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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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