Cracking The Case - Deloitte
Cracking The Case - Deloitte
Cracking The Case - Deloitte
Agenda
Introductions What is a case? What are companies looking for in the case interview? How do you approach a case? Practice
What is a case?
A case is a hypothetical business issue or dilemma that requires you to:
Analyze the situation Identify key business issues Summarize findings and takeaways Outline next steps
Relevant to a broad spectrum of employment opportunities (marketing, investment banking, consulting) A critical component of the recruiting process at many firms Offer you an opportunity to demonstrate your flexibility, your analytical ability, your experience and your creativity
What are the marketing implications of a partnership between ChevronTexaco and 7-Eleven in which the gas would be supplied by Chevron and the convenience store would be managed by 7-Eleven? What strategy should a regional grocery chain pursue to combat/survive against the imminent arrival of Wal-Mart Supercenters in the region? What are all the uses you can think of for Hidden Valley Ranch salad dressing? How would you forecast revenues for Herceptin, a protein-based biotherapy for metastatic breast cancer?
Choosing a framework
You will probably need a framework to come up with a good answer to a case question Choose a framework that fits the problem Dont be afraid to create your own framework as long as it makes sense A framework provides structure to guide your analysis of the case and helps you to identify a good solution
Organizational
7-S (Strategy, Structure, Systems, Style, Staff, Skills, Shared Values)
Marketing
4 Ps (Product, Price, Place, Promotion) 3 Cs (Company, Competitors, Customers) Growth / Share Matrix
Profitability
Profit = Revenue Cost Revenue = Price x Quantity Cost = Fixed Costs + Variable Costs
Ask questions
You have to know the question before you can provide an answer Information is generally provided only when it is requested Be ready to explain the logic behind your question if challenged The ability to ask intelligent questions is a key professional skill
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Write it down
Structure your notes in line with the selected framework Use charts and diagrams to better communicate your ideas
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1) Understand the issue; ask clarifying questions as needed 2) Identify and test the underlying assumptions
What went wrong? What should CSO do in 2005? Quality of performance has remained constant Major macroeconomic factors
Lack of parking availability has affected ticket sales Product, Place, Price, Promotion Company, Competitors, Customers
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Offer a shuttle service from various central locations Create partnership with local transit to offer discounted or free transportation Expand METRA service from Chicago and other key cities
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Feedback
Problem definition and solution structuring Analytical ability
Quantitative capabilities Dealing with apparent dead-ends
Ability to . . .
Synthesize data Think creatively Defend hypothesis
Communication skills
Listening Presentation / speaking
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You have just been named Brand Manager of Kellogg Premium Water. Your sales are declining. What would you do to reverse the trend?
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If category is declining, determine strategy to increase category usage If share is declining, determine why (explore 4Ps):
Price Has price changed relative to competition? Product Has the quality of the product changed? Are there any competitive product upgrades/new products? Promotion Have my promotions/advertising changed or decreased? Any new competitive promotions/advertising? Placement - Have I lost any distribution? Have competitors gained distribution?
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Questions?
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Contact information
Jeremy Miller, Manager jsmiller@deloitte.com
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