Oliver Wyman – Numerical Reasoning Test

Posted March 6, 2011 by skukre1
Categories: Consulting Interviews

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Had given the Oliver Wyman numerical reasoning test some time ago. The test is definitely not easy; I had expected analysis of some statistical graphs, data comprehension etc. But this test was completely unexpected. And you also get negatively marked for questions you get wrong, although you are allowed to skip questions.

Here are some of the sample questions that you can expect:

1. You have a jar filled with red, yellow and blue balls. What is the minimum number of balls you must pick out to guarantee 3 balls of the same color?

I think the answer is 7. Imagine worst case scenario – you pick 2 of each color. That makes 6 balls. The 7th ball you pick will ensure that you have 3 of the same color.

2. I have 19 bills totaling $215. The value of each bill is either $5 or $20. I have 9 bills in my pocket. What is range of money in my pocket?

Let’s say: Total number of $5 bills = x; this implies that Total number of $20 bills = 19-x

And we know that 5x + (19-x)*20 = 215 (This gives us 11 $5 bills & 8 $20 bills) Hence the total range is : $45 – $165 (9 $5 bills or 8 $20 bills + 1 $5 bill)

3. Whats the area of the shaded region if the length of a side of a square is l.

4. I shuffle a deck of cards and randomly pick one card and keep it aside. It is an Ace of Hearts. What is the probability that the next card I pick up is a heart or an ace?

5. An athlete has 75% of winning the race if he is not injured. If he is injured, his probability of winning the race is only 15%. If he total chances of winning is 51%, what is the probability that he gets injured?

6. A bakery sold 10 more cakes this month than it did the last month. It also sold 3 times as many cakes than the month before that. If that total number of cakes it sold in the last 3 months is 116, how many cakes did it sell this month?

7. What is the area of the shaded region given AB = 2 cm and CAB form a right angle?I believe the answer is – Insufficient Data

8. I have a lawn that measures 9m by 5m. I dig a 1m flowerbed around it. What is the new area of my lawn?

9. I have a stock that is expected to grow 330% in the next 8 years. What is its average annual growth rate?

10. You have an equilateral triangle of length l that is divided into 9 smaller equilateral triangles. What is the total perimeter of the 9 triangles?

I am not sure about this one. I think the figure would look something like this, with each of the smaller triangles having a length of l/3. I wasn’t sure if we would recount the common sides as well. If we count every side of the triangles only once, I believe that we should get 6l as the total perimeter.

Any suggestions on how to do this one?

 

11. Currently, Country A’s energy demand is fulfilled by the following: Oil – 40%, Coal – 45% and Windmills – 450 total. The energy demand is expected to grow by 20% by next year. However, oil reserves are expected to go down by 10% and coal by 8%. How many more windmills will need to be built by next year to support the country growing energy demands?

 

 

Consulting Interviewing Resources – Need Help!!

Posted February 13, 2011 by skukre1
Categories: Consulting Interviews

So, I have a bunch of great resources that I would love to share as I believe in open knowledge (similar to the open source and open courseware initiatives out there) Anyone know of a good way to do this without infringing copyrights etc. Not sure if there really is a legal (or just perhaps more secure way to do this) without getting into trouble. Though, I really doubt it (every resource material I have prohibits sharing). I would appreciate any help and information on this matter!! =)

Consulting Case Example: Improve Performance of a Manufacturing Company

Posted February 5, 2011 by skukre1
Categories: Consulting Interviews

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Another case I received during my interviews. Again, I was told that this was a real case performed to perfection by real consultants 🙂

Interviewer: Okay, so there is this company in New South Wales in Australia. It makes wheels for railway carriages. Our client just bought this company and they feel that its performance can be improved. We have been called in to help.

Interviewee: (In this case, its me) Is it the production performance they are concerned about, or is the performance related to the revenues and costs?

Interviewer: Its a production issue.

Interviewee: What’s the issue?

Interviewer: Not many wheels are being manufactured.

Interviewee: Not many wheels compared to the competitors, I assume.

Interviewer: Yes.

Interviewee: Okay, how many wheels are we currently making? And how many are our competitors making?

Interviewer: We don’t have much information about our competitors except that they are making more wheels than we are. We currently make around 63,000 wheels per year.

Interviewee: Okay so 63,000 wheels per year is approximately 5250 wheels per month or 175 wheels per day. (I divided the monthly number by 30 to ease up my calculations). We need to make more than 175 wheels per day, right?

Interviewer: Yea, how do we do that?

Interviewee: How are the wheels made currently? Like what is the wheel making process?

Interviewer: We buy 1m x 10m bars of steel which are cut into 30cm slices called cheese. This cheese is melted and put into a milling furnace. While the hot cheese is spinning, heavy rollers squash it out into a wheel shape. This is then taken to a finishing area where it takes 2 days to cool down.

Interviewee: So each wheel takes 2 days to cool down?

Interviewer: That is correct.

Interviewee: Is there something that can be done differently in this process? Like quicker cooling?

Interviewer: No.

Interviewee: Could there be some process inefficiencies? Such as the steel bars not being the optimal shape for cutting, or steel impurities so that the cheese doesn’t melt as fast?  Do we buy enough steel to produce more than 175 wheels/day? Could there any wastage of raw material?

Interviewer: Those are interesting observations. To your point, there aren’t any process inefficiencies that could be the cause of our low output. But we do buy enough steel to produce more than 175 wheels/day.

Interviewee: That is interesting. So we do have enough raw material, but somehow aren’t producing enough wheels. Could it be that some of the wheels being produced aren’t usable?

Interviewer: Good point! 5% of all wheels produced get rejected due to operational error. The wheel punching machine isn’t calibrated well. Another 5% get rejected during testing due to structural problems in the wheels.

Interviewee: So only 90% of the wheels we produce are usable?

Interviewer: That is correct.

Interviewee: Is the calibration issue due to human error? How can we improve the rejection rate?

Interviewer: Yes. The calibration issue is due to human error. Some of the factory workers are not well trained to operate the machines. The structural problems we cannot address. So, why don’t you tell me how we can improve the rejection rate?

Interviewee: Well, we can reduce the rejection rate from 10% to 5% if we can address the operational errors. As these errors are caused by poorly trained workers, we can implement training programs and quality control measures to ensure that lesser wheels get rejected.

Interviewer: Okay, very good. How will this improve my monthly output?

Interviewee: So let’s say we currently make x wheels/day out of which 10% are rejected. So 90% of x = 175.  So x = 175/90%. As the rejection rate has gone down to 5% due to our improvements, our output increases to 95%. So the total number of wheels we will make after these improvements is: 95% of x = 184.7 (or 184 as we cannot have fractional wheels). The number of wheels we can make monthly would be 184 * 30 = 5520.

Interviewer: Very good. Now let’s stick to our 175 number. We did a little more digging, and we found out that even with this 5% improvement, we were still behind our competitors in the number of wheels produced.

Interviewee: Why? Is the factory running under capacity? How many wheels can the factory produce in a day?

Interviewer: We don’t know how many wheels the factory can produce in a day, but it is definitely running under capacity.

Interviewee: Okay, so we know that we buy enough steel to produce more wheels. Could it be that the factory is not running 24/7?

Interviewer: Excellent point. We asked around, and realized that each day, the factory experienced 8 hours of downtime:

  • 30 minutes due to MRO
  • 190 minutes of unplanned maintenance due to machine breakdowns
  • 260 minutes due to production run changeovers where the operators change the wheel measurements

Interviewee: Which of these can we affect? Can we improve unplanned maintenance by buying new machines?

Interviewer: We don’t have the money to buy new machines.

Interviewee: What are production run changeovers? Why are wheel measurements changed? Can we shorten this?

Interviewer: Well – we make wheels in 2 sizes. During a production run changeover, we recalibrate the punching machine to change the size of the wheel being produced.

Interviewee: Are there inefficiencies in this process? Let me elaborate with an example – Let’s say we produce a big wheel and a small wheel. Suppose for the first quarter of the day, we make small wheels. Then we switch to making big wheels. In the third quarter of the day, we switch back to making small wheels – and so on. Each of these switches is contributing to wasted time during changeovers. If such inefficiencies exist, we can improve by only having 1 changeover. Lets make small wheels in the morning and big wheels in the evening. Hopefully, you get my drift =)

Interviewer: Great point. We actually did end up facing a similar issue. Let’s say, by improving the process , we can now reduce the time spent in production run changeovers to 80 minutes. How many more wheels will we make in a year?

Interviewee: Alright, let me have a couple of minutes to do some quick math.

Before: 24 – 8 (downtime) = 16 hours makes 175 wheels. In one hour – we make 175/16 wheels

After: Downtime is now 30 + 190 + 80 = 300 minutes or 5 hours. (Means we have 3 more hours each day to produce wheels) So each year, we would make 3 * 365 * 175/16 = 11,976 (roughly 12,000) more wheels

Interviewer: I think that sounds about right. Now do you have any questions for me?

Quick tip to improve your blog’s visibility – Search Engine Marketing – Interesting Observation =)

Posted February 5, 2011 by skukre1
Categories: Opinions and Musings

Tags: , , , ,

So, one of my recent projects was in this field of Search Engine Marketing (SEM). Click here for a Wikipedia explanation.

Point is – an interesting observation I came across is that long keywords [Shot & Dirty Explanation – keywords are what people type into the Google search bar to start their search] are more effective in improving traction to a site.

Meaning – putting longer tags to your post will greatly improve your post’s (leading to your Blog’s) visibility. For example a keyword phrase like “Consulting Case Interviews” gets you better visibility than 3 tags like “Consulting” + “Case” + “Interview”.

Also – putting more tags will obviously improve visibility, as well as the quality of the tags, meaning they should be related to the content within your blog.

I am trying to be a better (and more regular blogger) but being the lazy person that I am, thinking of new blog content and actually writing about it is hard. I want to get the max out of my blog while putting in minimal effort. Not trying to take short cuts, only trying to get the best with the little I have.

So I tried the SEM method – put in more phrase like tags to my posts. Making my post titles more descriptive. Shockingly, I saw more than a 100% increase in blog viewership within a week. Amazing – learning more about how the digital world works everyday! =)

Feel free to share your tips and ideas to improve blog visibility!!

Click here on more tips to improve visibility to your blog.

Click here to go to Wordtracker’s free keyword tracker – can help you with keywords to tag your blog.

Types of Cases received in Consulting Case Interviews

Posted February 2, 2011 by skukre1
Categories: Consulting Interviews

Tags: , , , , , , ,

When preparing for case interviews, it is sometimes a good idea to review the different types of cases one can come across. These days, many interviewers hand out cases from their own experiences. I find these cases a lot more exciting but they also tend to be somewhat harder because it requires a lot more “out of the box” thinking. Will put up an example of one such case that I got. In the meanwhile, here are the different possible case scenarios you may receive during an interview.

Brainteasers

Not very common these days. I don’t really know what part of your intelligence they are supposed to test. They could be perfectly legit riddles or a really abstract question to which a “smart alec” answer would dazzle the interviewer.

Examples

A, B, C & D need to cross a river via a bridge that can only hold 2 people at a time. They need to get all of them across to the other side as quickly as possible. A is the slowest and takes 10 minutes to cross; B takes 5 minutes; C takes 2 minutes; and D takes 1 minute. What is the minimum time to get all of them across to the other side? (Its 17 minutes)

You have a hundred red balls and a hundred white balls and 2 jars to distribute these balls. How can you maximize the probability of randomly picking out a red ball from any one of the jars?

You have a 3 liter container, a five liter container and unlimited supply of water. How will you measure 4 liters? (I actually got this during one of my interviews)

Why are manhole covers round?

On an island, there exists a dinosaur, some sheep and grass. How many sheep are needed to keep this island ecologically sustainable?

Go over old Microsoft/Google brainteaser interview questions. Its quite funny to see consulting and I Banking firms recycling these questions for their recruiting.

Market Sizing/Guesstimates/Back of the Envelope Calculations

I find these the most pointless type of questions. Honestly, no matter how logically you structure and get your final number – it will most likely be way of the mark (unless you are really lucky). So firms are trying to test you on how logically you can get to the wrong answer??? I think these questions are mostly BS – but they make a huge portion of consulting interviews (especially first round questions), so it is important to practice these types of questions.

Examples

How many golf balls can you fit inside an aircraft?

How many gyms do you think are there in Manhattan?

What do you think is the size of the dog food industry in the US?

How many people have mobile phones in Canada?

How many trains in the New York Subway?

I think…. the idea here is to see that the candidate has a logical and structured thinking process. You aren’t really expected to come up with a very accurate number. Also interviewers want to see if you can make logical assumptions. Just don’t go wild with the various possibilities and double check with the interviewer to confirm your assumption & numbers. For example, don’t start your calculations with wrong population assumptions especially about the US. For case interviews – US population = 300 Million. Any other country – ask for population estimates!!

Business Cases

As an aspiring entrepreneur, I like business cases the best. Business cases can be of a wide variety, and it gets harder nowadays because consultants actually give out cases from personal experiences. But you can still kind of categorize and prepare for these types of cases.

Examples

Economics of Numbers

Pepsi is planning to raise the price of its products by 50 cents. What will its profits look like if it goes ahead with this plan?

Your client is in the industry of making beef patties. The client’s factory currently processes 10 cows per hour. He wants to know the economics of increasing the processing speed to 25 cows per hour for the patties. (i.e. will it be more profitable for him to put more cows/hour through his factory – I know this is a little gruesome)

Sales/Revenues related

Our client is a rapidly growing company in the ice creams industry. The client is looking to you for new ideas and strategies to increase sales by 10% in the next 2 years.

A leading manufacturer of granola bars is facing decreasing sales for 3 years now. What is happening?

Costs related

Our client makes carpets and rugs for major retailers like Walmart & Target. Its margins are being squeezed out and it wants to improve profits by cutting production costs.

A leading electronics manufacturer is faced with increasing costs. They want to know why.

Profits related (mix of revenues & costs)

Our client is one of the top 3 internet service providers in the US. Recently its profits have been increasing even though revenues are down. Why do you think this is happening?

The profits for a top cereal making company have been decreasing for the past 3 years. What is going on?

Our client, once a leader in the e-retail business has had a negative net income in the past 2 years. How can we help the company return to profitability?

Our client is experiencing a major drop in profits even though revenues are up. What is going on?

Marketshare

A leading pharmaceuticals company has been losing market share for the past 2 years. They want your help analyzing what is going on.

Market Entry

Our client currently leads the industry in all-natural organic face creams. It is wondering if it should enter the seemingly lucrative organic sunscreen market.

Product Development & Pricing

Our client has developed a new type of baby diaper which can last for a week. How should it price this product?

Our client, a leading pet food manufacturer, has developed a product which can identify the mix of breeds of a dog. Is there a market for such a product? If so, what could be the potential earnings per year for such a product? (I got this one)

Private Equity/Mergers & Acquisitions

Burger King is wondering if it should buy Dunkin Donuts?

A large private equity company is wondering if should buy a company that provides online educational tools.

Growth & Diversification Strategies

A leading apparel company is flush with cash and is looking for growth opportunities. What do you suggest?

Our client is a leading chemical solvents manufacturer. The industry looks extremely mature with limited opportunities for growth. The client is now looking to expand in a complementary industry perhaps plastics and wants your opinion.

Mixed types

Our client is a leading drug manufacturer. It has held a 10 year patent on a revolutionary drug which is set to expire next year. It is looking to our consulting firm to see how this will affect sales & profits in the near future.

Our client has developed a new lightbulb which repels mosquitoes. Do you think there is any potential for such a product in the United States? (I actually got this question – will be solved in a post)

This list may not be the most comprehensive, but should cover the most common types of cases usually presented in case interviews. Eventually, you will see a pattern to solving the different types of cases and can start “borrowing” frameworks from previous cases. But refrain from using cookie cutter frameworks lest you lose out on the “out of the box” thinking that consulting firms love to see.

Consulting Case Framework – Growth Strategies

Posted June 22, 2010 by skukre1
Categories: Consulting Interviews

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Disclaimer: Again, this is by no means the correct or complete framework to solve cases. Its just something that I have come up when practicing case interviews. It best suits my logic and thinking and anyone on the same wavelength is welcome to use it.

Sometimes you get long cases, like really long cases. One where you do a market sizing, then a valuation followed by a session of strategy brainstorming. I think MBA students get cases which combine all of the above, while undergrads or those applying for pre-mba analyst positions get a version without (probably) the valuation aspect. (Undergrads are generally not expected to know the term valuation)

Okay so situation is something like this – company wants to grow. You are asked to provide some strategies to grow a company.

First of all – What is meant by growth? I never really understood this. A company can experience different kinds of growth – profit growth, revenue growth, market share growth, employee growth, market or share value growth. Verify company growth objectives before proceeding.

I generally assume growth to be 2 things – increase in customer base & increase in sales. Although an increase in either does not necessarily ensure that the company is profitable either. A great example would be Facebook – it was growing at an aggressive pace, yet it did not have a positive cash flow until recently. Amazon took around 7 (or more) years to become profitable. An obvious reason would probably be that one needs cash to grow a business in the first place, right?

Anyhow, I digress. Just trying to introduce some very basic ideas and outlines to address different growth strategies a company can employ. I like the Ansoff Product-Market Growth matrix because it is simple and gives a good base to start off with when thinking of growth strategies during an interview. The matrix considers 4 ways to grow a business – through existing and/or new products in existing and/or new markets. Given below is the matrix and translated examples of growth.

Bear in mind the examples are pretty simplistic to give a general idea of how these growth strategies translate in to real life examples.

These growth strategies can be implemented in 2 ways.

Inorganic Growth – Meaning you buy another company to achieve your growth goals. (Acquisitions) HP buys Palm to gain entry into the smartphone market.

Organic Growth – You invest your own company money to grow your company by increasing sales etc. Apple is an excellent example of Organic Growth.

Inorganic growth can be in the form of strategic alliances, mergers or acquisitions. The objective could be any of the following 3 –

Integration – This is when a company buys out its suppliers (or some other company along its supply chain). Large retailers often buy out their suppliers to remove the middle men and consolidate profits or improve efficiency along its supply chain.

Horizontal Growth – This is when a company buys out its competitors to increase market share, achieve operational synergies (lower costs) or both.

Vertical Expansion – This is when a company buys another firm in a completely unrelated business, probably to diversify. Examples are conglomerates such as GE, Virgin Group (UK), Tata Group (India).

Getting back to growth strategies – I like to look at growth = sell more products. Here is a chart to look at ways to increase sales.

Lets start at the top – what is our objective – Increase Sales! We can do this in 4 ways –

Increase sales per customer – In short, make each customer buy more products. This can be done by giving volume discounts to large customers (buy more strategy) or introduce loyalty programs (buy often strategy).

Steal customers from competitors – Pretty self explanatory. How to do this would depend on the industry. In a price sensitive industry (commodities), cutting prices would be a great start to steal market share. Else a good marketing campaign would probably work as well.

Introduce new products – This can be done in 2 ways. Introduce a new or improved product in the current market ex. HP rolls out a faster computer. Or introduce a completely new product for a completely new market ex. Microsoft when it first launched the XBOX.

Expand in to new markets – The new market could be a new geographical area, outside of what the company currently caters too. Like McDonald’s entering a new country. Or one could tap into potential customers within their own geographical boundaries by expanding their distribution channels. Most apparel retailers have taken their business online where they can target a lot more consumers compared to traditional brick & mortar stores. Or traditionally gender specific domains such as gaming and cosmetics are now targeting the opposite sex to boost sales can also be a form of expansion within the same geographical market.

Notice that the outline above pretty much encompasses the principles of the Ansoff Matrix. I generally like to think of it this way because it is more intuitive now that all the jargon is gone. =) Again, this outline will not necessarily work in every case, it is possible that your case constitutes a company in an extremely bizarre and niche industry where these concepts wont really help, but it is generic enough to work out for most cases. Ideas and opinions are welcome!!

Consulting Case Frameworks – The PE Framework (To buy or not to buy)

Posted June 17, 2010 by skukre1
Categories: Consulting Interviews

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Disclaimer: Again, this is by no means the correct or complete framework to solve cases. Its just something that I have come up when practicing case interviews. It best suits my logic and thinking and anyone on the same wavelength is welcome to use it.

I mostly use this framework for Mergers & Acquisitions (M&A), Private Equity (PE) or Market Entry cases. The reason I call it the PE framework is because I first used this outline when I was given a PE related case. I then realized that it can be used in any situation where one firm decides to buy another, or enter a new market as well.

Undergrads interviewing for consulting positions will probably not have to go too deep into the case. A good analytical overview will be very appreciated. MBA students however will probably be expected to do an in depth analysis and valuations. Undergrads will probably get brownie points for uttering the word ‘Valuation’.

Lets say you get a case – Should company A buy company B?

Before diving into the case and doing wild market analysis, you should try to understand why does A want to buy B? What are A‘s objectives? A could be a medium sized company, a conglomerate or a PE firm. B would most probably be a mid sized company in a certain industry. Once you understand A‘s objectives, go ahead with case analysis.

There are 3 areas which I like to focus on –

External Reasons for why A should or should not buy B.

Industry – How is B‘s industry doing? What is its size, growth rate? Is it Emerging/Maturing/Declining (E/M/D)? This would give us a sense of how attractive the industry is to enter.

Market Share – Is B a big or small player in the industry?

Competitors – Who are B‘s competitors and how are they performing relative to B? The points above will give us an idea of B‘s general performance in the industry. B may have greater market share but its competitors may be more profitable or have better growth rates. This would be an interesting scenario. Will A still want to buy B knowing this?

Consumers – How sensitive is the market to consumer demand? Take the mobile phone industry for example. The consumers are extremely fickle and will rush to the next ‘cool phone’ in the market. B may be a market leader now, but may not be one in the future. Think Motorola, Nokia ….. all being pummeled by tech, marketing & branding expert giant – APPLE!!

Suppliers – How much power do the suppliers in this industry hold? Is the supply market extremely consolidated? Can they band together and demand higher prices for raw materials? Or are raw material prices protected by the government?

Risks – What would be the risks of entering this market? Legal risks encompasses anti-trust laws, country laws & regulations (if entering a new country market) & sensitivity to political changes in the country. Other risks could be threat of substitutes, entry/exit barriers and sensitivity to the economy.

Internal Reasons (Target) – Analyze if B is an attractive company to buy.

Product – What is B‘s product mix? Are their products competitive/proprietary? How are they faring in the market? Drugmakers generally buy each other out to gain competitive advantage in patented drugs.

Profitability – Has the company been profitable? Now would be the time to check out its revenues, costs & some basic debt ratios and compare it with its industry peers.

Growth – Has the company been growing the past few years? What are its growth rates relative to its competitors and the industry in general?

Valuation – How much would you value the company at? What are you willing to pay for B? Would be a good idea to do some basic (Discounted Cash Flows) DCF and (Price to Earnings) P/E valuations. Also should see if B has any liabilities such as accrued taxes over the years or lawsuits.

Competencies – Maybe company B has some assets that make it an attractive buy. Great management team or superb research & development facilities or brand new factories. Will B be a good corporate fit for A?

Synergies – Can A & B find operational or financial synergies?

Internal Reasons (Acquirer) – Analyze if A has the capabilities to buy B.

Objectives – We need to keep objectives in mind while doing our analysis. Company B may be a great buy but may not fulfill A’s objectives.

Resources/Competencies/Financing – Does A have the managerial resources or expertise for the acquisition? Have they done this before? How are we going to pay for this (Cash/Debt/Share Swap)? Can we get good interest rates to finance this acquisition?

To buy or not to buy? I personally find these cases the most interesting to solve. And they aren’t always very straightforward either. I have got cases when companies want to buy firms that aren’t doing so well. Why? To strip them of their assets and cash. Google the term – Strip and Flip. Another case was about a company that targeted a firm whose profits were deteriorating. And other cases when the target firm seemed like a great buy, but wasn’t really.

In short – do not forget the OBJECTIVE when doing your analysis!! There is no need to analyze possible synergies if the acquirer only wishes to strip the target of its assets. The target company may have poor sales, but the acquirer could still want to buy it because of its superior technology. The target here may just be doing a bad job of selling itself. You can go wild with your analysis and come with a thousand brilliant ideas, however, keeping the objective in mind will enable you arrive at a reasonable and sound conclusion.

On that note – I find the acquisition of Palm (ex smartphone innovator and leader =) by HP an extremely interesting deal. Palm is in my opinion one of the deteriorating tech giants of yesteryear and HP just provided it a lifeline when agreeing to buy it for a little more than a billion. What motivated HP to buy Palm? Maybe to gain entry into the huge smart phone market? Or maybe Palm was just an undervalued company with technological brilliance but poor marketing skills. Can’t say, I have never had a Palm. Though now I hope to see some more competition in the smartphone market =)

Consulting Case Frameworks – Internal/External proft drivers

Posted June 16, 2010 by skukre1
Categories: Consulting Interviews

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Disclaimer: Feel free to use the framework below, however, beware of  its shortcomings. I personally prefer to solve cases using the frameworks mentioned on this blog as they are suited to my logic and thinking. By no means is this the ‘correct framework’.

The profit drivers framework that I have written about earlier works great for a lot of cases, especially ones that involve companies in the retail sector.  It works great for cases where a company produces something like clothing, food, hardware etc. However, I realized that I used to stumble with the framework when I was given a case where a company sells services like truck leasing for example. That’s when I thought the Internal/External framework would be more intuitive for developing a case outline.

The premise here again is – profits/volumes or sales declining. What could be the possible causes?

Lets start with the possible External causes. Things beyond the control of the company.

I like Diagrams, so here is one –

Notice that the framework above incorporates the famous Porter’s five forces?

Why are profit margins/sales dropping? It would be best to analyze some external factors first.

Supply – Our suppliers have gone bankrupt. Or they now band together and decide to charge us a higher price. Or their own supplies are in shortage. It could be possible that a problem in an entirely separate industry is causing our volume woes.

Competition – First thing to analyze in a falling volume/profits case is – “What are our Competitors Doing?”. Do they face the same problem? If so, then this could be an industry wide problem. If not, then are they stealing our market share? What do they have that we do not? Better Marketing? A new or improved product? Cheaper products? Or perhaps an entirely new and separate product (or substitute) that is now competing with our own?

Demand – Although I would prefer to call it Market Analysis. This area would focus on how the industry is performing as a whole. Is it emerging/maturing/declining? If we have falling volumes in the first 2 scenarios, we then have a problem obviously. Also, it would be good to analyze if consumer tastes are changing, ex. the shift towards healthy/organic foods? And then, obviously a recessionary economy can severely impact sales.

If this doesn’t solve our problem, it must mean that we need to look internally. Possible Internal factors could be-

Notice how the 4 P’s have been incorporated?

Again, lets try to analyze why sales/profits could be dropping? The 4 P’s framework is great for analyzing sales volumes.

Price – Are our products getting more expensive?

Product – Is our product quality dropping? Or is it becoming obsolete?

Marketing – (Promotion) – What is our marketing strategy? Do we have high sales targets? Are we targeting the right customers?

Distribution – (Place) – Inefficiencies in distribution can cause our products to not reach customers in time.

Costs – High costs will cut into Margins. Look at the profit drivers framework to get a cost breakdown outline.

Capacity – Maybe our output is decreasing?

Competency – Sometimes sales are affected by incompetent or poor management decisions and strategies.

I don’t know how often a consulting firm will point out management inefficiencies during a consultancy project. I mean, will you really tell the guy who hired you that his management style sucks?

Consulting Case Frameworks – Profit Drivers

Posted June 15, 2010 by skukre1
Categories: Consulting Interviews

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Disclaimer: Again, this is by no means the correct or complete framework to solve cases. Its just something that I have come up when practicing case interviews. It best suits my logic and thinking and anyone on the same wavelength is welcome to use it.

Very often, in a case interview, you are expected to start a case by forming a basic structure. Firms mostly want to see that you have a logical and structured thinking process. You are expected to ‘be prepared’ for a variety of cases but it should look like you are building the methodology to solve the case for the first time!! Or it may be possible that you have never before seen a case like this. In which case, it is good to know a couple of ready made outlines so that you don’t get overwhelmed when you first come across an odd case.

If you have already started practicing for case interviews, then you would know that there already exist frameworks like the 4 P’s, 5 C’s etc. I don’t particularly find these frameworks too appealing as I feel that they aren’t generic or intuitive enough to be used with just about any type of business case. That is why I use my own framework, which is more or less a combination of all other frameworks and can be modified easily enough to be used with most cases.

I like to call it – The Profit Drivers Framework

Lets say that a company’s profit margins are decreasing every year. There can be many reasons for profit decline. We will need a structure to breakdown a company’s profit drivers to ensure that we cover all or most of those reasons.

So we know -> Profit = Revenues – Costs [or P = R – C as some Consultants like to see it]

Declining Profit can mean 3 things –

  • Revenue is decreasing
  • Cost is increasing
  • All of the above

Lets focus first on Revenue: Revenue = Price * Volume [modify accordingly for n number of products]

A company generates revenues when it sells its products (or services like consulting firms =) for a certain price. So if revenues are declining, it can mean either Price, Volume or both are declining. In some rare cases, it could also be that one of them increases, but the other decreases substantially causing a net decline in revenues. For ex. a slight increase in price could cause a substantial drop in sales volume causing a net decline in revenues.

So the first question to ask is – have prices dropped or risen? What are price drivers?

I believe products are priced in 3 different ways – competitively, cost based or brand premium based.

Most commodity items are priced competitively and competitors try to undercut each other to attract consumers away from other brands. Ex. Coca Cola & Pepsi cans are priced competitively.

Cost based pricing is when a company tacks on a certain profit percentage on top of the product’s cost. This generally happens for a new (maybe patent protected) product which has no competition yet like drugs.

Brand Premium based pricing is generally used by luxury brands which attach a certain premium over the market value of their product category. They cater to a different consumer class and price their items according to the value of the brand. Example, a coach bag is probably produced in the same China factory as the $10 bags sold by street hawkers, however it costs around $400 more due to its brand premium.

The case interview is never going to be that simple, so i think its best to focus on the next issue –

Have sales volumes increased or decreased? Either way, you are expected to figure out why? The diagram below shows some of the drivers for sales volumes.

Again – by no means complete and can be modified as per the case.

Internal Factors

Product – old/obsolete/deteriorating quality/change in look, packaging, ingredients or raw materials can cause consumers to stop buying it.

Production – perhaps the factories have lower output due to breakdowns, labor strikes

Distribution – Inefficiencies in supply chain can also cause fewer products to reach the final consumer. Ex. the Sony Playstation 3

Sales & Marketing – Inefficiencies in marketing (ex. targeting wrong consumers) & sales targets could also kill volumes

External Factors

Competition/Substitutes – Actually the most common reason for volume drops & lost market shares. Apple iPhone anyone??

Market Saturation – There just aren’t anymore people left to sell the product to

Endorsements/Negative Publicity – Perhaps a recent endorsement by a pop star increased volumes or bad press decimated it

Economy – A recessionary economy can cause consumers to buy less

Once you are satisfied that revenues are not the issue for falling profit margins, you can now concentrate on costs. I have a nice diagram breaking down product costs for a company.

Again, you will probably have to think a little more about the above breakdown when given a more complex industry – lets say Telecom or ISPs. But for the most part the breakdown above works quite well if you think about it in a sequential manner. What are the steps taken by a company from first conceptualizing a product to getting it out there to the public? And what are the costs associated with each step?

1. Research & Development (R&D) – Research, develop & test a prototype. This requires initial cash input.

2. Production -The prototype has passed all tests and you decide to bring it to the public. Production begins. Costs arise from the following

  • Sourcing raw materials
  • Buying the factory (if one does not exist) or Maintenance, Repair & Operations (MRO) costs
  • Factory worker salaries
  • Utilities (electricity, water used to run factories)
  • Packaging the finished product

3. Distribution – Now that you have the final product all ready to go, you want to send it out to consumers. To do this, you incur more costs like

  • Transportation of goods either to distributors or warehouses. Costs go up if fuel prices increase.
  • Storage costs due to keeping goods in inventories. The more you store, the more you pay.
  • Taxes and tariffs if you are shipping your goods from another country (like China =)

4. Other – I like to club in all other costs (ex. office space leasing, admin salaries, customer service reps, lawsuits) into this category. Basically all costs arising after the product is on the shelf already.

That above is my generic framework for cost drivers case. It is helpful to keep in mind during a case interview, but obviously fresh thinking and perspective is always encouraged when coming up with a framework. I hope the structures described above gives anyone reading a good idea of developing case outlines. Feel free to add in your own ideas and comments if you feel that I am missing out on something.

Consulting Case Example: Lower Cleaning Costs for Company

Posted June 9, 2010 by skukre1
Categories: Consulting Interviews

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Actual Case I received during one of my interviews. This is how I approached the problem, it is by no means the “correct” way. You may have your own ideas and methodologies, and there are a lot of different ways to solve the same case. And my charts weren’t as pretty.

Interviewer: Your client is a large departmental store in Manhattan which competes with Macy’s. The objective is to cut costs across the company due to lower profit margins during the recessionary economy. Your engagement manager assigns you the task of cutting down costs by 50% in the Cleaning/Janitorial Services Division.

Interviewee: So, let me reiterate the problem at hand to make sure I got down all the important points.

Client – Large department store competing with Macy’s

Objective – cut cleaning costs by 50%

Is there something that I have missed out or are there any other objectives that I should be aware of?

Interviewer: No, that seems about it.

Interviewee: Sounds interesting. Could I have a moment to collect my thoughts?

Interviewer: Sure, go ahead.

Interviewee: (Draw the following Chart)

I would first like to see what are the different Drivers of Cleaning Costs in a department store.

Is there anything else I am missing out?

Interviewer: What about flagship stores vs. other stores?

Interviewee: (Though I think that’s a redundant question but anyway)

That’s a good point, let me add that to my chart.

Interviewer: That looks like a good way to start.

Interviewee: I would like to know if the cleaning/janitorial services is in-house or outsourced.

Interviewer: They are currently outsourced.

Interviewee: Do we know if we are getting a good price compared to our competitors?

Interviewer: We have no idea as to what our competitors are doing with respect to cleaning.

Interviewee: Okay then, does our client just have one store?

Interviewer: The client runs 4 stores in Manhattan.

Interviewee: And we want to cut down cleaning costs across these 4 stores by 50%, right?

Interviewer: That is correct.

Interviewee: Do we use the same supplier for all the 4 stores?

Interviewer: (Smiles) No we use a different supplier for each store. Well, the client also gave us this chart.

Interviewee: (This doesn’t really tell me anything, quiet for a couple of minutes due to confusion)

Well, I suppose I will get a better idea if I knew the spend/store.

Interviewer: That’s a good point. Take a look at this chart.

Interviewee: Wow, stores 1 & 4 seem to be the reason for most of the spend.

Interviewer: Good Point. Why do you think that is the case?

Interviewee: Maybe because stores 1 & 4 are larger than the other stores. Would you happen to have the size for each store?

Interviewer: Yes, the sizes of the stores are as follows:

Store 1- 20,000 sq ft

Store 2 – 5000 sq ft

Store 3 – 2500 sq ft

Store 4 – 8500 sq ft

Interviewee: That’s really helpful. Now let me figure out the cost/sq ft for each store.

Store 1- $2.5 k/sq ft

Store 2 – $1.5 k/sq ft

Store 3 – $3.4 k/sq ft

Store 4 – $4 k/sq ft

So it seems that Store 2 is getting the lowest price per sq ft for cleaning services. What if I decide to contract the cleaning/janitorial services to supplier of Store 2? Can I achieve even lower prices due to economies of scale?

Interviewer: There will be no volume based discounts. What kind of savings are you looking at if we contract the cleaning services to Supplier #2?

Interviewee: I would like to have a minute to do the math. (Furiously crunch out some numbers)

Total Current Spend: $100 million

Possible Future Spend if contract cleaning of all stores to Supplier #2:

Store 1- 20,000 sq ft * $1.5 k/sq ft = $30M

Store 2 – 5000 sq ft * $1.5 k/sq ft = $7.5M

Store 3 – 2500 sq ft * $1.5 k/sq ft = $3.75M

Store 4 – 8500 sq ft * $1.5 k/sq ft = $12.75M

Total = $54 million

Possible Future Savings if contract cleaning of all stores to Supplier #2: $46 million (which is 46%)

Need another 4% in savings.

Interviewer: Very Good, now how do you plan to get the rest of the 4% in savings?

Interviewee: Perhaps we can now look at the Suppliers cost and help him get some savings which he can pass on to out client.

Interviewee: We are in no position to negotiate with the Suppliers.

Interviewee: Going back to Chart one, I see that although Supplier #2 has the lowest supplies cost. Supplier # 4 has really low percentage of labor costs.

Interviewer: I see, but how does this help us?

Interviewee: Maybe, we can lower Supplier # 2’s costs by using the low labor costs, like those of Supplier # 4.

Interviewer: Hmm… Well, out suppliers do not want to collaborate, so that is out of the question. But why don’t you try it and see if we get significant savings?

Interviewee: (Doing some quick math and getting the hint that it might not be worth it)

On second thoughts, it looks like that idea will not really help us much.

Interviewer: Are you sure?

Interviewee: (Thanks for totally confusing me now) Yes, I think I am sure.

Interviewer: Okay then, moving on, how will you get another 4% of savings?

Interviewee: (Umm… I don’t know… Pondering over Charts)

Interviewer: How about some strategic ideas to lower costs?

Interviewee: (Oh of course!! Hit head with hand… Some Qualitative Ideas!!)

Yea, there are a couple of ways we could achieve another 4% savings.

We could cut down the frequency of store cleaning. For example, we could have the stores cleaned every other day instead of everyday.

Interviewer: Well, we are sort of a high end store and we do not want to compromise on our quality.

Interviewee: Of course, we would need to empirically figure out how much we can cut down on the cleaning frequency to ensure that the look and feel of the store is not compromised.

  • Maybe we can extend this idea to the stores themselves. Cleaning frequency can be cut down in Stores other than the Flagship Store.
  • Maybe certain areas of the stores which receive less foot traffic can be cleaned out a lot less frequently. We will have to monitor which areas get maximum traffic and focus on those areas.
  • Perhaps we can find cheaper cleaning supplies or substitutes without compromising on quality.
  • We could negotiate with our current supplier for volume discounts.
  • We could try to find a further cheaper supplier of janitorial services altogether.
  • We could try to build an in house cleaning services team. That way, we may be able to save on some of the premium we probably have to pay our suppliers.

Interviewer: Yes, these all seem like pretty good ideas. Now suppose you have a meeting with our client. What are you going to tell him about your findings?

(This means sum up your case in a minute)

Interviewee: Well, initial studies show that we would be able to achieve a 50% cost reduction in cleaning/janitorial services. Currently, we use 4 different suppliers, each offering a different pricing schemes, for our 4 Manhattan stores. We can achieve 46% of our targeted savings by contracting the cleaning services of all 4 stores to supplier #2. Furthermore, we can achieve an additional 4% of savings if we cut down the frequency of store cleaning, use cheaper cleaning material substitutes or focus on certain areas of the store getting more foot traffic, as long as it does not compromise our quality standards. A combination of both will give us our 50% savings target.

Interviewer: Thank you, those seem like excellent ideas.