（企业管理咨询）咨询公司面试案例分析指南咨询面试系列.pdf

（企业管理咨询）咨询公 司面试案例分析指南咨询 面试系列 Firm:A.T.Kearney CaseNumber: Casesetup(factsofferedbyinterviewer):  Yourclientisamanufacturerofbicycles  Theyhavebeeninbusinessfor25years  Theymanufacturerandsellthreecategoriesofbicycles:  Racingbikes:Highend,highperformancebikesforsophisticatedcyclists  Mainstreambikes:Durable,butnotoverlyplicatedbikesforeverydayriders  Children’sbikes:Smaller,simplerversionsoftheirmainstreambikesforchildren  Profitsatyourclienthavedecreasedoverthepastfiveyears Question:  Whatisdrivingthedeclineinoverallprofits?  Whatremendationsmightcorrectthesituation? Suggestedsolutions: Thefirstquestionistodeterminewhathascausedoverallprofitstodecrease.Toacplishthi sthecandidatemustfirstunderstandwhathastranspiredineachofthethreeproductcategor iesoverthepastfiveyearsduringwhichprofitabilityhasslipped.Thefollowingarequesti onsandanswersthatwouldbeprovidedinaninterviewscenario.  Whataretheclient’smarginsforabicycleineachofthethreesegments? Racing:Cost=$600/unit,Profit=$300/unit Mainstream:Cost=$250/unit,Profit=$75/unit Children’s:Cost=$200/unit,Profit=$50/unit  Whathashappenedtothemarketsizeofeachofthethreesegmentsoverthepastfiveyears? Racing:Hasremainedconstantatitspresentsizeof$300MM Mainstream:Hasincreasedat2%growthrateperyeartoitspresentsizeof$1.0B Children’s:Hasincreasedat3%growthrateperyeartoitspresentsizeof$400MM  Whathashappenedtoourclient’smarketshareineachofthesesegments? Racing:Marketsharehasdecreasedfrom60%to30% Mainstream:Marketsharehasincreasedfrom0%to5% Children’s:Marketsharehasincreasedfrom0%to3%  Whoaretheclient’smajorpetitor’sineachmarketsegment?Whathashappenedtotheirm arketshareineachsegmentoverthepastfiveyears? Racing:Thereisonemainpetitorandahostofsmallfirms.Yourmainpetitorhasincreasedmark etsharefrom30%to50% Mainstream:Thereexistmany,largepetitors,noneofwhichholdsmorethan10%ofthemark et