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MSC2 WORKSHO P JANVIER ISG BRAND MANAGEMENT 2022 La gestion d’une filiale d’une

MSC2 WORKSHO P JANVIER ISG BRAND MANAGEMENT 2022 La gestion d’une filiale d’une grande marque de Luxe: BACCARAT • Les difficultés rencontrées dans la gestion de la principale filiale de BACARRAT et les solutions et orientations possibles à prendre en compte. Histoire de la marque Votre travail de recherche sur la marque • La légende de BACARRAT. • Le monde de BACCARAT BACARRAT • Vous avez 3 heures afin de découvrir la maison BACCARAT et en faire une synthèse. Aller bien entendu sur le site de la marque. • Sur le plan économique après avoir eu une période difficile, tous les voyants sont au vert. • https://infodujour.fr/business/des-entreprises/45170-la-cristallerie-de-bacca rat-change-de-main • https://journalduluxe.fr/fr/lifestyle/baccarat-ventes-premier-semestre-2021 Votre synthèse • Présentation de groupe • En groupes 10 minutes • Vous avez ensuite 2 à 3 heures pour lire le dossier et bien intégrer les différents points de celui-ci, dont les annexes qui ont leur importance en matière d’augmentation de prix • Fin de la première journée RENTRONS DANS LE VIF DU SUJET • Vous êtes des pôles de conseil pour la filiale japonaise, vous êtes essentiellement en observation et en tant qu’auditeurs juniors spécialisés en BRAND MANAGEMENT , vous avez pour mission de décider quels les principaux enjeux stratégiques de la filiale et quelles sont les orientations à prendre en compte. • Vous aurez donc à disposition les grands axes et orientations réalisés par le président de la filiale avec un état des lieux détaillé ainsi que les problèmes rencontrés. La situation à date: Prévisions 2021 = TVB (Environ 180/190 M€) et EbitDa en progression • Prévisions de CA raisonnables compte d’un CA mi parcours de 86,6M€ et d’un résultat très en croissance. • Nous allons nous intéresser à la gestion de la principale filiale de la marque qui a été indispensable au redressement de celle-ci. • TOUT EST STRICTEMENT CONFIDENTIEL ET AUCUN DOCUMENT NE PEUVENT ÊTRE UTILISÉS A D’AUTRES FINS QUE LA STRICTE UTILISATION LORS DE CE MODULE. Japan Market : Baccarat Pacific K.K. Business Overview September 27th, 2021 Participants • Tor Investment Management: Mr. Bryant Stone & Mr. Hank Mancuso. • Sammasan Capital: Mr. Stephen Ezekiel, Mr. Erwan Stervinou & Mr. Rahul Mathur. • Baccarat SA: Hervé Martin (CEO) & Rémi Grosjean (General Director). • Baccarat Pacific K.K.: Yoshikazu Yann Gahier (President & CEO) & Hiroyo Tomita (General Manager for HR, Finance and Operations). September 27th, 2021 | AGENDA 1 1 • Introduction. • COVID-19 status in Japan...................................................................................................................3 • The organization chart of Baccarat Pacific ........................................................................................7 • Review of distribution by channel and region...................................................................................9 • Brand positioning, image & key market specificities.......................................................................26 • Commercial performance over a few years and an L.E 2021..........................................................33 • Analysis of the profitability of our activities in Japan / Operating account.....................................83 • SWOT analysis: strengths-weaknesses-opportunities…………………………….......................................85 • 2022 Perspectives, key issues & strategy……………………………………………….......................................90 • Annex 1 (Tapis Tumbler Analysis)……………………………..….…………………………….......................................96 • Annex 2 (Latest newspaper advertisement creatives)………………………………………..................................100 • Annex 3 (Reasons of Baccarat’s success in Japan)………………………………………………….………...............................106 JAPAN COVID-19 SITUATION 1 2 | COVID-19 situation: WORLDWIDE As of September 27, 2021 17,453 1 3 116,463 126,145 130,697 136,168 141,467 199,228 203,900 275,446 447,225 594,484 706,317 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 US Brazil India Mexico Russia Peru Indonesia U K Italy Colombia France Japan 232,595,152 cases & 4,761,798 deaths. Number of deaths by country 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 1… 2 t h 39th Wave 1 Wave 2 Wave 3 Wave 4 | COVID-19 situation: JAPAN JAPAN: 1,692,387 cases & 17,453 deaths. Tokyo: Osaka: Nagoya: Fukuoka: Sapporo: 374,529cases & 2,872 deaths. 198,469 cases & 2,947 deaths. 105,044 cases & 1,127deaths. 73,752 cases & 607 deaths. 60,122 cases & 1,466 deaths. Outbreak Map ▉ 1-49 cases ▉ 50-99 cases ▉ 100-499 cases ▉ 500-999 cases ▉ 1000+ cases As of September 27, 2021 Daily Confirmed Cases Wave 5 1 4 | COVID-19 situation: JAPAN 1 5 • Tokyo confirmed 299 new cases of COVID-19 on Sunday, down 266 from a week earlier… standing below 1,000 for the 11th straight day. • The central government is leaning toward at least partially lifting the COVID-19 state of emergency covering 19 prefectures, including Tokyo, at the end of the month [September 30] as scheduled. • Japan is making final preparations to shorten the period of quarantine for people fully inoculated against COVID-19 from 14 to 10 days and allow them to self-isolate at home. • Japanese population who received two shots of COVID-19 vaccine just recently reached 50%. Japan Times (Sunday, September 26) BACCARAT PACIFIC K.K Organization Chart 1 6 | Organization Chart – Baccarat Pacific K.K As of September 1, 2021 1 7 BPK GENERAL INFORMATION 1 8 BACCARAT PACIFIC K.K. Founded in 1984 年 Subsidiary of Baccarat S.A (100%) Baccarat Shops ・ Direct shops: 4 shops （ Marunouchi ・ Roppongi ・ Nagoya ・ Umeda ）・ In shops with CI: 35 shops • Total 39 shops ・ 3 B bars （ Marunouchi ・ Roppongi ・ Umeda ） Market No.13 at its foundation with 3% share. Since 1998 BPK represents more than 30% of the world, which makes it the number one market. Tokyo Marunouchi + B bar Roppongi + B bar Isetan Shinjuku Seibu Ikebukuro Seibu Shibuya Mitsukoshi Nihonbashi Takashimaya Nihonbashi Takashimaya Tamagawa Takashimaya Shinjuku Matsuya Ginza Tobu Ikebukuro Mitsukoshi Sendai Chiba Sogo Chiba Niigata Isetan Niigata Kanagawa Takashimaya Yokohama Sogo Yokohama Shizuok a Entetsu Kyot o Takashimaya Kyoto Osaka Umeda + B bar Daimaru Shinsaibashi Hankyu Umeda Takashimaya Osaka Kintetsu Okayama Tenmaya Sogo Hiroshima Hyogo Daimaru Kobe Ehim e Iyotetsu Takashimaya Kagawa Mitsukoshi Takamatsu Fukuoka Iwataya Izutsuy a Kumamot o Tsuruya Saitama 7.1m Isetan Urawa 12.6 m 6.1 m 8.8 m Aichi 7.3m Nagoya Mitsukoshi Nagoya Matsuzakaya Nagoya JR Nagoya Takashimaya 3.8 m 1.5 m 1.0 m 1.8 m 5.0 m 2.9 m 5.6 m 2.0 m 8.8 m 2.7 m 2.4 m ★ … Retail Unmarked … IN-shops Area A1 Area A2 m … Population 2021 Retail … 4 shops B bar … 3 bars IN-shop … 35 shops Total : 39 shops + 3 B bars Oita Tokiwa AREA C 営業第三 Hiroshima Fukuya Hokkaido 5.6m Marui Imai AREA A 営業第一 Miyagi 2.4m AREA B 営業第二 | Map of Japan Retail | Distribution channel Description: BPK Total 21 RETAIL - DOS: Directly operated Shops managed only by BPK sales staffs. - SIS: Shops with Corporate Identity. Could be concession (stock is owned be BPK) or Purchase shop (stock is owned by DS). - Baccarat staffs only - Mix of Baccarat staffs and DS staffs - DS staffs only - B bars: Directly operated bars managed only by BPK bartenders. WHOLESALE - Mostly corners, located in the “Table Art Floor”, with no Corporate Identity or very limited one. Directly managed by DS staffs. - Depending on space, displayed numbers of products can vary from Only Tapis to maximum 30 skus. | Distribution channel Description: Retail Shops Baccarat staffs only Total: 26 shops Mix of Baccarat staffs and DS staffs Total: 7 shops DS staffs only Total: 6 shops Type Store Type Store Retail Tokyo Marunouchi Purchase Takashimaya Nihonbashi Total: 4 Tokyo Roppongi Total: 9 Mitsukoshi Nihonbashi Nagoya Midland Takashimaya Osaka Osaka Umeda Takashimaya Yokohama Concession Fukuoka Iwataya SIS Takashimaya Kyoto Total: 20 Tokyo Isetan Shinjuku SIS Sapporo Marui Imai Osaka Hankyu Umeda SIS Takashimaya Tamagawa Osaka Daimaru Shinsaibashi SIS Isetan Urawa Tokyo Seibu Ikebukuro SIS Nagoya Mitsukoshi Kumamoto Tsuruya SIS Purchase Isetan Niigata Tokyo Matsuya Ginza SIS (No BPK Staff) Kintetsu Abeno Harukas Nagoya Matsuzakaya SIS Total: 6 Entetsu Yokohama Sogo SIS Mitsukoshi Takamatsu Nagoya Takashimaya JR SIS Takashimaya Iyotetsu Kobe Daimaru SIS Tokiwa Tokyo Takashimaya Shinjuku SIS B bars B bar Marunouchi Fukuoka Izutsuya SIS Total: 3 B bar Roppongi Hiroshima Sogo SIS B bar Umeda Chiba Sogo SIS Sendai Mitsukoshi SIS Tokyo Tobu Ikebukuro SIS Tokyo Seibu Shibuya SIS Okayama Tenmaya Honten SIS Hiroshima Hatchobori Fukuya SIS 22 | Distribution channel Description: Retail Shops 23 As of December 31, 2019 RETAIL Area Store Sell-Out (M ￥) Tokyo Tokyo Marunouchi 408 Tokyo Roppongi 161 Nagoya Nagoya Midland 93 Osaka Osaka Umeda 92 Total: 754M ￥ (5,891K€) Area A1 Area Store Sell-Out (M ￥) Hokkaido Sapporo Marui Imai 99 Tokyo Tokyo Isetan Shinjuku SIS 295 Takashimaya Nihonbashi 203 Mitsukoshi Nihonbashi 200 Takashimaya Yokohama 158 Takashimaya Tamagawa 92 Isetan Urawa 72 Total: 1,119M ￥ (8,742K€) Area A2 Tohoku Sendai Mitsukoshi SIS 94 Tokyo Tokyo Seibu Ikebukuro SIS 172 Tokyo Matsuya Ginza SIS 154 Yokohama Sogo SIS 145 Tokyo Takashimaya Shinjuku SIS 116 Chiba Sogo SIS 97 Tokyo Tobu Ikebukuro SIS 93 Tokyo Seibu Shibuya SIS 80 Total: 950M ￥ (7,422K€) Area B Area Store Sell-Out (M ￥) Nagoya Nagoya Matsuzakaya SIS 148 Nagoya Takashimaya JR SIS 124 Nagoya Mitsukoshi 57 Osaka Osaka Hankyu Umeda SIS 273 Osaka Daimaru Shinsaibashi SIS 182 Takashimaya Osaka 197 Takashimaya Kyoto 121 Kobe Daimaru SIS 117 Chugoku Okayama Tenmaya Honten SIS 60 Total: 1,279M ￥ (9,992K€) Area C Hiroshima Hiroshima Sogo SIS 99 Hiroshima Hatchobori Fukuya SIS 59 Fukuoka Fukuoka Iwataya SIS 364 Fukuoka Izutsuya SIS 105 Kumamoto Kumamoto Tsuruya SIS 171 uploads/Marketing/ msc2-brand-management-workshop-janvier.pdf