Projects

Case Frameworks

Connor Robert McDowall

February 27, 2021

Connor McDowall CMCD1996 connormcdowall@gmail.com

Contents
1 Introduction 6

2 Recommendations 7
2.1 General Advice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.2 BCG Case Interview Advice . . . . . . . . . . . . . . . . . . . . . . . . . 7

3 Concepts 8
3.1 Partitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.1.1 Profitability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.1.2 Customers, Competition, Company & Product . . . . . . . . . . . 9
3.1.3 The Four P’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.1.4 M&A McKinsey . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
3.1.5 Mini-Frameworks . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
3.1.6 Porters Five Force . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3.1.7 STP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
3.1.8 SWOT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
3.1.9 Value Chain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
3.1.10 Supply and Demand . . . . . . . . . . . . . . . . . . . . . . . . . 14
3.1.11 McKinsey & Company 7-S Model . . . . . . . . . . . . . . . . . . 15
3.2 Financial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.2.1 Present Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.2.2 Annuity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.2.3 Free Cash Flow (FCF) . . . . . . . . . . . . . . . . . . . . . . . . 19
3.2.4 Constant Average Growth Rate (CAGR) . . . . . . . . . . . . . . 19
3.2.5 Weighted Average Cost of Capital . . . . . . . . . . . . . . . . . . 19
3.2.6 Value of Perpetuity . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.2.7 Net Present Value (NPV) . . . . . . . . . . . . . . . . . . . . . . 20
3.2.8 Enterprise Value (EV) I: Perpetuity . . . . . . . . . . . . . . . . . 20
3.2.9 Enterprise Value II: Terminal Multiple (TM) . . . . . . . . . . . . 20
3.2.10 Enterprise Value III: Multiples . . . . . . . . . . . . . . . . . . . . 20
3.2.11 Equity Value I: Multiples . . . . . . . . . . . . . . . . . . . . . . . 20
3.2.12 Breakeven/Payback Period Analysis . . . . . . . . . . . . . . . . . 21
3.2.13 Return on Investment . . . . . . . . . . . . . . . . . . . . . . . . 21
3.2.14 Rule of 72 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
3.2.15 Little’s Law . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
3.2.16 Inventory Turnover . . . . . . . . . . . . . . . . . . . . . . . . . . 21
3.2.17 Days of Inventory . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.18 Receivable Turnover . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.19 Average Collection Period . . . . . . . . . . . . . . . . . . . . . . 22
3.2.20 Payables Turnover . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.21 Average Payment Period . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.22 Profitability (π) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.23 Breakeven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.24 Gross Margin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.25 Net Margin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.26 Markup . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2.27 Return on Assets (ROA) . . . . . . . . . . . . . . . . . . . . . . . 23

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3.2.28 Return on Equity (ROE) . . . . . . . . . . . . . . . . . . . . . . . 23

3.2.29 Net Working Capital (NWC) . . . . . . . . . . . . . . . . . . . . 23
3.2.30 Income Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
3.2.31 Liquidity Ratios . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
3.2.32 Financial Leverage . . . . . . . . . . . . . . . . . . . . . . . . . . 23
3.3 Economics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.1 Consumer Surplus . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.2 Adverse Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.3 Consumer Surplus . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.4 Economies of Scale . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.5 Economies of Scope . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.6 Elasticity (Price) . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.7 Elasticity (Cross) . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.8 Insurance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3.3.9 Law of Diminishing Returns . . . . . . . . . . . . . . . . . . . . . 25
3.3.10 Marginal Cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.3.11 Marginal Revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.3.12 Monopoly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.3.13 Moral Hazard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.3.14 Oligopoly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.3.15 Perfect Competition . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.3.16 Price Discrimination . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.3.17 Risk Adverse . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.3.18 Risk Neutral . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.3.19 Risk Seeking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4 General . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.1 Arbitrage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.2 Break-Even . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.3 CAGR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.4 Capacity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.5 Competitive Advantage . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.6 Contribution Margin . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.7 Core Competencies . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.8 Customer Lifetime Value . . . . . . . . . . . . . . . . . . . . . . . 26
3.4.9 Customer Segmentation . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.10 Discount Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.11 Entering New Market . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.12 Five Cs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.13 Fixed Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.14 Four Ps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.15 Gross Margin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.16 Horizontal Integration . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.17 International Expansion . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.18 Inventory Turnover . . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.19 Learning Curve . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
3.4.20 Market Share . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.21 Payback Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.22 Market Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

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3.4.23 Product Lifecycle . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

3.4.24 NPV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.25 Product Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.26 Porter’s Five Forces . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.27 Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.28 Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.29 Rule of 72 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.30 Sales per Square Foot . . . . . . . . . . . . . . . . . . . . . . . . . 28
3.4.31 Same Store Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
3.4.32 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
3.4.33 Synergies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
3.4.34 Value Chain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
3.4.35 Variable Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
3.4.36 Vertical Integration . . . . . . . . . . . . . . . . . . . . . . . . . . 29
3.4.37 Weighted Average . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

4 Maths 30
4.1 Long Addition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
4.2 Long Subtraction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
4.3 Long Division . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
4.3.1 Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
4.3.2 Example (longdivision (LATEX)): 0.9882 divided by 8.1 . . . . . . 30
4.3.3 Example (xlop (LATEX)): 0.9882 divided by 8.1 . . . . . . . . . . . 31
4.4 Long Multiplication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.4.1 Example: 423 x 211 . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.4.2 Example: 34.64 x 4.51 . . . . . . . . . . . . . . . . . . . . . . . . 32
4.5 Mental Math . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

5 Statistics 36
5.1 Assumptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
5.2 Populations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

6 Problem Solving 42
6.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
6.2 Define . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
6.3 Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
6.4 Analyse . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
6.5 Synthesize . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

7 Case Structure 44

8 Methodology 45
8.1 Setup . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
8.2 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
8.3 Recommendation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

9 Case Practise 47
9.1 McKinsey & Company Practise Cases . . . . . . . . . . . . . . . . . . . . 47
9.1.1 Diconsa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

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9.1.2 SuperSoda . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
9.1.3 GlobaPharm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
9.1.4 Transforming a National Education Centre . . . . . . . . . . . . . 51
9.2 BCG Interactive Case Library . . . . . . . . . . . . . . . . . . . . . . . . 52
9.2.1 Airline Case . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
9.2.2 Drug Case . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
9.3 Bain & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
9.3.1 Coffee Shop Co . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
9.3.2 FashionCO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
9.4 Wharton Case Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
9.4.1 Case I: Microfinance in India . . . . . . . . . . . . . . . . . . . . . 56
9.4.2 Case II: Outsourcing to China . . . . . . . . . . . . . . . . . . . . 57
9.4.3 Case III: Caskets M&A . . . . . . . . . . . . . . . . . . . . . . . . 57
9.4.4 Case IV: Bottled Water Market . . . . . . . . . . . . . . . . . . . 57
9.4.5 Case V: De Beers Retail Venture . . . . . . . . . . . . . . . . . . 57
9.4.6 Case VI: Hospital Administrative Software . . . . . . . . . . . . . 57
9.4.7 Case VII: Jamaica Land Investment . . . . . . . . . . . . . . . . . 57
9.4.8 Case VIII: Academic Performance in Schools . . . . . . . . . . . . 57
9.4.9 Case IX: Mobile Phone Insurance . . . . . . . . . . . . . . . . . . 57
9.4.10 Case XI: Organic Pizza Crust . . . . . . . . . . . . . . . . . . . . 57
9.4.11 Case XI: Traffic Signal Company . . . . . . . . . . . . . . . . . . 58
9.4.12 Case XII: Travel Channel . . . . . . . . . . . . . . . . . . . . . . 58
9.4.13 Case XIII: Channel . . . . . . . . . . . . . . . . . . . . . . . . . . 58
9.4.14 Case XIV: All-Mart . . . . . . . . . . . . . . . . . . . . . . . . . . 58
9.4.15 Case XV: Loonilever . . . . . . . . . . . . . . . . . . . . . . . . . 58
9.4.16 Case XVI: BevCo . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
9.4.17 Case XVII: Mosquito Repellent . . . . . . . . . . . . . . . . . . . 60
9.4.18 Case XVIII: Cash Rich Energy Company . . . . . . . . . . . . . . 60
9.5 Michigan 2006 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
9.5.1 Case I: Great Burger . . . . . . . . . . . . . . . . . . . . . . . . . 60
9.5.2 Case II: Magna Health . . . . . . . . . . . . . . . . . . . . . . . . 60
9.5.3 Case III: Granite Investments . . . . . . . . . . . . . . . . . . . . 61

10 Company Research 62
10.1 McKinsey & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
10.1.1 Purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
10.1.2 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
10.1.3 Mission, Vision, Values . . . . . . . . . . . . . . . . . . . . . . . . 62
10.1.4 Qualities in Successful Candidates . . . . . . . . . . . . . . . . . . 63
10.2 Boston Consulting Group (BCG) . . . . . . . . . . . . . . . . . . . . . . 63
10.2.1 Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
10.3 Bain & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
10.3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
10.3.2 Values: Guided by True North . . . . . . . . . . . . . . . . . . . . 63
10.4 Oliver Wyman . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
10.4.1 Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
10.5 L.E.K Consulting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
10.5.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

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10.5.2 Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
10.6 Kearney . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
10.6.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
10.6.2 Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

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1 Introduction
This document is to help the user improve their business acumen and prepare for case
interviews. The consulting firms all provide great support when interviewing. However,
I am conscious a subset of applicants have advantages from connections, resources and
excess time. Other applicants may be juggling other commitments, supporting families,
dealing with crisis or lack networks to practise cases. This document is an aggregation of
concepts, frameworks, mathematics and case resources to help prepare for the application
process. Remember to believe in yourself ! It doesn’t matter where you come
from. You can achieve anything with the right mindset and support!

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2 Recommendations
2.1 General Advice
1. Don’t introduce any more structure than necessary
2. Practise lots of maths
3. Remain calm, your interviewers are there to help you, not trip you up.
4. Interviews can be hit and miss with best having bad interviews at times. Don’t let
a bad interview get in the way. Keep swinging the bat!

2.2 BCG Case Interview Advice

1. Listen to the Interviewer and Ask Questions.
2. Don’t rush into analysis without developing an understanding for the problem.
3. Structure the problem and develop a framework.
4. Focus on high impact issues.
5. Think before speaking.
6. Generate a hypothesis and explore options creatively.
7. Don’t stick to an artificial framework.
8. Demonstrate business judgement.
9. Make quick and accurate calculations.
10. Synthesize your thoughts and draw conclusions from your analysis.
11. Don’t panic if the answer is not apparent.
12. Don’t defend your solution at all costs.
13. Be transparent about your thought process.
14. Don’t circulate cases or use advance knowledge.
15. Engage with your interviewers and be yourself.

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3 Concepts
This section outlines various concepts to improve business acumen.
1. Partitions
2. Finance
3. Economics

3.1 Partitions
These partitions break down various concepts related to business and solving cases. Do
Not Memorize to Use as Frameworks.. Form frameworks organically as forcing a
memorised framework will not accurately diagnose the problem at hand.

3.1.1 Profitability
Profitability (π)
Revenue
Pricing
Segmentation
Geographies
Price per Unit
Product Mix
Volumetric Projections
Segmentation
Geographies
Product Mix
Cost
Variable
Input
Distribution
Marketing
Manufacturing
Packaging
Inventory
Fixed
Manufacturing
Labour
Marketing
Overhead
IT
SG&A
PPE

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3.1.2 Customers, Competition, Company & Product

3C 1P
Customers
Perceptions
Loyalty
Switching Costs
Purchase behaviour
Segmentations
Necessities and Desires
Demographics
Response
Competition
Response (Market Entrant - Price Wars, Marketing)
Market Share/Size/Number
Displacement (Market Entry - Fracture Market)
Growth
Economies of Scale/Scope
Resources
Company
SWOT
Strategy and Vision
Culture
Brand
Financials
Capabilities (Manufacturing, Distribution)
Expertise (IP, Talent, Patents)
Value Chain (Always understand/clarify if uncertain)
Product
Compliments
Substitutes
Functionalities
Customer Needs (Met? New features/functions?)
Customer Wants (Met? New features/functions?)

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3.1.3 The Four P’s

4P
Product
Features and Capabilities
Quality and Reputation
Service and Warranties
Packaging and Size
Differientors and Commodities
Customer Needs and Wants
Place
Geography
Country
State
County
City
Suburb
Distribution Channels Access
Traditional
Digital
Alternative
Competitor Distribution Channels
Inventory
Levels
Turnover
Carrying Costs
Transportation
Alternatives
Efficiency
Costs

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4P (Continued)
Price
Sensitivities
Retail or Discounts
Economic Incentives
Strategy
Market Size
Product Lifecycle
Competition
Comparisons
Price points
Premium
Homebrand
Mid Market
Perceived Customer Value
Promotion
Pull and Push
Consumer Awareness
Loyalty
Advertising Medium
Public Relations
Buying Process
Trial or Repurchase
Timing
Location
Competitor Promotion
Customer Emotional Response

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3.1.4 M&A McKinsey

M&A
Financial
Profitability
Growth
Market Share/Revenues
Objective Function
NPV (Cash Flow Projections and Discount Rate)
Breakeven/Payback Analysis (Initial Investment, Outgoing Costs,
Incoming Revenues)
Opportunity Costs (NPV of other options)
Return on Investment (Net Profit After Tax / Initial Investment)
Non-Financial
Capabilities
Expertise
Brand
Synergies
Financial
Revenue Synergies (Bundling of products/features/functionalities)
Cost Synergies (Eliminate Overhead, Distribution, Licenses, Levy)
Customers (On-sell newly acquired products eg JPMorgan and E-Trade)
Distribution (eg Leverage large distribution networks)
Product (Combine IP, newly acquired technology from acquisition)
Other
Culture
Legal (Regulators concerned with monoplistic characteristics)
Feasibility

3.1.5 Mini-Frameworks
Mini-Frameworks
I&E
Internal (Company, Product)
External (Competition, Industry)
The Two Qs
Quantitative (Units sales, number of stores)
Qualitative (Intangible, Brandname, Enivornment)
C&B
Costs
Benefits
BCG 2x2
Dogs (Low Market Growth, Low Market Share)
Cash Cows (Low Market Growth, High Market Share)
Question Marks (Low Market Growth, High Market Share)
Stars (High Market Growth, High Market Share)

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3.1.6 Porters Five Force

Porters Five Forces
Internal Rivalry
Concentration and Balance
Industry Growth
Product Differences
Exit Barriers
Overcapacity
Competitor Performance
Competitive Advantages
Threat of New Entrants
Barriers to Entry
Economies of Scale
Capital Requirements (eg Cost to Enter)
Assess to Distribution Channels
Competitor Responses
Brand Identity
Proprietary Product Differences (Protection of Key Technologies)
Threat of Substitutes
Switching Costs
Relative Pricing
Availability for Product Switching
Consumer Propensity for Product Switching
Percieved Substitute Differentiators
Substitute Performance
Bargaining Power of Suppliers
Ability to substitute the Suppliers
Supplier Concentration
Switching Costs
Threat of Forward Integration
Product differientation
Bargaining Power of Customers
Price Sensitivity
Buyer Concentration
Buyer Volume
Buyer Switching Costs
Ability to Back Integrate
Substitute Products

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3.1.7 STP
Best for Market Research Cases
STP
Segmenting
Customer Segments
Segment Characteristics
Targeting
Potential per Segment
Target Segments
Positioning
Market mix for the target segments

3.1.8 SWOT
Useful for assessign new businesses, new products, new trends and changes, strategic
plans
SWOT
Strengths (For the organisation, create advantages)
Weaknesses (For the organisation, create dis-advantages)
Opportunities (Favourable Trends in the Market)
Threats (Elements in the Market that could cause trouble)

3.1.9 Value Chain

Useful for product analysis, cost analysis, competitive advantages, management strate-
gies.
Value Chain
Inbound Logistics (Processes related to receiving, storing and processing
inputs internally)
Operations (Transformation activities to convert inputs into finished
products)
Outbound Logistics (Processes to take a finished product to the consumer)
Marketing & Sales (Processes to pursuade clients to purchase your product)
Service (Processes related to maintaining the value of your product or
service to your customers after purchase)

3.1.10 Supply and Demand

S&D
Supply
Quantity Demanded by Consumers
∆ Quantity
Segmentation of Suppliers
Demand
Quantity willing to buy
∆ Quantity Bought
Segmentation of Demand

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3.1.11 McKinsey & Company 7-S Model

Useful for company improvements, strategy implementations, alignment for companies
during changes (restructuring, new systems, organizational merger, etc.)
7-S .2 Hard
Structure
Company Division
Inter-department Co-ordination
Team Member Organiation and Alignment
Strategy
Plans to achieve objectives
Ability to deal with market changes
Systems
Main Systems that run the Organisations
Control Monitoring and Evaluations
Internal Rules and Processes
Soft
Style
Leadership/Management Style Participation
Leadership Effectiveness
Team Competitiveness vs Co-operativeness
Staffing
Positions and Specialisations
Position refillments
Gaps in Competencies
Skills
Strongest Skills in Team
Ability to Perform Job
Skills Gaps
Skill Monitoring and Assessment
Shared Values
Corporate / Team Culture
Fundamental Values
Strength of Values

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General
Revenue
Volume
Internal
Price
Customer Service
Distribution
Inventory
Capacity
External
Competition
Substitutes
Complements
Market Forces
Demand
Price
Competition
Elasticity
Differentiation
Segments
Product Mix
Attributes
Percentage of Revenue
Variety
Quality
Alternative Revenue Streams
Number of Stores

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General (Continued)
Costs
Fixed Costs
Manufacturing
Labour
Marketing
Overhead
IT
SG&A
PPE
Variable Costs .4 Inputs
Distribution
Marketing
Maintenance
Packaging
Inventory
Balance Sheet Items
Benchmark Opportunity Cost .3 Cost Accounting
Capacity Utilisation
External
Union Strikes
Technology
Currency
Fluxuations
Tariffs
(De)regulation
Competition
Rivals (Structure)
New Entrants
Substitutes
Reaction
Position
Customers
Market Size
Segments
Needs
Purchase Drivers
Price Elasticity
Retention/Loyalty

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General (Continued)
Processess
Manufacturing
Marketing
Sales
Distribution
Customer Services
IT
R&D
Forecasting
Company
Core Competencies
Cost of Capital
Brand
Organisation/Incentives
Controls
Financial Capability
Management Capability
Macro
Legislation
Unions
Technology
Economy
Oil
Interest Rates
Unemployment
International Issues
Politics
Regulations
Taxes
Tariffs
Environment
Socio-Economic
Demographics
Supply Chain
Suppliers
Distributions
Indusrty
Barriersto Entry/Exit
Lifecycle
Consolidation
Government Policy
Capital Costs
Access to Technology
Access to Distribution

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3.2 Financial
3.2.1 Present Value

F V = P V × (1 + r)t

3.2.2 Annuity

CF 1
P VAnnuity = × (1 −
r (1 + W ACC)t

3.2.3 Free Cash Flow (FCF)

FCF = EBIT × (1 − t) + DA − CAP EX − (∆N W C)

3.2.4 Constant Average Growth Rate (CAGR)

1
ValueFinal (Number of Years)
CAGR = −1
ValueInitial

3.2.5 Weighted Average Cost of Capital

D E K
W ACC = × rd × (1 − t) + × re + × rk
E+D+K D+E+K D+E+K

re = rf + β × (rm − rf )
i
rd =
D
Div
rk =
M Vps

D = Book value of debt ($m)

rk = Cost of preferred equity (%)
rf = Risk free rates (%)
t = Effective tax rate (%)
K = Market value of preferred equity ($m)
i = Cost of borrowings (%)
rd = Pre-tax cost of debt (%)
β = Market risk co-efficient (%)
re = Cost of ordinary equity (%)
rm = Market return (%)
Div = Preference Dividends ($)
E = Market value of equity ($m)
M Vps = Market value of preference shares ($)

3.2.6 Value of Perpetuity

Annual Cash Flow

Value of Perpetuity =
DiscountRate
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3.2.7 Net Present Value (NPV)

T
X Cash Flowt
NPV =
t=1
(1 + W ACC)t

3.2.8 Enterprise Value (EV) I: Perpetuity

NPV and Terminal Value calculated from Perpetuity. Note: gT and W ACCT are the
growth and WACC respectively at the end of cash flow forecasts. Both assumed con-
stant for Perpetuity. These are assumptions as changes in E, D and K change WACC.
Growth(g) assumed to grow at constant rate. Changes in g could be the result of a
company initially having a competitive advantage e.g. New Tech, outgrowing the indus-
try average. As the competitive advantage is slowly lost, growth decays to the industry
average.
T
X Cash Flowt Cash Flowt × (1 + g)
EVI: Perpetuity = t
+
t=1
(1 + W ACC) (W ACCT − gT )

3.2.9 Enterprise Value II: Terminal Multiple (TM)

NPV and Terminal Value calculated from Comparable Terminal Multiples. The terminal
value is the expected cash flow to be realised at the end of the assets life.
T
X Cash Flowt ((Company Metric) × Industry Terminal ValueAve )
EVI: TM = +
t=1
(1 + W ACC)t (1 + W ACC)T

3.2.10 Enterprise Value III: Multiples

Enterprise value expresses the cost of the right to buy the businesses entire core cash
flow. Follow the subsequent process to use multiples. These multiples may also be
used for Precedent Transaction Multiples
1. Determine the industry average of the multiples
2. Multiply the relevant company metric by the multiple to get the enterprise or equity
value.
1. (EV / Revenue)
2. (EV / EBITDA)
3. (EV / EBIT)
4. (EV / FCF)
5. (EV / Capacity)

3.2.11 Equity Value I: Multiples

Equity value expresses the value of shareholders claims on the assets and cash flows of
the business. Follow the subsequent process to use multiples. These multiples may
also be used for Precedent Transaction Multiples

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1. Determine the industry average of the multiples

2. Multiply the relevant company metric by the multiple to get the enterprise or equity
value.
• (Price per Share / EPS)
• (Price / Cash Flow)
• (Price / Book Value)
• (Price to Earnings Ratio / Growth Rate)
• (Price / Sales)

3.2.12 Breakeven/Payback Period Analysis

Disclaimer: Does not account for time value of money. Solve for t to find the period.
BEA = (Annual Incoming Revenue − Annual Outgoing Costs) × t − Initial Investment

3.2.13 Return on Investment

N OP AT
ROI =
Investment

3.2.14 Rule of 72

72
Rule of 72 =
r
• r = rate of return p.a
• r = 7%, Investment doubles every 10 years.
• r = 10% Investment doubles every 7 years.

3.2.15 Little’s Law

Inventory = Thoroughput × Flow Time

The subsequent list outlines ways to improve operations.
1. Reduce work in progress inventory, reducing lead time.
2. Add additional resources to increase capacity of the bottleneck.
3. Improve efficiency of process capacity, increasing bottleneck capacity.
4. Move work away from the bottleneck.
5. Reduce complexity in design or redesign for better manufacturability.

3.2.16 Inventory Turnover

COGS
IT =
InventoryAverage

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3.2.17 Days of Inventory

DOI = 365/Inventory Turnover

3.2.18 Receivable Turnover

Annual Credit Sales

IT =
Accounts Receivable

3.2.19 Average Collection Period

DOI = 365/Receivable Turnover

3.2.20 Payables Turnover

Annual Credit Operating Expenses

IT =
Accounts Payable

3.2.21 Average Payment Period

DOI = 365/Payables Turnover

3.2.22 Profitability (π)

π = (Price per Unit - Variable Cost per Unit) × Number of Units − Fixed Costs

3.2.23 Breakeven

Fixed Costs
BE Units =
Contribution Margin per Unit

3.2.24 Gross Margin

Note: Also expressed per unit.
Sales − OperatingCosts
GM =
Sales

3.2.25 Net Margin

N etIncome
NM =
Sales

3.2.26 Markup

P riceperU nit − CostperU nit

Markup per Unit =
CostperU nit

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3.2.27 Return on Assets (ROA)

N etIncome
ROA =
T otalAssets

3.2.28 Return on Equity (ROE)

Note: The last two formula are Du Pont Analysis
Net Income
ROE =
Total Shareholders’ Equity
Net Profit Sales Assets
= × ×
Sales Assets Equity
= Operating Efficiency × Asset Efficiency × Financial Leverage

3.2.29 Net Working Capital (NWC)

∆NWC is a component of Free Cash Flow.

∆N W C = ∆Current Assets − ∆Current Liabilities

3.2.30 Income Statement

This section breaks down the flow of income statement items.

Sales
− COGS
= Gross Profit
− SG&A
= EBITDA
− D+A
= EBIT
− Interest Expense
= EBT
− Tax Expense
= NOPAT

3.2.31 Liquidity Ratios

Firms ability to meet short term obligations.
• Quick: (Current Assets-Inventory)/Current Liabilities
• Current: Current Assets/Current Liabilities

3.2.32 Financial Leverage

Indication of long term solvency
• Debt: Total Debt / Total Assets

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• Debt to Equity: Total Debt / Total Equity

• Time Interest Earned: EBIT / Interest

3.3 Economics
3.3.1 Consumer Surplus

CS = Willingness to Pay - Price

3.3.2 Adverse Selection

Situation in which an individual’s demand for insurance is aligned to their risk of loss
(i.e. people with the highest expected value will buy insurance) and the insurer cannot
account for this correlation in the price.
• Restrict choice
• Equalize information
• Signaling

3.3.3 Consumer Surplus

Economic gain achieved when consumers purchase a product for a price less than their
willingness to pay.

3.3.4 Economies of Scale

The average cost per unit for a business entity is reduced by increasing the scale of
production.

3.3.5 Economies of Scope

The average cost for a business entity is reduced by producing two or more products.

3.3.6 Elasticity (Price)

• E > 1, decrease price to increase revenue. (Price elastic)
• E < 1, decrease price leads to lower revenue (Price inelastic)

3.3.7 Elasticity (Cross)

Measures the responsiveness of the quantity demanded of a good to a change in the price
of another good.

E(C) = % of change in Quantity for Good 1 / % of change in Price for Good 2

3.3.8 Insurance
Form of risk management used to hedge against the risk of a loss in which the cost is
equal to expected loss.

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3.3.9 Law of Diminishing Returns

At some point in the production process, the addition of one more unit of output ,
while holding everything else constant, will eventually lead to a decrease in per unit
returns.

3.3.10 Marginal Cost

Cost of one more unit of output.

3.3.11 Marginal Revenue

Revenue of one more unit of output.

3.3.12 Monopoly
Entity is the only supplier of a particular good.
• Lack of competition leads to produce less and charge more
• Barriers may include government regulation, networks, patents, etc.
• Revenue is the midpoint of the demand curve

3.3.13 Moral Hazard

The unobservable actions and risks that humans may take once a contract is signed since
they don’t bear consequences. It is a special case of information asymmetry that affects
the cost of transaction.

3.3.14 Oligopoly
Market is dominated by a small number of sellers.
• Dominant strategy is always better
• Sequential games – commitments help

3.3.15 Perfect Competition

• Firm take the price (MR=P)
• Maximum Profit is MR = MC
• Shutdown when P < AVC

3.3.16 Price Discrimination

Situation in which identical goods are sold at different prices from the same provider.
1. Different price for different willingness to pay
2. Different price for different quantities
3. Different price for different segments

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3.3.17 Risk Adverse

Individuals who prefer certainty over the uncertain for the same expected value (EV).

3.3.18 Risk Neutral

Individuals who are indifferent on risk taking if the EV is the same.

3.3.19 Risk Seeking

Individuals who prefer risk even if the EV for a certain event and the risk is the same.

3.4 General
3.4.1 Arbitrage
The purchase of securities on one market for immediate resale on another market in order
to profit from a price discrepancy.

3.4.2 Break-Even
Total amount of revenue needed to offset the sum of a firm’s costs. Implies that the firm’s
profit will be $0.

3.4.3 CAGR
Compound Annual Growth Rate (Most likely to show up in a case with graphs and
exhibits)

3.4.4 Capacity
The maximum level of output of goods and/or services that a given system can potentially
produce over a set period of time.

3.4.5 Competitive Advantage

When a firm is able to deliver benefits equal to competitors but at a lower cost OR able
to deliver greater benefits than competitors.

3.4.6 Contribution Margin

C=P-V, where P is unit price, and V is variable cost per unit.

3.4.7 Core Competencies

The activities that a firm does well to create competitive advantage.

3.4.8 Customer Lifetime Value

The present value of the future cash flows attributed to the customer during his/her
entire relationship with the company.

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3.4.9 Customer Segmentation

Subdivision of a market into discrete groups that share similar characteristics.

3.4.10 Discount Rate

Also known as cost of capital. There is an opportunity cost associated with every invest-
ment, with the cost being the expected return on an alternate investment.

3.4.11 Entering New Market

Three main methods: start from scratch, form joint venture, acquire an existing player.

3.4.12 Five Cs
Company, Customer, Cost, Channels, Competition

3.4.13 Fixed Costs

Costs that do not change with an increase or decrease in the amount of goods or services
produced.

3.4.14 Four Ps
Product, Price, Promotion and Place

3.4.15 Gross Margin

A Company’s total sales minus its cost of goods sold, divided by the total sales revenue,
expressed as a percentage.

3.4.16 Horizontal Integration

The acquisition of additional business activities at the same level of the value chain.

3.4.17 International Expansion

Main mechanisms: exporting, licensing, franchising, joint venture, foreign direct invest-
ment (acquisition or startup).

3.4.18 Inventory Turnover

A ratio showing how many times a company’s inventory is sold and replaced over a
period. Should be compared to industry averages: low turnover implies poor sales or
excess inventory; high ratio implies either strong sales or ineffective buying.

3.4.19 Learning Curve

Visually shows how new skills or knowledge can be quickly acquired initially, but sub-
sequent learning becomes much slower. A steeper curve indicates faster, easier learning
and a flatter curve indicates slower, more difficult learning.

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3.4.20 Market Share

The percentage of market size controlled by an individual firm.

3.4.21 Payback Period

The length of time required to recover the cost of an investment.

3.4.22 Market Size

Total size of a population (usually measured in number of people or actual dollar value)
that would purchase a company’s goods or services. Market size is always relevant and
is a question that should be asked.

3.4.23 Product Lifecycle

Four main stages: market introduction, growth, maturity, decline.

3.4.24 NPV
The difference between present value cash inflows and present value cash outflows.

3.4.25 Product Mix

Total number of product lines that a company offers to its customers. Often an important
area to explore in profitability cases to identify loss-making products.

3.4.26 Porter’s Five Forces

Buyer Power, Supplier Power, Threat of new entrants, Substitutes, Internal Competition.
Used for evaluating markets. Also key to think about complements even though that’s
not mentioned by Porter.

3.4.27 Profit
Revenue minus cost.

3.4.28 Promotion
Coupons, discounts, trials, etc. designed to increase sales of a product or service.

3.4.29 Rule of 72
Also known as the rule of 70, AKA rule of 69. Simply put 72, 70 or 69 in the numerator
and the projected annual growth rate in the denominator to give you the amount of time
until the investment doubles.

3.4.30 Sales per Square Foot

The average revenue a business creates for every square foot of sales space. Used in the
retail industry as a measure of efficiency.

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3.4.31 Same Store Sales

A statistic used in retail industry to determine what portion of new sales has come from
sales growth and what portion from the opening of new stores.

3.4.32 SWOT Analysis

Strengths, Weaknesses, Opportunities and Threats. Very basic framework, probably
not a good idea to put down as your case framework, but good to have as a mental
checklist.

3.4.33 Synergies
The idea that the value and performance of two companies combined will be greater than
the sum of the separate individual parts. Used mostly in M&A.

3.4.34 Value Chain

Another concept from Michael Porter. His Value chain: Inbound Logistics, Operations,
Outbound logistics, Marketing and Sales.

3.4.35 Variable Costs

Costs that vary depending on a company’s production volume; they rise as production
increases and fall as production decreases.

3.4.36 Vertical Integration

Degree to which a firm owns its backward suppliers or forward buyers.

3.4.37 Weighted Average

An average in which each quantity is assigned a weight. These weightings determine the
relative importance of each quantity on the average.

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4 Maths
This section provides methods and training exercises to prepare to the analytical com-
ponents of case interviews. It is really important to be good at arithmetic and mental
math.

4.1 Long Addition

1
4 5.0 5
+
7 8.4
1 2 3.4 5

4.2 Long Subtraction

7 8.4 0
−
4 5.0 5
3 3.3 5

4.3 Long Division

4.3.1 Steps
Long division works in a similar way to long multiplication.
1. Convert the divisor to an integer by multiplying the divisor by factors of 10 (Only
if necessary).
2. Multiply the dividend by the same 10n as the divisor.
3. Move from left to right along the dividend until first X digits are larger than the
divisor (See Example).
4. Find the largest factor where the divisor multiplied by this factor is less than the
number found in step 3. Write this factor above the one’s column in the number
expressed in step 3.
5. Subtract the factor multiplied by the divisor from the number derived from the
dividend to get a remainder.
6. If remainder exists, continue steps 3-5 by bringing down the necessary X numbers
from the dividend until no remainder exists. The number expressed above the
dividend is the answer.

4.3.2 Example (longdivision (LATEX)): 0.9882 divided by 8.1

First, multiply the divisor and dividend by 101 to convert the divisor to an integer. Next,
do the long division.

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0.122
81 9.882
8.1
1.78
1.62
162
162
0

4.3.3 Example (xlop (LATEX)): 0.9882 divided by 8.1

9882 81000
98820 0.1 2 2
178200
162000
0

4.4 Long Multiplication

1. Multiply the left hand side number by the far left number
2. Add the corresponding number of zeros for the number multiplied
3. Repeat steps 1 and 2 for the other digits to find all
4. Add the totals to find the total.
If a decimal, follow the procedure if integers, ignoring the decimals. After,
add a decimal to the position corresponding to the figure

4.4.1 Example: 423 x 211

4 23
×
2 11
4 23
42 3
846
892 53

84600 = 423 × 2 × 100

4230 = 423 × 1 × 10
423 = 423 × 1 × 1
89253 = 84600 + 4230 + 423
= 89253

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4.4.2 Example: 34.64 x 4.51

34 64
×
4 51
34 64
1732 0
13856
15622 64
Therefore, 156.2264 since there are 4 decimal places total between the two digits.

4.5 Mental Math

The python script subsequently listed helps you practice mental math calculations to
prepare for interviewing.
1 # Mathematics . py is a script to generate arithmetic problems related
problems
2 # to practise mental math for consulting interviews .
3
4 # Imports useful python packages .
5 import numpy as np
6 import pandas as pd
7 import matplotlib . pyplot as plt
8 import scipy as sc
9 import sklearn as skl
10 import csv as csv
11 import openpyxl as pyxl
12 import pathlib
13 import os
14 import pydrive
15 import random as rd
16
17 # Defines the mathematics class
18 # ################################
19 # Do not touch
20 # ################################
21 class mathematics :
22 # Defines l o ng _ m u lt i p li c a ti o n
23 def a r it h m et i c _p r a ct i s e ( self , questions , answers , max_figures ,
24 max_decimals , arithmetic_type ) :
25 """ Generates problems to practise arithmetric
26
27 Args :
28 questions ( dict ) : Dictionary of mental math questions
29 answers ( dict ) : Dictionary of mental math answers
30 max_figures ( int ) : Maximum randomly generated number ,
expressed in multiples of 10 (10 ,100 ,1000 etc .)
31 max_decimals ( int ) : Maximum number of decimal places (1 ,2 ,3
etc .)
32 arithmetic_type ( str ) : Type of operation to be applied (
addition , subtraction , multiplication or division )
33

34 Returns :
35 questions ( dict ) : Updated dictionary of mental math
questions
36 answers ( dict ) : Updated dictionary of mental math answers

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 Connor McDowall CMCD1996 connormcdowall@gmail.com

37 """
38 # loops through the questions dictionary
39 for key in questions :
40 # Generates random values to practise
41 num_1 = round ( rd . random () * max_figures ,
42 round ( rd . random () * max_decimals ) )
43 print ( num_1 )
44 num_2 = round ( rd . random () * max_figures ,
45 round ( rd . random () * max_decimals ) )
46 # Set questions and answers if multiplication
47 if arithmetic_type == ’ multiplication ’:
48 # Calculates the answers from the numbers generated
49 answers [ key ] = num_1 * num_2
50 # Stores the question in the question string
51 questions [ key ] = str ( num_1 ) + ’ x ’ + str ( num_2 )
52 # Set questions and answers if division
53 elif arithmetic_type == ’ division ’:
54 # Calculates the answers from the numbers generated
55 answers [ key ] = num_1 / num_2
56 # Stores the question in the question string
57 questions [ key ] = str ( num_1 ) + ’ / ’ + str ( num_2 )
58 # Set questions and answers if addition
59 elif arithmetic_type == ’ addition ’:
60 # Calculates the answers from the numbers generated
61 answers [ key ] = num_1 + num_2
62 # Stores the question in the question string
63 questions [ key ] = str ( num_1 ) + ’ + ’ + str ( num_2 )
64 # Set questions and answers if subtraction
65 elif arithmetic_type == ’ subtraction ’:
66 # Calculates the answers from the numbers generated
67 answers [ key ] = num_1 - num_2
68 # Stores the question in the question string
69 questions [ key ] = str ( num_1 ) + ’ - ’ + str ( num_2 )
70 else :
71 # Sets a no operation appplied
72 questions [ key ] = ’ No operation applied ! ’
73 # Returns the answers
74 return questions , answers
75

76 def quiz ( self , questions , answers ) :

77 """ Generates a quiz to ask mental math questions
78
79 Args :
80 questions ( dict ) : Dictionary of mental math questions
81 answers ( dict ) : Dictionary of mental math answers
82 """
83 # Print welcome message
84 print ( ’ Answer the following questions in turn ’)
85 # Loop through the question dictionaries .
86 for key in questions :
87 # Prints the question
88 print ( questions [ key ])
89 # Sets a tolerance
90 tol = 1e -3
91 # Ask the intial question
92 ans = float ( input ( " Please enter your answer : " ) )
93 while abs ( ans - answers [ key ]) > tol :
94 # Ask if would like to try again

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95 retry = input ( " Incorrect ! Would you like to try again (

Type ’Y ’ or ’N ’) : " )
96 if retry == ’N ’:
97 print ( ’ The answer is ’ , answers [ key ])
98 break
99 print ( ’ Please try again ’)
100 ans = float ( input ( " Please enter your answer : " ) )
101 # Print finishing message
102 print ( ’ Congratulaions , you finished the quiz ’)
103
104 # ##########################
105 # End of Class Definition
106 # ##########################
107
108 # Initialises an object to use the mathematics class
109 mental_math = mathematics ()
110
111 # Initialises the input dictionaries and other variables ( User changes
these inputs )
112 questions = {
113 1: ’ NA ’ ,
114 2: ’ NA ’ ,
115 3: ’ NA ’ ,
116 4: ’ NA ’ ,
117 5: ’ NA ’ ,
118 6: ’ NA ’ ,
119 7: ’ NA ’ ,
120 8: ’ NA ’ ,
121 9: ’ NA ’ ,
122 10: ’ NA ’ ,
123 11: ’ NA ’ ,
124 12: ’ NA ’ ,
125 13: ’ NA ’ ,
126 14: ’ NA ’ ,
127 15: ’ NA ’ ,
128 16: ’ NA ’ ,
129 17: ’ NA ’ ,
130 18: ’ NA ’ ,
131 19: ’ NA ’ ,
132 20: ’ NA ’ ,
133 }
134 answers = {
135 1: ’ NA ’ ,
136 2: ’ NA ’ ,
137 3: ’ NA ’ ,
138 4: ’ NA ’ ,
139 5: ’ NA ’ ,
140 6: ’ NA ’ ,
141 7: ’ NA ’ ,
142 8: ’ NA ’ ,
143 9: ’ NA ’ ,
144 10: ’ NA ’ ,
145 11: ’ NA ’ ,
146 12: ’ NA ’ ,
147 13: ’ NA ’ ,
148 14: ’ NA ’ ,
149 15: ’ NA ’ ,
150 16: ’ NA ’ ,

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151 17: ’ NA ’ ,
152 18: ’ NA ’ ,
153 19: ’ NA ’ ,
154 20: ’ NA ’ ,
155 }
156 question_reset = questions
157 answer_reset = answers
158 max_fig = 100
159 max_dec = 3
160 modes = [ ’ addition ’ , ’ subtraction ’ , ’ multiplication ’ , ’ division ’]
161
162 # Sets active mode
163 active_mode = modes [1]
164
165 # Creates a series of mental math problems to solve
166 questions , answers = mental_math . a ri t h me t i c_ p r ac t i se (
167 questions , answers , max_fig , max_dec , active_mode )
168
169 # Run the quiz
170 mental_math . quiz ( questions , answers )

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5 Statistics
This section lists useful statistics.

5.1 Assumptions
These assumptions may be used in market sizing exercises. However, make sure you
document your assumptions and only apply relevant assumptions to the case. You must
be able to explain every assumption you make and question the following assumptions as
necessary.
1. Number of People per Household (Developed Nations, includes China): 3
2. Number of People per Household (Developing Nations eg Africa): 5
3. Average Male Life Expectancy (World, 2021): 70 years
4. Average Female Life Expectancy (World, 2021) : 75 years
5. Global Inflation : 3% (Approximation from Statistic 2015 - 2024)
6. Global Unemployment Rate: 5% (Approximation from The World Bank as at 20
September 2020)
7. Assume either uniform or normal distributions for populations.
8. Cost of Capital (Assumption): 5 or 10 % - This makes NPV calculations easy as
20x or 10x if perpetuity.
9. Mature Industry Growth: 3%
10. Global Population Growth (The World Bank, 2020): 1%
11. Large City: 8-12m (except Shanghai 22m)
12. Medium City: 3-8m
13. Small City: 1-3m

5.2 Populations
The following statistics relate to 2020-21. These are approximations. Recorded popula-
tions are 1m or greater.
1. North America (Inc Mexico): 500m
• USA: 330m
– New York, USA: 8m
– Los Angeles, USA: 4m
– Chicago, USA: 3m
– Houston, USA: 2m
– Philadelphia, USA: 2m
– Boston, USA: 1m

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• Canada: 40m
– Toronto: 3m
– Montreal: 2m
– Calgary: 1m
• Mexico: 130m
– Mexico City, Mexico: 12m
2. South America: 430m
• Brazil: 215m
– Sao Paulo: 10m
– Rio de Janeiro: 6m
– Salvador: 3m
• Columbia: 50m
– Bogota: 8m
– Cali: 2m
– Medellin: 2m
– Barranquilla: 1m
• Argentina: 45m
– Buenos Aires 13
– Cordoba 1
– Rosario 1
• Peru: 30m
– Lima 8m
• Venezuela: 30m
– Caracas 3m
– Maracaibo 2m
– Maracay 2m
– Valencia 1m
• Chile: 20m
– Santiago 5m
3. Europe: 750m
• UK: 70m
– London 8m

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• Germany: 80m
– Berlin: 3m
– Hamburg: 2m
– Munich: 1m
• France: 70m
– Paris: 2m
• Spain: 50m
– Madrid: 3m
– Barcelona: 2m
• Italy: 60m
– Rome: 2m
– Milan: 1m
• Greece: 10m
– Athens: 0.7m
• Norway: 5m
– Oslo 0.6m
• Sweden: 10m
– Stockholm: 2m
• Finland: 6m
– Helsinki: 0.6m
4. Asia: 4600m
• Russia: 150m
– Moscow: 10m
– Saint Petersburg: 5m
• China: 1400m
– Shanghai: 22m
– Beijing: 12m
– Tianjin: 11m
– Guangzhou: 11m
– Shenzhen: 10m
– Wuhan: 10m
• India: 1400m

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– Mumbai: 13m
– Delhi: 11m
– Bengaluru: 5m
– Kolkata: 5m
– Chennai: 5m
• Bangladesh: 170m
– Dhaka: 10m
– Chittagong: 4m
– Khulna: 1m
• Philippines: 110m
– Quezon City: 3m
– Manila: 2m
• Pakistan: 220m
– Karachi: 12m
– Lahore: 6m
– Faisalabad: 3m
• Saudi Arabia: 35m
– Riyadh: 4m
– Jeddah: 3m
– Mecca: 1m
– Medina: 1m
• Israel: 9m
– Jerusalem: 0.8m
– Tel Aviv: 0.4m
• Iraq: 40m
– Baghdad: 7m
• Iran: 80m
– Tehran: 7m
– Mashhad: 2m
• Afghanistan: 40m
– Kabul: 3m
• Japan: 130m

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– Tokyo: 8m
– Yokohama: 4m
– Osaka: 3m
– Nagoya: 2m
– Sapporo: 2m
• North Korea: 25m
– Pyongyang: 3m
• South Korea: 50m
– Seoul: 10m
• Thailand: 70m
– Bangkok: 5m
• Indonesia: 275m
– Jakarta: 8m
5. Pacific
• Australia: 25m
– Sydney: 5m
– Melbourne: 4m
– Brisbane: 2m
– Perth: 2m
– Adelaide: 1m
• New Zealand: 5m
– Auckland 0.5m
– Wellington 0.4m
– Christchurch 0.4m
• Fiji: 1m
6. Africa: 1400m
• Nigeria: 210m
– Lagos: 9m
– Kano: 4m
– Ibadan: 4m
• South Africa: 60m
– Cape Town: 3m

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– Durban: 3m
– Johannesburg: 2m
• Chad: 16m
– N’Djamena: 0.7m
• Zimbabwe: 15m
– Harare: 2m
• Ethiopia: 120m
– Addis Ababa: 3m
• Egypt: 100m
– Cairo: 8m
– Alexandria: 4m
– Giza: 2m

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6 Problem Solving
This section outlines McKinsey & Company’s problem solving approach. This structured
approach is useful for solving many problems. A detailed outline can be found here

6.1 Overview
This section provides a overview of the 7 stage problem solving approach aggregated into
4 categories.
1. Define:
• 1) Define the Problem
2. Structure
• 2) Structure Problem and Generate Ideas
• 3) Prioritise Issues
3. Analyse
• 4) Plan Analyses and Work
• 5) Conduct Analysis
4. Synthesise
• 6) Synthesise Findings
• 7) Develop Recommendations

6.2 Define
Discuss and agree on the definition of the core problem to align the team around the
problem and methodology. The following structure helps define the problem:
1. Perspective/Context
2. Criteria for Success
3. Scope for Solution Space
4. Constraints within Solution Space
5. Stakeholders
6. Key Sources of Insight

6.3 Structure
Identify the best problem solving framework, prioritise and target key issues, to bring
the right approach to the problem.
1. Structuring the Problem
• Structure using an Issue Tree
• Ensure each branch is relevant to the problem statement

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• Ensure each sub-issue is consistent

• Ensure the entire issue tree is Mutually Exclusive and Collectively Ex-
hausted (M.E.C.E)
2. Prioritize Issues
(a) Prune the issue tree (Maybe based on intuition or address each branch in turn)
(b) Develop a framework to prioritize
i. 2x2 matrix can quickly form a criteria for assessment
ii. Quick and informal
iii. Approach to get day-one answer
iv. Judgement and intuition
v. No need to be exact
(c) Apply this framework to prioritise the scope of your selected branch (Usually
a series of Y/N decisions)

6.4 Analyse
Use the most appropriate analytical tools, ensuring analytic rigor is applied to the process,
to prevent confidence in incorrect answers. Data/Calculations and other insights come
into here. This is an iterative process

6.5 Synthesize
Synthesize findings and develop recommendations, engage and leverage leadership, to
build momentum around the recommendation.
1. Synthesize findings
(a) Take Data/Observations and Insights from Analysis phase.
(b) Implications: Further Synthesis of Multiple Insights that describe what they
together mean/imply for the client.
(c) Provide a Concise Statement for the Strategic Direction.
2. Make a Recommendation: Communicate your recommendation top down using the
pyramid principle.
• Synthesize your recommendation
(a) Facts, Assumptions
(b) Analyse results
(c) Insights, reasons, steps, benefits
(d) So What?
• Communicate your results in the reverse order to synthesis and convey in the
following structure. Address What, Why, How. Finally, ensure coherence in

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the structure.
– Chapters
– Sub Chapters
– Key Points

7 Case Structure
This section outlines how cases are typically structured during interviewing.
1. Introduction
• Understand the case and the problem statement
• Ask your interviewer questions
• Non-Evaluative
2. Framework
• Structure your approach to the rest of the case
• Create an issue tree or key buckets to explore
• Tailor your framework
3. Calculations
• Read the exhibit and understand the data
• Perform calculations by pen and paper
• Deduce key insights
4. Hypotheses
• Generate hypothesise based on the data
• Link this to your overall framework
• Specify next steps
5. Conclusion
• Synthesise your findings to key insights and a set of recommendations

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8 Methodology
This section outlines a strategy for solving the cases in interviewing. This is a deviation
from the McKinsey
1. Setup
2. Analysis
3. Recommendation

8.1 Setup
Setup is required for most cases.
1. Information: Listen and write information down. Draw diagrams if necessary.
2. Clarify: Ask for any missing information if necessary.
3. Objective: State objective of the case eg Determine if acquisition is profitable and
will lead to X% growth in Y years.
4. Hypothesis: Generate of hypothesis on the case objective to give confidence. It’s
great to inform your hypothesis using your own experience e.g. Expand New Private
Jet Business to New Market with no incumbants. It’s feasible based on thin-slicing.
5. Framework: Create a framework to find paths for achieving the objective. Keep
this framework separate from information and workings.
6. Strategy: Strategize the process you will take using the framework.
• Firstly, I will look into the potential Market Share to be captured by entering
the market.
• Secondly, I will determine if it is profitable to enter the market.
• Lastly, I will assess the competitions response to a new entrant to determine
if I can stay in the new market.

8.2 Analysis
Analysis comes from exploring your proposed framework, diagnosing the problem and
solving the case objective. There will be multiple stages of analysis in a case. They could
be interpreting graphs, performing calculations etc.
1. Information: Listen and write additional information. Add to the framework as
necessary.
2. Clarify: Ask for any missing information if necessary.
3. Strategy: Outline a strategy for the analysis. Subsequently, walk through your
proposed strategy with your interviewer before beginning.
4. Assumptions: Gather a list of initial assumptions if necessary.
5. Workings: Follow the proposed strategy, constrained by assumptions, to find the
solution for the question asked by the interviewer . Add assumptions if needed as

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you progress.
6. Interpretation: Interpret the solution and relate to a wider context. E.g. This
projected sales/store to achieve X market share seems feasilble given the potential
revenue synergies discussed.

8.3 Recommendation
The recommendation section outlines the key findings from your analysis to determine if
you can meet the objective of the case.
1. Recommendation: Outline key points from your analysis and answer the objec-
tive of the case. e.g. Our Analysis indicates it is feasible to expand to that market
to achieve X growth by Y.
2. Risks: Identify key risks associated with the analysis. e.g. Cash flow projections
are deterministic.
3. Next Steps: Address risks with mitigation strategies and next steps for the objec-
tive e.g. Perform a sensitivity analysis to better inform cash flow projections and
begin invetigating the culture impacts an acquisition would have on the target.
The methodology is to inform analysis. Do not memorise the approach. Good luck!

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9 Case Practise
This section transcribes the workings from practise cases.

9.1 McKinsey & Company Practise Cases

9.1.1 Diconsa
This case is found on the McKinsey & Company Careers Website. Please go to the link
to be fully briefed on the case. In summary, McKinsey has been asked to investigate
and assess the possibility of using the Diconsa network to provide a basic set of financial
services to supplement the limited number of state-bank branches. The offer would
start with dispensing government-benefit payments and move progressively to include
savings accounts, bill payment, insurance, credit, and other financial products. It is
important to first layout a high level structure expressing factors to consider when
assessing the implementation of a new distribution channel/service. My initial thoughts
are to compare the incumbent with the new entrant. The example looks quite simply at
the risks and benefits of using the diconsa network for major stakeholders.
FinancialServices

Existing Services Diconsa Services

• Location of Diconsa vs State-Banks (Spread, Distance)
• Crime
• Delivery
• Education (Ability to upskill rural communities)
• Schedules/Plans (When/what time rural communities are visiting the state-banks)
• Technology (Uptake of mobile devices, Thailand as a comparison)
After calculating the number of rural families who receive benefits and annual saving
per family, you will find an annual saving of 450m peso can be achieved. These savings
can be re-invested to drive further savings (i.e. more efficient transportation, programs
gtargeting financial literacy etc).
After interpreting the graphs, the following points are raised:
• Region B is both considerably less happy, less trusting and less secure in collecting
than A and B. Potentially, they may be more stressed and face higher crime.
• Region A is most satisfied across nearly all questions.
• All three regions agree greater efficiencies can be achieved in receiving benefits.
• Security is a concern across all regions.
• Regions B and C raise concerns about costing less. This may be because of un-
foreseen transactions at Diconsa sites before receiving tracks or deviates from the
route.
The final part is the most enjoyable as involves presenting new ideas. Both education

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and crime will need to be addressed. To address crime, basic public infrastructure is
a low cost solution. The installation of 24 hour light fixtures, transparent bus shelters,
collection only during daylight hours etc. Onboard local community groups/trusted spon-
sors to build trust in using services with the local populations. Run pilot programmes
in more receptive areas to build trust in less receptive areas. Introduce two way factor
authentication for Diconsa users to raise security.

9.1.2 SuperSoda
McKinsey asked to help SuperSoda, a top three beverage company to launch a new
product. An new electrolyte drink which replenishes electrolytes but has lower sugar
content. SuperSoda’s vice president of marketing has asked McKinsey to help analyze
the major factors surrounding the launch of Electro-Light and its own internal capabilities
to support the effort.
Firstly, I’d use a 2x2 matrix to analyse whether to launch electrolyte in order to organise
my thoughts.
1. Customer
• Needs and Wants (Electrolyte meet the needs of customers not already met)
• Segmentation (How are customers divided)
• Target (Who is too be targeted?)
2. Competition
• Market Share of existing competition
• Growth of competitors, ability to capture existing/new market share.
• Competitor strength (Brand, distribution channel control etc.)
3. Company
• Brand/values align with selling the product (Oil and Gas with Renewable
Energy etc.)
• Existing expertise (production capabilities, switch over capabilities, existing
channels)
• SuperSoda Financial Health
4. Product
• Cannibilisation of existing products
• Growth rates of electrolyte/other markets (Could be something better to pur-
sue)
• Pricing (Position in new market)
• Financial costs/revenues (Continue economies of scale etc.)
An assessment of these factors, using a payoff/probability scoring matrix in combination
with a risks and mitigations evaluation will help inform the decision whether to launch
Electro-Light.

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After, you must determine the share of the Electrolyte market SuperSoda must capture
for Electro-Light to breakeven.
1. Determine contribution margin per unit
2. Determine total number of units to cover fixed costs
3. Convert number of units to galleons
4. Determine share of the market.
The correct answer will come to 12.5%, therefore become number two in the market. Su-
perSoda executives believe that the company’s position as a top three beverage company
gives them strategic strengths toward achieving the desired market share. However, they
ask the team to outline what would be needed to achieve the target of 12.5 percent share
of the electrolyte-drinks market. What would SuperSoda need to do to gain the required
market share for Electro-Light following its launch?
I would consider the following:
• Marketing (Tell an emotional story on why this product is different, better than
alternatives, convince swing buyers )
• Anticipate competitor response, tie to top three brand image.
• Develop repeat purchasing behaviour. It is hard to displace incumbents who prefer
a certain product (Coke vs Pepsi). Usually eliciting an emotional response is best.
• Tie the product up in an experience (Continue to drive sales )
• Monitor sales and production capabilities to increase production as necessary and
avoid unnecessary fixed costs, consider production capacity (switch existing capac-
ity vs build new)
The problem gives you a couple graphs.
• The two market leaders have a combined 70 and 80 percent customer identification
with Leisure Drinks and Energy Replenishing drinks.
• Customers would buy Sports drinks across most places but prefer to buy other
beverages in super markets.
• It’s easier to displace other drinks market share than the two incumbent brands.
• We recommend advertising the drink as Healthy Natural Drink (Other). There
needs to be a reassessment in marketing strategy to identify and make accessible.

9.1.3 GlobaPharm
This is a mergers and acquisitions case.

Partnership Acquisition New Product

1. Financial (Revenue, profits, units sold, drug quality, Growth, Valuation (Over-
priced?), Assets (Buildings etc). Intellectual property, )

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2. Non-Financial (Culture, Branding, Marketing (Theranos), Good biological phar-

maceuticals?, Strategy, relationships with key opinion leaders)
3. Synergies (Eliminate cost, useful IP, Revenue synergies, Market expansion)
4. Other factors (How doe biologicals compare to competitors, Legal issues, speed
acquisition can take place, Material impact)
The second question looks at a range of potential issues when evaluating the drug pipeline.
Good to divide into external and internal factors if possible.
• Internal: Drug safety and reliability (Assess clinical trial data, how likely to get
regulatory approval)
• Internal: Number of uses per user, geographies, demographics (segmentation and
target)
• External: ’Biological diseases’ potency, frequency of illness/infection
• External: Competitive landscape (Are competitors producing biologicals? How
effective are their products, how likely are competitors to replicate)
• External: Drug History / Public Perception
• Internal: Financial (R and D, Value of each unit, Market Size and Share, Costs to
produce, Press Issues)
The third question was a little tricky as you need to use expected values:
1. Find Value of drug after phase 2
2. Determine the percentage increase from both stages 1 and 2 combined by adding
the investment to the value of passing phase two
3. Add this percentage increase to old percentage increase from passing both phases
1 and 2.
4. Form a linear expression and solve for the increase in success rate. (Should be 40%
increase).
The forth question is about major risk in integrating R&D functions of both firms.
• Culture: GlobaPharm and BioFuture may have different cultures/values. Employ-
ees./management may be more likely to clash over issues Process/Legacy vs
Entrepeneurial
• Organisational: Changes to organisational charts, creation of redundancies/obsolete
jobs, create friction.
• Equipment: Relocation/installation costs of expensive hardware - Create integra-
tion issues.
• Personal: - Where are the main labs, foreclosure of facilities, relocate employees
which may create non-financial issues. Uplift family from support network/com-
munity. Language issues (German, English)

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9.1.4 Transforming a National Education Centre

• Loravia (Country), 20m population
• Transform school system to provide better quality and quantity of education for
children.
• Education to help transform the economy over the next 10 years, support economic
aspirations.
• Public schools (5 - 18 years old)
Diagnose the current issues with the education system and identifying most
important areas for improvement Firstly, what issues would you like to investigate
to diagnose the issues?

Financial Non-Financial
Another good split framework is very quality vs quantity factors.
1. Financial
• Income (National Budget Allocation, Donations, Sponsorships)
• Expenses (Payroll, Utilities, Overheads, Teaching Resources)
• Assets (Infrastructure)
• Liabilities (Any debt owing, contributions required to be made).
2. Non-Financial
• Teaching (Number teachers, attitudes towards education (A good teacher
makes all the difference) )
• Students (Demographics, Access, Target, Acquisition, Retention, Conversion)
• Curriculum (Contribute to developing in-demand skills, opportunities after
graduation)
• Challenges (Transition from communist to free-market system)
• System (International rankings)
The provision of data comparing Loravia to other nations generates some interesting
insights. Remember to provide explanations for observations
• Generally, Increases in government spending on education per student leads to
increases in international assessment scores (Inline with hypothesis)
• Similar economies with more students, larger class sizes and less spend per student
are performing better. However, their may be other factors at play.
• Raise question on quality of investment scores (higher scores may not correspond
to increases in professional performance)
• Students per teacher alone does not explain score, spend. MOre
• Loravia spend more on education than most neighbours and economic peers

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• However, it has a lower score than most neighbours and economic peers. This may
point to curriculum and resourcing issues.
• Students per school is unlikely to be the main factor in determining score as long
as the school are appropriately resourced.
• Difference in geographies may lead to the difference in number of students per school
(urban vs rural).
The calculation is relatively straight forward:
1. Determine total number of students in loravia
2. Determine total number of schools in loravia
3. Determine change in number of school with Neighbour C ratio of students per school
(including percentage change)
After the calculation, you will come to a reduction of 2250 schools (37.5%). This is
not realistic as a significant closure of 37.5% of school creates many problems. Without
more geographical information, it may be difficult to take in this many students. The
remaining schools may not have capacity to take this many students in. Additionally,
students may not be able to commute to the schools that can take these students in. Low
attendance and staffing issues may be the result.
The final question is an assessment of what has been covered thus far and suggestions
moving forward.
1. The objective was to assess the issues in the incumbent education system for chil-
dren and make recommendations to help Loravia develop it’s economy as it develops
the free-market system.
2. Quality and Quantity-related issues were highlighted including funding, students,
staff, economic goals, infrastructure and suitability of success rankings.
3. Comparisons between neighbours, developed nations and similar economies gave
few insights. Generally, wealthier nations with greater education spend per student
perform better but their was no obvious corelation between students per school,
students per teacher and spend per student amongst pairs and neighbours. Other
factors were may have been at play like the curriculum and resourcing concerns.
4. A theory was proposed to reduce to the number of schools to a a similar student
per school ratio as neighbour C. The 37.5% reduction from 6000 to 3750 seems
impractical, leading to issues with staffing, resourcing or attendence.
5. It is recommended further analysis be placed into the geographical makeup of school
on whether slight consolidation is feasible and investigate the curriculum, atten-
dence and staff performance to analyse where improvements can be made.

9.2 BCG Interactive Case Library

There are two cases in this interactive library.

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9.2.1 Airline Case

9.2.2 Drug Case
This case has you develop a pricing strategy for a new drug preventing deep vein throm-
bosis (DVT) developed as a complication from hip replacement surgery (PrevenT). DVT
can caused pulmonary embolism of major bleeding. Clearvenax is an established product,
sold at $4 per dose while costing $1 per dose. The objective is to develop a pricing strategy
for PrevenT. After completing this case, you will have covered the following:
• Concepts of economic value
• Maximum pricing based on economic value
• Targeting segments with higher contribution margin
• Adjusting pricing strategies to force competitors out of the market

9.3 Bain & Company

9.3.1 Coffee Shop Co
The case is found here. In summary, a friend has proposed opening a coffee shop in
Cambridge, a large university city. Firstly, you need to setup the case using a frame-
work.
Coffee Shop Co

Customer Company Competition Price

1. Customer
• Target Customer (Customer behavior etc)
• Segmentation on Campus
• Values (What do your customers values (Undergraduate, graduate etc))
• Needs/Wants (Inline with campus schedule)
2. Company
• Branding
• Go-to Market Strategy (Worth entering and not pivot to another venture)
• Values
• Size (Single shop, takeaway)
• Funding ()
3. Competition
• Market size, opportunity, and growth rate
• Market share (Potential market size to capture)

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• Location (On-Off Campus)

• Products (Absorb Market Share)
4. Product
• Type of coffee (Premium, Discount etc.)
• Pricing, Revenue(Price/Quantity), Expenses (Fixed/Variable), Profit
• Turnover/estimated sales
• Resources (Ingredients, coffee machines)
• Funding (VC, Angel Investors, Friends, Family?)
The second question asks you to size the market. I attempted a top down market sizing
approach.
• Population of Cambridge Residents.
• Number of Residents who attend Cambridge University (Undergrad, Postgrad and
Professionals).
• Number of attendees who drink coffee
• Number of coffee drinkers who buy coffee
• Average number of coffees bought and consumed by these coffee drinkers per day
(Would fluctuates per day).
After this analysis, you have the average daily number of units possible to sell per day.
After, you estimate the market with a couple figures.
• Population of Cambridge Residents (100,000)
• Number of Residents who attend Cambridge University (Undergrad, Postgrad and
Professionals) (100,000 x 25% as university town).
• Number of attendees who drink coffee (25,000) x 50% = 12,500).
• Number of coffee drinkers who buy coffee (12,500 * 20% = 2,500) - Assumption
high proportion buy coffee.
• Average number of coffees bought and consumed by these coffee drinkers per day
(Would fluctuates per day) (1 coffee, so 25,000 coffees)
• (Whole market - 2500 per day, coffees)
• Assumption of 5 major coffee shops, so average 500 coffees sold per day (Assume 7
days per week).
After, perform the calculation to determine if it is viable to open a coffee shop based on
24,000 market size.
• Price per Coffee = 3 pounds
• Cost to open shop = 245,610 pounds
• Cost to run shop each each year = 163,740 pounds (Assume fixed cost).

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• Cost per cup of coffee = 1 pound

Fixed Cost
After using the formula Contribution Margin Per Unit (Price per Unit - Cost per Unit)
, you get 204,675
units. Under the current market sizing assumptions of 500 coffees per day, it is estimated
a 182,000 coffees per year could be sold. This is 22,675 coffee sales shy of breaking even.
If our old friend was prepared to recuperate the initial investment over multiple years,
it would be viable to open the shop as the revenue would exceed operating expenses by
200,260 pounds. The shop would operate in it’s second year of operating. However, this
is a purely monetary strategy. Other factors (expressed in the structure e.g. Marketing,
Differientiating from other competitors etc will need to be considered.

9.3.2 FashionCO
An incumbent for many years in the Women’s fashion industry is facing declining revenue
and wants to know why. The objective is to drive revenue. Firstly, devise a matrix to
determine revenue growth.
FashionCo

Quantitative Qualitative
1. Quantitative
• Revenue = Quantity x Price (If no subscription/other revenue generating ser-
vices)
• Pricing - Elasticity
• Number of Units Sold (Assess volume, digital, change style)
• Costs? A larger proportional reduction in costs may lead to an increase in
profits).
2. Qualitative
• Branding (Bad Publicity)
• Product Mix (Dare I say out of fashion)
• Supply Chain Issues (Not enough stock is getting to stores)
• Competitors (Strategy, Assessment of Needs, Product Comparison)
• Customers (Tastes and Preferences, Target customers aged out)
• Macro-Market (New Trends, Discretionary Market Slow Down)
The next question asks for a better understanding of the market and customer trends
• Who are our target customers and how are they segmented
• What markets do you operate in?
• What are our customers shopping behaviour?
• What is the competitive landscape, how do you compare to competitors.
• What styles are on offer?

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• What is the composition of brick and mortar to online sales?

• Do you have any relevant sales data over the last five years we can look at?
• What loyalty schemes are in place? Do consumers want more?
The next asks for additional ways to generate revenues
• Introduce new products in collaboration with other brands/partners (Coke Cola x
Tommy Hilfiger) (Collaboration, medium term for designs and partnership to form)
• Introduce loyalty scheme to drive return sales (Easy to do, quick lead time, very
practical/cost effective)
• Introduce an essentials/basics line to cater to a different market segment (Medium
lead time, require more analysis on segment to target and consumer group)
• Investigate a potential acquisition of a competitor to create synergies and boost
revenue (Long lead time in deals/transactions, not very practical at the moment).
• Introduce new marketing campaigns to retailor business to consumer needs (ESG
investing etc, practical but may not make the most material difference).
The next is a comparison of two strategies: A rewards programme and intermittent sales.
After preforming the calculations, Option A and Option B generate 1075M and 1150M
in revenue respectively. If thinking short term, the recommendation would be to drive
revenue with option B instead as will generate 75m more in revenue than A, if you chose
to select one of these two measures. However, the consumer and market factors should
be investigated as well. Option A may be better long term if generate more sign ups.
The rewards scheme should be investigated to see if more signup do occur. Style and
technology questions should still be researched in more depth. Both strategies could be
used in combination to drive revenue growth.

9.4 Wharton Case Book

These section describes the lessons learned from completing the cases in the 2008 Wharton
Case Book. Access the casebook here. Additionally, compare your answers to my own
here.

9.4.1 Case I: Microfinance in India

1. When addressing criticism consider looking at Market Environment, External
Factors and Internal Factors.
2. Make sure to question data/graphs from previous information e.g. Government
agency MFI highly subsidized, therefore the cost of insurance from Government
MFI on the graph does not reflect the true cost.
3. When making Recommendations, also address risks/mitigations and plausible next
steps.

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9.4.2 Case II: Outsourcing to China

1. Remember to consider quality, seasonality, brand and public perception factors with
an outsourcing decision.
2. If an outsourcing is a feasible solution, consider new reoccurring revenue streams
from excess production capacity.
3. Don’t forget any costs/information.
4. Remember to continue to build out you framework when designing an answer.

9.4.3 Case III: Caskets M&A

1. F CF = EBIT (1 − t) + DA − CAP EX − ∆N W C
2. Consider financial (profit, growth, CF), non-financial, Synergies and Other in M&A.

9.4.4 Case IV: Bottled Water Market

1. No comment

9.4.5 Case V: De Beers Retail Venture

1. No comment

9.4.6 Case VI: Hospital Administrative Software

1. In 2021, there are 6090 hospitals in the US. An approximate population of 330m
leads to an assumption 1 hospitals serves 54187 people on average.
2. The case uses 50,000. Learn to balance accuracy with practicality.

9.4.7 Case VII: Jamaica Land Investment

1. No comment

9.4.8 Case VIII: Academic Performance in Schools

1. Don’t rush calculations and read the questions thoroughly.
2. Underutilization may lead to excessive overheads in the underutilized department.

9.4.9 Case IX: Mobile Phone Insurance

1. Churn rate is the rate of customer attrition.
2. ARPU is an important consideration in increasing revenues.
3. Calculating using incremental data will save time and complexity on calculations.

9.4.10 Case XI: Organic Pizza Crust

1. Trust your instincts and back yourself

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2. Structure out you logic before sizing the market backing up every number with an
assumption and/or personal experience if you have to.
3. Always structure out steps before any calculation.

9.4.11 Case XI: Traffic Signal Company

1. Trust your instincts and back yourself.
2. NPV analysis may not use discounting for simplicity.
3. When making assumptions, make them feasible, realistic and easy to calculate with
e.g 2000 vs 2500 vs 1237 traffic signals Manhatten etc.

9.4.12 Case XII: Travel Channel

1. No comment

9.4.13 Case XIII: Channel

1. A competitor going bankrupt may be an opportunity. Strategic acquisitions may
be good for targeting/expanding into areas with little presence. The acquisition of
divested assets may be available at an affordable price too.
2. If they liquidate, cheap stock may flood market and hurt sales.
3. If they restructure, they become smaller

9.4.14 Case XIV: All-Mart

1. Market entry cases may follow the enumerated strategy
(a) Assess market viability (What is the size of the market, realistic market share
to be captured, competitive landscape and response)
(b) Assess profitability and cost savings of the opportunity
(c) Assess the expansions alignment with overall strategy and culture, expansion
expertise (Global operating capability, the presence of a first mover advantage).

9.4.15 Case XV: Loonilever

1. Don’t do mathematics when tired. Simple computations can be done incorrectly.
2. Make sure you clarify an overall objective with key metrics when it is not clear in
the case description.
3. Don’t introduce any more structure if not needed
4. Clarify if their is any more information (related to competitors, case structure etc.)
5. There are new additions to the market expansion explained in the above timeline
(This may continue to change on a case by case basis).
(a) Market (Similar to Case XIV)
• Market Share and Growth.

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• Segmentation Information.
• Competitor Response
• Consumer Needs, Wants and Trends
(b) Profitability (Revenue and/or Costs)
• Pricing Strategies
• Volumetric Projections
• Variable Costs (Materials, Labour, Overhead per Unit)
• Fixed (Overhead, Marketing, Admin, Labour)
(c) Strategy Alignment
• Destabilisation of Existing Market Share
• Alignment with Overall Company Strategy and Culture
• Opportunity to expand into adjacent markets
• Create new capabilities (Expansion etc.)
6. When presented with a spread of product prices, an average price can be calculated.
When entering a new market, a pricing decision must take place:
(a) At the maximum price (e.g. Multi-national selling premium versions in case
XV example)
• More demanding, higher income population. Greater training/expertise
may be required to sell the product.
• Likely to be extremely competitive as multinationals will guard market
share with deep pockets and marketing expertise
• More profitable at a higher cost point (assuming costs are consistent)
(b) At the minimum price (e.g. Local companies selling discount versions in case
XV example )
• Low margins (Loonilever in Case XV is no concerned as objective is 100m
revenue).
• Less challenging as the market is commoditised and local competitors wont
be as marketing savvy as multinationals.
• Distribution networks will likely need to be very strong due to spread
(rural, towns and cities). Likely the case due to being a market leader in
another low point entry product.
(c) A price between the maximum and minimum price (e.g. )
• This strategy is to focus on geographies with rapid expanding incomes.
• Combines strengths in marketing and distribution.
• Sacrifice margin to build revenue base, inline with case objective.

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• Don’t expend resources competing with multinationals in a competitive

market
• Could de-establish entrenched players, forcing bleeding and matching price
point.
(d) Option 3 is the best of these outcomes as continues with case examples.
7. Sensitivity analysis are good suggestions for validating projections.

9.4.16 Case XVI: BevCo

1. Remember to initially frame your analysis with a hypothesis.
.

9.4.17 Case XVII: Mosquito Repellent

1. Remember the possibility of adding new products to the product mix to adjust
account to address falling revenues.

9.4.18 Case XVIII: Cash Rich Energy Company

1. There are several investment criterion to assessing an acquisition. If asked to eval-
uate the different options, you’ll need to be
(a) NPV (Free Cash Flow Projections and Discount Rate)
(b) Breakeven/Payback (Initial Investment, Outgoing Costs, Incoming revenues)
(c) Return on Investment (Net Profit after tax / Initial Investment)
(d) Opportunity Costs (NPV of other options)
2. Remember to refer to case specific risks after the recommendation is made.

9.5 Michigan 2006

These cases supplement the Wharton Case Book. Review the Michigan examples here.

9.5.1 Case I: Great Burger

1. Remember to consider incremental changes when comparing with cannibilisation.
2. In M&A, remember to consider the companies ability for M&A and cultural simu-
larities.
3. M&A is a great way to use the larger companies capital to invest in and expand
the target’s operations e.g. Instagram acuired by Facebook.

9.5.2 Case II: Magna Health

• Be specific with reasons on analyses e.g. behaviour studies on demographic shifts.
• Remember to compare similarities and differences.

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• Physician may face a malpractise lawsuits in the Midwest of US. Keep this under
consideration when doing medical cases.

9.5.3 Case III: Granite Investments

• Take caution in forcing a framework to an orgnanic flow in solving a case. Some
involve a back and forth
• Don’t fall into the trap of
• Ask for clarification on any concepts that are unfamiliar with your interview eg.
Serving of transactions for websites (Enabling them to go through).

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10 Company Research
This section outlines the research conducted in the various consulting companies.

10.1 McKinsey & Company

10.1.1 Purpose
To create positive, enduring change in the world.

10.1.2 Mission
To help our clients make distinctive, lasting, and substantial improvements in their per-
formance and to build a great firm that attracts, develops, excites and retains exceptional
people.

10.1.3 Mission, Vision, Values

1. Adhere to the highest professional standards
• Put client’s interest ahead of the firms
• Maintain high standards and conditions for client service
• Observe high ethical standards
• Preserve client confidences
• Maintain an independent perspective
• Manage client and firm resources cost-effectively
2. Improve our client’s performance significantly
• Follow the top-management approach
• Pursue holistic impact
• Use our global network to deliver the best of the firm to all clients
• Bring innovations in management practise to clients
• Bring client capabilities to sustain improvement
• Build enduring relationships based on trust
3. Create an unrivaled environment for exceptional people
• Be non-hierarchical and inclusive
• Sustain a caring meritocracy
• Develop one another through apprenticeship and mentoring
• Uphold the obligations to engage and dissent
• Embrace diverse perspective with curiosity and respect
• Govern ourselves as a ”one firm” partnership

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10.1.4 Qualities in Successful Candidates

1. Personal Impact (Interacting with people in challenging circumstances to create
positive, enduring change).
2. Entrepreneurial Drive (Innovative mindset, an openness to new approaches, and a
continuous quest for learning and growth).
3. Inclusive Leadership (Harness the power of diverse thinking to drive results requires
the ability to lead diverse teams and cultivate a sense of belonging).
4. Problem Solving Skills (Help clients solve tough problems and implement solutions
requires strong intellectual capabilities and rigor with a combined sense of practi-
cality).

10.2 Boston Consulting Group (BCG)

10.2.1 Values
1. Integrity
2. Respect for the Individual
3. Diversity
4. Client comes first
5. The Strategic Perspective
6. Value delivered
7. Partnership
8. Expanding the Art of the Possible
9. Social Impact

10.3 Bain & Company

10.3.1 Mission
Our mission is to help our clients create such high levels of value that together we set
new standards of excellence in our respective industries.

10.3.2 Values: Guided by True North

• Passion & Commitment:(We have a passion for results aligned with our clients’
success, and a commitment to the highest level of professionalism and ethical stan-
dards in everything we do.)
• Honesty & Openness: (We have a deep intellectual honesty, and the candor to
tell it like it is in straightforward language. We remain open to the possibility that
current beliefs could be wrong.)
• Practical: (We combine bold thinking with a practical approach that focuses on
getting the job done, turning decisions into action and delivering results.)

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• One Team: (We work as one global team—both with each other and our clients—to
direct our collective energy toward achieving the extraordinary.)
• Additional: Results not reports, Putting our money where our mouth is, Results
delivery

10.4 Oliver Wyman

10.4.1 Values
• Self-Starters and free thinkers who work well in teams.
• Common aspiration, collective endeavor, shared success.
• Straightforward, open, respectful interaction.
• Opportunity without artificial barriers, anti-kudza
• Balanced life and sense of fun.
• Commitment for doing what is right.
• Hunger for deeper understanding.
• Constantly striving for excellence.
• Insistence on impact.
• Harnessing the power of individuality and differences.
• Trust between ourselves and clients.

10.5 L.E.K Consulting

10.5.1 Mission
Not easily found on website

10.5.2 Values
Not easily found on website

10.6 Kearney
10.6.1 Mission
Kearney helps you drive high-impact strategic transformations by taking full advantage of
exponential technology change and getting to the core of multiple issues and opportunities
quickly and efficiently.

10.6.2 Values
Not easily found on website

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