2025年如何应付案例分析面试

Firm: A.T. KearneyCase Number:Case setup (facts offered by interviewer):Your client is a U.S. based manufacturer of branded cookies (cookies that carry the name of the manufacturer)Recently private label cookies (those carrying the name of the retailer) have emerged and threatened branded cookiesPrivate label cookies emerged five years agoTwo and one-half years ago they made up 10% of the overall cookie market (brand being the other 90%)Today they make up approximately 20% of the overall cookie market (i.e., there has been a steady, linear increase of private label portion of the overall cookie market during the past five years)The overall cookie market has been relatively flat over the past five yearsPrivate label cookies are made by the same manufacturers who make branded cookies, they are just sold under the name of the retailerThere are essentially three major competitors to consider:Your client, who makes only branded cookiesA second major player, that makes both branded cookies and supplies cookies for private labelersA collection of small outfits, that make both branded cookies and supply private labelersDistribution occurs primarily through one of two types of outlets:Grocery outlets: all grocers sell branded cookies, most also carry their own private label cookies. This represents approximately 90% of total cookie salesMass merchandisers (ex. Walmart, Sam’s, etc.): sell only branded cookiesQuestion:How large would you estimate the overall U.S. cookie market to be in terms of $?How large of a threat do you believe the trend in private label cookie sales to be to your client?Based on your assessment, what is an appropriate strategy for your client to follow?Suggested ...