2015 BCom Case Competition 1

Proudly sponsored by

Monday 31 August 2015The Law Building, 185 Pelham Street

The University of Melbourne

2015 BCom Case Competition

The University of Melbourne2

Welcome to the 2015 BCom Case Competition2015 marks the fifth year of the annual BCom Case Competition. Since its inception in 2011, the competition has seen phenomenal growth, with the number of entrants tripling over the last five years! The growing popularity of the competition is a testament to the hard work and dedication of prior years’ committees.

This year, the BCom Case Competition has seen more than 100 teams and over 400 students enter into the preliminary round of the competition. Teams were required to analyse the case and deliver a strategy surrounding the topical article, Apple Switches to Music Subscriptions, Takes on Spotify, with the aim of being one of the 15 teams to progress through to today’s competition. These 15 teams have demonstrated a wide breadth and depth of knowledge, technical skill, and creativity. After presenting their ideas and strategies to the judging panel today, the top 3 teams will progress to tonight’s final and compete for the competition trophy and prize money.

Case competitions enrich students’ BCom experience and provide students with the unique opportunity to apply the content they learn in class to solve real world business problems. Students are not only expected to become experts in entirely foreign companies and industries, but are expected to also provide innovative solutions backed up by research and sound financial analysis – all this in just a weekend!

This event would not be possible without the support of strategy consulting firm and competition sponsor, Strategic Project Partners, who generously support the running of the competition and sponsor the prize pool for the top three teams. We

would also like to thank all the judges for their time and for providing students with feedback which makes the competition an invaluable learning experience. Finally, we would like to thank all the volunteers, staff, partners, and organisations who have worked tirelessly to ensure the competition’s success.

To all competitors – good luck! To everyone else – we hope you enjoy what promises to be an exciting day of creative ideas and enthralling presentations.

Rachel Xu and Pamela Zhang Student Co-Chairs, BCom Case Competition 2015

Student Coordinators, BCom Case Competition 2015: Front row (L to R): Liqi Zhang, Patrick Coleman, James Maccarrone. Back row (L to R): Pamela Zhang, Rachel Xu, Laura Foo. Absent: Angeline Lim.

2015 BCom Case Competition 3

CASE COMPETITIONS AND THE FACULTYThe Faculty of Business and Economics has a proud history of involvement and achievement in International Business Case Competitions and for over ten years has provided significant support to students to attend competitions held by a number of prestigious business schools. Recent achievements include victories at the McGill Management International Case Competition (Montreal, Canada, in 2012), second and third place at Sauder School of Business (British Columbia, Canada, in 2013 and 2014 respectively) and second place at Thammasat Undergraduate Business Challenge (Bangkok, Thailand, 2014).

The BCom Case Competition was established in 2011 as a way to provide more students with the opportunity to develop their business, analytical, problem-solving, communication, presentation and teamwork skills; skills fundamental to the development of future business leaders.

OUR SPONSOR STRATEGIC PROJECT PARTNERSSPP is a high-impact consulting firm that partners with senior executives to overcome complex strategic and operational challenges. From high-growth SMEs to some of Australia’s largest businesses, SPP works closely with clients across a broad range of sectors to deliver practical results with a tangible outcome. SPP brings a customer-focused, nimble and highly skilled team with a rigorous and consistent approach to projects to help clients improve and grow. Their work ranges from strategy development, market research, business case development, and inputs to policy, through to the implementation of organisational improvements.

SPP has been a longstanding partner of the University of Melbourne through sponsorship of the University Case Competition, employment of undergraduates, as well as being a leading recruiter of MBAs from the Melbourne Business School.

The University of Melbourne4

The Case

Final Round Judges

The Children’s Protection Society (CPS) is a secular, non-profit, non-governmental child and family welfare agency operating in the state of Victoria, Australia. The organisation is one of the oldest independent child welfare agencies in the State; it will celebrate its 120th year of operation in 2016. CPS has a strong reputation in the child welfare sector: it is widely acknowledged for its leadership and innovation in the design and provision of child protection programs. CPS is an Incorporated Association, governed by a Board of Governance and led by Chief Executive Officer, Aileen Ashford. It has approximately 80 members of staff (or approximately 70 full-time equivalent staff); comprised mainly of specialised professionals such as social workers, psychologists, child and family therapists and counsellors. CPS operates from three key sites: two in Heidelberg West and one in Thomastown.

CPS currently receives the majority of their funding from Victorian and Commonwealth Government grants and philanthropic trusts, with only 15% being actively raised from the wider community. However, in a crowded not-for-profit sector, with fierce

PAUL KOFMANDean Faculty of Business and Economics Sidney Myer Chair of Commerce

Paul Kofman (PhD Erasmus University Rotterdam) was appointed Professor of Finance at The University of Melbourne in 2001. In 2012, Professor Kofman became the Dean of the Faculty of Business and Economics.

Professor Kofman’s research interests and publications are in quantitative and behavioural finance and the regulation of financial markets. He has received numerous competitive research grants and was one of the founding directors of the ARC-funded Financial Integrity Research Network. He is an associate editor of the International Journal of Money and Finance, the International Journal of Managerial Finance and the Review of Futures Markets.

Professor Kofman has undertaken consultancy work for the European Options Exchange, the New York Board of Trade, the Central European University, a number of Dutch investment banks, the Dutch Centre for Actuarial Statistics, the Australian Office of Financial Markets, and the RACV.

competition for government grants and philanthropic trust income, CPS recognises that its long-term financial future is better secured by reducing its reliance on these forms of funding. Over the FY14, CPS faced an increase in expenses associated with rising staff wages and relocating one of its offices to Thomastown. This rise in expenses, coupled with significant demand for services, has resulted in the need for a more robust approach to public fundraising in order to substitute for declining government and philanthropic support.

CPS’ current public fundraising efforts rely heavily on the generous support of its patrons, Ross Stevenson and Neil Mitchell AO, of the popular Melbourne-based talkback radio station 3AW, and Elaine Marriner of the Marriner Group, owners of Melbourne’s Regent and Princess

MS AILEEN ASHFORDChildren’s Protection Society

Aileen Ashford has a solid background in social work and teaching and has dedicated over 30 years to improving the lives of vulnerable children and families. Aileen was the former Commissioner for Children for the State of Tasmania and is currently the CEO of the Children’s Protection Society in Melbourne where she brings a strong record, passion and commitment to service development and innovation, policy analysis, advocacy and collaborative partnerships.

Aileen has held many roles including: Board Member Tasmanian Early Years Foundation; Board Member and past President of the Centre for Excellence in Child and Family Welfare; and, Member of the Victorian Government Children’s Council. Aileen is currently a member of the Ministers Advisory Council on Out of Home Care.

MR MARC COSTAbILE7-Eleven Australia

Marc Costabile is an experienced strategic advisor, assisting senior management teams and boards in strategy development, strategy activation, business

Theatres. CPS’ largest annual fundraising event, the Lunchtime Rumor’s Feast, is hosted by Ross and Neil at the Regent Theatre, and is attended each year by over 400 CPS supporters. CPS also runs an opportunity shop in Rosanna, selling goods donated by their corporate partners and the public at large. This has proved to be a reliable ongoing source of funds.

CPS is currently developing a three year fundraising strategy that builds on its solid foundation. CPS has asked a small number of consulting teams to evaluate its current public fundraising efforts, considering its existing fundraising ideas and proposing new initiatives to ensure the financial stability of the organisation, allowing it to fulfil its important mission, well into the future.

transformation, operations performance improvement, and commercial and vendor due diligence. Prior to joining 7-Eleven, Marc was an Engagement Manager at L.E.K. Consulting, a global strategy consulting firm. Marc is an alumnus of the University of Melbourne/Melbourne Business School (BCom (Hons) 2008; Executive MBA 2015 (est)) and previously represented the University in the International Case Competition program (Copenhagen 2008).

MR DAvID MACKAYStrategic Project Partners

David leads SPP’s Sports, Media & Entertainment, Manufacturing, and Utilities practices, and heads up the Sydney office. He specialises in providing business strategy, performance improvement and technology advice for clients. David also brings extensive experience working at Toll, Fujitsu and Atos, with broad responsibility across strategy, business development and operations. David is a Graduate of the Australian Institute of Company Directors and holds an MBA from Melbourne Business School and ESADE Business School, a Bachelor of Digital Systems from Monash University, and is currently completing a Master of Sport Business & Integrity at Victoria University.

2015 BCom Case Competition 5

Preliminary Round JudgesPROFESSOR MARGARET AbERNETHYDepartment of Accounting, FBE

Margaret Abernethy holds a research position in the Faculty of Business and Economics as the Sir Douglas Copland Chair of Commerce, and was Dean of the Faculty for 8½ years. She consults in both the public and private sector. Margaret is recognized internationally for her research and has received several awards for teaching excellence and her outstanding contribution to higher education, including the 2008 Telstra Business Woman of the Year (Government and Community).

PROFESSOR JEFF bORLANDDepartment of Economics, FBE

Jeff Borland is Truby Williams Professor of Economics at the University of Melbourne. He is a Fellow of the Academy of Social Sciences in Australia and in 2010 was Visiting Professor of Australian Studies at Harvard University. He currently teaches microeconomics, world economic history and sports economics. The 3rd edition of his textbook Microeconomics: Case Studies and Applications will be published in 2016.

MS ANNA COFFEYStrategy& (PricewaterhouseCoopers)

Anna Coffey works as an Associate at Strategy& focusing predominately on Transport and Higher Education industries. She graduated from the University of Melbourne in 2013, with a Bachelor of Commerce (Hons) and has completed consulting internships at Booz&Co, PwC and Grant Thornton. During her time at university she participated in the International Case Competition Program, placing 2nd in Vancouver, 3rd in Montreal and 4th in Bangkok competitions.

MR RAYMOND HASS Bain & Company

Ray is currently a manager within the Melbourne office of Bain & Company. He serves a range of private equity funds and their portfolio companies across a variety of industries (including FMCG, retail, media, telecommunications, and financial services). Prior to joining Bain in 2008, Ray completed his Bachelor of Commerce with honours at the University of Melbourne.

MR ANDREw LESLIEMorgan Stanley

Andrew is an Executive Director in the Investment Banking Division at Morgan Stanley, and has advised clients on a range of transactions including mergers

and acquisitions, capital raisings and strategic projects, across the financial services, infrastructure, mining and industrials sectors. Andrew completed a BCom and BA (Asian Studies) at the University of Melbourne, and represented the University in the winning team of the Accenture Challenge case study competition and the semi-finals of the Marshall International Case Competition.

MR MARK LESLIEPricewaterhouseCoopers

Mark is a financial services specialist from PwC’s Management Consulting team. With over 10 years’ experience in finance and consulting with PwC, Macquarie, and Phillip Capital, his focus is on working with organisations to overcome strategic problems, often within the context of an M&A event, and partnering with them through to execution.

Additionally he is an alumnus of Melbourne University and Melbourne Business School and currently holds a position on the Executive Committee of the Foundation at Trinity College (The University of Melbourne).

PROFESSOR ANGELA PALADINOFBE

Angela Paladino is a Professor in Marketing and the Director of CELT in the Faculty of Business and Economics. She has received over $35M of competitive research funding, is an Associate Editor for the Journal of Product Innovation Management, is on the editorial review board of the Journal of Marketing Education, has published in numerous journals including JPIM, Marketing Letters and the Journal of Business Ethics and has received twelve national and international awards for teaching excellence.

MR DAvID RAFFAL.E.K. Consulting

David is a Consultant based in L.E.K.’s Melbourne office. Since joining L.E.K. in 2011 has worked across a number of performance improvement and strategy projects across a range of sectors including FMCG, transport, energy and commodities. David holds a Bachelor of Commerce (Honours) from The University of Melbourne where he graduated with a University Medal.

MR NICK SCARbOROUGHStrategic Project Partners

Nick is a University of Melbourne graduate who now provides strategic advice to business leaders on the difficult problems they face. Having also built and run an

eCommerce business, Nick knows from experience many of the challenges faced by growing organisations in competitive environments. Nick has a focus on practical solutions that deliver value to organisations, quickly. Nick holds a Bachelor of Commerce from the University of Melbourne and a Graduate Diploma of Chartered Accounting from Institute of Chartered Accountants Australia.

MS LI-XIA TANStrategic Project Partners

Li is a strategic growth and development specialist, bringing experience from general management, strategy and public policy to help clients solve complex problems. She combines commercial nous with an action-oriented approach from helping launch and grow four startups across the education, non-profit and media sectors. Li holds a Master of Public Policy & Management and a Bachelor of Commerce/Law from the University of Melbourne.

DR DAvID vICARYChildren’s Protection Society

David Vicary has extensive clinical, policy, leadership, management, research and evaluation experience in a range of sectors including the resource, health, education, welfare and not for profit. David holds the position of Adjunct Professor at the School of Psychology and Speech Pathology at Curtin University. David has worked across Australia in both government and non-government organisations in executive management roles.

MR ANDREw wILLIAMSLion Co.

Andrew is a Business Development Manager within Lion’s juice business. As part of his role, Andrew is responsible for managing and developing strategic plans to grow Lion’s Juice sales and profitability through many diverse channels, such as Petrol/Convenience, Wholesalers, Milk bars, Aged Care and Take-away dining. Prior to his current position, Andrew worked as an Account Manager, whose role was to develop sales growth initiatives across Lion’s Water Ice, Chilled Juice and Culinary Cream portfolio in Woolworths.

The University of Melbourne6

The TeamsThe following teams competiting in the BCom Case Competition are the top 15 of the 79 teams that competed in the selection round held in August 2015.

NAME YEAR MAJOR(S)

ALOIS Consulting Group

Siyin Zhou 2 Accounting, Finance

Jun Martin 2 Accounting

Ying Jiang 2 Accounting, Management

Guochen Wang 2 Finance, Marketing

BaeCOM Consulting

Rachel Ye 2 Finance

Calvin Chan 2 Finance

Feliks Zemdegs 2 Economics

George Longbottom 2 Accounting

Buffett Breakfast

Ya Shan Yu 2 Economics, Finance

Ameya Akhouri 2 Finance, Marketing

Abdulwahid Tashkandi 2 Economics, Finance

Sidharth Dube 3 Accounting, Finance

Coffee Mondays Consulting

Muhamad Afzal Mad Kassim

2 Economics, Finance

Mohd Faris Mohamad Bashaabidin

2 Accounting, Finance

Duc Trong Dang 2 Finance, Management

Joline Lim 2 Finance, Management

Lumbridge Consulting

Xavier Ekkel 3 Economics, Finance

Ji Lian Kwan 2 Accounting, Finance

Leon Obrenov 2 Economics, Finance

Bradley Tjandra 3 Actuarial Studies

Optimistic Otters

Jacky Tran 3 Economics, Finance

Helen Vo 3 Finance, Management, Marketing

Richard Chau 3 Economics, Finance

Jacqueline Tsang 3 Accounting, Finance

Pivot Consulting

Jeffery Wang 2 Actuarial Studies

Chai Ng 2 Economics, Management

Huiwen Shen 2 Actuarial Studies

Vesna Joshi 2 Economics, Finance

sgfifty

Patrick (Wei Sheng) Tang

2 Finance, Management

Brijinder Marne 2 Finance, Management

Alston Yeo (Teo Quan) 2 Finance, Management

Christopher Chen 2 Actuarial Studies

NAME YEAR MAJOR(S)

Solutions Infinity

Pratyush Baranwal 2 Finance, Management, Marketing

Hing Wa Wong 2 Accounting, Finance

Liyang Yao 2 Economics, Finance

Yuwei Zhang 2 Economics, Finance

SZ&co.

William Lam 3 Economics, Management

Vaish Behara 3 Accounting, Finance

Simon Hong 3 Economics, Finance

Cheong-Kit Au 3 Accounting, Finance

Team Finance

William (Liam) Haveckin

3 Finance, Management

Aydin Akyayli 3 Economics, Finance

Michael Lepa 3 Accounting, Finance

Angelo Garcia 3 Finance, Management

Team Rocket

Xiaowei Pan 3 Accounting, Finance

Ji Zhou 3 Actuarial Studies

Yiyi Yang 3 Economics, Finance

Hamizah Jamal 3 Management, Marketing

Triple J Strategies

Jiani Chen 2 Actuarial Studies

Sopone Souphanh 2 Accounting, Finance

Joyce Xin Zhe Tan 2 Economics, Finance

Jenny Luu 2 Actuarial Studies

TWG Consulting

Jane Fu 3 Accounting, Finance

Felicity Yang 3 Economics, Finance

Roy Sun 3 Accounting, Finance

Marcus Saunders 3 Economics, Finance

Undergods

Ricky Chen 2 Finance

Stephanie Zeng 2 Actuarial Studies

Yinnie Xiao 2 Economics, Finance

Alistair Lim 2 Finance

2015 BCom Case Competition 7

Competition ProgramPRELIMINARY ROUNDS

FINAL ROUND

DAVID P DERHAM THEATRE (GM15 LECTURE THEARE), THE LAW BUILDING, 185 PELHAM STREET

TIME EVENT LOCATION

1:20-1:55pm Heat Presentation 1 608, 609, 610 Law Building

1:55-2:30pm Heat Presentation 2 608, 609, 610 Law Building

2:30-3:05pm Heat Presentation 3 608, 609, 610 Law Building

3:05-3:15pm Break

3:15-3:50pm Heat Presentation 4 608, 609, 610 Law Building

3:50-4:20pm Heat Presentation 5 608, 609, 610 Law Building

4:20-4:35pm Judges’ Deliberation 608, 609, 610 Law Building

4:35-5:00pm Team Feedback with Judges 608, 609, 610 Law Building

5:00-6:15pm Networking Drinks Level 1 Function Space Law Building

5:30-5:45pm Announcement of Finalists Level 1 Function Space Law Building

6:25pm Welcome

6:30-7:00pm Final Presentation 1

7:00-7:30pm Final Presentation 2

7:30-8:00pm Final Presentation 3

8:00-8:15pm Judges’ Deliberation

8:15-8:30pm Awards Ceremony and closing

The University of Melbourne8

The 2015 BCom Case Competition event supporters

The University has used its best endeavours to ensure the material in this publication was correct at the time of printing. The University gives no warranty and accepts no responsibility for the accuracy or completeness of information and the University reserves the right to make changes without notice at any time in its absolute discretion. Users of the publication are advised to reconcile the accuracy and currency of information provided with the relevant faculty or department of the University before acting upon or in consideration of the information. Copyright in this publication is owned by the University and no part of it may be reproduced without the permission of the University. Authorised by the Manager, Academic Services Office. Published by the Faculty of Business and Economics, August 2015. © University of Melbourne.