Weekly Case Challenge

Market Entry Case

Mike Apparel
Deadline: 23h59 - 05.03.2022

Source: Consulting Club ROSS

Case prompt
Our client, Mike Apparel, is a large apparel and sporting goods company. The client is interested in entering
the women’s golf apparel market and is looking for guidance on whether this is a good idea.

Interviewer Guidance
• Mike makes both produces and retails the goods in its own stores
• The objective is to invest extra cash (amount undefined) in a profitable project
• Scope of the launch is the United States

Source: Consulting Club ROSS

Framework
1. Market Size
• Population of the United States
• Ratio of women
• Percentage of golf players
• Achievable market share
• Customer $ purchases/year
A strong framework will hinge on two factors: Market Size or
Revenue Potential, and the costs of the launch and ongoing
operations.
Basic cost numbers available are as follows:
• R&D (one-time): $255M
• Fixed Costs (yearly): $5M

2. Cost
• R&D
• Fixed Costs
• Variable Costs
• Marketing & Advertising

3. Risks
• Cannibalization of existing products/shelf space

Source: Consulting Club ROSS

 Questions

01 What does the market size and

revenue potential look like?

02 When can breakeven be achieved?

Source: Consulting Club ROSS

Data Available

Source: Consulting Club ROSS

 Recommendations Risks Next Steps

Source: Consulting Club ROSS

• Submit your video on time via link: https://forms.gle/QwtjcEtmvhJK5FhMA
• Deadline: 23h59 - 05.03.2022 (Saturday)
• If you need any further supports, please contact fanpage The Trainee Club or reply email
from thetraineeclub@gmail.com.
• Wish you all the best!

Source: Consulting Club ROSS