【案例五：为Koupon提供解决方案】 X： CoachAnna88 Koupon原题 Objective As a consultant in a leading consulting company, you need to work with a team to provide a propos

al to Koupon, a fast-growing e-commerce enterprise, which would like to transform its business that has been and continues to be copied by an unlimited number of competitors, to a more sustainable and profitable one. Background Koupon is a local e-commerce marketplace that connects merchants to consumers by offering goods and services at a discount in the United States. It operates its business in three categories: Local Deals, Koupon Goods and Koupon Getaways. The Local Deals category includes deals in product segments, such as food &drink, plus health & fitness, with local merchants and local events. The Koupon Goods category offers customers the ability to find deals on merchandise across multiple product lines, such as skin care & health care, sporting & outdoors, toys, groceries and men & women’s fashion. The Koupon Getaways category includes travel offers, including hotels, airfares and package deals covering both domestic and international travel. Koupon’s business model is to earn a fee for connecting sellers of merchandise and services with customers by means of attractive and discounted offers. They discount a product by 50% and pay the merchant 50% of the discounted sale price. So for a product or service normally retailing at $1, a merchant will get paid $0.25 of the dollar. This negatively impacts Koupon ’s profit from a long-term perspective. Koupon doesn’t really have a proven sustainable business model as it is struggling with profitability, retaining merchants and converting new customers into repeat customers. Koupon has spent heavily every year on marketing expenses to attract and acquire new customers which is critical in taking the business from the startup phase and growing it into a size where it achieves critical mass. However, very few existing customers return after their first purchase of Koupon products or services. The following table represents Koupon ’s financial highlights for its three segments. (in thousands) 2016 2015 Revenue/收⼊: Local Deals 700,000 574,000 Getaways 883,000 643,000 Goods 1,064,000 980,000 Total Revenue/总收⼊ 2,647,000 2,197,000 Gross Profits/⽑利润: Local Deals 393,000 377,000 Getaways 567,000 487,000 Goods 150,000 88,000 Total Gross Profit/总⽑利润 1,110,000 952,000 Total Operating Expenses/总运营费 1,080,000 880,000 ⽤ Total Operating Profit/总运营利润 30,000 72,000 X： CoachAnna88 Koupon答案解析 第一部分：题目解析 市场份额是一个企业的销售量（或销售额）在市场同类产品中所占的比重。市场 各产品占总收入/毛利的比例——贡献率 第一步，企业内部环境分析 X： CoachAnna88 1) 产品分析 计算三类产品相关数据 毛利率 收入增长率 毛利增长率 收入贡献率 毛利贡献率 Local Deals 56% 22% 4% 26% 35% Local：对物流要求高，虽然竞争不激烈，但 shopwithme 物流水平高，如果要拥 有竞争优势，必须要加强物流建设。 Good：竞争激烈，有几个产品同时存在多个竞争者，自身没有竞争力，而且这类 产品成本高、毛利低。 X： CoachAnna88 Getaway：对物流要求低，竞争者少，且这类产品毛利高，收入增长快，对毛利的 贡献也是最高的，所以可以重点发展。 提供策略： 定位：以 getaway 产品为重点发展对象，目标客户 20—40 岁年轻消费者，其他产 market share. 3. Some products have withdrawn from the market: high cost of goods, low gross profit, fierce competition, lowest revenue growth rate, relatively saturated market, will affect operating expenses, only keep skin&health, but still control costs. Although the income and X： CoachAnna88 profit ratio of Bady&toys station is high, both shopwithme and KNT have this kind of product, and KNT is concentrated and focused, compared to no competitive advantage. Outdoors&sporting is similar to HEALTH&fitness in LOCAL. The consumers who touch are overlapped, so they can exit the market or go into the local area and cut the shipping. 下午：发了一页新材料，是讲上午的那个电商要 improve delivery 提高快递配送业 The table below shows the percentage breakdown by business segment for Local Deals, Goods and Getaways in 2016. Subcategory in Local Deals Business Food & Health & Delivery & Beauty & Event & Film Drink Fitness

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