咨詢面試系列（2）a[1].t. kearney案例分析

1、Firm:A.T.KearneyCaseNumber:Casesetup(factsofferedbyinterviewer):?Yourclientisamanufacturerofbicycles?Theyhavebeeninbusinessf25years?Theymanufacturersellthreecategiesofbicycles:?Racingbikes:Highendhighperfmancebikesfsophi

2、sticatedcyclists?Mainstreambikes:Durablebutnotoverlycomplicatedbikesfeverydayriders?Children’sbikes:Smallersimplerversionsoftheirmainstreambikesfchildren?ProfitsatyourclienthavedecreasedoverthepastfiveyearsQuestion:?What

3、isdrivingthedeclineinoverallprofits?WhatrecommendationsmightcrectthesituationSuggestedsolutions:Thefirstquestionistodeterminewhathascausedoverallprofitstodecrease.Toaccomplishthisthecidatemustfirstunderstwhathastranspire

4、dineachofthethreeproductcategiesoverthepastfiveyearsduringwhichprofitabilityhasslipped.Thefollowingarequestionsanswersthatwouldbeprovidedinaninterviewscenario.?Whataretheclient’smarginsfabicycleineachofthethreesegmentsRa

5、cing:Cost=$600unitProfit=$300unitMainstream:Cost=$250unitProfit=$75unitChildren’s:Cost=$200unitProfit=$50unit?WhathashappenedtothemarketsizeofeachofthethreesegmentsoverthepastfiveyearsRacing:Hasremainedconstantatitsprese

6、ntsizeof$300MMMainstream:Hasincreasedat2%growthrateperyeartoitspresentsizeof$1.0BChildren’s:Hasincreasedat3%growthrateperyeartoitspresentsizeof$400MM?Whathashappenedtoourclient’smarketshareineachofthesesegmentsRacing:Mar

7、ketsharehasdecreasedfrom60%to30%Mainstream:Marketsharehasincreasedfrom0%to5%Children’s:Marketsharehasincreasedfrom0%to3%?Whoaretheclient’smajcompetit’sineachmarketsegmentWhathashappenedtotheirmarketshareineachsegmentover

8、thepastfiveyearsRacing:Thereisonemaincompetitahostofsmallfirms.Yourmaincompetithasincreasedmarketsharefrom30%to50%Mainstream:Thereexistmanylargecompetitsnoneofwhichholdsmethan10%ofthemarketAlthoughsomeanalysissurveyshoul

9、dbeperfmedtoanswermeconclusivelythelasttwoquestionsapossiblestycanbeputtogether.Therehasbeennoappreciablechangeineitherqualityprice(anyothertangiblefact)ofyourclient’sracingproductrelativetoitscompetition.Itisnottheprodu

10、ctthatistheproblembutratheritsimage.Asyourclientcameoutwithlowerendmainstreamchildren’sproductsbegantopushtheirracingsegmentthroughmassdistributsdiscountoutletstheirreputationwascompromised.Additionallythepresenceofthera

11、cingproductsinthediscountoutletshasputyourhisticracingdistribut(thespecialtyshops)inaprecariousposition.Thespecialtyshopsmustnowlowerpricetocompetetherebycuttingtheirownprofits.Insteadtheyarelikelytopushthecompetition’sp

12、roduct.Rememberyourclienthasnodirectsalesfceattheretailoutlets.Thespecialtyshopsessentiallyserveasyourclient’ssalesfce.Theaboveanalysisoffersanexplanationofwhathasaffectedthetopsideoftheprofitabilityproblem.Stilltobeexam

13、inedisthecostbottomsideoftheprofitabilityissue.Questionstouncovercostissueswouldinclude:?HowdoestheclientaccountfitscostsTheclienthasasinglemanufacturingassemblyplant.Theyhaveseparatelinesinthisfacilitytoproduceracingmai

14、nstreamchildren’sproducts.Theydividetheircostsintothefollowingcategies:labmaterialoverhead.Overallcostshavebeenincreasingatafairlyheftyrateof10%peryear.?Whatisthecurrentbreakdownofcostsalongthesecategiesfeachproductsegme

15、ntRacing:Lab=30%Material=40%Overhead=30%Mainstream:Lab=25%Material=40%Overhead=35%Children’s:Lab=25%Material=40%Overhead=35%?HowhasthismixofexpenseschangedoverthepastfiveyearsInallsegmentslabisanincreasingpercentageofthe

16、costs.?Doesthebasicapproachtomanufacturing(i.e.themixoflabtechnology)reflectthatofitscompetitionYourclienttellsyouthatthereisacontinuingmovementtoautomateutilizetechnologytoimproveefficiencythroughouttheindustrybutitishi

17、sheropinionthattheirapproachmaintainingthe“humantouch”iswhatdifferentiatesthemfromthecompetition.(Unftunatelyhe’sright!!)?IsthewkfceunionizedYes?Whatistheaverageageofthewkfce52climbing.Thereisverylittleturnoverinthewkfce