玛氏面试案例分析题及答案.pdf

MARS Interview (Case Study section) Case 1: Coffee Shop The Problem A friend asked me if I wanted to buy his coffee shop for $100,000. Do you think I should do it? Information Gathering Read this information well before you give the case. Share this information in each bulletonly if the candidate asks for it in a clear and deliberate way. Location: The coffee shop is in Vail, Colorado Products/Prices: Cup of coffee, $4.00 Bottled Water, $2.00 Pastries, $3.00 Variable Cost: All products have a 50% margin Customers: The shop serves mostly locals, not tourists, so demand is consistent throughout the year Other Costs: Rent was $500 per month Wages (for 2 employees) were $8.00 per hour. The shop is open 12 hours a day, six days a week Tell the candidate that he can assume that the coffee shop will bring in consistent profits. Analysis This is a valuation question. So to get the value of the coffee shop we need first to get theprofitability. Revenues Estimate market size. Assume that the coffee shop gets 10 customers per hour in slow hour and 20 customers per hour in a busy hour. The first and last 2 hours of the day are busy hours. So the coffee shop gets 20x4 + 10x8 = 160 customers/day. If we assume all the hours as busy hours on Saturday, then we have 20x12=240 hours on Saturday. Number of customers / week = 160 x 5 + 240 x 1 = 1040 Number of customers / year = 1040 x 50 = 50,200 Assume 60% of customers order coffee, 30% order pastry, and 10% order a bottle of water, then the spend is: 50,000 x 60% x 4 + 50,000 x 30% x 3 + 50,000 x 10% x 2 = $175,000 Fixed Costs Rent = 500 x 12 = $6,000 Wages = $8 x 12 x 6 x 50 = $30,000 We can also make assumptions about utilities and insurance. Profits Profits = 175,000 x 50% - 36,000 = $52,500 Assume a 40% tax rate: Profits after tax = 52,500 x (1-40%) = $31,500 Valuation If we assume that the coffee shop is in operation for 5