2023年咨询面试系列如何应付案例分析面试

ＣrackinｇtheＣａｓe：ＡＣonsｕltｉｎgInｔeｒvｉeｗＰrimerPagｅ1of3光华人向上的精神"FiｒmsAreTheｒetoＨeｌpYoｕＨＹPEＲLINK＂htｔp://／mａin.ｃｆm?inc＝iｎc＿artｉcｌe.cfm&chid=３&ｓcｈｉd=7&WT=3０&artｉd=９8０01＂ConｓultiｎgIndｕstrｙGuideRemｅmberyouｒseventh-gradealgebraｔeacher’ｓthreｅfavorｉtｅwoｒｄs？"Showyourworｋ."Atthetime,itseemeｄsilly：Whｙnｏtｊｕｓtｓhowｔhｅrighｔanswer?Nｏｗthatyoｕ’ｒeoｌderandwiｓer,howeveｒ,youknoｗｔhatinmaｎycasｅshowyｏugetｔotherightaｎｓｗerｉsmoreimｐｏrtanｔthａnsiｍplyknｏwingtｈeansweｒitself．Ｔhｅsamegoeｓｆorｔheｃaseｑuestionsthatconｓｕlｔingrｅcruitｅｒsloｂatyｏｕ.Conｓｕltiｎｇisadｅmaｎｄｉｎgjobwitｈfew"cｏrｒect"anｓwｅrｓ;thiｓmetｈodｏｆiｎtｅrvｉeｗiｎggauｇeshowwellｙｏucesｓｏfｇettｉngtoａｎansｗerandhowyoupｅｒfｏrmｕndｅrsｉmuｌａｔｅｄclｉｅｎｔ-eｎｇagementcondｉtionｓ.

ﻫWetaｌｋedtｏcｏnｓultanｔ-huｎtersaｔseｖeralfirmstoglｅａｎｔｈｅirａdvｉceoncracｋingthecaseｉntｅrvｉｅｗ.Ｈere'ｓwhaｔｔherｅcrｕiｔerｓrｅvealed—anｄhowyoｕｃanbeｓtprepare．ﻫ

WhythｅCａｓeＩｎterviｅｗ？ﻫＣaｓｅintervｉｅwshａvelｏngbeenuｓｅdbｙrｅcrｕｉterstoseｅacaｎdidaｔｅ＇ｓthougｈｔprocessｅsｉnmｏtion.Ｃanyｏudeconsｔrucｔandaｎalｙzeｃomplex，ｏpeｎ-ｅndeｄbusiｎeｓｓprobｌemｓ？Doｙoustayｃalm,orｗiｌlｙoｕsweatbulletsuｎdｅｒｐressureatａcｌｉentsite?

ﻫAtｔｈeｍostbａsｉcｌevel,acａseinterｖiewisaｂoutａsｋiｎgtherightquestions，deｖelopｉngaｌogｉcalwayｏfｗｏrkingｔhｒougｈthereｌevanｔisｓuｅs,ａnｄarrivｉngatａrｅcommenｄation.Yourstｒuctureｍaybｅapaｃkagedfrａmｅworkoritｍaybeｖaｒiousfｒameworkｓsｔrungtｏgetｈer；youmayｅvenchｏosenｏttouseframeworｋsatａlｌ.What'sｉmportａntisthatyoｕdemｏｎstratesomｅdｅfineｄstｒucture.

“Caｓｅsｔudｉeｓａｒeanimperfectscｉｅnce,”conｃeｄesMｉchaelGibneｙ，prｏｊecｔｍanａgeｒａtPrｉceｗaterｈoｕseＣoopeｒs,“bｕtａreeasｉlｙiｍｐｌementａbｌｅintｈe３0to45ｍinutｅsweｈaveforeachintervｉew.”Sｉｎceｔhｅymｅasurｅyourａnaｌyticalsｋｉllｓ,tｈey'ｒeａnimpｒｏvemeｎtoveｒsimpｌe＂fiｔ＂or"rｅsumé＂interviｅwｓ.ﻫ

Iｎmｏstcaseｉnterｖiｅws,therecruiｔeｒｇivｅsyoｕanexａmｐｌeｏfａｒeaｌ-liｆｅｃlieｎｔproblem.Sｏｍeｔypicalｃategｏｒｉesiｎｃludｅ：光华人向上的精神"BrａinGａmes：“HowmanyｔennisballsaｒeiｎthｅUnitedStａtes?”OpｅｒaｔiｏnsＩmpｒoveｍent:“Whyｉsmyclienｔ’sｆactoｒyrunｎｉngbｅhind?”MarketSｉze:“Hｏwbigiｓtheｇlｏbalaｉrcｏnｄｉtionerｍaｒket?”Althouｇheacｈrｅｑｕiｒesaslightlyｄiｆferｅｎtａｐpｒoａch,ａｌｌareｍeａntｍaｉｎlyｔoevａluatethｅproｃeｓsyouuｓｅ,nottheansweｒyoｕcomeupwith.

ＰrａｃtiｃeMaｋesＰerfeｃt

Youabsolutely，ｐositｉvelyｍusｔpｒepaｒeinａdｖanｃefｏrcaseinｔerｖiｅwｓ．“Itｂecomesprettyclearprettyfａｓｔwhohas—andwhoｈaｓｎot—ｐｒacｔiced,”sａyｓＧibnｅy.“Iknowtｈeｒeisaｂａsicsorｔofbuｓinｅssacumenthａtｍaｙnoｔbeａｂｌetｏｂeｐｒactｉｃed,butcａｎdiｄaｔesmusthaｖｅanunderstａndabｌeaｐｐroａｃｈｔｏsolvingｐrobｌems.Tｈat’swhatｏｕrcｌiｅntｓdemaｎｄｏfｕs.Ifweｃan’tｒelaｔeｓolutiｏnｓtoｔheｃlieｎt，it’saprｏｂｌｅm.”

Don’taｓｓｕmｅtｈaｔatｔendiｎgacａse-ｏrientedｂｕsinｅssschoｏlwiｌlgiveyｏｕanｕppeｒhａｎd.JohnＦｌａｔo,CaｐGemｉniErnst＆Ｙouｎｇ’ｓnatｉｏnaｌdirectorofｕniｖeｒsiｔyrｅcｒｕiting,saｙsthesecａndidａｔesdon’tｓeeｍtｏdoaｎybeｔtｅrｏｒｗorsethａncａndidatesfromnon－ｃａｓｅscｈooｌs.

Ｓtuｄydｉfferｅntｋindｓofｃaseｑｕeｓｔions.Justbecauｓｅyourbｕdｄyｉｎtervieweｄｂefoｒeyｏuandｇａｖeyｏｕaｈeads-upｏnthｅｑｕｅstiｏnｓdoesn’tｍeanyouhaｖealｅgｕｐ.Recruitｅrshａｖｅｔonsofｃaｓｅｑuｅstionsinｔheirｒepeｒtoiｒe,ａndｔheｃhaｎcesoftｈeiｒusｉngthesａmequｅstionｍｕltipletiｍｅｓonｏｎecamｐｕｓvisitarｅslｉｍtonone.

光华人向上的精神ﻫGetaclassmａteorfrienｄｔorole-ｐｌaｙtheiｎｔｅrviewｗｉtｈyｏu,ａnduseanyrｅsｏurces（sｕchasaｃasebook)thatyouｒschooｌ'sconsultiｎgclubprovides．Themoreｍｏckcａsesyoｕsiｎkyoｕrteethｉnto，themorelikeｌyyｏuaｒetoｂeｒelaxｅdaｎｄpoisedfoｒｔheｒｅalｔhing.Ｓｏｍeｔiｍesyｏuｌearnｍoｒｅｂyprｅsentiｎｇacaseqｕestioｎtoｓomeｏｎetｈａnyoudowｈｅnｓolｖingthecasｅyouｒseｌｆ.ﻫ

Dｅlibｅrａtｅlypickiｎduｓtrieｓｙoｕ＇rｅnotfaｍiliaｒwiｔhsoａstotｅｓtｙｏuraｎalytｉcalskｉｌｌｓ,notmemorizedfａcｔs;forinstance,ｉfyｏuｒpｒe-B-ｓchｏolexperｉenｃeｉsｍostlｙｉnmｅdｉａanｄｅnteｒtaiｎment,ａskｙourcaseｂｕddytｏaｓｋyouaboutsｔeｅlproｄｕcｔionorｍｅdicaldeｖicemaｒketing.Thatsaid，dｏconｓiｄerｂrusｈinｇupoｎｔhebasｉcsｉnseｖeｒaｌinduｓtrieｓ—forｉnstance,knｏｗtｈeproducｔdeveｌopmｅｎtcｙcleiｎpｈaｒmaceuｔiｃalresｅarch,andundersｔandcurrenttrendsintechnolｏgｙ.(Foｒmoreiｎformａtioｎonvaｒioｕsfiｅlds,checｋouｔｏurHYＰERLIＮK"ｈttｐ：//www.mbaｊungle．cｏm/main.cfm?inc=INC_TOＣGeｎeｒic.cｆｍ＆ｌｉｓtid=3&ｃhｉd=３&ｓｃhid=７&WT=37"industryguiｄes．)Ａlthougｈeachcaseｉｓｄiｆferent,withｐraｃtiｃeyouwillimpｒｏveyouｒaｎalｙｔicalreaｓoninｇｓｋiｌlｓaｎdsolｕｔｉonmｅｔhoｄ．ﻫﻫＴｈiｎkThroughthePｒｏｃessﻫＷhenｉtcomｅstostrａtｅgｙoｒprｏductｍarkｅｔiｎｇquestｉoｎｓ,tｈｅinｔerｖiewｅrwilｌｏfｔenｇiｖeｙｏuonlythｅbarebonesofａcaｓeanｄｗｉｌlwaｉtforyoutｏｒｅqｕestfurthｅｒdetａｉlｓ：Howmanycompｅtiｔorsｄoestheｃomｐanyhave?Whatareｔhemajorcoｓtaｎdｒeveｎｕedrｉvers?Wｈoaretheｍajoｒｃlｉenｔs?Anddon'ｔｆorgettｏasｋfｏrthefirｍ'ｓmissｉon—iｆyｏudoｎ'tknowwhataｃompany'sgoalsare,youmigｈｅuｐwithavａliｄ—butmisguiｄed—sｏlutioｎ.Usｅｓｏｍebasicframeworkstｏdriveyoｕrquｅstioｎs—thｅｆｏurP＇saｎｄｔhｅthrｅeＣ＇s，foriｎstance.

AsamplequestiｏｎGibneyusedrecentlyｉnvolveｄamａnufacｔｕrer／ｄistｒibuｔor/reｔaileｒｏfcomputeｒproductｓ.Thｉscｌienｔhasｔｒaditioｎａllygoneｄiｒｅctlytothecoｎsumerandhaｓｄevｅlopｅｄaｓolidｂrａnｄimaｇｅ.Ｔｈｅｃｌientnowwａntsａnassessmｅnｔａstoｔｈeisｓｕesrｅlatiｎｇtothecorｅbusiness,asｗellastheoppｏrtuniｔiesfoｒｔhecompaｎytogeｔｉntotｈeseｒvicｅsｓide,ｗhiｃhitｖｉewsasahigh-margin/high-groｗtｈ－rａｔｅbusiness.Theｃanｄidatenowneｅdｓtopｒovｉｄｅanappｒｏachorevaｌｕatｉveframewoｒkｆｏraｎａlｙｚｉngeachofｔhetwodifferentproblems.

Aslongasｉｔ'spｅｒmitted,ｗorｋyoｕｒanswｅｒsoｕtonpaｐer.Ｐencｉlsａndpeｎs,plusanotｅbookorlegalｐａdｓhｏｕldbeｓtandardeｑuipｍentｉnanｙｉｎterview．“It’sａmazinghｏwmａnyｐｅoｐｌeｓhowupwithoutapenaｎdpａper,”marvelsKamｅｎnａRｉnｄova，aseniｏrasｓoｃiateatＭerｃｅｒMａnａgeｍentＣonｓultiｎｇ.Thiｎｋingthroｕghａllthefactｓisａｍust,ａｎd光华人向上的精神光华人向上的精神Ｐage2of３[WebＥｘcluｓivｅ］Ｙoudon'ｔhavetobeＳｈerlocｋＨｏlmestoaｃethｅcaseｓｉnaconｓｕltｉｎg-firmintｅrview.Infact,alittlｅpreparａtｉoncanmakesolvingthemｓｅｅm,ｗｅll,eｌeｍeｎｔaｒy.HYPＥRLINＫ"ｊavascｒipｔ：oｐenWｉndｏw（'sｉｄｅbars／ｓbｐｏpup．ｃfｍ?artID=１691＇,'yｅs'，36５，５0０,'no＇）;"FｉrmsAｒeＴheretoＨｅlpYoｕHYPERＬINK"http://www.mbajｕｎgle.cｏm／maｉn.cfm？iｎc=inｃ_arｔicle.cfm&cｈｉd=3＆schid=７＆WT=30&artｉd=98001"CｏｎｓｕltingIｎdustrｙGｕideＭａytheFiｖeFｏrｃeｓ(Nｏt)BewitｈYｏuSｏｍｅreｃruitersaｒeｔuｒnｅｄoffｗhｅｎpotｅntｉalｈiresdｒawｏnapａckageｄａnaｌytｉcaｌfrａmework(sucｈａsthefiｖefｏrceｓ)tosoｌveａｐroｂｌem．Others,ｈｏｗeｖer,aｒｅｉmpresseｄ.Ｔｏbeonthｅｓaｆeside,ifｙouusｅａｆｒamｅwｏrk,don’tsｔｒayｔoofａrfromtheissue.

ﻫEileenCｏvｅney，viｃｅｐresｉdeｎtａtL．Ｅ.K.Ｃｏnｓulting,waｒnscanｄidatｅｓａｂoｕｔthｅperｉlsｏffrａｍeｗorks:“Ｗｈenpeoｐledeｐendtooｍucｈonaｐre-ｅstablisｈｅｄfrａmｅwork,theyｍaynｏtbethinｋiｎgｄeeplｙｅnouｇhabｏｕttｈeprｏblemathaｎｄ.Ｔhｉｓmａｙｉnｄicaｔetｈaｔwhｅnpｒeｓentedwithanactualclientisｓue,theｙａreｎotgoinｇtofocusoｎthedeｔaiｌsａndspecificsofｔheclient’sprｏblem.Ｒａtｈer,theymaybｅｉnclｉnedｔojumpiｎtｏeａsyandoｂviｏｕｓｓolutionｓ.”ﻫﻫIfyoudｏuseone,ｃhｏoseｗisely.Ifthecasｅisaboutａbusiｎｅｓsｔｈat'ｓcoｎｓiderinｇentｒyintoanindustry,Porter'sfiｖeｆorｃesmayｉｎdeｅdbeｙourｂestｂet.Ifyou＇retalkingａbouthowproｄucｔsgetｆromsuｐｐliersｔoｅndcｏnsuｍers,considerthｅｖaｌｕechain．Companiestｈａtareｆalｌiｎgshortoｎsａlescoｕlｄuｓeaprofitａbilｉｔyｏrcoｓｔvs．reveｎueaｎalyｓｉs.Iｆyou'rｅmarｋetinganewphａrｍaceuｔｉcａｌproduct,tｈiｎｋaｂoutthe4P'sandｔｈe3C＇s．

ﻫ光华人向上的精神光华人向上的精神光华人向上的精神光华人向上的精神Paｇｅ3oｆ３[WebEｘclusiｖe]Ｙoudon'thavetoｂeShｅrlockHoｌmeｓtｏａｃethｅcasesinaconsuｌｔiｎg-firminｔerｖiew．Iｎｆact,alitｔlｅpｒeｐaｒationcanmａkｅｓｏｌviｎgthｅmseeｍ,ｗelｌ，elemeｎtarｙ.HYPERＬIＮＫ"jaｖａscrｉpt：openWｉndow('ｓidebars/ｓbpopuｐ．cfm?artIＤ=1６9１','ｙes'，365,５0０,'nｏ');＂FirmsAreＴｈｅrｅｔoHｅｌpＹouHYPERLINＫ＂ｈｔtp：/／ｗww．mbajｕnglｅ.com/ｍａiｎ.cfｍ？ｉnc=inc_artiｃle.cｆｍ＆chｉd＝3&schｉd＝7&WT=3０&ａrtiｄ＝98０01＂CoｎsｕltiｎｇIｎｄustｒyGuideRｅadｙforsｏmecomｐany-specifｉcａdｖｉｃe?Hｅｒe'sｗhａtfiverecruiteｒstｏldusabouｔｉnteｒvieｗingattheiｒfirｍs.ﻫﻫRｅｃruiterNo.1:EilｅｅnCｏvenｅy,vｉｃepresiｄeｎt，L.Ｅ.Ｋ.ConsｕlｔingﻫﻫTｈeＱｕestionｓ:

Tｅstｉnｇaｃaｎdｉdaｔe'sskilｌaｃrossaｒａｎgeofａｒeasisｔheｐriｍaｒyｒｅasonＬ．E．K.useｓcaｓｅintervieｗｓ.Coveneyindicatｅsthatthecaseinｔｅrvｉewsarｅmeantto(1)assessacａｎｄｉdate’ｓanalyticalａｂiｌity,（２)ｅvaluateacandｉdate＇ｓcoｍmｕnicaｔionskillsaｎdlogｉｃflｏw,(3)undｅrｓtａndhｏwacａndidaｔeｒespoｎdstoｒeｄirection，and（4）ｔesthis/heroveraｌｌfitwiｔhthｅfirm.MｏstquestｉoｎｓL．E．K.rｅｃruｉtersaskｃenteｒaroundｓｔrategｉcｇroｗtｈｏｐｐorｔuｎitiesforｐoteｎtiａｌｃlｉents．ﻫﻫＷｏrdｓｏfWisdｏｍ:

Covｅｎｅyｐｏinｔsouｔthａtｓｈedｏesn’ｔhaveaｐｒeferenｃeregardｉｎghowaｃandidateinitiａｌlyreactstｏthecasｅinｔerviewquｅsｔion.“Soｍepeopletakesomeｔiｍeｔoforｍulaｔｅｔheirthougｈts,ｏthｅrpｅopｌeａｓkafeｗqueｓtｉoｎs，ａnｄotherpeoplｅjumｐrｉghtｉn,”Ｃｏveｎeysａys．“Relaxａndｔaｋeyｏurtｉme，focusonｔhｅspeｃifｉcissueｓoftｈecase,ｒｅmｅmberthｅｒeisnｏoneriｇhｔanswertothecａse,andｄｏn’tuｓｅtoomanyframｅworks．Doｎ’tｔhrｏｗinthekitchｅｎsiｎk,lｉkePorteｒ’sfｉveforces,etｃ.Ｊustbecoｎfｉdeｎt,andｒelax—itwillｒｅａllyhｅｌｐwｉththeinterview.”ﻫﻫﻫRecruiterNo.2:KamennaRindova,sｅｎiorａssｏｃiatｅ,MeｒｃｅrＭanaｇemenｔConsulｔｉnｇﻫﻫThｅQｕestioｎs:ﻫＭMCａsksmostｃandidatesone-on-oneqｕesｔionsaｎddoesn’ｔofteｎｄogrouｐeｘｅｒcises.Ｒefleｃtingthefiｒｍ’ｓfoｃus，ｍostquestｉonsdealwｉｔhsｔrａteｇyissues,ｗｉｔhoccasｉonalmａrketsiｚingqueｓtionｓthrownin.ＴhｅpurpoｓeｏfｔｅrｖiｅｗforMＭCiｓtｏsｅｅthecaｎdiｄatｅ'sabｉｌｉｔytosｔruｃtureaｎdthｉnｋｔhroughａproｂlemastｈｅywｏulｄonｔheｊob．ﻫﻫWordsofＷisｄom:ﻫRｉndｏvａsayspracｔiｃeandｆamiliａritywithcａseｓｉsessential，andsｔrｅsｓｅｓｔhatａnｉntervieｗｃanｇosouthｉfthｅcandidateｌｏseｓｓightｏftｈestructuｒehｅorsheisbｕilding.Laｓtly,bｅatiｎｇａｃleａrpaｔｈtｏanｙｒeｓponseｉsｍｏｒeｉmpｏrtanｔthangettiｎgiｔriｇht．“Yoｕcangivｅ（arecruiter)awｒongansｗer,ｂutiｆｙｏuｔhoughｔoutloudthrougｈtheproceｓｓ,ｙｏuｃoｕldｓｔillｈaveaｓtｅｌlariｎtｅｒｖiew,”Rindoｖaｃoncludes.ﻫﻫ

RecruｉterNo．3:ＳｃｏttBerｎey,headoｆU.S.recruｉtingｏｐｅraｔions,ＭｏｎitｏｒGｒｏup

TｈeQueｓtｉoｎs：ﻫDetermｉｎｉｎｇaperｓoｎ’sanalytiｃａlskiｌｌs,comｆorｔｗithmanｉｐulaｔinｇnumberｓ,aｎdabｉｌitｙtｏinｔegｒatｅdiffereｎtpiｅcesｏfdataisｔhepｕｒｐosｅoｆthecaｓeｉｎteｒvｉeｗforＭonitｏrGroup.Foｒtheｆirｓtrｏundｏfiｎtervｉewｓ,ｃａsｅｑｕｅsｔionsaｒeｕsuallｙwrittｅnandａreｔｗotｏthreｅpａｇｅｓinlenｇtｈ.Iｎthefiｎａｌrｏｕｎd,aｇroｕｐeventisuseｄ.ﻫ

WｏrdｓoｆWiｓｄoｍ:

“Myｔａkeonmosｔotherｆiｒmｓisｔhattｈeｙputapremｉumｏn[thｅｃａndidate’ｓ]aｂｉｌitytoaｓkqｕestioｎsintｈeinｔｅｒview.Moniｔoｒcasesputapreｍｉumonyouｒaｂｉｌitytoanalyｚedａta,mａｎipulaｔｅnｕｍbers,ｉntｅgrａｔｅ，ａnｄcomｅuｐｗitｈanａnswｅrbasedoｎｔhｅdatayｏu’vebeengiven,”ｓaysBerney.ＬikeL．E.K.’sCovenｅy,hｅdｏesn’tliketoseeｃaｎdidatesusｅｔoomａｎyfｒａｍeｗorkstoｓolｖeaproblem.

ﻫ

ReｃruiterNo.４:SeａｎHｕuｒmａn,naｔｉoｎalreｃｒuitｉｎgdireｃｔor,KPMGConsultiｎg

TｈｅQueｓtions:

“Thecasｅquestｉonhelpsｇｅｔtoatｈｉcessandvａrｉouschａraｃｔｅrisｔicsofacandｉdａteyoudｏｎ’tｎecessａｒilygｅtinａnordinａryinterview，”saysHuurmaｎ.“Wｈenwｅｕsｅcaseｓ，ｗearｅｒeallyfｏcｕsingontｈiｎgsｔhａtｔiｅintotheclient.”ThetyｐicalＫPMGconsulｔａnthunterwａｎtｓtoknowhｏwａｃａndidatecancoｍmｕniｃatｅwitｈtｈeteａm,theiｒleaｄerｓｈｉp,andtｈeclient.ﻫﻫHuurmａnｆavｏrsgrouｐiｎtervｉews，andkｎoｗsalotofｃanｄidatｅscａnｂepｒｅpｐｅｄinaｄvａnce,buthenoｔesthaｔtheｒｅ’s＂nｏamounｔofcoachｉｎg"thatcanprepareyoufoｒaｇject.

光华人向上的精神ﻫWordsｏfWisdom:

“Tooｍａnypeｏpｌejumprightｉnｔoｔｈeｃasｅstuｄyaｎddon’tｐutanythｏughtｉntoiｔ,”ｓayｓHｕurmaｎ.“Iｗantｔervieｗeesｔothiｎkｔｈingsthrｏugh．”KＰＭGreｃrｕiterｓａrealwaystoldtolettｈeｃanｄiｄatｅhavesｏｍeｔｉmetoｔhinｋthrｏughｔhecaｓｅ,butHuurmaniｎｄicatesthａtveｒｙfewｃａnｄiｄatestakｅaｄvａnｔagｅofiｔ.ﻫﻫＨuｕrmａnadmitsｔhatfｅwrecruｉterswoulｄasｋinterｖieweeswhatKPＭGｓtanｄsfor(cuｒiｏus?It'sKlｙnｖeｌd,Pｅaｔ,Ｍａrｗick,andGoeｒｄeｌer),buｔｉｔ’ｓimpoｒtanttｏdoyoｕrhomewoｒｋonthｅfiｒm’sservicｅｓ，ｓtｒeｎgths,ａndｃｕlｔure.

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RecｒｕｉtｅｒＮo.５:ＭichaeｌGｉｂｎｅy,proｊecｔmａnａger，ＰｒｉｃｅwaｔerｈoｕｓｅCoｏpｅrs

TheＱｕestiｏｎs:

SｏmeofＰwC’ｓcompetｅｎｃｉeｓdｏｎ’ｔｒequiｒetｈataｃａsｅｑｕesｔionbeasked,butiｔ’baｂlybeｓｔtoｐｌanfoｒone.Interｖieｗsaretypｉcalｌｙone-oｎ－oneａndaｒｅmeanttotｅｓttｈebuｓinｅｓｓaｃumenｏfacandidate.Seeｉngｃanｄｉdateｓ'insightｉnｔobusｉnesｓprobｌemsanｄtｈｅiｒａpproaｃhtosolvinｇｔheｍ(ｍｏstqueｓtionｓarebａsedonｔruｅ-lifｅｃlｉｅntenｇaｇeｍｅnts）ｉstheoｖerａllgoal．

ﻫＷordsofWisdom:

Gibneyundersｔａndｓｔhaｔmanｙpｒobｌｅmｓaretoobiｇtosolveduｒingtｈecoｕｒseofahaｌf-ｈｏuｒinterviｅw,ｂutwaｎｔstoｓeｅafirmｇraspoｆkeyｉssuｅs.“Ｔｈeｃａndidａｔemusｔｈavｅａnｕndeｒstandｉngｏfｔheoveraｌlｓituａtionａndｔheoveｒａllpｒobｌem,andtｈenｃreatｅanapproａchtｏsolvｅiｔ，”Giｂｎｅysaｙs.“Ｆorinstaｎcｅ，iｆwe’ｒetａlkiｎgaboｕtacｌｉentgettinｇｉnｔotｈeseｒｖicｅsbuｓｉｎｅss,Ｉｗoｕldexpecttoseｅｓｏｍekindofframｅworｋａｒoundｉdｅｎtｉfyingｗｈatｒelevａnｔserｖｉcｅswouｌdｂe,andｔｈedifferenｔmarketｐaｎyfactorｓｉｎvolved.Iwanｔthecandidａteｔｏrelatedｉrecｔlywｈatthecoreisｓｕesaｒｅ.”ﻫﻫMｉchaeｌK．Norｒｉsisanexｐertinconsultｉngａnｄconsuｌtanｔｒｅｃｒｕitmｅntｉssueｓ.Hecａnｂeｒeachedat光华人向上的精神Firm:A.T.KearneｙCａseNｕmber:Ｃaseｓetup（ｆactｓｏffｅrｅdbyinteｒｖｉeｗｅr）：YourcｌientisａmａnufａcｔuｒeｒoｆｂiｃycｌesＴheyhavebｅeｎｉnｂｕsiｎesｓfor25yearsTｈｅymａnufacｔurerandsｅｌlthrｅecaｔｅgoriesofbiｃｙcles:Raｃingbikes：Hｉghｅｎd,highpｅrfｏｒｍａncｅｂikesfｏｒsoｐhiｓticａｔｅdcｙclisｔsMainｓｔrｅａｍｂikes:Ｄuｒable,ｂuｔnｏtoｖerｌyｃomplicatedbikeｓforｅverｙdayriｄｅrsChildreｎ’sbｉkeｓ:Sｍａller,sｉmplervｅrsiｏnsofｔheirmaiｎstreamｂｉｋeｓforchildrenPrｏｆitsａtyourclientｈavｅdecｒeasedｏｖerｔhepａstfivｅyｅarｓQueｓtioｎ:Ｗhatｉsdriｖiｎgthedｅclineｉnoveraｌlｐrofitｓ?Ｗhatｒecommｅndatioｎsmigｈtcorrectｔhesｉｔuａｔion?Suggestedsｏlｕtiｏnｓ:Thefiｒstquestｉonistoｄｅtermineｗｈａｔｈascausedｏverａllｐｒｏfｉtstｏdecreａｓe.Tｏａｃcoｍpｌｉｓhthiｓtｈecandidａtｅmustfｉrstunderstａｎdwhatｈａstranspiｒｅｄineachｏftheｔhrｅｅprodｕｃtcａteｇｏriesｏvertheｐaｓtfivｅyearｓduｒｉngｗhｉchｐｒｏfitabilitｙhａsslｉｐped．Theｆolｌｏｗingarｅqｕｅstｉonsaｎdaｎｓｗersthatwoｕｌdbeprovidｅｄiｎａnintervｉeｗscｅnaｒio.Ｗhaｔａretｈecliｅnt’sｍaｒｇinsfｏrａｂｉcycｌeineachofｔhethreeｓeｇments?Ｒaciｎg：Ｃost=$６０0/ｕnit,Pｒoｆｉｔ=$３０0/unｉtMａｉnstrｅａm：Ｃost=$25０/unit，Profit=$75／uｎitCｈｉldren’s:Ｃosｔ=$２00/unit，Proｆｉｔ=＄5０/unｉtWｈathashａppenｅｄtotｈemａrkｅtsizeofeachoｆｔhethrｅeｓegmentsovertｈｅｐａstfｉveyeaｒs?Rａcing:Ｈasremaｉnedcｏnsｔａｎtatiｔspreseｎｔsiｚeｏf$300MＭMaｉnstream:Hasiｎcreaseｄat2%ｇrowtｈratepｅｒｙｅartoｉｔsｐrｅsｅntsizｅoｆ$1.0BＣｈildｒen’s:Hasiｎcｒｅaseｄａt3%gｒowthrａteperyeartoｉｔsprｅsentsizeof＄40０MMＷhａthashａｐpeneｄtoｏｕｒclient’ｓmａrkeｔshareinｅaｃhｏftheseseｇｍｅnts?Ｒａcing：Marｋetｓhａrehasdeｃreasｅdfrom６0%to30%Mainｓｔream：Maｒkeｔsｈaｒehasiｎcrｅaｓeｄｆrom0%ｔo５%Chilｄrｅn’s:Mａｒｋetsｈarｅhａsincreasｅdfrom0%tｏ3％Wｈｏａretheclienｔ’smajorｃｏmpetiｔor’sineaｃhmａrｋeｔsegmenｔ?Wｈathａshappeｎｅｄtoｔhｅiｒmarkeｔshaｒeineacｈsｅgｍｅntovｅrthepaｓtfiveyeａrs?Raｃiｎg:Thereiｓonemainｃompｅtitoranｄahoｓtofsｍａlｌfｉrms.Ｙourｍaｉncｏｍpetitｏｒhaｓｉｎcreaｓｅdmarketｓｈarefrom30%to50%Maiｎstreaｍ:Thereeｘｉstmany，ｌargeｃoｍpetｉtors,noneofwhiｃhhoｌdsmoｒetｈａn1０%ｏftｈemarketCｈildren’s:Ａsintｈemａiｎsｔrｅamseｇment,therｅａｒemanyｃｏmpetｉtoｒｓ,noｎewｉｔｈｍorｅｔｈan10%ｏftｈemaｒketＴheaｂｏveinfｏｒmationprｏｖidｅsｅｎoｕｇhiｎfｏrmａtiｏnｔｏputtｏgｅtheｒapｉctureofｗhyｐroｆｉｔｓhavedｅcreaseｄｏverthepaｓtfiveｙｅarｓ:Yourcliｅnｔ,ｗｉtｈａcommａndingpositioninａｆｌatｍaｒkeｔsegment(raｃing),expandeｄintoneｗseｇmeｎts（ｍaｉnstreamandｃｈildren’ｓ).Asｔｈisoccurrｅd,ｍaｒｋetｓharedeｃrｅａｓｅddramａｔicallyｉｎthemostlucrａtivesegｍent(rａcing）,creａtinganunfavｏraｂlemix．Theｅｘtｅｎｔtｏwhicｈproｆitshａvedecreａseｄcaｎｂededucedｆrｏmsomeｑuickmaｔh:ｐrofｉｔshavｅsｌｉｐpedfrom$6０MMｆiveyeaｒsago（=６0%ｘ$30０ＭＭx33%raｃingmarｇin)to$４4ＭＭtｏday(=(30%ｘ$300MMx33%ｒａcingｍarｇｉn)+（5%x＄1Bｘ２３％maｉnstreaｍmaｒgin)+（３％x$４00ＭMx20%chｉldren’smaｒｇin）).Tｈeｄｒamaｔicdｅｃreaseｉｎmａrkeｔshaｒeiｎｔｈeｒａciｎｇsegｍeｎｔｉsａttｈispｏｉnｔsｔillunexplａiｎed.Questionｓthatwｏuldhelpfｏrmuｌaｔｅanｅxｐlaｎａtioｎincluｄｅ:Haｖetｈerebeeｎａnymajｏrcｈanｇｅsinprｏductｑuaｌityinｙｏuｒcliｅｎｔ’sｒａｃingpｒoｄuct?Ｏｒiｎitsｍａincompetitor’ｓracｉdｕct?NoHavetherｅbeenaｎｙmajorpricｅchaｎgesｉnyourcｌieｎｔ’sraｃｉngproduct?Orinｉtsmaincoｍｐｅtitor’sraｃingproduct?NｏHａｖｅtherebeｅnaｎymajorcｈangesｉndｉstribuｔiｏnoutletsｆorｙourcｌｉent’sｒaｃingｐrｏｄｕct?Oｒforiｔｓｍaincompetitor’sraciｎgproduct?Yes．Pｒｅｖiouslyyouｒclｉenｔandｉｔｓmaｉncompeｔiｔｏｒintｈeraciｎgseｇｍｅnｔｓoldexｃlｕsiveｌythroughsmalｌ，specialtｙｄeａleｒs.Ｔhisremainsuｎcｈangeｄfｏrtheｃoｍpetｉtion.Yourｃlient,however,begａｎtoseｌlｉtｓrａｃingbikｅsthrｏughmassｄistributｏｒsanｄdiscｏuntｓtｏres(thedistrｉbutionouｔletsformaｉnstreamandchildｒen’ｓbikes）asitenteredthｅmａinｓtreamandｃｈｉldren’sｓｅgment.Howdｏthｅmａｓsdistrｉbuｔoｒsanddiscouｎtstoreｓpｒiceｔｈeracinｇbikesｒelatｉvｅtｏtheｓpeｃialtystorｅｓ?Prｉcesattheseｓtoresteｎdtoｂe15to20%ｌｅss．Whatpeｒcentofｙourcliｅnt’sｒａcinｇsaｌesｏccurinｍassdｉｓtｒibutｏｒsａnddiscountstｏreｓ?Effectiｖｅlｙｎｏnｅ.ThiｓatteｍptｔosellthrougｈtｈesｅdｉstriｂutorsｈasfaｉledHｏwhasｔｈｅdeciｓiｏntosellthｒoughmasｓdｉstｒiｂｕtor’sａｎddiscｏunｔstoreｓaｆfectｅｄｔｈeｉmageoｆtｈｅclieｎt’ｓracinｇproｄｕｃt？Nｏstｕdiesｈａvebeｅnｄone.Ｈｏwhasｔhｅｄeｃisiontosellｔhroｕgｈｍaｓｓdistｒｉｂutor’ｓanｄdiscountstoｒeｓａffectedyourcｌient’srelationshipwithｔhespecialtyoutlets？Aｇain,noｆorｍalａnalysisｈasｂeｅnｐerfoｒｍeｄ.Aｌthoughｓomeaｎａlyｓisａnd/orsurveｙｓhｏｕldbeｐerformedtｏaｎｓwermoreconclusiveｌythｅｌａstｔwoquestions,aｐossiｂｌｅstoｒycaｎbeputｔoｇether.Thｅrehａsbeｅnnｏapｐｒｅｃiａblechaｎｇeineithｅrqualityoｒpriｃｅ(orａnyｏtｈertangiｂlｅfactoｒ）ｏｆyourｃｌient’ｓｒａcingpｒoductrelａtivetoｉtscompetiｔion．Iｔisnｏｔthｅpｒoduｃtthaｔｉstheｐroｂleｍ,buｔrａtheritsｉmage.Asｙｏurclientcameoｕtwｉtｈlｏwｅrｅnd,mainsｔreamandchｉldren’duｃｔsandbｅｇａnｔopusｈtｈeirrａciｎgsｅgｍentｔhrougｈｍassdｉsｔｒibutｏrsaｎddiscounｔｏutlets,thｅirreputatioｎwascoｍpromised．Ａddｉｔioｎaｌly,tｈepｒeｓeｎceofthｅｒacｉｎgprｏductsiｎtｈediscountｏｕtletsｈasputｙouｒｈｉｓtoｒicｒacｉngdistributoｒ（tｈesｐecialtyｓhｏps)iｎaｐｒecａrｉｏｕsposition．Tｈespecialtyshopｓmuｓtnoｗlｏｗerｐricetｏcomｐetｅ,theｒebｙｃｕttｉngtｈeiｒownpｒｏfits.Iｎsｔead，tｈeｙａrｅｌikelytopｕshthecｏmpｅtｉtion’sproduct.Remｅmbeｒ,youｒclｉenthａsnodｉｒｅctsaｌesｆｏrceattheretaiｌｏｕtlets.Thespｅｃialtｙshopsessentiａllｙsｅrveａsyourｃliｅnｔ’ｓsalesforｃe.Theaboveanalysｉｓoffersaneｘplaｎaｔiｏnofwhaｔｈasaffeｃｔedｔhｅtopsideoｆthｅpｒofitabiliｔyｐrobｌem.Ｓtｉlｌtoｂｅexaminｅdisｔｈｅcost,oｒｂｏttｏmsｉｄｅ，oftheｐroｆｉtaｂilｉtyissue.Queｓtｉｏｎstoｕnｃovｅrｃoｓtｉssｕeｓwouｌdinclｕde:Ｈｏwdｏｅsｔheclieｎｔaｃcounｔforitｓcostｓ？Theclｉenｔhasａsiｎglemaｎufacｔuｒｉngａｎdaｓsemblyplant.Ｔheｙhａｖeｓeｐaｒatelinｅsinthisｆaciｌitytoｐrｏduceｒacing，ｍaｉｎstreamanｄchiｌdｒen’sproducts.Theydｉvidetheiｒcｏstｓintothefollowｉｎgcaｔegｏｒｉes:ｌabor，ｍａtｅｒialaｎdoverhead．Overaｌｌcoｓtsｈaveｂeenｉncreasingaｔaｆaｉrlyｈｅfｔyｒａｔeof10%ｐeryear.Whaｔisｔhecurrｅntbｒeａkdｏwnoｆｃostsaloｎgthesｅcaｔegoriesforｅａｃhｐｒodｕctｓegment?Rａcing:Lａｂｏr=30%,Mateｒial=40%,Overhead=30%Maiｎsｔｒeaｍ：Laｂor＝２5%，Mａｔerｉal＝４０％,Oｖｅｒhead=3５%Chｉｌdreｎ’ｓ:Ｌabor＝２5%,Maｔeｒial=４0％,Overheaｄ=35%Hｏwｈasthismiｘｏfexpenseｓｃhangedoｖｅrｔhepastfｉveｙears?Inａllsegｍeｎtｓ,laborisanｉncｒｅasｉｎgperｃeｎtageoftheｃostｓ.Doeｓtheｂasicapｐｒｏachｔomａnｕfaｃｔuｒing(ｉ．ｅ.themixoflaboｒaｎdtｅcｈｎology)ｒeｆleｃtthatoｆｉtｓｃoｍｐｅtｉtion?Ｙoｕrｃlieｎttellsyoｕthattｈｅreisacontinuingｍovｅmｅnttoaｕtomatｅanｄutｉlizｅtｅchnoｌｏgytoｉｍｐｒovｅｅｆfiｃiencythrｏughoｕｔtｈeiｎｄuｓtrｙ,ｂutiｔishis/heropiｎｉｏnｔhaｔtｈｅirａpprｏach,maintaininｇthｅ“ｈumantouｃh”，iｓｗhatdｉffｅrentiａteｓthｅmfromtheｃompetitｉoｎ.(Unfｏｒtuｎately,hｅ’srigｈt!!）Istｈeｗorkfoｒcｅuｎioｎized?YesWhａｔｉstｈeaverageaｇeofthewｏrkforce?52aｎdclimbiｎｇ．Ｔhｅreisvｅrylｉttlｅtｕｒnoverinｔheworkforce．Whatiｓthｅpｒｅsenttｈｒoｕghｐutraｔｉng?Howｈaｓitchangedovertｈepastfiｖeyears?Presｅｎｔlｙtheplanｔisproducingaｔａｂout8０%ｏfcａpａｃitｙ．Ｔhｉshasbeeｎdeｃreasｉngstｅadiｌｙoveｒtｈelastsevｅraｌyears.Wｈａtisｔhetypｉcalreasoｎforequｉｐmentｓhutdoｗn?EmｅrgencyrepairDesｃrｉbetheｐreveｎtｉvｅmａinｔｅnanceprogrａminｅffectattheclｉent’ｓｆacility?Prｅvｅｎtｉｖemaintenancｅｉｓperforｍedinformallｙｂasedontｈeknｏｗｌｅdgeofsｅｎiortｅｃhｎicians.Ｈowoｆtｅnｈaseｑuiｐmentbeenreplａceｄ？Ｉsthｉsｃｏｎsistenｔwｉthtｈｅoriginａｌeqｕiｐｍeｎtmaｎufacｔurｅr’srecommendations?ＴheclieｎtｆｅeｌｓthatmｏstOEＭrecommｅndationsareverycｏnservative.ＴheyhａｖｅfollｏwｅdaphilosopｈyofｍaｘimiｚingｔhelifeoｆtheiｒeqｕiｐmentandhａｖegenｅrallｙdｏuｂledOEMrecomｍｅndations.Tｈeaｂoｖeinｆｏrmatｉoｎｉｓsuffiｃieｎｔtoａddsomeuｎderｓtaｎdingtothecostsiｄeofｔheｅquatiｏn.Yourｃlienｔhasａnaｇｉnｇｗｏrkforｃｅaｎdｐlａｎtthａtisbｅhiｎdthetimesinterｍsoftechnｏｌoｇｙａndinnｏvａtion.Thisｈascｏntｒｉbｕtedtoｅxcｅssivebreakdownｓ,decreａｓeｄthroughpｕt,iｎcｒeaseｄlaｂoｒratｅs（waｇｅsiｎcreaseｗithｓｅniｏrity）andgrｅａterlaｂorhouｒs(ｏｖｅrtiｍｅtofiｘbrokenmachines)．Inｐroposinｇrecoｍmendaｔiｏnstoｉmｐrovｅthｅclient’sｓｉtuａtiｏn，tｈｅｒｅiｓnosiｎglｅcoｒrectapprｏaｃh．Therearｅａnｕmｂｅrｏfapprｏaｃheｓthａtmightbeexplorｅdandｒecoｍmｅｎｄed.Thefollowｉｎｇaｒesoｍepossibilｉties:Abaｎdonthemainstreaｍａndｃhｉldｒen’ssegｍｅnｔtorｅcoｖerleａderｓhiｐinｔheraｃingsｅgmｅntIｓsuｅｓtocoｎsiｄerinthisapｐroach:Howmuchofｔheracｉngsegｍenｔis“reｃoveraｂle”?Wｈatａretｈeｅｘｐectedgｒoｗtｈrａtesofｅachｓegmｅnｔ？Howｂadlydａmaｇeｄｉstheｒelａｔｉonｓhiｐｗiththespｅcｉａlｔyoutｌets?Arｅtｈeｒealternatiｖeoutｌｅtｓtoｔhespecｉａltyshopssuchａsiｎteｒｎetsaｌes?Ｈoｗwｉｌｌthismｏｖｅaffｅctｏｖeraｌｌutiｌizａｔionoftheｏpeｒatingｆａｃiliｔies?Maintaｉnthemaiｎstrｅaｍandcｈiｌdrｅn’ｓsegmｅnt,ｂuｔsｅlluｎderadifｆerentnameIssｕesｔoconsiderintｈｉsapproach：Istheredemandamｏngｔhemassaｎdｄiｓcountdiｓtriｂutoｒsｆorbicｙclｅsundertheirname?Ｗｈａtadｄitionａladveｒtisｉnｇmｏtiｏnｓcostsmiｇｈtbｅiｎcｕrｒed?Whaｔarｅtｈｅexpectｅdgｒowthｒatｅｓoｆｅａcｈsｅgment?Whaｔisdｒivｉｎgｔhebuyingｈaｂiｔsofｔhemａｉnｓtreamandchiｌｄｒen’smarkｅt?RedｕcecoｓtsthｒoughautｏmａtｉoｎaｎdiｎnoｖationIsｓｕeｓｔobecoｎｓｉdeｒed:Whatteｃhｎｏｌogiｃａｌimprｏｖemｅntｓaretobｅmaｄe?Whataretｈｅrｅquireｄinvesｔmｅnｔs？Whａtａrethｅｅxpeｃｔedretｕｒｎsonthoｓｅinｖestｍeｎtｓ？Howwｉｌlthｅｓeinvestｍｅntｓaffecｔｔｈｒoughpｕt?Ｔｏwhｉchlinｅｓａrethesｅinvestmentsappropriate？Arethemａinｓｔreａmandchｉlｄｒｅn’ｓsｅｇmｅnｔｓpotｅｎｔialｌy“over-ｅnｇineeｒed”?Whatimpactwillthishａvｅｏｎtｈｅreｑuｉrｅdｗｏrkｆoｒceleｖeｌs?Ifｌayofｆｓａｒerｅquｉreｄｔoａchieｖeｔhｅbｅｎefiｔs,whatiｍpactｗilltｈｉshaveonｌabｏrｒeｌatioｎｓ？RｅｄuｃｅcoststhｒougｈesｔａbliｓhingaforｍａlprｅventｉveｍaｉｎtenanceprogramIｓsuestobecｏnsidｅｒｅd:Wｈatorgａnｉzationａｌchａｎｇeswillbeｒequiｒed?ＷhaｔanaｌyｓiswillbepｅrfｏｒmｅdtoｄeterminetheapｐropriatｅamouｎtofＰM?Whatｔraiｎiｎｇｉsrequiredoftheｗｏrkｆｏrｃe?Whaｔtｅｃｈnicalorsｙstemchangeｓａｒｅrequｉreｄ?Ｈoｗｗｉｌltheunioｎizedｗorkｆｏrｃereｓpond?Keｙtａkeaways：Thiscaｓｅｃvetobｅlengthyａndveryiｎvolved.Ｉtｉsnｏｔexpectedtｈataｃaｎdｉdatewoｕldcｏverallofｔheａbｏvetopｉcs,ｂutraｔherworkｔhrｏughselｅｃtedtopｉcsiｎaｌｏgiｃalfashion.Ｉtiｓimporｔantthatｔhecａｎdidａｔepｕrsｕeasoｌutｉｏｎｔhａｔcoｎsｉｄersbｏtｈreｖenｕｅanｄcosｔiｓsuestoｉmｐfｉt.Additｉonａlｌｙ,acｏnadｉｄaｔe’sabiｌiｔytoworｋcomｆoｒtａblｙｗiｔhtheｑｕaｎｔiｔatｉveｓidｅofthiscaseiｓimｐoｒtanｔ.Theａboverｅcｏmmenｄatｉonｓforiｍprｏvｉngprofitabilｉtｙａrｅｊuｓtafｅwａmongmaｎy．Tｈecaｎｄidａtemaycｏmewitｈｔｈeirｏwｎｉdeas．Fｉrｍ:A.Ｔ．KｅarneｙCaseNumber:Ｃasｅｓｅtuｐ（faｃｔsofferedｂyｉntervｉeweｒ):YoｕrclientｉsaU.Ｓ．baseｄｍaｎufacturerofｂranｄedcookieｓ（cｏokiesthatcaｒrｙtｈenameoftheｍaｎufaｃturｅｒ）Rｅｃｅntlyprivａtｅlａbelｃookiｅｓ(thosecaｒｒyｉｎgthｅnameｏftheretailer）ｈaｖeeｍｅrgedaｎdｔhｒeaｔeｎedbrandｅdcoｏｋiesPrｉｖａtｅlaｂelcookｉeｓemerｇeｄfiｖｅyearsagoTwoanｄｏne－halfyearsaｇotheymadeup１0％ofｔheoverallｃoｏkiｅｍarｋet(bｒandｂeｉnｇtｈｅothｅｒ９0%)Tｏdａytheｙmａｋeuｐａpproxｉmatｅly20%ｏfthｅoverallcookiｅmarket(ｉ.e.，ｔherehaｓbeenasteady,ｌinｅariｎcrｅaｓｅofｐｒｉvatelaｂeｌｐorｔioｎoｆtｈeovｅrallcookiｅmarｋetduｒinｇtｈｅpasｔfiｖeyears)ＴheoverallｃｏoｋieｍarkｅthasｂeｅnrelａtivelyflatoｖerｔｈepaｓtfiｖeyearsPrivaｔelabｅlcooｋiｅｓareｍａｄebｙthｅｓamemａnufａctｕrerｓwhｏｍaｋｅbｒandeｄcｏｏｋies,ｔhｅyａrejustsoldundｅｒｔｈenamｅoftheｒeｔａilerThereａｒeeｓsentialｌythrｅｅmaｊorｃoｍpetiｔoｒstocｏnsｉｄer:Youｒclienｔ，ｗhoｍaｋｅsonlｙｂｒandedcｏｏkiesAsecondmajｏrplayer,thatmaｋｅsｂｏtｈbrandｅdcooｋiesaｎdsuｐpｌieｓｃooｋiｅｓfｏｒpｒivatｅｌａｂｅlerｓAcollectionofsmallｏutfits,thａtｍakebｏthbrａndedcoｏkiesanｄｓuｐplyprivaｔｅlabelersDistributionoccｕrｓpｒimarilｙｔhｒoｕghoｎeoftwotypesofoｕtlｅts:Gｒｏｃeｒyoutlets:aｌlｇｒocersseｌlbｒandeｄｃookies,ｍostalsocarrythｅirｏwnpｒｉvaｔelabｅlcooｋｉｅｓ．Tｈiｓrepresenｔｓaｐpｒoximateｌy9０%oftoｔａlcｏｏkiesalesMａssmerｃhandｉsers（ex．Walmａrt，Ｓａm’s,ｅtc.）:sellonlybｒandｅdｃooｋｉesQuestｉｏn:HｏwlａrｇewoulｄyouｅstimatetheoveraｌlU．S.coｏkieｍarkettobeｉntermsof$？Howlａrgｅofathreａtｄｏyoubelｉeｖeｔhｅｔｒendinpｒivａtｅｌabelcｏokiesalestｏbｅtoｙourｃliｅnｔ?Ｂasｅdonyoｕrassesｓmｅｎｔ,ｗｈaｔisanapｐropriatestｒateｇyｆｏryoｕｒcｌienttｏfoｌlow?Suggｅｓｔedsolutions:Thefiｒsｔquestｉon,eｓｔimａtinｇthesiｚeofthｅU．Ｓ.ｃoｏｋiemarket，ｈaｓnorightoｒｗronganswer.Iｔiｓatestｏｆacandidate’sabｉliｔyｔomakereasｏnableａssumpｔiｏnsａndｗorkｑuiｃｋｌywｉthｎｕmbersonan“orderoｆmaｇｎｉｔｕｄe”lｅvel.ＯｎｅacｃeptableｒesｐoｎsewouｌdｂetｏesｔimatethｅnuｍｂerofU.S.ｈoｕsｅｈolｄs,ｅstimatehousｅholdｃonsumptｉｏnoｖersｏｍepeｒiｏdoftimｅ,eｓtiｍａtetheａvｅragｅcoｓtofabagoｆcookies,aｎdprｏjｅｃtoutfoｒonｅyear.Inｔhiscaｓe,aftｅraｎestiｍatehasbeeｎmade,ｔhｅcａndidatewoｕｌdbeｔolｄtoａsｓumetｈeｍaｒketsizeiｓ$1Biｌliontosｉｍｐlifｙaｎyfuturecａlｃulａｔions.Assｔatｅｄinｔhｅuｐfrｏntinformａｔion,ｔhｅｍarｋetｉsasｓumｅdtoｈaveｂｅeｎｆｌatfｏrthｅｐａstfｉｖeyears．Theｓｅcｏndquesｔioniｓmoreｉｎvolｖed.Itiｎvolｖesdeｔermｉｎiｎgtowhａｔexｔｅｎtyourclieｎｔisthreａtenedbyｔheinｃrｅasｉngpercｅntoftｈeovｅralｌｃookiemarketrｅpreｓeｎtedｂypｒiｖatelabelsａlｅｓ．Toｂｅｔterａnswertｈｉｓquｅｓtioｎinformationsｈｏulｄbｅgatherｅｄperｔaiｎingｔowhａtisdri