Part 1:
Read Better Normal Chapter 4 and the Ulta Beauty Inc 2021 case in depth.
You are a consultant to Dave Kimbell, incoming CEO and Mary Dillion, Chairperson of Ulta Beauty. Your report to Mr. Kimbell and Ms. Dillion needs to contain recommendations for keeping or restructuring Ulta’s portfolio of businesses, building the company’s competitive advantage, and a recommendation about its future direction.
You should include an evaluation of Ulta’s strategy, an assessment of its external and competitive environments, and a financial analysis. (2 paragraphs)
Part 2:
What, if any, issues might Ulta consider before it reformulates its strategy? Based on the previous analyses, how would you advise Kimbell and Dillion to proceed? (1-2 paragraphs)
