波士顿《BCG面试实例》.ppt
《波士顿《BCG面试实例》.ppt》由会员分享,可在线阅读,更多相关《波士顿《BCG面试实例》.ppt(27页珍藏版)》请在三一办公上搜索。
1、BCG面试实例,在管理咨询公司的面试中,通常有一种被称为“商务问题”的面试方法,您的考官向您提供一种场景,然后要您提出解决问题的建议。您需要像一个顾问一样向考官文一些关键问题,通过这些关键问题反映您的思维逻辑,同时通过这些问题发现解决方案。下面是一个实例,请注意:同样的一个场景,基于您分析问题的逻辑将有无数种进展方式,绝对没有统一的答案或问题。,场景,Your client is the largest discount retailer in Canada,with 500 stores spread throughout the country.Lets call it“CanadaCo.
2、”For several years running,Canada Co has surpassed the second largest Canadian retailer(300 stores)in both relative market share and profitability.CanadaCo是加拿大最大的折扣零售集团,拥有遍及全国的500家连锁店。经过几年的运营,它在市场占有率及盈利方面都已远远超过了拥有300家连锁店的第二大零售公司。它是本公司的客户之一。,The largest discount retailer in the United States,US Co,ho
3、wever,has just bought out Canada Cos competition and is planning to convert all 300 stores to USCo stores.The CEO of CanadaCo is quite perturbed by this turn of events,and asks you the following questions:Should I be worried?How should I react?How would you advise the CEO?US Co是美国最大的折扣零售集团。它收购了第二大的零
4、售公司,准备将其拥有的300家店全部改造成US Co连锁店的形式。CanadaCo集团的CEO对此深感忧虑,他向你这样问到:“我应该对事态的发展担忧吗?应该如何应对呢”你怎样向这位CEO提出你的建议呢?,(应聘者):Well,before I can advise the CEO I need some more information about the situation.First of all,Im not sure I understand what a discount retailer is!(考官):A discount retailer sells a large varie
5、ty of consumer goods at discounted prices,generally carrying everything from housewares and appliances to clothing.Kmart,Woolworth,and Wal-Mart are prime examples in the U.S.(应聘者):在我向他提出建议之前,我必须对情况作进一步的了解。首先,我不太明白什么是“折扣零售店”。(考官):“折扣零售店”以折扣价格销售各种各样的商品,包括家庭用具、服装等等,象美国的沃尔玛超市就是这样的例子。,:Oh,I see.Then I th
6、ink it makes sense to structure the problem this way:First,lets understand the competition in the Canadian market and how CanadaCo has become the market leader.Then lets look at the U.S.to understand how USCo has achieved its position.At the end,we can merge the two discussions to understand whether
7、 USCos strength in the U.S.is transferable to the Canadian market.:That sounds fine.Lets start,then,with the Canadian discount retail market.What would you like to know?Q:我知道了。我认为问题接下来应该这样分析:首先,我们应了解加拿大市场的竞争情况,以及CanadaCo是如何成为这个市场的领先者的;其次,分析美国市场及USCo的情况;最后,我们将二者结合起来分析,看USCo在美国成功的经验及其优势是否能移植到加拿大市场来。A:
8、对加拿大折扣零售市场,你希望了解一些什么情况呢?,Q:Are CanadaCos 500 stores close to the competitions 300 stores,or do they serve different geographic areas?:The stores are located in similar geographic regions.In fact,you might even see a CanadaCo store on one corner,and the competition on the very next corner.Q:CanadaCo的
9、500家连锁店与其竞争对手的300家店是位于不同的地区还是相距很近呢?:两个集团的零售店基本上位于相同的地区,甚至你在某个角落里看见CanadaCo的商店,就会在不远处发现其竞争对手的零售店。,:Do CanadaCo and the competition sell a similar product mix?:Yes.CanadaCos stores tend to have a wider variety of brand names,but by and large,the product mix is similar.:Are CanadaCos prices significant
10、ly lower than the competitions?:No.For certain items CanadaCo is less expensive,and for others the competition is less expensive,but the average price level is similar.:CanadaCo与其竞争对手销售同样的商品组合吗?:是的。CanadaCo销售的部分商品含有更多的品牌,但总体上,两家公司销售的商品组合是相同的。:CanadaCo销售商品的价格比起竞争对手低很多吗?:不。有的商品价格便宜一些,有的也高一些。在总体价格水平上同竞
11、争对手是相当的。,:Is CanadaCo more profitable just because it has more stores,or does it have higher profits per store?:It actually has higher profits than the competition on a per-store basis.:Well,higher profits could be the result of lower costs or higher revenues.Are the higher per-store profits due to
12、lower costs than the competitions or the result of higher per-store sales?:CanadaCos cost structure isnt any lower than the competitions.Its higher per-store profits are due to higher per-store sales.:CanadaCo的盈利超过对手,仅仅是因为它拥有更多的连锁店呢还是因为每家店的利润都更高?:实际是因为它每家店的盈利能力都比对手强。:较高的利润里意味着较低的成本或较高的收益。那我们是在哪方面优于竞
13、争对手呢?:CanadaCo的成本结构并不占优势。每家零售店的高利润来自于较大的销售量。,:Is that because it has bigger stores?:No.CanadaCos average store size is approximately the same as that of the competition.:If theyre selling similar products at similar prices in similar-sized stores in similar locations,why are CanadaCos per-store sale
14、s higher than the competitions?:Its your job to figure that out!:那适应为它的店面更大吗?:不是,CanadaCo零售店的平均规模与其竞争对手不相上下。:那它们在相同的地点、以同样的价格出售相同的商品,为什么CanadaCo的销售量更大呢?:这正是你的任务呐!,:Is CanadaCo better managed than the competition?:I dont know that CanadaCo as a company is necessarily better managed,but I can tell you
15、 that its management model for individual stores is significantly different.:How so?:The competitors stores are centrally owned by the company,while CanadaCo uses a franchise model in which each individual store is owned and managed by a franchisee who has invested in the store and retains part of t
16、he profit.:是 CanadaCo 管理得更好吗?:我不知道作为一个集团,CanadaCo的管理是否更好,但它对零售店的管理模式是与竞争对手完全不同的。与竞争对其连锁店的集中管理不同,CanadaCo 采取的是特许经营的方式,谁投资谁经营,谁享有利润分享权。,:In that case,I would guess that the CanadaCo stores are probably better managed,since the individual storeowners have a greater incentive to maximize profit.:You are
17、 exactly right.It turns out that CanadaCos higher sales are due primarily to a significantly higher level of customer service.The stores are cleaner,more attractive,better stocked,and so on.The company discovered this through a series of customer surveys it administered last year.I think youve suffi
18、ciently covered the Canadian marketlets move now to a discussion of the U.S.market.:那我认为CanadaCo 的零售店应该管理得更好,因为每个店主都会拥有更强烈的利润最大化的动机。:正是如此。CanadaCo连锁店更大的销售量主要来源于优质的顾客服务水平,它们店面整洁,商品排列有序。这些结论都是通过去年进行的一系列顾客调查获得的。我想你对加拿大市场已经获得了足够的了解,让我们可以转到美国市场吧。,:How many stores does USCo own in the U.S.,and how many do
19、es the second largest discount retailer own?:USCo owns 4,000 stores and the second largest competitor owns approximately 1,000 stores.:Are USCo stores bigger than those of the typical discount retailer in the U.S.?:Yes.USCo stores average 200,000 square feet,whereas the typical discount retail store
20、 is approximately 100,000 square feet.:USCo 在美国拥有多少家连锁店?第二大的集团呢?:USCo 有4000家零售店,位于第二位的它的最大的竞争者有1000家商店。:USCo 的零售店比一般的折扣零售店更大吗?:是的。它们的零售店平均有200000平米,而一般的只有100000平米大小。.,:Those numbers suggest that USCo should be selling roughly eight times the volume of the nearest U.S.competitor!:Close.USCos sales ar
21、e approximately$5 billion,whereas the nearest competitor sells about$1 billion worth of merchandise:I would think that sales of that size give USCo significant clout with suppliers.Does it have a lower cost of goods than the competition?:In fact,its cost of goods is approximately 15 percent less tha
22、n that of the competition.:这些数据是否意味着USCo的销售量使其最大的竞争对手的8倍!:差不多。USCo 的销售额为50亿美元,而其最大的竞争对手为10亿。:我想如此大的规模使USCo 在于其供应商的关系中处于非常有利的地位。它的金或成本是不是比起竞争对手低呢?:低15%。,:So it probably has lower prices.:Right again.Its prices are on average about ten percent lower than those of the competition.&:So it seems that USC
23、o has been so successful primarily because it has lower prices than its competitors.:Thats partly right.Its success probably also has something to do with a larger selection of products,given the larger average store size.:那么它出售的商品价格就较低。:对,价格低10%左右。:那就是说USCo的成功主要在于它提供的较低的价格。:这是一部分原因。还有就是它的店面更大,商品的种类
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- BCG面试实例 波士顿 BCG 面试 实例
链接地址:https://www.31ppt.com/p-6587214.html