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【正文】 rand name in Canada than USCo’s, and they seem to be well managed. However, as consumers get used to seeing prices that are consistently seven to eight percent less at USCo, they will realize that shopping at USCo means significant savings over the course of the year. Although some consumers will remain loyal out of habit or because of your high level of service, it is reasonable to expect the “discount“ shopper to shop where prices are lowest. Moreover, over time your brandname advantage will erode as USCo becomes more familiar to Canadian consumers. You certainly have to worry about losing significant share to USCo stores in the long term. You should probably do something about it now, before it39。s too late. Ｑ：我會這樣建議這位CEO：公司在短期不會有什么問題。在加拿大它擁有比USCo更好的品牌，而且它的運營情況也不錯。但是，一旦消費者看到USCo的商品總是更低（78%），他們會知道在USCo 購物會在長期內省很多錢。雖然一部分會消費者會由于你們提供的高質量的服務而對公司保持忠誠，但這些購買打折商品的消費者會更注重價格的高低。隨著人們對USCo的逐漸熟悉，你們的品牌效應也會削弱。你卻是應為公司的市場占有率被USCo奪走而擔憂，并及時采取適當的行動扭轉這種趨勢。,第二十三頁，共二十七頁。,Ａ：Can you suggest possible strategies for CanadaCo? Ｑ：Maybe it can find ways to cut costs and make the organization more efficient, so it can keep prices low even if its cost of goods is higher. Ａ：Anything else? Ｑ：It might consider instituting something like a “frequent shopper“ program, where consumers accumulate points that entitle them to future discounts on merchandise. Ａ：你能給出一些戰略上的建議嗎？ Ｑ：可以通過削減成本、精簡機構來降低出售商品的價格。還可以采取類似“貴賓卡”等活動來使那些經常光顧的人獲得累計的積分，從而的帶更多的折扣。,第二十四頁，共二十七頁。,Ａ：What might be a potential problem with that? Ｑ：Well, it might not be that costeffective, since it would be rewarding a significant number of shoppers who would have continued to shop with it anyway. Ａ：Any other suggestions? Ｑ：It might want to prepare a marketing or advertising campaign that highlights its high level of service. It might even institute a “CanadaCo Service Guarantee“ that surpasses any guarantees offered by USCo. Ａ：Assuming the only way to keep customers is through competitive pricing, is there anything CanadaCo can do to appear competitive to the consumer? Ａ：這會有什么潛在的問題嗎？ Ｑ：這可能不利于降低成本，因為它給與較大一部分顧客更低的折扣。 Ａ：還有什么建議嗎？ Ｑ：還應該伴隨一些宣傳其優質服務的促銷及廣告活動，甚至還應建立“CanadaCo服務保證”，提供超過USCo所有承諾的服務。,第二十五頁，共二十七頁。,Ｑ：It might want to consider offering fewer product lines, so that it can consolidate its buying power and negotiate prices with suppliers that are competitive with USCo39。s. It might lose some customers who want the variety of product that USCo has, but it may be able to retain the customer who is buying a limited array of items and is just looking for the best price. Ａ：All of your suggestions are interesting, and you would want to analyze the advantages and disadvantages of each in more detail before making any recommendations to the CEO. Ｑ：它還可以減少商品的種類，這樣可以鞏固其購買力及其與供貨商的談判能力，以此獲得競爭優勢。這樣會使其失去一些追求多樣化的顧客，但會保留一些只購買少量品種商品、并且尋找最低價格的顧客。 A：你的建議都很有意思。在向CEO提出建議之前，你需要進一步對每種方案的優勢及劣勢進行深入的分析。,第二十六頁，共二十七頁。,內容總結,BCG面試實例。Ａ：The two companies carry similar products, although the CanadaCo stores lean more heavily toward Canadian suppliers.,第二十七頁，共二十七頁。,