Peter Tien - Portfolio

7/28/2019 Peter Tien - Portfolio

1/19

I am a recent MBA graduate and an aspiring strategist. I bring withme an international point-of-view, having worked in Canada, South

Korea and the United Kingdom.

My goal is to provide meaningful insights and solutions through thelens of the end-user.

As a natural collaborator, I like to share my knowledge with others,

especially my moms pho recipe.

Here is a sample of my work.

1/19


2/19

For: Loblaw Companies Ltd.Where: Toronto, ONat The Rotman School of ManagementGroup Members: Christy, Jaime, Raj, Suthan and myself

Details:

Loblaw (grocery retailer) ran into a real-world dilemma: Should they focuson their core segment of Moms or target baby boomers?

Our group came up with a solution that revolved around the insight thatsome goods need to be touched, while others do not. Our three key points:

1. Change store layout to accommodate baby boomers - makes shoppingpleasant for everyone

2. Place touch-and-feel items (produce) on shelves, with an emphasis on

the health conscious consumer

3. Non-touch items (toilet paper) can be placed in a stockroom at theback of store; cart-mounted tablets display the items where consumercan purchase these items; upon purchase the items are bagged;consumer then picks up items in front of stockroom at back of store

2/19


3/19

Group 33

Exploring Causal Relationships

Our analysis questions the conventional grocery store model where customer needs drive products and

services which determines store layout.

Why do customers come toa grocery store?

What do they value in a

shopping experience?

Customer Needs and Store Layout should drive Product & Service Selection

Customer Needs

Which customers do youcater to?

How to deliver desired

shopping experience?

What needs to be displayed?

What needs to be stocked?

Store Layout

Products & Services

3/19


4/19

Group 33

Proposed Integrative Solution Part 1

The store layout is completely geared towards accommodating the needs of baby boomers which has the

benefit of making shopping pleasant for everyone.

Double Down Integration for Store Layout

Expanded Accessibility

Parking & automatic doors

Carry-out services

Redesigned Aisles

Wider

Waist & chest-height shelves

Designing store for baby boomers makes shopping more pleasant for everyone

Additional Ancillary Space

Seating area for socializing

Expanded tasting area

4/19


5/19

Group 33


Valuable shelf space is now devoted entirely to food and beverages with an emphasis on produce, food

and drinks targeting health-conscious customers.

Hidden Gem Integration for Products & Services

Produce, food and beverages are the hidden gem for product and service needs

5/19


6/19

Group 33


Creating a new shopping experience for customers will allow Loblaws to still sell items that do not require

the touch & feel and expedite the experience.

Double Down Integration for Convenience

Card readerattached to charging

dock for

check-out

Cart-mounted tablet

for purchasing non-

food items

Convenience for all shoppers; faster check-out times for Loblaws

Items purchased are

bagged in a stockroomand ready for pick-up

6/19


7/19

For: Innovation, Foresight, and Business Design classWhere: Rotman School of Management, Toronto, ON

Summary:

The professor tasked our groups to evaluate global behaviour shifts and in turn identify white-spaces of business opportunity.

Our business opportunity was to satisfy our need to emotionally connect with one anothermore efficiently through the uploading and downloading of memories.

Here are the steps we took to accomplish this project:

1. We researched potential disruptive behaviours2. Gathered insights to come up with potential what-if questions

3. Mapped the consumers motivations4. Identified a new disruptive behaviour5. Teased this behaviour into future consumer scenarios6. Finally, we came up with a business model to capitalize on the opportunity space

7/19


8/19

WHAT IF OUR MEMORIES COULD BE DOWNLOADED?

WHAT IF OUR DREAMS COULD BE SHARED?WHAT IF OUR THOUGHTS COULD BE SOLD?

WHAT IF WE COULD RELIVE ANYONES LIFE?

WHAT IF WE DIDNT HAVE TO LEARN?

WHAT IF WE COULD EXPERIENCE ALL OUR DESIRES?

WHAT IF WE COULD CHANGE OUR MEMORIES?

WHAT IF OUR MEMORIES HAD NO BOUNDARIES?

8/19


9/19

WHAT WERE THE DREAMS ANDMOTIVATIONS OF OUR ANCIENTRELATIVES?

THE DAILY LIVES AND THOUGHTS OFOUR ANCESTORS FROM A TIME LONGAGO SPARK OUR CURIOSITIES.

THE PROOF:IN OCTOBER OF 2012, ANCESTRY.COMWAS ACQUIRED FOR $1.6 BILLION.

9/19

BUSINESS MODEL


10/19

-Universities-App Developers

-Retailers

-Maintenance-R&D

-Advertisers

-Brand-Installed base

-Technology

-Research

-Maintenance-Distribution

-R&D

-Marketing

-Privacy-Recommender

systems-Privacy controls

-Legacy preservers

-Exhibitionists-Government

-Online-Subscription

-Selling of data

Language of thought

technology

OurselvesUniversal adoption to

platform

Platform for sharing

memories

We will retain rights to

memories

Partner Network Key Activities CRM Customers

Key Resources Cost Structure Distribution Revenue Flows

Creator Distributor Results Broker Landlord

To allow users to form deep relationships across

time and space through the accuracy and speed ofthought transfer

Value Proposition

BUSINESS MODEL

10/19


11/19

For: Chinese car companies Geely and CheryWhere: Manchester Business School, Manchester, UK

Details:

This project was part of my Branding class. The professor tasked individuals to come up with areport and presentation that required us to launch a Chinese brand globally.

After extensive research I decided to find a market (Brazil) that would be most likely to

embrace a Chinese brand and use that opportunity for a global launch pad. I completed astrategic plan, complete with a Redefine Made in China priority, and identified metrics tomeasure the results.

Heres a sample of 2 slides from the presentation.

11/19


12/19

Take the path of least resistance

Awareness of Chinese brands highest of emerging countries53%

78% of Brazil consumers willing to try a Chinese brand

Chinese brands Geely and Chery haveextensive experience at producing compactcars

Focus on becoming product specialists and

build up a reputation

Brazil seems very China-ready

60%hatchback

26%sedan

7%SUV 4%

MPV

3%

Other

BrazilCar

preference

12/19


13/19

Attack made in china perception head on

Chinese brands are now given a chance

32%

Ford addressed their reputation of poor quality and outdated technology with their GoFurther campaign and similar Further Proof campaign in Canada

95%

Increase in favourable impressions

Positive reaction from ads

3.4 Million ad views

Geely and Chery can take the same approach as Ford by attacking the issue head on

13/19


14/19

For: International Rugby BoardWhere: Manchester, United KingdomatManchester Business School

Details:

In my Internet Marketing Strategy class, I was tasked with evaluating theonline marketing strategy for the International Rugby Board (IRB).

One of the key recommendations:

I proposed that the IRB build an integrated strategy to build deeper reciprocalrelationships with external partners. For example, if a fan wanted to learnmore about 2011 IRB Player of the Year, Thierry Dusautoir, IRBs social mediaplatforms could redirect fans to MasterCards platforms to get informationabout him.

14/19


15/19

1. Develops Brand

Awareness

2. Understands

Federations Goals

3. Awareness of

Event

5. Enhanced

Digital Experience

4. Ticket Purchase

Decision

6. Ties with Individuals

and Fan Networks

15/19


16/19

Share social media

best practices with

sponsors

IRB can direct fans to

sponsor site to learnmore and interact with

athletes

Build integrated

strategy with external

partners

Current Interactions

New Interactions

16/19


17/19

If the IRB wishes to further promote rugby in China for example, the use of Chinese

social media platforms such as Weibo (the Chinese equivalent of Twitter) and

Renren (Facebook) need to be utilized.

17/19


18/19

Forrester Research has found that:

of consumers trust the

recommendations of friends

AND

trust online recommendations

from complete strangers

SO THE IRB CAN

Identify influencers, such as therugbyblog.co.uk, to

help promote the IRB and its events

18/19


19/19

THANK YOUContact:

[email protected]

ca.linkedin.com/in/petertien/

19/19

Documents

Peter Tien - Portfolio