咨詢面試系列（3）a[1].t. kearney案例分析－2

1、Firm:A.T.KearneyCaseNumber:Casesetup(factsofferedbyinterviewer):?YourclientisaU.S.basedmanufacturerofbredcookies(cookiesthatcarrythenameofthemanufacturer)?Recentlyprivatelabelcookies(thosecarryingthenameoftheretailer)hav

2、eemergedthreatenedbredcookies?Privatelabelcookiesemergedfiveyearsago?Twoonehalfyearsagotheymadeup10%oftheoverallcookiemarket(brbeingtheother90%)?Todaytheymakeupapproximately20%oftheoverallcookiemarket(i.e.therehasbeenast

3、eadylinearincreaseofprivatelabelptionoftheoverallcookiemarketduringthepastfiveyears)?Theoverallcookiemarkethasbeenrelativelyflatoverthepastfiveyears?Privatelabelcookiesaremadebythesamemanufacturerswhomakebredcookiestheya

4、rejustsoldunderthenameoftheretailer?Thereareessentiallythreemajcompetitstoconsider:?Yourclientwhomakesonlybredcookies?Asecondmajplayerthatmakesbothbredcookiessuppliescookiesfprivatelabelers?Acollectionofsmalloutfitsthatm

5、akebothbredcookiessupplyprivatelabelers?Distributionoccursprimarilythroughoneoftwotypesofoutlets:?Groceryoutlets:allgrocerssellbredcookiesmostalsocarrytheirownprivatelabelcookies.Thisrepresentsapproximately90%oftotalcook

6、iesales?Massmerchisers(ex.WalmartSam’setc.):sellonlybredcookiesQuestion:?HowlargewouldyouestimatetheoverallU.S.cookiemarkettobeintermsof$?Howlargeofathreatdoyoubelievethetrendinprivatelabelcookiesalestobetoyourclient?Bas

7、edonyourassessmentwhatisanappropriatestrategyfyourclienttofollowSuggestedsolutions:ThefirstquestionestimatingthesizeoftheU.S.cookiemarkethasnorightwronganswer.Itisatestofacidate’sabilitytomakereasonableassumptionswkquick

8、lywithnumbersonan“derofmagnitude”level.OneacceptableresponsewouldbetoestimatethenumberofU.S.householdsestimatehouseholdconsumptionoversomeperiodoftimeestimatetheaveragecostofabagofcookiesprojectoutfoneyear.Inthiscaseafte

9、ranestimatehasbeenmadethecidatewouldbetoldtoassumethemarketsizeis$1Billiontosimplifyanyfuturecalculations.Asstatedintheupfrontinfmationthemarketisassumedtohavebeenflatfthepastfiveyears.Aretailerpaying$2.00fprivatelabelco

10、okiescansellthatproductf$2.50.The$2.75bagofbredcookiescanbesoldf$3.50.Thekeyfindingisthatfromacostpricemarginperspectiveitisadvantageousfboththemanufacturerstheretailerswithallelseequaltosellabagofbredcookies.Otherfactsm

11、ustbecontributingtothedemfprivatelabelcookies.Thinkabouttheincentivesateachlevelinthechain(manufacturerretailerconsumer).Thefollowingquestionscanhelpfillindetails?Haveanyofthemanufacturersbeenabletogainadditionalshelfspa

12、cefbredproductsbysupplyinggrocerswithprivatelabelproductsNo?HastheirbeenexcesscapacityatyourclientitsmaincompetitthesmallercompetitsthathasbeenusedupthroughthemanufacturingofprivatelabelproductsTherewassomeexcesscapacity

13、atthesmallercompetitsyourclient’smaincompetit(yourclientisunsureastohowmuch)..Thereislittleexcesscapacityanywhereintheindustrytoday..?Hasyourclient’srelationshipwithitsretailerssufferedasaresultofitnotsupplyingprivatelab

14、elproductsNotnoticeably?AregrocerystesusingprivatelabelsinotherfoodcategiesYestherehasbeenamajpushbygrocerystestopopulateshelveswithprivatelabels?IscompetitionincreasingdecreasingamonggrocersGenerallyincreasing.Grocercha

15、insareexpingthenumberofgrocerstobefoundservingagivenareahasgenerallyincreasedoverthepastfiveyears?WhatgeneralmacroeconomictrendshaveoccurredoverthepastfiveyearsTheeconomyhasbeenslowingoverthepastfiveyears.Thereisconcerna

16、boutrecessionTheaboveinfmationbeginstoexposeaclearersty.Anumberoffactshavecontributedtotheemergenceoftheprivatelabelsegment:manufacturer’sinterestinutilizingexcesscapacitygrocer’sdesiretosellproductswiththeirnameonit(the

17、ymaybelievethiscreatesreturncustomersinanincreasingcompetitiveenvironment)consumersconcernsaboutatroubledeconomy(pricevs.qualitytradeoffs).Atthispointthecidatewouldbeencouragedtostatewhattheybelievethemagniturdeofthepriv

18、atelabelthreattobetotheclient.Thereisnorightanswer.Onecanargueeitherway.Ifthethreatisseenashighthelikelyrecommendationisfyourclienttobeginsupplyingprivatelabelproducts.Thecidateshouldrecognizethatincompetingintheprivatel