Case study: Spotlight on revitalising lucky draw lottery

Background: 

Founded in 1985, LuckyDraw Lottery is a state-run lottery operator. The company started as two university students who crowdfunded the funds they needed to start a venture. Keen gamers themselves, the partners spotted an opportunity in the market to bid for the contract to run a national lottery in their home country. LuckyDraw offers various games Lotto Max, Powerball, and Scratch-to-win cards.

Problem Statement: 

After a good start, the organisation is facing a challenge due to a lack of investment in product development. A slow-growth economy has contributed to a stagnant product, decreased market share and reduced competitiveness. The lack of competitiveness is hindering the company's ability to innovate. Sales have declined 2% yoy from 2021. The client wants to:

1. Boost revenue by 15% within 18 months. 

2. Enhance player engagement and raise online registration by 30% within 12months.

3. Improve operational efficiency. Reduce costs by 12% within 12 months.

Advise the client on ways to improve sales and gain a competitive advantage

Explain the benefits of implementing the proposed strategies to the client's business. Financial benefits, for example, may increase revenue.

To answer this question, a consultant may analyse the current product range to see if any are falling short of their sales target. An immediate short-term solution could be to increase marketing activity, for example, (CMI, checklist 012, solving problems)

A good answer should brainstorm possible solutions and consider the business changes that come with implementing new solutions and the competitive advantage the client wants to achieve.

A Merit answer should consider all of the above, then narrow down possible solutions and decide which is the most viable and makes the most sense to implement.

A Distinctive answer: Should evaluate the chosen solution, assessing the advantages and disadvantages of each solution.