Business Case Study Competition is a nationwide online business case competition organized by Company Insider, patronized by The Trainee Club, attracted more than 300 participating teams. Our team of 2 members has to make a deep analysis of the business situation and propose solutions to boost revenue & sales. Looking forward to receiving your feedback.

1. BUSINESS CASE COMPETITION

2. OVERVIEW
SITUATION
TTC Corporation is a leading retailer with more than 1000
store in Vietnam and a wide range of suppliers
COMPLICATION
TTC has been losing their market share in the past 5 years,
both revenue and profit is declining
QUESTION
How is TTC situation ?
What can TTC do to boost the revenue and profit?
ANSWER
Primary issue: The product mix. Secondary issue: The channels
Strategy: Adjust product mix, build up loyalty program, build up
online channel

3. COMPANY PERFORMANCE ANALYSIS
RECOMMENDATION
BUSINESS LANDSCAPE
THE END
AGENDA

4. BUSINESS LANDSCAPE
The retailer market is dominated by 3 main players in which TTC fiercely competes with
2 followers behind
30
27
23
Market share (%)
TTC A Group B Corporation
However, there is just a small gap between TTC and
other key competitors
1 2
Value Share
TTC Others
In the retail market value 212 billion USD/ year, TTC is
a leading firm accounting for 30 market share
63.6 M

5. COMPANY PERFORMANCE ANALYSIS
The key competitors is growing strongly &
sustainably while TTC is falling
TTC ‘s revenue has become stagnant and even
declined recently
TTC suffers lost while other 2 key players sustainably grows
-5.45
5
4
CAGR(*) (%)
B Corporation A Group TTC
21
(*) Calculated base on data
Total revenue / year
Total cost = 550 M
<
Number of customers= x xSpending per week
Number of weeks
in a year
= 1 M 10 USD 52x x
520 M
=

6. COMPANY PERFORMANCE ANALYSIS
As customers spend less for us and favor our key competitors
B
Corp
TTC A
Group
Over 80% TTC customers buy from A &
B outlets. Even 90% of them prefer
A&B high -end products
The current spend per customer
per week has dropped to
10$/week
The number of customers hasn't
changed over the last few years
(1 million)
1
2
Despite adjusted, The drop in
costs is not in line with the
drop in revenues
PROFIT NUMBER OF CUSTOMERS SPENDING PER CUSTOMER= x
Customers spend less for us while the customer pool has not been expanded
_ COST
Most of TTC’s consumers favor competitors ‘s high-end product

7. RECOMMENDATION
1
2
THE STRATEGY Rationale
Adjust the product mix to
match with customer taste
▪ The margin on high-end products are the
highest
▪ TTC's high-end product structure is far less than
that of its competitors (15% compared to 40%)
▪ Low-price segment in TTC accounts for 30% (
compared to 15% of competitors), may not
match with current customer taste
▪ Catch the discount retailer trend and build up
a sustainable competitive advantages
To recover the profit & grow sustainably, TTC must bring customers back by
adjusting the product mix & building up loyalty program
THE ACTION
Building up loyalty program
• Increase the percentage of high-end
products stock
• Minimize the poor-performance
SKUs, especially in low-price segment
• Provide promotion on invoice, especially
for loyal customers

8. RECOMMENDATION
Furthermore, TTC should invest on online channels for improving customer experience
and long-term development
Online channels of competitor prove to bloom in
this category
1 2Omni channels is a trend in retail market, in
which online channel play an important role
Online channels can be used as a branding
channels to attract more target customer
3
Over
18%
The growth rate of
both A & B
the customer pool of 1M customers has
not been expanded for 5 years
1M

9. RECOMMENDATION
THE
PRODUCT MIX
ONLINE
CHANNEL
• Increase the percentage of
high-end products
• Minimize the poor-
performance SKUs,
especially in low-price
segment
• Provide promotion
on invoice, especially
for loyal customers
• Build up online channel
for branding
• Build up omni channels
for enhancing
customer experience
OPPORTUNITIES CHALLENGES
1. Product mix
2. Channels
✔ Online channels & Omni channels for
branding & enhancing customer experience
✔ Diversity of physical stores
× Low value contribution from E-commerce
✔ The high-end products that match
customer tastes.
✔ TTC ‘s negotiating power
× Risk from suppliers due to minimize poor –
performance portfolio
LOYALTY
PROGRAM
THE END
Opportunities & Challenges

10. THANK YOU
- NHÓM SUNCREAM -
1. Lê Quang Nhật
• lequangnhat782@gmail.com
• SĐT 0899020838
2. Nguyễn Thị Ngọc Bích
• bich2nguyen000@gmail.com
• SĐT 0973786172