咨询面试系列（3）：A[1].T. Kearney案例分析－2

Firm:A.T.KearneyCaseNumber:Casesetup(factsofferedbyinterviewer):YourclientisaU.S.basedmanufacturerofbrandedcookies(cookiesthatcarrythenameofthemanufacturer)Recentlyprivatelabelcookies(thosecarryingthenameoftheretailer)haveemergedandthreatenedbrandedcookiesPrivatelabelcookiesemergedfiveyearsagoTwoandone-halfyearsagotheymadeup10%oftheoverallcookiemarket(brandbeingtheother90%)Todaytheymakeupapproximately20%oftheoverallcookiemarket(i.e.,therehasbeenasteady,linearincreaseofprivatelabelportionoftheoverallcookiemarketduringthepastfiveyears)TheoverallcookiemarkethasbeenrelativelyflatoverthepastfiveyearsPrivatelabelcookiesaremadebythesamemanufacturerswhomakebrandedcookies,theyarejustsoldunderthenameoftheretailerThereareessentiallythreemajorcompetitorstoconsider:Yourclient,whomakesonlybrandedcookiesAsecondmajorplayer,thatmakesbothbrandedcookiesandsuppliescookiesforprivatelabelersAcollectionofsmalloutfits,thatmakebothbrandedcookiesandsupplyprivatelabelersDistributionoccursprimarilythroughoneoftwotypesofoutlets:Groceryoutlets:allgrocerssellbrandedcookies,mostalsocarrytheirownprivatelabelcookies.Thisrepresentsapproximately90%oftotalcookiesalesMassmerchandisers(ex.Walmart,Sam’s,etc.):sellonlybrandedcookiesQuestion:HowlargewouldyouestimatetheoverallU.S.cookiemarkettobeintermsof$?Howlargeofat...