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Flevy Management Insights Case Study
MBSE Deployment for a Cosmetics Brand in the Luxury Segment


There are countless scenarios that require MBSE. Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in MBSE to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

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Consider this scenario: The organization is a high-end cosmetics brand that has been struggling to integrate its marketing strategies with technology advancements.

Despite a strong market presence, the organization faces challenges in adapting its Model-Based Systems Engineering (MBSE) to align with rapidly changing consumer behavior and digital marketing trends. Inefficiencies in the current MBSE processes are leading to missed market opportunities and a slower response to competitive actions.



The organization's difficulties in leveraging MBSE may stem from outdated practices that fail to incorporate the latest digital marketing tools and data analytics. Another hypothesis is that there is a misalignment between the systems engineering processes and the strategic goals of the marketing department. Lastly, the lack of cross-functional collaboration could be hindering the effective implementation of MBSE.

Strategic Analysis and Execution Methodology

Adopting a structured, phased approach to MBSE can yield significant benefits by improving alignment, efficiency, and responsiveness. This established process is often followed by leading consulting firms to ensure comprehensive and sustainable results.

  1. Assessment and Benchmarking: Evaluate the current MBSE framework, identifying gaps and benchmarking against industry standards. Key questions involve understanding the existing process maturity, technology stack, and the integration with marketing strategy. Challenges often include resistance to change and data silos.
  2. Strategy Formulation: Develop a tailored MBSE strategy that aligns with the organization's marketing objectives. This includes defining the vision, setting achievable goals, and outlining the technology and process enhancements needed. Interim deliverables consist of a strategic roadmap and a change management plan.
  3. Process Re-engineering: Redesign MBSE processes to enhance agility and integration with digital marketing initiatives. Focus on streamlining workflows, adopting agile practices, and fostering cross-functional collaboration. Potential insights include identifying key leverage points for process acceleration.
  4. Technology Integration: Implement cutting-edge tools and platforms that enable data-driven decision-making and real-time market analysis. Key analyses revolve around system interoperability, data governance, and user adoption. Common challenges include technical debt and system integration complexities.
  5. Training and Adoption: Develop comprehensive training programs to ensure the organization's talent is equipped to utilize the new MBSE approach effectively. Monitoring engagement and feedback can highlight areas for ongoing support and refinement.

Learn more about Change Management Agile Market Analysis

For effective implementation, take a look at these MBSE best practices:

Model Based Systems Engineering (MBSE) (179-slide PowerPoint deck)
Model-Based Systems Engineering (MBSE) (33-slide PowerPoint deck)
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MBSE Implementation Challenges & Considerations

Considering the complexity of MBSE, executives might question the feasibility of a large-scale transformation within a reasonable timeframe. Addressing this requires setting realistic milestones and providing regular progress updates to maintain stakeholder confidence. Another concern could be the organization's readiness to adopt new technologies and processes. Ensuring a robust change management plan is critical for facilitating this transition. Lastly, the integration of MBSE with existing workflows may be perceived as disruptive. It's essential to design the integration phase to minimize operational impact and ensure business continuity.

Upon full implementation, the organization can anticipate improved marketing campaign effectiveness, a more agile response to market changes, and a higher return on investment for marketing initiatives. These outcomes should translate into increased market share and revenue growth.

Potential implementation challenges include cultural resistance, data quality issues, and the need for upskilling the workforce. Each challenge must be proactively managed to ensure the success of the MBSE transformation.

Learn more about Return on Investment Revenue Growth

MBSE KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


What gets measured gets done, what gets measured and fed back gets done well, what gets rewarded gets repeated.
     – John E. Jones

  • Marketing Campaign Response Time: to measure the agility of the MBSE process.
  • Cost Per Lead: to assess the efficiency of marketing spend post-MBSE implementation.
  • Employee Adoption Rate: to gauge the success of training and change management efforts.
  • Market Share Growth: to quantify the competitive impact of the new MBSE strategy.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

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Implementation Insights

A key insight from successful MBSE implementations is the importance of executive buy-in and ongoing sponsorship. According to McKinsey, projects with active C-suite engagement are 5.4 times more likely to yield expected results. Another consideration is the need for a data-centric culture. Gartner reports that organizations with strong data-driven cultures are 3 times more likely to report significant improvements in decision-making. Finally, the integration of MBSE with agile marketing practices can enhance responsiveness and innovation, as evidenced by firms that have seen a 20-30% increase in marketing campaign ROI after adopting agile methodologies.

MBSE Deliverables

  • MBSE Strategic Roadmap (PowerPoint)
  • Change Management Plan (MS Word)
  • Marketing Technology Stack Evaluation (Excel)
  • Process Re-engineering Documentation (MS Word)
  • Training and Adoption Toolkit (PowerPoint)

Explore more MBSE deliverables

MBSE Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in MBSE. These resources below were developed by management consulting firms and MBSE subject matter experts.

MBSE Case Studies

A renowned global beauty brand implemented a comprehensive MBSE approach that aligned their product development with consumer insights drawn from digital channels. The result was a 15% increase in product launch success rate.

Another case involved a luxury cosmetics company that integrated MBSE with its e-commerce platform, leading to a 25% increase in online sales and a significant reduction in time-to-market for new products.

Explore additional related case studies

Ensuring Alignment Between MBSE and Business Objectives

The integration of Model-Based Systems Engineering (MBSE) with business objectives is paramount. A common challenge is to ensure that the MBSE strategy does not become an isolated technical exercise but rather a tool that drives business value. It is crucial to establish a clear line of sight from MBSE activities to strategic outcomes and to continuously validate this alignment through strategic reviews and KPI tracking.

In practice, this means not only developing a comprehensive MBSE strategy but also setting up governance structures to oversee its execution. For instance, Accenture emphasizes the role of governance in ensuring that digital transformation efforts, like MBSE, contribute to strategic objectives. They suggest that companies with strong governance mechanisms are 2 times more likely to achieve their digital transformation goals.

Learn more about Digital Transformation Model-Based Systems Engineering

Addressing Cultural Resistance to Change

Cultural resistance can often undermine the implementation of new systems engineering processes. The key to overcoming this resistance is to engage the organization at all levels, from executives to frontline employees. This involves clear communication of the benefits, as well as involving employees in the change process to create a sense of ownership and empowerment.

According to McKinsey, successful change programs are those that focus on influencing employee attitudes and behaviors, with leaders being transparent about the reasons for change. Their research indicates that transformations are 8 times more likely to succeed when senior leaders communicate an inspiring change story.

Maximizing ROI from Technology Integration

Technology integration is often cited as a critical component of MBSE success. However, the actual return on investment (ROI) from technology can vary widely. To maximize ROI, it is essential to select technologies not only based on their capabilities but also on their fit with the organization's existing digital ecosystem, user needs, and long-term strategic vision.

Bain & Company highlights the importance of focusing on technologies that enable better decision-making and customer engagement. They note that companies that effectively integrate technology see a 3-5% increase in customer satisfaction scores. Therefore, the selection of MBSE technologies should be driven by their potential to enhance customer-centric decision-making.

Learn more about Customer Satisfaction

Training and Upskilling for MBSE

The success of an MBSE transformation is highly dependent on the organization's talent being able to leverage new processes and tools effectively. A comprehensive training program is essential, but beyond initial training, there should be a focus on ongoing skill development and knowledge sharing. This ensures that the workforce remains agile and can adapt to evolving MBSE requirements.

Deloitte suggests that continuous learning environments contribute to more effective adoption of new technologies and processes. Their studies indicate that companies with strong learning cultures are 52% more productive and 92% more likely to develop novel products and processes.

Additional Resources Relevant to MBSE

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Reduced marketing campaign response time by 15% post-MBSE implementation, enhancing agility and responsiveness to market changes.
  • Decreased cost per lead by 12% after MBSE integration, improving the efficiency of marketing spend.
  • Achieved an 80% employee adoption rate for the new MBSE approach, indicating successful training and change management efforts.
  • Realized a 5% increase in market share post-MBSE implementation, demonstrating the competitive impact of the new strategy.

The initiative has yielded significant improvements in marketing effectiveness and operational efficiency. The reduction in marketing campaign response time and cost per lead signifies enhanced agility and cost-effectiveness. The high employee adoption rate reflects successful training and change management efforts. However, the increase in market share fell short of initial expectations, possibly due to unforeseen competitive actions or market dynamics. To enhance outcomes, a more robust competitive analysis and scenario planning could have been integrated into the strategy formulation phase. Additionally, a more comprehensive data quality assessment and improvement plan could have mitigated potential data quality issues, ensuring more accurate decision-making post-MBSE implementation.

For the next phase, it is recommended to conduct a thorough competitive analysis to anticipate market dynamics and competitor actions more effectively. Moreover, implementing a data quality improvement plan and integrating scenario planning into the strategy formulation phase can further enhance the outcomes of the MBSE approach. Continuous monitoring and refinement of the MBSE strategy in response to market dynamics and competitive actions are essential for sustained success.

Source: MBSE Deployment for a Cosmetics Brand in the Luxury Segment, Flevy Management Insights, 2024

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