如何应付案例分析面试231234.docx

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1、Firm: A.T. KearneyCase Number:Case settup (faactss offferred by inttervviewwer):q Your cliientt iss a mannufaactuurerr off biicycclessq They havve bbeenn inn buusinnesss foor 225 yyearrsq They mannufaactuurerr annd sselll thhreee caateggoriies of biccyclles: Racinng bbikees: Higgh eend, hiigh perrfo

2、rrmannce bikkes forr soophiistiicatted cycclissts Mainsstreeam bikkes: Duurabble, buut nnot oveerlyy coompllicaatedd biikess foor eeverrydaay rrideers Childdrenns bikkes: Smmalller, siimpller verrsioons of theeir maiinsttreaam bbikees ffor chiildrrenq Profiits at youur cclieent havve ddecrreassed ov

3、eer tthe passt ffivee yeearssQuesttionn:q What is driivinng tthe decclinne iin ooverralll prrofiits?q What reccommmenddatiionss miightt coorreect thee siituaatioon?Suggeesteed ssoluutioons:The ffirsst qquesstioon iis tto ddeteermiine whaat hhas cauusedd ovveraall proofitts tto ddecrreasse. To acccom

4、pplissh tthiss thhe ccanddidaate musst ffirsst uundeersttandd whhat hass trransspirred in eacch oof tthe thrree prooducct ccateegorriess ovver thee paast fivve yyearrs dduriing whiich proofittabiilitty hhas sliippeed. Thee foolloowinng aare queestiionss annd aanswwerss thhat wouuld be proovidded in

5、an inttervvieww sccenaarioo.q What aree thhe cclieents mmargginss foor aa biicyccle in eacch oof tthe thrree seggmennts?Racinng: Cosst = $6600/uniit, Proofitt=$3300/uniitMainsstreeam: CCostt = $2550/uunitt, PProffit = $75/uniitChilddrenns: CCostt = $ 2200/uniit, Proofitt = $500/unnitq What hass haap

6、peenedd too thhe mmarkket sizze oof eeachh off thhe tthreee ssegmmentts ooverr thhe ppastt fiive yeaars?Racinng: Hass reemaiinedd coonsttantt att iits preesennt ssizee off $3300MMMMainsstreeam: Haas iincrreassed at 2% groowthh raate perr yeear to itss prreseent sizze oof $1.00BChilddrenns: Haas iinc

7、rreassed at 3% groowthh raate perr yeear to itss prreseent sizze oof $4000MMq What hass haappeenedd too ouur cclieents mmarkket shaare in eacch oof tthesse ssegmmentts?Racinng: Marrkett shharee haas ddecrreassed froom 660% to 30%Mainsstreeam: Maarkeet ssharre hhas inccreaasedd frrom 0% to 5%Childdre

8、nns: Maarkeet ssharre hhas inccreaasedd frrom 0% to 3% q Who aare thee cllienntss maajorr coompeetittors iin eeachh maarkeet ssegmmentt? WWhatt haas hhapppeneed tto ttheiir mmarkket shaare in eacch ssegmmentt ovver thee paast fivve yyearrs?Racinng: Theere is onee maain commpettitoor aand a hhostt of

9、f smmalll fiirmss. YYourr maain commpettitoor hhas inccreaasedd maarkeet ssharre ffromm 300% tto 550%Mainsstreeam: Thheree exxistt maany, laargee coompeetittorss, nnonee off whhichh hooldss moore thaan 110% of thee maarkeetChilddrenns: Ass inn thhe mmainnstrreamm seegmeent, thheree arre mmanyy coomp

10、eetittorss, nnonee wiith morre tthann 100% oof tthe marrkettThe aabovve iinfoormaatioon pprovvidees eenouugh infformmatiion to putt toogettherr a piccturre oof wwhy proofitts hhavee deecreeaseed ooverr thhe ppastt fiive yeaars : YYourr clliennt, witth aa coommaandiing possitiion in a fflatt maarkeet

11、 ssegmmentt (rraciing), eexpaandeed iintoo neew ssegmmentts (maiinsttreaam aand chiildrrens). Ass thhis occcurrred, maarkeet ssharre ddecrreassed draamatticaallyy inn thhe mmostt luucraativve ssegmmentt (rraciing), ccreaatinng aan uunfaavorrablle mmix. The eexteent to whiich proofitts hhavee deecree

12、aseed ccan be dedduceed ffromm soome quiick matth : prrofiits havve sslipppedd frrom $600MM fivve yyearrs aago (=660% x $3000MM x 333% raccingg maargiin) to $444MM todday ( = (330% x $3000MM x 333% raccingg maargiin) + (5% x $1B x 223% maiinsttreaam mmarggin) + (3% x $4000MMM x 20% chhilddrenns marr

13、ginn).The ddrammatiic ddecrreasse iin mmarkket shaare in thee raacinng ssegmmentt iss att thhis poiint stiill uneexpllainned. Quuesttionns tthatt woouldd heelp forrmullatee ann exxplaanattionn inncluude:q Have theere beeen aany majjor chaangees iin pprodductt quualiity in youur cclieents rraciing pr

14、ooducct? Or in itss maain commpettitoorss raacinng pprodductt?Noq Have theere beeen aany majjor priice chaangees iin yyourr cllienntss raacinng pprodductt? OOr iin iits maiin ccomppetiitorrs raccingg prroduuct?Noq Have theere beeen aany majjor chaangees iin ddisttribbutiion outtletts ffor youur ccli

15、eents rraciing prooducct? Or forr itts mmainn coompeetittors rraciing prooducct?Yes. Preevioouslly yyourr clliennt aand itss maain commpettitoor iin tthe raccingg seegmeent solld eexcllusiivelly tthrooughh smmalll, sspecciallty deaalerrs. Thiis rremaainss unnchaangeed ffor thee coompeetittionn. YYou

16、rr clliennt, howweveer, beggan to selll iits raccingg biikess thhrouugh masss ddisttribbutoors andd diiscoountt sttorees (thee diistrribuutioon ooutlletss foor mmainnstrreamm annd cchilldreenss biikess) aas iit eenteeredd thhe mmainnstrreamm annd cchilldreenss seegmeent.q How ddo tthe masss ddisttri

17、bbutoors andd diiscoountt sttorees ppricce tthe raccingg biikess reelattivee too thhe sspecciallty stooress?Pricees aat tthesse sstorres tennd tto bbe 115 tto 220% lesss.q What perrcennt oof yyourr cllienntss raacinng ssalees ooccuur iin mmasss diistrribuutorrs aand disscouunt stooress?Effecctivvely

18、y noone. Thhis atttemppt tto sselll thhrouugh theese disstriibuttorss haas ffailledq How hhas thee deecissionn too seell thrrouggh mmasss diistrribuutorrs andd diiscoountt sttorees aaffeecteed tthe imaage of thee cllienntss raacinng pprodductt?No sttudiies havve bbeenn doone. q How hhas thee deeciss

19、ionn too seell thrrouggh mmasss diistrribuutorrs andd diiscoountt sttorees aaffeecteed yyourr cllienntss reelattionnshiip wwithh thhe sspecciallty outtletts?Againn, nno fformmal anaalyssis hass beeen perrforrmedd.Althooughh soome anaalyssis andd/orr suurveey sshouuld be perrforrmedd too annsweer mmo

20、ree cooncllusiivelly tthe lasst ttwo queestiionss, aa poossiiblee sttoryy caan bbe pput toggethher. Thheree haas bbeenn noo apppreeciaablee chhangge iin eeithher quaalitty oor ppricce (or anyy ottherr taangiiblee faactoor) of youur cclieents rraciing prooducct rrelaativve tto iits commpettitiion. It

21、t iss noot tthe prooducct tthatt iss thhe pprobblemm, bbut rattherr itts iimagge. As youur cclieent camme oout witth lloweer eend, maainsstreeam andd chhilddrenns prooduccts andd beegann too puush theeir raccingg seegmeent thrrouggh mmasss diistrribuutorrs aand disscouunt outtletts, theeir repputaat

22、ioon wwas commproomissed. Adddittionnallly, thee prreseencee off thhe rraciing prooduccts in thee diiscoountt ouutleets hass puut yyourr hiistooricc raacinng ddisttribbutoor (thee sppeciialtty sshopps) in a ppreccariiouss poosittionn. TThe speeciaaltyy shhopss muust noww loowerr prricee too coompeet

23、e, thhereeby cutttinng ttheiir oown proofitts. Inssteaad, theey aare likkelyy too puush thee coompeetittionns prooducct. Remmembber, yoour cliientt haas nno ddireect sallesfforcce aat tthe rettaill ouutleets. Thhe sspecciallty shoops esssenttiallly serrve as youur cclieents ssalees fforcce.The aabov

24、ve aanallysiis ooffeers an expplannatiion of whaat hhas afffectted thee toop ssidee off thhe pproffitaabillityy prrobllem. Sttilll too bee exxamiinedd iss thhe ccostt, oor bbotttom sidde, of thee prrofiitabbiliity isssue. Quuesttionns tto uuncooverr coost isssuess woouldd inncluude:q How ddoess thhe

25、 cclieent acccounnt ffor itss coostss?The cclieent hass a sinnglee maanuffactturiing andd asssemmblyy pllantt. TTheyy haave sepparaate linnes in thiis ffaciilitty tto pprodducee raacinng, maiinsttreaam aand chiildrrens pprodductts. Theey ddiviide theeir cossts intto tthe folllowwingg caateggoriies:

26、laaborr, mmateeriaal aand oveerheead. Ovveraall cossts havve bbeenn inncreeasiing at a ffairrly heffty ratte oof 110% perr yeear.q What is thee cuurreent breeakddownn off coostss allongg thhesee caateggoriies forr eaach prooducct ssegmmentt?Racinng: Labbor = 330%, Maaterriall = 40%, OOverrheaad = 30

27、0%Mainsstreeam: Laaborr = 25%, MMateeriaal = 400%, Oveerheead = 335%Childdrenns: Laaborr = 25%, MMateeriaal = 400%, Oveerheead = 335%q How hhas thiis mmix of exppensses chaangeed ooverr thhe ppastt fiive yeaars?In alll ssegmmentts, labbor is an inccreaasinng pperccenttagee off thhe ccostts. q Does t

28、hee baasicc appprooachh too maanuffactturiing (i.e. thee miix oof llaboor aand tecchnoologgy) refflecct tthatt off itts ccomppetiitioon?Your cliientt teellss yoou tthatt thheree iss a conntinnuinng mmoveemennt tto aautoomatte aand utiilizze ttechhnollogyy too immproove effficiienccy tthrooughhoutt t

29、hhe iinduustrry, butt itt iss hiis/hher opiinioon tthatt thheirr appprooachh, mmainntaiininng tthe “huumann toouchh”, is whaat ddifffereentiiatees tthemm frrom thee coompeetittionn. (Unfforttunaatelly, hes rrighht!)q Is thhe wworkkforrce uniioniizedd?Yesq What is thee avveraage agee off thhe wworkkf

30、orrce?52 annd cclimmbinng. Theere is verry llitttle turrnovver in thee woorkfforcce.q What is thee prreseent thrrougghpuut rratiing? Hoow hhas it chaangeed ooverr thhe ppastt fiive yeaars?Preseentlly tthe plaant is prooduccingg att abboutt 800% oof ccapaacitty. Thiis hhas beeen ddecrreassingg sttead

31、dilyy ovver thee laast sevveraal yyearrs.q What is thee tyypiccal reaasonn foor eequiipmeent shuutdoown?Emerggenccy rrepaairq Descrribee thhe pprevventtivee maainttenaancee prrogrram in efffectt att thhe cclieents ffaciilitty?Preveentiive maiinteenannce is perrforrmedd innforrmallly bassed on thee k

32、nnowlledgge oof sseniior tecchniiciaans.q How oofteen hhas equuipmmentt beeen repplacced? Iss thhis connsisstennt wwithh thhe oorigginaal eequiipmeent mannufaactuurerrs reccommmenddatiionss?The cclieent feeels thaat mmostt OEEM rrecoommeendaatioons aree veery connserrvattivee. TTheyy haave folllowwe

33、d a pphillosoophyy off maaximmiziing thee liife of theeir equuipmmentt annd hhavee geenerrallly ddoubbledd OEEM rrecoommeendaatioons.The aabovve iinfoormaatioon iis ssuffficiientt too addd ssomee unnderrstaandiing to thee coost sidde oof tthe equuatiion. Yoour cliientt haas aan aaginng wworkkforrce

34、andd pllantt thhat is behhindd thhe ttimees iin ttermms oof ttechhnollogyy annd iinnoovattionn. TThiss haas cconttribbuteed tto eexceessiive breeakddownns, deccreaasedd thhrouughpput, inncreeaseed llaboor rratees (wagges inccreaase witth sseniioriity) annd ggreaaterr laaborr hoourss (ooverrtimme tto

35、 ffix brookenn maachiiness).In prropoosinng rrecoommeendaatioons to impprovve tthe cliientts sittuattionn, ttherre iis nno ssinggle corrrecct aapprroacch. Theere aree a nummberr off appprooachhes thaat mmighht bbe eexplloreed aand reccommmendded. Thhe ffolllowiing aree soome posssibbiliitiees:q Aban

36、ddon thee maainsstreeam andd chhilddrenns seggmennt tto rrecooverr leeadeershhip in thee raacinng ssegmmenttIssuees tto cconssideer iin tthiss appprooachh: How mmuchh off thhe rraciing seggmennt iis “rrecooverrablle”? What aree thhe eexpeecteed ggrowwth rattes of eacch ssegmmentt? How bbadlly ddamaa

37、gedd iss thhe rrelaatioonshhip witth tthe speeciaaltyy ouutleets? Are ttherre aalteernaativve ooutlletss too thhe sspecciallty shoops succh aas iinteerneet ssalees? How wwilll thhis movve aaffeect oveeralll uutillizaatioon oof tthe opeerattingg faacillitiies?q Mainttainn thhe mmainnstrreamm annd cch

38、illdreenss seegmeent, buut sselll unnderr a diffferrentt naameIssuees tto cconssideer iin tthiss appprooachh: Is thheree deemannd aamonng tthe masss aand disscouunt disstriibuttorss foor bbicyyclees uundeer ttheiir nnamee? What addditiionaal aadveertiisinng aand proomottionns ccostts mmighht bbe iin

39、cuurreed? What aree thhe eexpeecteed ggrowwth rattes of eacch ssegmmentt? What is driivinng tthe buyyingg haabitts oof tthe maiinsttreaam aand chiildrrens mmarkket?q Reducce ccostts tthrooughh auutommatiion andd innnovvatiionIssuees tto bbe cconssideeredd: What tecchnoologgicaal iimprroveemennts are

40、e too bee maade? What aree thhe rrequuireed iinveestmmentts? What aree thhe eexpeecteed rretuurnss onn thhosee innvesstmeentss? How wwilll thhesee innvesstmeentss afffecct tthrooughhputt? To whhichh liiness arre tthesse iinveestmmentts aapprroprriatte? Are tthe maiinsttreaam aand chiildrrens ssegmme

41、ntts ppoteentiiallly “ooverr-ennginneerred”? What imppactt wiill thiis hhavee onn thhe rrequuireed wworkkforrce levvelss? If laayofffs aree reequiiredd too acchieeve thee beeneffitss, wwhatt immpacct wwilll thhis havve oon llaboor rrelaatioons?q Reducce ccostts tthrooughh esstabblisshinng aa foormaa

42、l pprevventtivee maainttenaancee prrogrramIssuees tto bbe cconssideeredd: What orgganiizattionnal chaangees wwilll bee reequiiredd? What anaalyssis willl bbe pperfformmed to dettermminee thhe aapprroprriatte aamouunt of PM? What traainiing is reqquirred of thee woorkfforcce? What tecchniicall orr sy

43、ysteem cchanngess arre rrequuireed? How wwilll thhe uunioonizzed worrkfoorcee reespoond?Key ttakeeawaays:This casse ccan proove to be lenngthhy aand verry iinvoolveed. It is nott exxpecctedd thhat a ccanddidaate wouuld covver alll off thhe aabovve ttopiics, buut rrathher worrk tthrooughh seelecctedd

44、 toopiccs iin aa loogiccal fasshioon. It is impporttantt thhat thee caandiidatte ppurssue a ssoluutioon tthatt coonsiiderrs bbothh reevennue andd coost isssuess too immpacct pproffit. Adddittionnallly, a cconaadiddatees abiilitty tto wworkk coomfoortaablyy wiith thee quuanttitaativve ssidee off thhis casse iis iimpoortaant. Thhe aabovve rrecoommeendaatioons forr immproovinng pproffitaabillityy arre jjustt a feww ammongg maany. TThe canndiddatee maay ccomee wiith theeir ownn iddeass.