咨询面试系列（2）：A[1].T. Kearney案例分析

Firm:A.T.KearneyCaseNumber:Casesetup(factsofferedbyinterviewer):YourclientisamanufacturerofbicyclesTheyhavebeeninbusinessfor25yearsTheymanufacturerandsellthreecategoriesofbicycles:Racingbikes:Highend,highperformancebikesforsophisticatedcyclistsMainstreambikes:Durable,butnotoverlycomplicatedbikesforeverydayridersChildren’sbikes:Smaller,simplerversionsoftheirmainstreambikesforchildrenProfitsatyourclienthavedecreasedoverthepastfiveyearsQuestion: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/unitWhathashappenedtothemarketsizeofeachofthethreesegmentsoverthepastfiveyears?Racing:Hasremainedconstantatitspresentsizeof$300MMMainstream:Hasincreasedat2%growthrateperyeartoitspresentsizeof$1.0BChildren’s:Hasincreasedat3%growthrateperyeartoitspresentsizeof$400MMWhathashappenedtoo...