April 4, 2019
Mireille Mercier-Roy, Lecturer at HEC Montréal; Laurence Guimond and Pauline Laurent from the company featured in the case; MBA students Jonathan Wade, Deep Doshi, Avinnash Ravindran and Benoit Giroussens; Patricia Boisclair and Christophe Lussier from KPMG.
The business strategy competition, now in its sixth year, was organized by the School’s Club de consultation en management (CCM) in co-operation with KPMG, and brought together teams from HEC Montréal, Polytechnique Montréal and McGill.
The idea is to give participants a taste of the strategic consultant’s life. This year, their mandate was to create and implement a customer loyalty program for a company in the retail market, in order to boost its sales. They had 24 hours to prepare their proposal and present it to this company’s executives, representatives of KPMG and a HEC Montréal lecturer.
The winning team came up with an application including a self-financing program, in which revenues exceeding the target would be reinvested to pay for points, gifts and events.
To promote the app Quebec-wide, the four HEC Montréal students suggested partnerships with actual brands, two-thirds of them local. The team used only 80% of its initial budget, keeping some back for national promotion if it proved successful or to limit losses otherwise.
The jury was impressed with their in-depth analysis, their carefully planned finances and their original, practical ideas.
Note that the winning team was coached by Lecturer Sylvain Matte.