[2007科尔尼笔试Case study]对于本科生而言，从薪水来讲，最好的工作是进国际的投行或咨询公司。案例面试必不可少。我的一个好朋友，同济01级本科毕业，起步月薪一万有余，就任职于国际顶尖的战略管理咨询公司。...+阅读
对于本科生而言，从薪水来讲，最好的工作是进国际的投行或咨询公司。案例面试必不可少。我的一个好朋友
，同济01级本科毕业，起步月薪一万有余，就任职于国际顶尖的战略管理咨询公司。但是，钱不是这么好拿的
。从实习经历、简历筛选、pre-talk、一轮又一轮的面试、案例面试到拿offer，没有点实力是到不了的。
下面是一个对于undergraduate有点复杂的案例面试分析。大家先看看，感觉一下。这个案例资料是我看了
这么多觉得最好一个的学习资料了，来之不易啊。希望学弟学妹们对自己提出更高一点的要求，不要觉得没事
做，耽误了大学最好的机会算是学姐我一点衷心的建议吧。也希望材料人的就业路能越来越宽阔：）
P.S. 英语表达一定要好，不出意外的话，所有的面试和案例都是英文的。（可能很多人没接触过案例，我
稍微标注下，希望有帮助：）
Case setup (facts offered by interviewer):
q Your client is a manufacturer of bicycles
q They he been in business for 25 years
q They manufacturer and sell three categories of bicycles:
Oslash; Racing bikes: High end, high performance bikes for sophisticated cyclists
Oslash; Mainstream bikes: Durable, but not overly plicated bikes for everyday riders
Oslash; Childrens bikes: Smaller, simpler versions of their mainstream bikes for children
q Profits at your client he decreased over the past five years
Question:
q What is driving the decline in overall profits?
q What remendations might correct the situation?
（以上这些是面试官给你的相关商业信息和问你的问题。一般只需解决第一问，即什么导致了利润下滑。
如果找出适当的改进意见当然是加分项。回答第二问是对MBA的要求。）
Suggested solutions:
The first question is to determine what has caused overall profits to decrease. To acplish
this the candidate must first understand what has transpired in each of the three product
categories over the past five years during which profitability has slipped. The following are
questions and answers that would be provided in an interview scenario.
（案例分析需要你在潜意识里适当运用商业模型。这里面就融入了cost-profit and 4P framework.提醒一
下，以下的问题是你要问面试官，他来回答的。你借助面试官的回答，用合理的逻辑来分析和回答他最初的问
题。当然，面试者的问题无定式，一下给出的只是个参考的例子）
q What are the clients margins for a bicycle in each of the three segments?
Racing: Cost = 600/unit, Profit= 300/unit 33%
Mainstream: Cost = 250/unit, Profit = 75/unit 23%
Childrens: Cost = 200/unit, Profit = 50/unit 20%
q What has happened to the market size of each of the three segments over the past five
years?
Racing: Has remained constant at its present size of 300MM
Mainstream: Has increased at 2% growth rate per year to its present size of 1.0B
Childrens: Has increased at 3% growth rate per year to its present size of 400MM
q What has happened to our clients market share in each of these segments?
Racing: Market share has decreased from 60% to 30%
Mainstream: Market s
hare has increased from 0% to 5%
Childrens: Market share has increased from 0% to 3%
q Who are the clients major petitors in each market segment? What has happened to their market share in each segment over the past five years?
Racing: There is one main petitor and a host of small firms. Your main petitor has increased market share from 30% to 50%
Mainstream: There exist many, large petitors, none of which holds more than 10% of the market
Childrens: As in the mainstream segment, there are many petitors, none with more than 10% of the market
The above information provides enough information to put together a picture of why profits he decreased over the past five years : Your client, with a manding position in a flat market segment (racing), expanded into new segments (mainstream and childrens). As this occurred, market share decreased dramatically in the most lucrative segment (racing), creating an unforable mix.
The extent to which profits he decreased can be deduced from some quick math : profits he slipped from 60MM five years ago (=60% x 300MM x 33% racing margin) to 44MM today ( = (30% x 300MM x 33% racing margin) + (5% x 1B x 23% mainstream margin) + (3% x 400MM x 20% childrens margin)).
The dramatic decrease in market share in the racing segment is at this point still
unexplained. Questions that would help formulate an explanation include:
q He there been any major changes in product quality in your clients racing product? Or in its main petitors racing product?
No
q He there been any major price changes in your clients racing product? Or in its main petitors racing product?
No
q He there been any major changes in distribution outlets for your clients racing product? Or for its main petitors racing product?
Yes.
Previously your client and its main petitor in the racing segment sold exclusively through small, specialty dealers. This remains unchanged for the petition. Your client, however, began to sell its racing bikes through mass distributors and discount stores (the distribution outlets for mainstream and childrens bikes) as it entered the mainstream and childrens segment.
q How do the mass distributors and discount stores price the racing bikes relative to the specialty stores?
Prices at these stores tend to be 15 to 20% less.
