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文檔簡介

McKinsey

1stRound:

1)

Wearebackinthe80s,andDaewoowantstoentertheItalianmarket.Theyapproachyouandsaythattheywanttosell100,000carsafteroneyear.What(yī)doyoutellthem?

ItsownproductivityandtheCapacityofthelocalmarket

?2)

Asteelproducingcompanywantstocutcosts.Itcurrentlyoperat(yī)es2largemillsat75%capacityandfoursmallonesat100%capacity.Itisexperiencingprofitabilityissues.Whatactionwouldyourecommendittakes?

ComparetheCost/Profitindex---

FixedCost---

OperatingCost---

?3)

Ourclientisaretailbrokerage.Wehaveseenourcustomerbasedeclineoverthepast18months.Whythishappeningisandwhat(yī)canwedoaboutit?

Why---MarketChange(NewSuppliers,NewPolicies,NewProductsimmerge)

Competitors(NewOne/Oldonegrewfast)

InsideOperation(Strategy/Process/structure/system/人員流失……)

?4)

Theclientownsminesthat(yī)producehighandlowgradeoreandprocessesitintoanalloythatisthensoldasanadditivetostrengthensteel(solddirectlytosteelmanufacturers).Anewforeigncompetitorhasshownupinthemarketandthecompanyislosingprofits.Ageneralmanagerofoneoftheprocessingplantsaskswhatheshoulddotomaintainprofits.

Findourcharactersandposition

5)

ThepastfewyearsaHealthInsuranceCompanyhasbeengrowingatarat(yī)eofabout15%ayear.Thispastyearitonlygrewby1%.Costsarerising12%eachyear.Whatistheproblemandwhat(yī)shouldthecompanydo?

6)

CompanyXisachemicalmanufacturer.

TheymakeaproductthatisverysimilartoCompanyY’sproduct.

CompanyXandYaredirectcompetitorsinmanygeographicmarkets,buteachalsohasuniqueareasinwhichthesalesforcesdonotfacedirectcompetition.

CompanyXbuysCompanyY.

Howdoyouintegratethesalesforces??7)

YouareworkingforaBraziliansodamanufacturerthatisexperiencingdecliningprofitsoverthelasttwoyears.Whyisthisoccurring?[competitionfromgenerics]Whatisthesizeofthemarketforcannedcola?Whatarethecompany'soptionsforimprovingprofitability?Whatarethepossibleeffectsofachangeinthecola'sprice??8)

Ourclientisamid-WesternHMO.Theyhave300doctorsand300,000subscribers.Theyhandlemostlycheckupsandroutinevisits.TheHMOoutsourcesspecificcasestolocalspecialists.OverthelasttwoyearstheHMOhasseentheirprofitsdecrease.They'vecalledusintofindoutwhy.?2ndRound

1)

AEuropeanironminingcompanyboughtapieceoflandinffice:smarttags"/>Australiawithahighcontentofiron.Shouldtheyproceedwithextractionoftheoreornot?/?2)

APCmanufacturerwantstoaddanewlineofpocketPCs.Shouldtheydoit?WhatdoyoutelltheCEO??3)

Ahealthandfitnesscenter,achainofgyms,likeBally'sisconsideringbuildingmoretenniscourts.Thecostofthelanddevelopmentis

ghoccupancyratesaveraged80percent.-chartsgiven

3)amusiccompanyisbringingoutacdforanewartist.howwouldyoumarketandprice,knowingthatyou''dliketochargeapremiumforthecd?

finalround(nov.2023)

1)youareconsultingtothemanufacturerofairplaneengines(2mainengines:forwidebodyplanesandnarrowbodyplanes——>regionalandlowcostairlines,whicharegrowing,usethenarrowbodyplanes).theclientisconsideringenteringtheairplaneleasingmarket,becauseoneofitscompetitors(ge)isalreadythere,andtheclienthypothesizesthatge''spresenceinleasinghelpsitsenginesales.whatdoyoutellhim?

2)lastyear,lawsuitscostcorporations$200billioncomparedwith$70billionin1990.howwouldyouadvisearoundtableofceostoat(yī)tacktortreform?

3)theu.s.postofficelostmillionslastyear.howwouldyouadvisethenewceototurnthepostofficearound?

4)wehavebeenhiredbyamexicancompanythathasadominantpositioninallofitsmarketsbutone:ketchup.althoughitsketchupsaleshavebeenincreasing,itsmarketshareisstagnant(10%)anditsprofitmarginremainsbelowthatofitscompetitors.whatdoyouthinkmightbehappening?whatwouldyousuggesttheclientdoinordertoincreasemarketshareandprofits?

asmallpharmaceuticalresearchcompanyisabouttostartclinicaltrialsforanewandpromisingmolecule.thetrialprocesshasthreephases,withdifferentassociatedcostsandprobabilitiesofsuccess:

costs(million)pr.success

-phase1$10.40

-phase2$5.2

-phase3$80.105

iftheprocessissuccessfulandthenewdrugisintroducedinthemarket,itwouldgeneratetotalincomeflowsof$300million.

+drawagraphshowingtheincomestreamforthenexttenyears(assumethatfulladoptionisreachedinyear7)

+thepharmaceuticalcompanyislookingforabuyer.howmuchshoulditaskfor?

booz

1stround

1)ourclientisamagazinepublisher.theyareconsideringanewpricingprogramwherethepriceforsubscriptionswouldincreaseeveryyear.evaluatehowsuchadecisionwouldimpacttheirbusiness.wouldyouadvisetheydoit?

bain

1stround(nov.2023)

1)ourclientisapplepublishing,thelargestpublisherofchildren’sfictionintheindustry.sevenyearsagotheceobecameconcernedthat(yī)childhoodliteracyrateswerelowanddecidedtomakeadifference.heenteredthetelemetrytextbookmarket.hethinkstheyarethebestnow,buthasn’tbeenrewarded.sevenyearslaterhehas70milliondollarsinsalesand20milliondollarsinlosses.theyarelessthan5%ofthemarket,buttheceowantstostayinthemarket,howcanhedoit?

2)ourclientproduces2-inchwrenches.theyselltohomedepotandalsotoauto-mechanicsdirectly.ifyouwereastoremanagerathomedepot,howmanyvarietiesofwrencheswouldyoudisplaytosellandatwhatpricepoints?howarethehomedepotwrenchbuyersdifferentfromtheautomechanics?ifyouwantedtoprovidediscountstotheautomechanics,whichofthemwouldyoutargetandwhy?whatinformat(yī)ionwouldyouwantfromthemfirst?

3)universitytownhasapopulat(yī)ionof40,000students.currentlythereareninerestaurants.you''reclientisthinkingaboutopeningupthetenth.isthisagoodideaandshouldsheopenupafastfoodoraspecialtyrestaurant?

4)amajorairlineisthinkingaboutgoingheadtoheadwiththediscountairlinesbyoffering"cheap"fares.doesthismakesense?estimatethesizeoftheeuropean"discount"airlinemarket.

5)yourclientsellscoffeeonthefivejapanesebullettrains(highspeedtrains).estimatethesizeofthemarket.howwouldyouadvisethemtoincreasesales?

6)ourclient,aprivat(yī)eequityfirm,isconsideringaninvestmentinamanufacturerofdigitalinkjetprinters(printinglargebillboards).themanufacturerwantstoenterthescreenprintingmarket(printingsignsandpoint-ofpurchaseposters,e.g.forsupermarketsales).howbigisthescreenprintingmarket?whichparticularsegmentisthemostattractive?

7)estimatethemarketsizeofprintersinhongkong.au.s.-basedpcmanufacturernowwantstogetintotheprintermarket.assesstheopportunity.

8)wehavebeenhiredbyaglobalwealthmanagementcompanythathas2divisions:assetmanagementandprivatebanking.ourassetmanagementprofitshavebeendecreasing,andourprivatebankingprofitshavebeenincreasing.weneedtohelpourclientdeterminestrategytoincreaseallhisprofits.

9)wehavebeenhiredbytheboardofacompanythatisloosingmoney.theboardhasaskedustodeterminewhetheranyofthislosscanbeat(yī)tributedtotheleerjetthatthemanagementteamuses.

10)wehavebeenhiredbyacompanythathasjustfinishedmakingthemillenniumeye,alargeferriswheelthatwillbeplacedinthemiddleoflondon.ourclientwantstoknowhowbigthemarketisandhowmuchweshouldchargeperticket.

a.t.kearney

1stround(oct.2023)

1)thecfoofatop3retailerwantsyoutoevaluatetheviabilityofdevelopingexclusivecontractswithdistributors.thethreequestionsyoushouldaddressare:

1.pro''sandcon''sofpursuingexclusivecontracts

2.identifythecategoriesthat(yī)shouldbeexploredforexclusivecontracts

3.howwouldyouoperationalizethesecontracts?

2)casesetup(factsofferedbyinterviewer):

yourclientisau.s.basedqoilrefinery.therefineryhasasinglelocat(yī)ionandisasmalltomedium-sizedrefinery.yourclient,althoughprofitable,believesitislaggingbehindthecompetitionandcouldimprove.youarebroughtinaspartofajointconsultant-clientteamthatwillreviewoveralloperationsandmakerecommendat(yī)ionsonwaystoimprovethebottomline.youhavebeenassignedtoworkwiththemaintenancedivision.themaintenancedepartment’sprimaryobjectiveistopreventequipmentfailureandtorepairequipmentwhenitdoesfail.understandingofitsorganizat(yī)ionisimportant.itconsistsofthreeprimaryareas:nineassetsareas,onecentralmaintenanceareaandonegroupofcontractors.thefirsttwoareasareemployeesoftheclient,thethirdanexternalsourceoflabor.anassetisaphysicalareaoftheplantthatcontainsvariouspiecesofequipment(pumps,heat(yī)exchangers,etc.).therearenineassets.eachassethasamaintenancesupervisorwhoisresponsibleforallmaintenancetobeperformedinhis/herasset.workingforthemaintenancesupervisorineachassetis,onaverage,eleven“craftsmen”.thecraftsmenaretheactualworkersthatperformthemaintenance.thecraftsmenareunionizedanddivideintotwelvedifferentcraftdesignations(e.g.electricians,pipefitters,welders,etc.).eachcraftdesignat(yī)ionhasadefinedsetofskillstheyarequalifiedtoperform.theyarenotallowedtoperformskillsoutsideoftheirdefinedcraft,orhelpintheperformanceofactivitiesinvolvingskillsbeyondtheircraft.collectivelythetwelvedifferentcraftscanperformanymaintenancejobthat(yī)mightariseat(yī)therefinery.themaintenancesupervisorandhis/herassignedcraftsmenare“hardwired”totheirasset.thatis,theyworkonlyonequipmentintheirgivenasset.

centralmaintenanceisacentralizedpoolofmaintenancesupervisorsandcraftsmen,whoaredispatchedtosupportthedifferentassetsduringtimesofhighworkload.theyareemployeesofyourclientandfitthedescriptioncontainedintheaboveassetexplanation.theonlydifferenceisthattheymayworkinanyofthedifferentassetsasdeterminedbyworkload.thereareatotalof11maintenancesupervisorsand100craftsmenthatcomprisecentralmaintenance

contractorsareagroupofoutsidesupervisorsandcraftsmenwhosupportyourclientduringtimesofhighworkload.theyalsoarecapableofperforminganymaintenancejobthatmayarise,butdifferfromyourclient’scraftsmeninthattheydividethecollectiveskillsrequiredintofivedesignationsratherthantwelve.thus,thecraftsmenofthecontractorarecapableofperformingabroadersetofskills.they,likeyourclient’scraftsmen,don’tperformskillsoutsideoftheirdefinedcraftbutdoallowdifferentcraftdesignationstohelpeachother.thereareanaverageof7contractormaintenancesupervisorsand140contractorcraftsmenattherefineryonanygivenday.

question:

whatqopportunitiesexisttoincreaseprofits?

whatrecommendationscanyoumaketocapturesavingsrelat(yī)edtotheidentifiedopportunities?

whatisthecostsavingsassociatedwithyourrecommendations?

suggestedsolutions:

thefirstquestioninvolvesidentifyingopportunitiestoimproveprofits.thecandidatemuststartwitheitherrevenuesorcosts.a(chǎn)lthoughonecouldmaketheargumentth

atmaintenancesupportsrevenuebymaximizingtheoperatingtimeoftherefineryequipment,maintenanceshouldbeseentobeasupportfunction.thus,itismoreappropriatetofocusoncostsandcostreduction.thefollowingquestionswillhelpthecandidat(yī)egaininsightintocostreductionopportunities.

howdoesthemaintenancedepartmenttrackitscosts?

ifthecandidat(yī)ephrasesthequestionaboutmaterialoroverheadcosts,theinterviewerwouldinformthecandidatethatdetailedreviewedshowednomajoropportunities.thecandidatewouldbesteeredtowardlaborcostsandgiventhefollowingtablesregardingmaintenancelaborcostsforthepastyear.

tosupportunderstandingofthefollowingtables,turnaroundworkislongtermpreventivemaintenance(e.g.completerebuildingofaboiler)thatmaybeperformedonceeveryfewyears.allotherwork(shorttermemergencyrepairs,smallscalepreventivemaintenance,otherroutinework,etc.)fitsintothecategoryofdailywork

craftsmendailyworkturnaroundtotal

client$8mm$2mm$10mm

contractor$5mm$9mm$14mm

total$13mm$11mm$24mm

supervisortotal

client$1mm

contractor$0.5mm

total$1.5mm

sincethecraftsmentablerepresentsalargerdollaramountthanthesupervisortable,itislogicaltopursuecostsavingsopportunitiesinthisareafirst.

whatistheutilizationofcraftsmenintheassets?

incentralmaintenance?

andforcontractors?

assumeeachareaisutilized100%ofthetime,50weeksperyear,40hoursperweek.

howdoesthelaborcostofcraftsmen($24mm)onarefinery-sizedbasis(i.e.,$cost/perbarrelofcrudeoilprocessed)comparewithindustryaverages?

consultingyourindustrydatabaseshowsthatcostsappeartobeabout20%abovetheaverageofpeerrefineries.

thisisanimportantquestiontodetermineifthereisaproblemwithcosts(don’tassumethereis,theclientmaybeperformingbetterthanindustryaverage!)

isthereanyparticularreasonwhyturnaroundworkissoheavilyskewedtowardcontractors?

turnaroundworktendstobemorecyclical.anexternalworkforceisusedtoabsorbsomeofthisadditionalwork.keepinmindthatbothclientandcontractorcraftsmenarecapableofperforminganymaintenancejobat(yī)theplant.

afterfurtheranalysisofthetablesthekeyfactthatshouldbecomeappearoddisthelargedifferenceinthecostperunitoflaborbetweenyourclient’scraftsmenandtheoutsidecontractor’scraftsmen.oftencandidateswillaskforthehourlywageratesofthesetwogroups.thereissufficientdatatocalculatethesenumbers.thecalculationis:

annualcostofclientcraftsmen=$10mm/(11craftsmen/assetx9assets+100craftsmenincentralmaintenance)=$50,000/year

annualcostofcontractorcraftsmen=$14mm/140contractorcraftsmen=$100,000/year

again,thisdifferenceshouldprovokeaseriesofquestionstounderstandthedifference.

isthereanydifferenceintheworkperformedbytheclientandcontractorcraftsmen?

no,otherthanthedifferentlevelsofturnaroundworkvs.dailyworkperformedasnotedintheprevioustable.bothgroupsarecapableofdoinganyjobwithroughlyequallevelsofquality.

isthereanydifferenceinefficiencybetweenthetwogroupsofcraftsmen?

thecandidatewouldatthispointbeaskedhowtheywouldmeasurethis.

afterreachinganunderstandingofthedifficultyinvolvedinmeasuringtheefficiencyofaworkforce(especiallyaunionizedworkforce),thecandidatewouldbetoldthatthroughaseriesofinterviewswithmaintenancesupervisors,thereisaconsensusthatcontractorcraftsmenareroughlytwiceasproductiveasclientcraftsmen.

thisisacriticalpointinthecase.thecandidatemustrecognizethatinthepresentenvironmenttheclientislargelyindifferentaboutunitsoflabor.youcanhaveaclientworkerwhoishalfasefficientoracontractorworkerwhoistwiceasexpensive.thekeynowistodetermineiftherearewaystocreateanopportunitywheretheclientwouldnolongerbeindifferent.

whatiscausingtheinefficienciesassociatedwiththeclient’slabor?

again,thecandidatewouldbeencouragedtooffertheirownideas.

aftersomediscussionthecandidatewouldbetoldthatmanyofthemaintenancesupervisorscomplainendlesslyaboutrestrictionsplacedonthembytheexistingunionlaborcontractandthetightnessofcraftdesignations.

theinterviewerwouldprobetoensurethecandidat(yī)eunderstandswhythepresentcraftdesignationcreatestheinefficiencies.essentiallyworkistoofinelydivided.itmakesplanningandsupervisionextremelycumbersome.asanexample,ifoneofsixcraftsrequiredtoperformajobisabsentorlate,theentirejobmustshutdown,ascraftdesignationsarenotallowedtosupportothercraftdesignat(yī)ions.

isitpossibletochangetheexistingunioncontract?

thepresentlaborcontractisathreeyearcontractthatisduetoberenegotiated/renewedinsixmonths.

willtheunionresistchangestotheexistingcontract?

indeed!!

at(yī)thispoint,thecandidateshouldrecognizeamajor(albeitdifficult)opportunitytoreducelaborcosts.theclientwouldessentiallyliketohaveitsownemployeeslookandfunctionlikeitscontractors,butcontinuetogetpaidatpresentrates.inreality,managementwillneedtomakewageconcessionsinordertochangepresentworkpractices.however,throughplannednegotiationsascenariocanbecreatedwhichpresentsafavorableopportunityforyourclienttobegintoreplaceoutsidecontractorswithitsowncraftsmen.

thereareseveralwaystoaddressthethirdquestionofthecase,theactualsavingsthatmightbeachieved.onequickmethodistoassumethatthesechangeswouldbringmaintenancecostsbackinlinewithindustryaverage.utilizingthecostbenchmarkmentionedearlier,onecouldassumecostscouldbereducedto$24mm/1.20=$20mm,a$4mmsavings.

asecond,andmoredetailed,methodwouldbetotaketheextremescenariowheretheclient’scraftsmenispaiditspresentrat(yī)e,butismadeasefficientasthecontractor’s

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