Cima Scenario

In: Business and Management

Submitted By Ashleypillay
Words 6085
Pages 25
Team Name

Report Title CeeCee in the next 5 years

University Nanyang Technological University Team members Chen Xinyi Lee Wai Hon Gabriel Liu Xinyi Yeo Shi Yuan


Page 1. Executive Summary ………………………………………..3 2. Introduction ……………………………………………….. 4 3. Strategic Analysis…………………………………………..5
3.1 Company Analysis 3.2 Industry Analysis 3.3 SWOT analysis

4. Financial Analysis…………………………………………..8
4.1 Financial Ratios

5. Issues Analysis and Recommendations………………..10
5.1 Prioritization of Issues 5.2 Core Competencies Issues
5.2.1 5.2.2 Distributor‟s Strike Failure of the New Online IT System

5.3 Diversification and Marketing Plans
5.3.1 5.3.2 Celebrity Marketing Expansion into Jewellery Range

5.4 Child labour accusations

6. Achievability of the five-year plan………………………..22 7. Summary of Issues and Recommendations …………... 23 8. Appendices…………………………………………………24




This report aims to prioritise, analyse and evaluate the current issues plaguing CeeCee. The report begins with a strategic and financial analysis of CeeCee and the industry. The 4 main issues CeeCee face have been categorized into 2 broad categories, namely issues that threaten core competencies and plans relating to expansion and marketing. The issues that threaten core competencies are more pressing issues that CeeCee should address, given the highly tangible impact and risks present which will threaten business profitability. For the first issue regarding the distributor‟s strike, the team recommends that in the short run, CeeCee should engage an alternative distributor and re-evaluate their distribution model in the long run. The second issue - failure of the online IT sales system, can be dealt with by employing an external agency to recover the debts and improving the controls inherent in the system.

With regards…...

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