budget. Richard has proven success with younger crowd Configurable color and frames Build online platform to offer customization options Guest Designers Meet fashion needs of less price-sensitive crowd Yearly rotating designs 41% of young adults prefer stylish, designer frames
- 20. - 20 - DeloittePPTTemplate.pptx Strategy - Budget Of consumers age 18 - 24 would replace glasses more frequently if they were less expensive50% R-Squared as a high-volume line, which will lower costs Use prescription results to send personalized offers
- 21. Technology
- 22. - 22 - DeloittePPTTemplate.pptx Comparison of POS Systems Metrics Epicor Retail Store Fujitsu GlobalSTORE POS Microsoft Dynamics Micros Systems Xstore POS Oracle Retail POS Scalability / Cloud Online Integration Depth of functionality Cost Security / Reliability Ease of use Strong Weak
- 23. - 23 - DeloittePPTTemplate.pptx Fujitsu GlobalSTORE POS WHY? Features tailor- made to meet the needs of a small to mid-sized retail company Proven POS results for retailers (Mark & Spencer, Nordstrom) Cross-platform capability for flexible implementation Easy of use means quick training for store associates Powerful promotion platform will help push our health- centered discounts Enhanced data security helps us protect patient and payment information
- 24. - 24 - DeloittePPTTemplate.pptx Fujitsu GlobalSTORE POS HOW? Estimated implementation period4 months Estimated implementation cost$600,000 In-store feedback about product design can be used by the design team to create a Twenty20 that is more responsive to consumer taste
- 25. Human Resource
- 26. - 26 - DeloittePPTTemplate.pptx Human Resources – Short Term Goals Drive Accountability HOW? Team-based rewards Merit-based system Incentivize employees to sell as a team Profit-sharing as a percentage of regional performance Promote employees based purely on merit Promotion criteria published firm-wide to promote transparency
- 27. - 27 - DeloittePPTTemplate.pptx Human Resources – Short Term Goals Change Culture HOW? Team-based hiring Emphasize core value Incentivize referral system Retail location hiring based on 2/3 vote Company’s core message of “Keeping you in sight” Image as a socially- conscious brand will attract top talent30-day trial
- 28. - 28 - DeloittePPTTemplate.pptx Proposed Restructuring President Alison Boyd CFO Mark Colfer COO Jason Nakamura CTO Thomas Stuart CMO Heather Sanchez Director of HR Julia Feinberg Director of Strategy Jonathan Khil President, Contacts & Eyeglasses Division Benjamin O’Leary President, Design To be filled President, Sunglasses Division Amy Powell
- 30. - 30 - DeloittePPTTemplate.pptx Timeline Evaluation 1 2 3 4 5 Strategy & Operations Health Care Promotions R Squared Brand Guest Designers Technology Point of Sale System HR Short term - Accountability Long term - Culture Key Metrics: Revenue Same-store sales Customer retention Employee retention
- 31. - 31 - DeloittePPTTemplate.pptx 5-Year Discounted Cash Flow
- 32. - 32 - DeloittePPTTemplate.pptx Conclusion POS System Talent Management Retail / Organizational Jon walks in for a complimentary checkup and talks with store team We keep track of his prescription and we send him a promotion, he buys Increased teamwork fosters innovation, Jon’s comments are sent to design team
- 33. - 33 - DeloittePPTTemplate.pptx Recommendation Twenty20 cares about YOU
- 34. - 34 - DeloittePPTTemplate.pptx Recommendation Twenty20 cares about YOUYOUR Eye health
- 35. - 35 - DeloittePPTTemplate.pptx Recommendation Twenty20 cares about YOUYOUR Fashion
- 36. - 36 - DeloittePPTTemplate.pptx Recommendation Twenty20 cares about YOUYOUR Budget