Beruflich Dokumente
Kultur Dokumente
2016-17
Table of Contents
How to use this book .............................................................................................................................. 3
Solving a Case.......................................................................................................................................... 4
First Step: Definition of the Problem .................................................................................................. 4
Second Step: Problem Scoping ........................................................................................................... 4
Third Step: Segmentation ................................................................................................................... 4
Fourth Step: Problem Structuring ....................................................................................................... 4
Fifth Step: Analysis .............................................................................................................................. 5
Sixth Step: Synthesis/Summary .......................................................................................................... 5
Case Frameworks .................................................................................................................................... 6
Profitability or Profit ............................................................................................................................... 6
Cost: .................................................................................................................................................... 7
Revenue: ............................................................................................................................................. 9
Increasing Volume ............................................................................................................................ 11
New Market Entry ................................................................................................................................. 12
Problem Diagnosis Situation ................................................................................................................. 13
PE Investment ....................................................................................................................................... 15
Capacity Expansion ............................................................................................................................... 16
Turn Around .......................................................................................................................................... 17
Growth Strategy .................................................................................................................................... 18
Beginning: ......................................................................................................................................... 18
Structuring: ....................................................................................................................................... 18
Analysis ............................................................................................................................................. 18
M&A ...................................................................................................................................................... 20
Type of Synergies .............................................................................................................................. 20
Case Type: Business Situation Framework Victor Cheng Videos ....................................................... 23
Case Type: Market Entry ....................................................................................................................... 25
GUESSTIMATES ..................................................................................................................................... 29
Example 1: Estimate the no. of auto rickshaws in Delhi ................................................................... 30
Example 2: Estimate the two wheeler market in India ..................................................................... 31
Practice Cases ....................................................................................................................................... 33
Case Type: Profitability ..................................................................................................................... 34
Case Type: Growth Strategy.............................................................................................................. 37
Case Type: Market Entry ................................................................................................................... 40
Case Type: New Product Offering ..................................................................................................... 41
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Team Konsult
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Solving a Case
First Step: Definition of the Problem
Understand the company and its business. You should be able to create a mental image of the
company and its business. Figure out where the business is operating. What does the company
do? How is it placed competitively etc?
Analyze EVERY WORD of the problem statement and ask clarifying questions w.r.t.
that.
Understand what caused the problem and what has been the impact.
Keep the 3Cs (Customer, Company and Competition) and 2Ps (product and price) in
mind at all times when solving a case. Whenever youre stuck, revisit these.
a.
b.
c.
d.
e.
Customer segments
Product segments
Geographic segments
Segments in terms of different parts of the value chain
Different channels of distribution
At this point, you shouldve a pretty good hold of defining what the actual problem is. It helps
to paraphrase or summarize the problem statement more tangibly at this point.
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Develop a hypothesis for where the problem might lie. Then ask questions and collect
more information to prove/disprove it
Make it a collaborate process. Do not treat it like an interview. Its not meant to be that.
Treat it like a real project and that youre working with a colleague on the project.
Ask for numerical data at every level of structure before going deeper. This is required
until you figure out whether its a numerical problem or not.
Speak with conviction and bring creativity into your solution.
In case of numbers, take your time. Do not sacrifice accuracy for speed.
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Case Frameworks
Frameworks can act as useful tools to structure thoughts during a case interview. Moreover, they ensure
that you ask the right questions and help you reach the answer fast. By using frameworks, you will
seldom miss solutions to standardized cases such as Profitability, Market entry etc. However,
interviewers these days enjoy asking abstract cases such as How will you reduce terrorism in India
or Should Subhash Ghai sign Aishwarya or Katrina for his next movie. You definitely cant apply
standard framework to such cases. You are expected to relate the problem to a business situation and
create your own framework on the spot.
Profitability or Profit
Beginning:
This problem is very vast and can come in various dimensions. Its very important to scope
the problem in the beginning itself so that you not solve the wrong problem
Definition:
Please help me understand what exactly do you mean when you say that profit is down?
Comparison/Trend:
Since when has been this trend in low profits been visible and my how much?
How has the industry performance been over this time frame? benchmarking.
Anything particular which changed - did you launch some product/slash
prices/competitor do something/Macroeconomic aspect?
Define Success:
Say that this is a broad based question]-How would the client define success?
-What kind of increase in profit do you want to achieve what will be ideal?
Profit = Revenue Cost (Is a first principle)
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Profit
Revenue
cost
Price
Variable
Volume
Fixed
Say: There are two drivers Revenue and Cost. Which one would you want me start of first?
Cost:
Ask what % of unit cost is Variable vs. Fixed this would help you understand some key
trends
- In a high fixed cost business there is very high temptation of price wars.
- Remember it can be a product specific problem or a product mix problem something such as that we
are selling more of higher cost product.
Raw
Material
Inbound
Logistics
Warehou
sing
Manufac
turing
Outbound
Logistic
Distribution
Many a times there might not be one major head and there could be two heads with 30%30% split. In these cases, youll need to explore both heads and also see that the
profitability decline could be partly because of one and partly because of another.
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Inbound Logistics:
o
o
o
o
Production/Operations:
o
o
o
Outsource
Economies of Scale/Learning curve
Labour cost arbitrage
Distribution/Outbound Logistics:
o
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Installation
Service or Warranty cost?
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If NOPAT is down
o
o
o
o
o
o
Revenue:
Explore Price and Volume and ask for preference to explore one first.
Caution: Remember it could be that your Prices, total volume and total cost everything is
same but the revenues are down because you are selling more of the less priced product
Mix problem
In case Price has reduced:
Questions:
o Has this been for a particular product in the mix?
o Is this product a differentiated product or a commodity?
o Competition: Has competition taken any particular action (reducing
prices/launched new products)
o Customer:
-What customer segments?
-Are the customer preferences changing?
-What about price elasticity?
Resolution:
o Product Differentiation Better features
-Better brand
-Better packaging
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Consolidation: Acquire other markets players Charge premium price, Have more
units sold.
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Increasing Volume
There are four methods of doing it.
PRODUCT
Present
MARKETS
Present
New
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New
Market Penetration
(New viewers in existing
segments)
Product Development
(Content Development)
Market Development
(Reach out to new
segments)
Diversification (Move
into new medium,
channels e.g. Digital)
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Ask if this fits the companys mission / culture -- e.g., why does the company
want to expand?
o Invest excess cash flow
o Increase market share
o Decline in existing market (shrinking sales, higher costs, lower margins)
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People
People
Tangible
Salary
(Basic)
Incentives
Intangibles
Perks:
Money
Value
Prof.
Developme
nt
Personal
Developme
nt
Professional Development
o Growth
o Research opportunities
o Learning and training facility
o IP (Doctors, Engineers and IT guys may need this)
Personal Development
o Status within the company
o Brand of the workplace
o Culture
o Work life balance
Process
Identify
Process Map
Identify
Critical Path
Identify
Bottleneck
Identify
Utilisation
Improvement
Identify
Redesign and
Process
Improvement
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Process improvement
Capacity Expansion (units of flow rate)
o Reduce time
o Add additional machines
Capacity =
1
+
Technology
Technology
Compatibilty
Capability
Employee
Familiarity
Speed/Rate
Internal
Compatibilty
Suitability
Lack of
Training
Sometimes it may not be clear where the issue is then use: (this is good from understanding
how the business runs)
1)
2)
3)
4)
5)
6)
Man
Machine
Method
Materials
Measurement
Mother Nature (Environment)
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PE Investment
Following key aspects need to be evaluated in case of any PE player is considering making an
investment:
We need to start with the funds motivation to invest and the attributes of the firm.
PE Firm
Characteristics
Fund Size
Fund Style
Portfolio
IRR
Exit Period
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Industry
Attractivenes
Market Size and
Growth
Profitability
Barriers to Entry
Competition
Customers
Costs and Risks
Suppliers
Substitutes
Target Specifics
Business Model
Management
Capability
Willingness to sell
Revenue Profitabality
Market Share and
Growth
Product/Services
Valuation
Sources of Return
Opertaional
Efficiency
Unlock potential
Use leverage
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Capacity Expansion
Do we need extra capacity?
External Factors
Internal Factors
Total Demand
(Growth/Size)
Supply Dynamics
Suppliers Global/Local
Future Supply
projections
Game Theory Proce War
Substitutes
Our products
share and
growth
Present
production
rate
Is new
technology
available?
Can I use
economies of
scale
Investment
Organic- Resources
Improvement
People/Process/
Technology
Acquire - M&A
Framework
Outsource
Crucial Points:
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Turn Around
Information about the company:
What has been the failure trend?
How was failure defined?
How long has the failure been observed?
After this go into the basic industry information situation:
Product
Customers
Company Strengths and Weaknesses (any major changes in the time period of failure)
Competition (any major changes in the time period of failure)
External factors regulations, taxes, substitutes, trends such as technological
advancements (digital for Kodak)
Now again this is either revenue increase or profitability increase.
Only thing to look out is to check if there is a conglomerate then divest a branch!
Profitability or growth:
Always ask about the other product.
Material part diversification is not possible
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Growth Strategy
Beginning:
Current Business: What is the context (customer/product/geography segments) in which you
are presently operating in and what is the current position of your firm? Lifecycle of the
Industry?
Ambition: What level you want to grow?
If you want to surpass the Market growth rate that means you want to eat away in other
peoples market share.
What are the options you are looking for: Think about the ansoff matrix to understand
the growth from for scoping the problem
Structuring:
To understand growth we need to look at overall demand and supply dynamics of my product.
There could be a scope of improvement on either side.
Demand side: Market is contracting or demand for my product is falling.
Supply side: Demand is there but I am not able to supply enough.
This can lead to both lost sales and lost customers
Strategic Options:
Improving the profitable or promising part of the business.
If nothing looks promising then you can consider
o Spin off: Creating part of the business as a separate business
o Divesture: Reduction or sale of assets
o Acquisition: Get yourself acquired by a competitor/sister company or potential
entrants
Understand how the business works in each segment of customer:
Understand the value chain and decision making process for the customer?
What part of the value chain am I catering to?
Say: This particular player is the market leader lets try to understand what is it that
he is doing different?
Comparison with the competitor
o Offering: Complete value prop in terms of
o EVC, Service, warranty etc.
o Commodity or Differentiated
o Has the competitor erected any BTE: Brand/Network effect/Switching costs
Price: Why has the competition got it lower?
o Cost Structure
o Economies of scale
Promotion: Sales Force or Marketing expenditure - Efficiency and Total Expenditure
Distribution Network: Also understand who are the stakeholders and any particular
reason why they prefer the other product over ours.
Analysis
As we know it can be of two parts Volume and Price.
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Volume:
Note: When we talk about penetration for same product/same market then think from two
perspectives:
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M&A
There are two ways any M&A can generate value 1) Value of Control 2) Value of Synergy.
The actual value of how the acquirer benefits will depend upon the premium paid.
There are two types of M&A.
Strategic:
Value Generated = (Vat Va Vt) + (Va-Va)
Non Strategic:
Value Generated = (Vat Va Vt)
Opportunity Cost: (Va Va)
Competition
Industry
Synergy
Operational
Financial
FCF
Tax Savings
Long Term
Growth
Bankruptcy
Costs
Abnormal
Growth
Decreased
Agency Cost
Ra
Less
asymmetry
info
Time of
abnormal
growth
Type of Synergies
Operational:
FCF = EBIT (1-Tax) + Depreciation Change in WC Capex
EBIT = Revenue Cost
Revenue = P * Delta Q + Delta P * Q + Delta P * Delta Q
Delta Q: Ability to sell more
Better Product
Combining Strengths: Examples: Distribution network+ Sales force, Access to
cheap funds, better geographical reach say more offices, Increased
Management Bandwidth, Combining Sourcing capability with Distribution
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Reach
Cross Selling: Doing this is very risky though
Bundling
Up-selling
Delta P: Ability to price higher
Low Competition
New products or Better quality
Increase pricing power in case of Strategic acquisition
Cost
COGS decrease
(Dis) Economies of Scale/Scope: There can be losses as well if there are
coordination problems or management bandwidth issue.
IT budget streamline
Pooling of technology
Reduction of overhead
SG&A reduction
Remove duplication of Sales force
Promotion Streamline
R&D cost reduction
Linking innovative capability
Sharing technology
Reduction in threat of Hold up cost
Future Price Increase
Not in time supply
Not appropriate quality product
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Financial Synergies
Tax Savings:
o Tax loss carry forward from a winding business
o Ability to take more debt hence more tax shield
Bankruptcy cost:
o As per MM, if Bankruptcy costs exist (that is there is destruction of
value) then this adds value
- Lost Customers
- Lost Employees
- Lost Supplier relationships
o Reasons for default:
Cyclical business
Cash Flow volatility
Competition
Technological obsolescence
Fit
o Cultural Fit
- Are the cultures of the merging entities coherent? for e.g both are
entrepreneurial orgs
- Are the cultures complementary? For e.g. an entrepreneurial design org and a
highly organized sales org.
- Do we expect significant cultural clashes on merger? For instance formal vs.
informal
o Strategic Fit
- Are the long-term strategies of the merging firms in tune?
- Will the merged firm evolve a new long-term strategy?
- Costs associated with percolating new strategies through the merged org.
o Organizational Fit
- Degree of similarity in org structures. Matrix, functional, divisional etc.
- Management overlap and talent.
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Barriers to Entry
Best Practices
Industry Lifecycle
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Analysis:
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Lets look at it from three perspectives External view, internal view and exact mechanics of
entering
Industry
Attractiveness
Competitive
Advantage
Barriers to
Entry
Short Term
Competition
Long Term
Value Chain
Substitutes
Industry
Attractiveness
Customer
ETER
Dont
Enter
Further
evaluation is
needed
Company
Competitiveness
Industry Attractiveness:
Barriers to Entry:
Government Regulation
Any barriers to exit?
High Capital requirements
R&D - IP or Patent
Brand equity
Human Capital
Economies of scale or scope
Switching Cost (Network effect)
Distribution Network
Competition:
Consolidated or Fragmented
Market Shares
Competing on Product, Service, price, quality, features?
Strength/Weaknesses channels
Contractual Lock-in for customers
Buyer:
Segment and Growth
Willingness to pay
Channels preference
Demand-Supply Gap
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Value Chain:
Supplier:
Consolidated or fragmented
Market Shares
Threat of backward integration
Alternative buyer options for suppliers
Switching costs of buyers
Distribution Network
Raw Materials availability
Manufacturing resources including talent availability
Substitutes:
Any peculiar substitutes
Consumer behavior evolution
Competitive Advantage:
Understanding companies strength once inside the market
Short Term: (Fit) Does it make sense for this company to enter the market?
Prior experience in moving to new markets
Business model needed ideally to succeed in this industry
Synergy with existing operations?
Tactical decisions 4 Ps (Product, Place, Promotion, Price)
Game Theoretic perspective and strengths and weaknesses of each player
Competitive Response
Long Trem
Weights
40%
Green Field
Franchise
M&A
JV
20%
10%
30%
Essential
Essential
Financial Risk:
What is the cash position of the parent firm?
What % of companies total cost base will go into the new market? Implications:
What will be the impact if this new venture fails
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Technology Risk
Political Risk
People Risk
Wherever you can execute the process in a standardized manner (You can tell
outsiders how to do it) and not much subjectivity in measurement
High Risk
Easy
Equity research,
litigation support,
R&D support
Highest Risk
Difficult
Pricing, Product
design
Subjective
Low Risk
Transaction
processing, insurance
claims, customer
service
Moderate Risk
Supply chain
coordination,
customer data analysis
Objective
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GUESSTIMATES
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Do not neglect this section and be thoroughly prepared with the same. A guess estimate can
be asked in multiple ways, even while solving a normal profitability case. Once you have
completed the guess-estimate then try to include the following to make your analysis much
richer
1. Verification of data Identify a few sources from where you can get
the right numbers to further refine your estimate.
2. Sensitivity Analysis Conduct a basic sensitivity analysis and identify
the most critical assumptions you made.
Such an extended analysis shows that you have thought through all the assumptions made and
are not arbitrarily using any number to estimate. Although the numbers do not matter here but
having a basic sense of the numbers used, knowledge of conversion scales and identifying the
potential areas of over/under estimating helps a lot.
Guesstimate problems can be solved through three methods (with certain other variations):
1. . Top Down Method
2. . Bottom Up Method
3. Employing a proxy
Tips:
1. When you receive a guesstimate question, please make sure you scope it down so that
applying a method becomes easy
2. Use simple numbers and round off intelligently so that you dont get stuck on account
of calculations
3. Please try to write the guiding formula you are going to use and explain it to the
interviewer so that while you are performing the guesstimate, he follows you.
4. Whenever you make an assumption, please take a buy in of the interviewer asking
Does that make sense ?
5. Whenever you make and assumption, please make sure that the actual no. can be
found out through a public information source, so even if your assumed no. is not
correct, it can be correct. Be sure to state the same.
6. Try and be MECE (Mutually Exclusive Collectively Exhaustive), just like in solving
cases, at each step
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2. Now in order to calculate Auto passenger miles, we would divide the trips into trips
into trips made for regular usage ( done by professionals ) and occasional trips, and
use top down method to calculate each
3. We would first figure out trips done for professional usage by figuring out how many
people use auto rickshaws for professional usage on a daily basis, using filters such as
income.
Top down Method
IIM Kozhikode
We would divide the demand into : New Demand ( new users) and Replacement
Demand ( Existing Users)
Replacement Demand = ( Total No. of Two Wheelers Currently in India)/ (
average replacement period)
New Demand = (Population segment Growth Rate) * Total no. of two wheelers
currently in the country
Two wheelers can be of two kinds: Domestic (owned for personal usage) and
Professional (owned by professional agencies such as dominos, police, postman)
. To estimate for personal usage, we would employ top down method
Start with population of India, 1.2 Billion
Urban (30%) and Rural (70%), which implies 0.36 Billion Urban and 0.84 Billion
Rural
No. of Urban Households 0.36/4 = 90 Million and No. of Rural Households = 0.84/6
= 140 Million
Now we need to figure out how many can afford a two wheeler and remove the elite
population that only owns four wheelers. Hence, we shall have to find out the income
level and figure out the number of two wheelers in households hence.
Lets say that no. comes out to be 30 Million
Now based on the current no. we can find out the expected replacement demand
Replacement Demand (Domestic) = 30/4 = 7.5 Million
New Demand = 30*2% (growth rate of eligible population segment)
o = 0.6 Million
Hence total domestic market = 7.5+0.6 = 8.1 million/year
To calculate Professional Demand, we can use proxy and bottom up combination
So, first assumption is professional usage is primarily urban
Then take a city and categorize various types of uses (This is bottom up approach):
1). Police
2). Dominos
3). Postal Services
4). Others
Estimate each of these and come with a number
Then employ proxy method as under
Total Professional usage = (No. of vehicles in the city)*Urban population in the
country/ (Population of the city) * Correction factor
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Practice Cases
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I: Right. As you can see that is quite a random pattern. How then do you propose to obtain
the minimum price at all times?
C: I can think of two primary ways of doing it. The first would be through a financial
mechanism. The company could buy options to purchase coal on the foreign market, and
exercise them if it is ordering at a time when the foreign price is lower than the Indian price.
Although there would be a price in terms of the cost of the options, I feel that the reduction in
uncertainty and the concomitant benefits to planning would make this option worthwhile. The
second option would be integrated upstream, by buying coal fields abroad or forming a JV
with a foreign coal company. Although a deal could be structured to get a supply of coal as
and when needed, I would still go with the first option because the power plant is unlikely to
have the business expertise to handle running a coal operation.
I: OK that sounds good.
C: Would you like me to explore the other parts of the coal chain how the coal is transported,
whether the processing of coal can be improved, and issues regarding to by-products or disposal
or coal?
I: No, I dont think so. These are quite standardised, and our client has adopted the best
practices of the industry. I think that will be all. Thanks.
C: Thank you.
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Amex could issue an interest-driven credit card under a new brand name (in fact,
Amex did so with the Optima card).
SOLUTION ANALYSIS
The client specifically inquires about the economics of ending the annual fee. Good answers
should focus on this issue, and should provide recommendations based on the analysis. Good
answers should explore the issue of rival credit cards entering the market, how their product
offering is similar or different from the American Express card, and the strengths and
weaknesses of American Expresss position. Alternative revenues should be explored. One
option is charging interest and allowing cardholders to hold a balance. Answers should address
how this would this affect the AMEX brand, i.e., the consequences of becoming a just another
ordinary credit card. Another is enforcing late fees, or raising merchant fees. The consequences
of these should be addressed also.
Outstanding answers should additionally explore the effects of competition among credit cards
for revenues, and recommend how Amex could increase revenues without dropping the $55
fee. For example, comment on the quality of new members acquired, since competition is
forcing many credit card companies to issue cards to riskier consumers.
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supply gap when it comes to customized furniture in your home, but we have no estimates of whether
existing retail supply is enough to account for the demand.
The client company is also in good shape to make any investment in such a project, provided, that it is
profitable in the long run.
Candidate: So, I would like to analyze the client's ability to enter this business a bit more.
The major differences between home and office furnishing are:
1. Scale & degree of customization
2. Distribution
Interviewer: Excellent points. So why don't we analyze them one by one.
Candidate: Office furnishing usually happens in large volumes, and as you mentioned there would be
very little customization involved. However, in case of home furnishing, customization is typically
higher and more importantly, a wide variety of designs and styles are required. In addition, volume of
each design sold will be low and unpredictable.
Interviewer: That is correct, and that is another reason why operating margins are not as high as
compared to office furnishing. go on
Candidate: In terms of distribution, I will assume, the client won't go for custom-made furniture at
households. SO it will need either it's owned outlets, or contracts with existing outlets. In case of the
former, real estate costs will eat up into the company's profits and in case of the latter, margins will
reduce even further.
In addition, they will have to design an entire distribution system from production to the retail outlet.
This can be a costly affair too.
Interviewer: Absolutely, in fact estimates state that if the company gets into the business, it will suffer
a loss in this division for at least the first few years.
Also, on the point you mentioned about labor - the existing availability of labor in itself is scarce and
securing more skilled labor and training them for this purpose will not be easy. It will take
considerable time and investment.
So, we are running out of time... With these facts in hand, what decision do you take?
Candidate: Considering the margins, the condition of the industry and our lack of experience in this
segment, coupled with the labor sourcing problems, I am tempted to decline this opportunity.
However, the company is looking at the segment for the long term, and if it is able to solve the issues
mentioned above and use it's brand name to settle into the market after 4/5 years of loss, I would still
recommend them to go ahead and explore the opportunity.
Interviewer: Ok, thank you. The client did in fact enter the segment and they are doing really well after
6 years. That would be all.
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missing in India, is an independent chain of service stations which will service any brand.
These are third party service stations.
Candidate: Ok. This is a new business that Tata would want to enter. Id like to look at a few
things while considering the new venture
Tatas final aim - do they have a target profit /market share/return on assets as their target
from the venture
Market scenario growth & size, competition
Tatas capabilities financial capability, expertise in area, synergies with other businesses
Interviewer: Tata is a big & profitable company, they want as high profits as possible from
the venture. Also, they have no constraints with regards to finances. They build automobiles
as you know and have authorized service stations for their automobiles.
Candidate: So, the aim of Tata is high profits and they have sufficient finances and expertise
in the automobile area. Ill go on to look at the automobile maintenance market. Currently in
India there are 2 kinds of garages the local ones and authorized service stations. So, when
we enter the market, would we be servicing all kinds of brands and providing a full range of
services?
Interviewer: Yes. All brands and a full range of services.
Candidate: We would need to differentiate ourselves from the 2 kinds of competitors that we
have in order to get customers.
Interviewer: Ok. How would you do that?
Candidate: Ill look at why a customer goes to a service station and why he chooses a
particular station to go to. A car would be taken to a service station for
Regular check-ups/services
In case of an accident
Maintenance when it breaks down
Interviewer: Ok
Candidate: Now when an owner chooses a service station he would want
Quality In terms of genuine parts if replacements are done, trained mechanics, the car being
treated properly, delivery on time
Cost He would want the service to be as cheap as possible
Convenience The service station should be close or should have a pick & drop service.
There would be a segment of customers who would lay a lot of emphasis on cost while
another segment would lay emphasis on quality. In case of an accident or break-down
convenience would play a big role. Local garages will have low quality and low cost while
authorized service stations will have high quality and high cost. Also, local garages are
generally more in number so would be more convenient to reach in most cases.
Interviewer: Ok. Now I want you to make a grid of the dimensions that youve mentioned and
figure out where our competitors lie and where we should go.
Candidate: (Starts drawing a 2X2 matrix)
Interviewer: Let us club convenience with quality. Well just analyze the situation based on
2 parameters
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Now, Tata wants to start a third party chain of service stations which will serve all brands. If
Tata targets low quality, local garages will beat them since these garages can service all brands
and charge very low unbeatable prices. Also, they would be built at strategic locations which
Tata may not be able to acquire, coming late into the market. On comparing Tata stations with
authorized service stations, Tata could stand a chance. They could ensure quality by sourcing
parts from manufacturing companies and employing well trained mechanics. Since such a
service station will service all brands it will be a convenient place to come to for high quality
services. However, the price charged will be high.
Interviewer: Do you think anyone will come to such a service station when they can go to a
Maruti or Hyundai authorized service station?
Candidate: In India a majority of cars are Maruti and Maruti has a very good chain of
service stations which are convenient to reach and high quality. Hence, Maruti cars will
definitely not come to Tatas stations. Other brands like Hyundai would come since their
service stations are few and far apart. If Tata offers the same quality at the same price, it
might be cheaper & more convenient for consumers if Tatas chain has numerous stations at
strategic locations.
Interviewer: Maruti has almost 50% of Indias car market share. Now do you think it is
beneficial to set up Tatas third party service chain?
Candidate: Owners of other brands will prefer to go to their authorized service stations as they
would be more trusted. And given such a lopsided market in favor of Maruti, it will be difficult
for us to compete with Maruti directly. So, the number of cars coming to Tatas stations might
be too low for the venture to be viable. But, if there are expectations that many new brands will
enter India as some already have, then Tatas venture could be viable given that these firms
would not want to open a service chain of their own due to small numbers and newer vehicles
could mean that the
local garages might not be well-equipped to deal with all kinds of problems with the vehicle.
Interviewer: What would your final recommendation be?
Candidate: My final recommendation would be to not start such a venture currently since
Tata would not be able to beat competitors on any dimension - cost or quality. However, in
the near future this could turn sustainable so an eye should be kept on this market.
Interviewer: Ok. Thanks.
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Mumbai
10%
8%
12%
Chennai
9%
15%
7%
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Candidate: We can see that the growth in Delhi and Chennai would be important to us
because we are dealing with industry safety equipment.
Interviewer: Well, I never said we were dealing with industrial clients. What if we are
dealing with safety equipment used in commercial areas?
Candidate: In that case Mumbai and NCR look like interesting questions. But I would like to
have some more data on the expected growth in lakh sqft and not just percentages, before I
can comment.
Interviewer: Ok. How will change in regulatory requirements and/or increased compliance
affect the industry?
Candidate: Do you have any data on the current regulatory requirements and how they will
change?
Interviewer: No, But I know that the current ratio of regulators per factories in our target
industry is roughly 1:8000, which is expected to remain same in the future.
Candidate: Ok. So that means there will not be any significant increase in compliance.
Interviewer: How do you think can compliance be increased, without increasing manpower?
Candidate: There can be more frequent checks and stricter penalties for lack of compliance.
Interviewer: Fine. There are two proposed regulatory changes, one that would impose a high
fine on products not complying during an initial check-up during commencement of a
facility/space and a second that would increase the frequency of subsequent check-ups.
Which has the potential for increasing market growth?
Candidate: I would go with the latter, as it would automatically enforce initial compliance
which the former enforces, and also increase maintenance revenues.
Interviewer: Thank you. That would be all.
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IIM Kozhikode
Candidate: Even within costs, I think our foremost concern should be to identify the possible
reasons for the 500 crore escalation. Is there any specific reason that the client has shared
with us.
Interviewer: Not really, I think you will have to figure that out as well.
Candidate: So, I will start with different factors contributing to the cost.
Interview: Okay.
Candidate: Raw materials would be a major component of the costs. Here, if the company
has long term sourcing contracts then I dont think it would have contributed to cost increase.
Do we have any information about their sourcing contracts?
Interviewer: No.
Candidate: In that case, we can also look at the option of negotiating prices with the
suppliers if the company has a high bargaining power with them.
Interviewer: OK, these two options look fine.
Candidate: Further, maybe we can also explore low cost substitutes for existing raw
materials. In case if we can alter the product mix, even that option should be looked at.
Interviewer: Dont you think these options will impact the quality of the road.
Candidate: At all times while considering these options, we should set certain minimum
quality standards as per norms and then see if we can reduce costs.
Interviewer: That seems fine.
Candidate: Apart from raw material costs, I believe that we should also look at the
equipment costs. Here a decision to either lease the equipment or buy it needs to be taken.
Interviewer: Can you explain what will be the basis for such a decision?
Candidate: It will depend on the scope of future projects. If this is a one-off project of its
kind, then the company should lease the equipment. Otherwise, if the company plans or is
executing similar projects, they can buy the equipment. In such a case they can depreciate the
costs across different projects.
Interviewer: You can move onto other costs now.
Candidate: Employee costs need to be very well planned. Since the project is expected to
last for 4 years, there can be a substantial increase in these costs. Can you let me know
whether the company has its own employees or hires a contractor?
Interviewer: The contractor brings in most of the employees.
Candidate: I think in such a project, the speed of the project to a large extent would be
determined by the amount of labour used. Maybe, then we can go in for more employees or
ask the current workers to work overtime. This will reduce the duration of the project and
increase the Net Present Value.
Interviewer: Do you think employees would work overtime?
Candidate: They might, but a better option would be to consider working multiple shifts.
Interviewer: Yeah, that could possibly be tried. Any other cost that you would like to take into
account.
Candidate: I think even the financing costs would play a major role depending on the capital
structure of the project. Will the project amount of Rs 4000 crore be paid in phases or only
upon completion of the project?
Interviewer: Money will only be paid upon completion of the project and due to this a
significant portion of financing will come through debt.
Candidate: This will result in significant interest costs that will have to be paid during the
project.
Interviewer: Also, the company is using a percentage completion method of accounting.
Anything about the working capital financing that you can think of?
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Candidate: The employee wages and raw material payments would form a significant portion
of the working capital. We can look at negotiating the credit period with our suppliers but given
the 4-year span of the project, I think that this cost will still be substantial. In case of employee
wages, I think that they would have to be paid daily.
Interviewer: So is there a way to address this concern?
Candidate: Maybe we can go back to the government and renegotiate the payment terms
such that the amount of Rs. 4000 crores is paid in installments rather than only at the
completion of the project.
Interviewer: If this doesnt work out, what other options will you suggest?
Candidate: The Company could drop the contract but in that case it will have to estimate the
impact of such a decision on its reputation and ability to get future contracts. Also, a penalty
might need to be paid in this case.
Interviewer: Would you suggest the company to go ahead with the current project even if the
terms remain unchanged?
Candidate: Yes, the company can consider this project to be a real option for future projects.
Maybe they will incur a loss of Rs. 500 crore on this project, but it will enable them to bid for
such projects in the future.
Interviewer: Good justification. I believe we have had a good discussion. Thank You.
IIM Kozhikode
estimates is a big risk. There could be a huge decrease in vehicular traffic if there is an
alternate transportation route (train or road) that comes up between points A & B that are
connected by the highway we plan to build. We also need to take a look at the overall utility
of the highway as in vehicle traffic can be low if other segments in the highway are not
completed on time.
Interviewer: Great answer. So what else? Tell me more about the risks.
Candidate: Any delay in the construction might attract a penalty from the government and
will also affect our cash flow projections (by shifting them further into the future) thus
affecting the viability of the project.
Interviewer: Perfect. Just to let you know, delay in completion is the biggest problem that
such projects face in India.
Candidate: There can also be an adverse effect due to political considerations. Say if the
power dynamics changes in the next few years. It might have a different outlook on this
project.
Interviewer: Nice. What else?
Candidate: We should also look at the land procurement process if any for the construction
of the highway. That part often leads to local opposition to such projects and can be harmful
for the project.
Interviewer: Yes but let us leave that responsibility to the government.
Candidate: I think I have enumerated all the risks I could think of.
Interviewer: I think we should give it a stop there. The analysis was pretty good and
structured.
Candidate: Thank you. I really enjoyed doing the case with you.
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Summer Placement
Experience
PGP 19
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Case Type
Case Question
Maanav Mahon
BCG
N/A (Principal)
Interview 1
Nothing out of the way. It was only from the
resume and focused majorly on my past work-ex
and about my startup. Also, "why consulting?"
Went on for 10-12 minutes I suppose
Numerical: Profit/Loss
The client Is in the hotel business. However does
not own any properties. Provides his brand name,
resources and training to existing budget hotels.
Profits have been declining for the past few years.
Figure out the cause and give a recommendation
So before anything I needed to ask a few
questions to clarify my doubts. I asked how
many hotels were there, what was the actual
amount of loss we were facing and was it
spread out over all properties. Then I went
on to further analysis. I divided the possible
factors into External and internal.
External factors included: market growth,
competition/substitutes and Government
regulations etc. After some questions I got to
know that there was no problem with the
hotel/tourism industry as such. Also that the
number of customers coming to our chain
was decreasing while on the other hand it
was increasing for our competitor, which
was operating on same principles as us.
Once this was done, I looked into the
internal factors, such as pricing, marketing,
service quality etc. to figure out where the
problem lied. Got to know that, as these are
budget hotels, there is not much
differentiation price-wise. Also, the
competitor is not offering any discounts. Got
stuck here, so asked the interviewer, if there
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IIM Kozhikode
Outcome
Name of the
Candidate
Company Name
Interviewer Name
Interview Number
Personal Interview
Question
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Maanav Mahon
BCG
N/A (Partner)
Interview 2
Only from the resume and focused majorly on my
past work-ex and about my startup. Nothing else at
all. However asked a lot of detailed questions
about these two. Went on for around 20 minutes.
IIM Kozhikode
Case Type
Case Question
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IIM Kozhikode
Offer
BCG
Project Lead
Round 1, Interview 1
Describe the roles and responsibilities at my last
working place - HCCB
Case 1 - Supply chain optimisation.
Case 2 - Market Expansion
Case Question
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IIM Kozhikode
Sushrut Helwatkar
BCG
Karishma Bhalla - Principal
Round 2, Interview 1
The Interview started with a chat about my family
background and reason for choosing my
graduation field.
Case - New Product/Service Introduction
A Car insurance company wants to negate the
middlemen at the dealer level by introducing
online insurance for the new-car owners. What
should be the target segment for this product's
launch?
Case Type
Case Question
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IIM Kozhikode
Sushrut Helwatkar
BCG
N/A, Partner
Round 3, Interview 1
The interviewer directly moved to the case study.
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IIM Kozhikode
Offer
BCG
Karishma, Principal
Round 1, Interview 1
IIM Kozhikode
Personal Interview
Question
Case Type
Case Question
NA
Profitability
A car insurance company is concerned about its
declining profits because the dealers (who directly
deal with the customers) are charging a higher
premium to customers with an intension to earn
more than the quotes commission. The company is
considering going online with its business
transactions. Evaluate whether it would be a good
move.
IIM Kozhikode
Outcome
BCG
Amitabh Mall, Partner
Round 2, Interview 1
NA
Market Entry
A European textile giant is considering entering
China. How should the company go about it.
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IIM Kozhikode
BCG
Senior Partner
Round 3, Interview 1
NA
Profitability
A life insurance company is making less profits.
How would you help them?
IIM Kozhikode
Outcome
Offer
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IIM Kozhikode
Accenture
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IIM Kozhikode
Case Question
Accenture
Saurabh Kumar Sahu - Principal
Round 1, Interview 1
An overview of the job responsibilities at the
organizations I worked
(Ecommerce, Budgeting application provider)
Case 1: Qualitative: Workforce productivity
Case 2: Qualitative: Profitability
Case 3: Qualitative: Declining market share
Case 1: Your client wants to improve the workforce
productivity of organization. What all factors would you
take into consideration and what are your
recommendations?
Case 2: Your client, an Ecommerce company, has been
seeing very low profit margins and hence profitability.
Analyze relevant factors and give recommendations to
improve the profitability.
Case 3: Your client, a conglomerate, has seen a decline in
overall market share even though all the individual
business units have seen an increase in the market share.
Is this scenario possible? If so, how?
Case 1: I listed down various factors for improving the
organization productivity as per the theories of
organization behavior such as hygienic, motivational etc.
and gave some suggestions accordingly.
Case 2: I used the cost driver approach for profitability
and categorized various costs such as website setup,
logistics, sourcing, promotions under fixed and variable
and gave recommendations as to how savings can be
made.
Case 3: Asked if the conglomerate operates in all the
industries, the interviewer said yes. I said that the given
scenario is possible and gave the example where the
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Outcome
Kiranmai Gogireddy
Accenture
Saurabh Agrawal - Principal
Round 2, Interview 1
Detailed questions on my responsibilities at work
Why consulting/Why the shift from IT to consulting?
What alternate careers are you considering and why?
What skills from your previous work experience would
help you in consulting?
Challenges you might face while transitioning to a
consulting career?
How would you convince your client (CEO) that you know
more than him/her about their domain/industry?
Case Type
Case Question
Narration of the case,
as descriptively as
possible
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NA
NA
NA
IIM Kozhikode
Outcome
Accenture
Ganesan Ramachandran - Partner
Interview 1
Questions on my background and responsibilities at work
Why consulting?
Pitch a product (of the organization I worked at) to a
potential client
What function and sector would you like to start your
consulting career with?
Would you be able to handle the rigour of work and travel
of consulting career?
Case Type
Case Question
NA
NA
NA
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Outcome
Offer
Accenture
Anil Ravindran, Manager
Round 1, Interview 1
NA
Case Type
Case Question
Role Play
What decisions should you take considering the recent
slump in oil prices?
Outcome
68 | P a g e
IIM Kozhikode
Accenture
Sandeep Singh, Manager
Round 2, Interview 1
The icebreaker here was a puzzle testing the concept of
probability. A revolver contains two bullets and they
occupy consecutive spots. A person shoots himself for
two consecutive times. Find the chances for his survival.
Case Type
Case Question
Rural Marketing
A FMCG major in the country is considering entering the
rural market with the aid of Self Help groups. How would
you suggest the company to approach
Outcome
NA
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Accenture
Amit Wagh, Principal
Round 3, Interview 1
IIM Kozhikode
Personal Interview
Question
Case Type
Case Question
Narration of the case,
as descriptively as
possible
What do you think
went right/wrong?
Any tips for the future
batch
Outcome
NA
NA
NA
NA
NA
Moved to the Final Round
Accenture
Rutvik Gaur, HR Manager
Round 4, Interview 1
Again some basic resume related questions
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IIM Kozhikode
NA
Offer
Outcome
Accenture
Senior Manager
Round 1, Interview 1
NA
Profitability of an e-commerce company
Built a Profit and Loss statement for an ecommerce
company and asked me to improve the profitability of the
company
Discussed on the competition
Discussed on the various types of e-commerce
models and profitability of each
Discussed on category mix and its impact on profits
Discussed on growth prospects of the industry
Had good knowledge of the industry which helped;
Figuring out what exactly the interviewer wanted me to
do helped a lot;
The interviewer was interested to know my point of view
on issues
Industry Analysis workshops helped a lot;
Try and bring in your independent/personal point
of view into the scheme of things;
Moved to Second Round
Accenture
HR Senior
IIM Kozhikode
Interview Number
Personal Interview
Question
Case Type
Case Question
Narration of the case,
as descriptively as
possible
What do you think
went right/wrong?
Any tips for the future
batch
Outcome
NA
NA
Need to be consistent with your answers
Maintain eye contact
Prepare a question that you would ask the HR
Moved to Partner Round
Accenture
Partner
Round 3, Interview 1
Why Consulting?
Resume based - Why do u think Consulting suits
you? And then follow up questions based on the
answers
Case Type
Case Question
Narration of the case,
as descriptively as
possible
What do you think
went right/wrong?
Any tips for the future
batch
NA
NA
NA
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NA
Prepare very well for the 'Why Consulting
questions
IIM Kozhikode
Offer
Accenture
NA
Round 1, Interview 1
Very detailed questions from my resume mostly related
to work ex, ABG Scholarship interview, why I think I did
not get the scholarship, then simulated a situation
wherein I am in an elevator with all the panelists of the
ABG interview and I have got 30 seconds to convince
them to change their decision. Concluded with asking me
if I had any non-academic questions for him
Case Type
Case Question
Narration of the case,
as descriptively as
possible
What do you think
went right/wrong?
NA
NA
NA
Outcome
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IIM Kozhikode
Accenture
NA
Round 2, Interview 1
A stress interview wherein he tried to test my patience, I
felt. Hovered around, why MBA for about 15-20 mins,
what skillsets do you think a consultant needs to have for
another 10 mins asking me to explain why each skillset is
required, then he asked to solve a few puzzles and ended
with a general "Do you have any questions for me?"
Case Type
Case Question
Narration of the case,
as descriptively as
possible
NA
I felt he was looking at the approach which I used in
solving the puzzles, and whether I was able to justify my
thoughts with enough logic
Outcome
Accenture
NA
Round 3, Interview 1
Very casual resume based questions and some HR
questions like whether you have faced any moral
dilemma before, why do you love reading this particular
IIM Kozhikode
NA
Case Question
Narration of the case,
as descriptively as
possible
What do you think
went right/wrong?
NA
NA
Outcome
Offer
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This round was very informal and casual and I was getting
positive vibes throughout.
IIM Kozhikode
Deloitte
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IIM Kozhikode
Deloitte
NA
Interview 1
A 15 minute interview focusing on my past work
(had to describe my role and a project), my interest
in consultancy and a Guesstimate. Also focus was on
why Deloitte and what I know about Deloitte
Case Type
Case Question
Guesstimate
For the new Bandhan bank in India, estimate how
many credit cards would it have.
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Outcome
Deloitte
NA
Interview 2
A 45-minute interview where I had to solve one
entire case quantitatively and qualitatively. Post the
case solving, the partner was called into the room
and I was made to summarize the case and my
solution to him. The intention here was to judge my
communication skills and how I present my findings
to a senior executive.
Case Type
Case Question
I began the case solving by some questions on Working model, Annual performance and
performance/growth parameters.
I was provided quantitative data further based on
my questions. For example - I asked about annual
performance and the revenue figures were shared,
and then I asked for operational cost figures and
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IIM Kozhikode
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Outcome
Offer
Deloitte
NA
Interview 1
Basic questions about my background. Why I want
to switch from IB to Consulting. What about my
nature seems to align to Consulting. I had a gap year,
so what I did then.
Case Type
Case Question
Guesstimate
Since I have a background in the wedding planning
industry he asked me to guesstimate the wedding
photography market in India
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IIM Kozhikode
Outcome
Deloitte
NA
Interview 2
Brief questions about my college. What I liked about
Delhi and what I didnt. Asked me to compare Delhi
and Hyd. A couple of questions about my projects
with my previous employer.
Case Type
Case Question
Profitability
A hospital in America is having issues with their
medical claims process. Analyse and suggest possible
improvements
NA
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IIM Kozhikode
Outcome
Deloitte
NA
Interview 3
The partner walked in mid-way through my case
interview. He was very interested in my work ethic
and asked me questions that revolved around how I
approach problems. He also asked me about my
family. Majority of the interview was about why I
wanted to join Deloitte. Why after CFA you want to
do Consulting? What are your long-term goals?
Case Type
Case Question
NA
NA
NA
Outcome
NA
Read up about the company and have one relevant
question ready. This should be a smart insightful
question.
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Deloitte
Partner
Round 1, Interview 1
1. Walk me through your CV.
2. Why do you want to go into consulting?
3. What is the unique thing about you?
IIM Kozhikode
Guesstimate
Estimate the market for Loius Vuitton handbag
worth 1 lakh in India.
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Outcome
Deloitte
Managers
Round 2, Interview 1
1. Why consulting?
2. Why Deloitte?
Case Type
Case 1: Profit/loss
Case 2: Guesstimate
Case Question
Case 1:
A motor insurance company is trying to ascertain the
flaws with its current system since there are
unncessary claims.
Case 2:
Estimate the size of the wedding photography in
India.
Case 1:
The case given had all the data and 3 possible
reasons were provided. There were internal issues
and numerical data was also there giving the
number of stages in processing these claims.
Calculations were involved to figure out whether
new system should be adopted or the current one
should be modified.
Case 2:
So I started by asking are we focusing on any
particular income group, the answer was no. Then I
considered the various age groups, mainly, below
18, 18-30, 30-45, above 45. Then considered the
growth rate of the Indian population. The next step
was to consider the male and female population and
estimating the rough number that gets married each
year. After reaching a particular number, I
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Outcome
Offer
EY
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IIM Kozhikode
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Case Type
EY- PI
Senior Manager
Round 1, Interview 1
General HR questions in the beginning and then
getting details about the work experience from the
resume. He went through every detail from resume
and sought for clarification wherever needed.
Company goal and objective.
NA
Case Question
NA
NA
Outcome
EY- PI
Partner and HR
Round 2, Interview 1
Long term plans and suitability of the role. Which
domain I would like to work in EY
Case Type
Supply Chain
Case Question
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IIM Kozhikode
Outcome
Offer
Case Type
EY- PI
Senior Manager
Round 1, Interview 1
1. Proclivity towards finance
2.What is corporate finance
3.How do you measure the health of a bank
4.What is asset management from a firms
perspective
5. What are the typical assets for a bank/ how does a
bank earn money
NA
Case Question
NA
NA
Outcome
IIM Kozhikode
Company Name
Interviewer Name
Interview Number
Personal Interview
Qusetions
Case Type
EY- PI
Director
Round 2, Interview 1
HR Round
1.Resume+ Past work-ex details
2.Basic knowledge of French (mentioned as a 3rd
language in my resume)
3.Why EY? Why not PwC(past work ex )
4. Career goals (short and long term)
NA
Case Question
NA
NA
Outcome
Case Type
Case Question
NA
NA
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Outcome
Offer
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IIM Kozhikode
KPMG
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IIM Kozhikode
KPMG
Angad Singh (Associate Director)
Round 1, Interview 1
This was a group activity. No personal questions.
Case Type
Case Question
Outcome
KPMG
Director
Round 2, Interview 1
IIM Kozhikode
Personal Interview
Question
Outcome
Case Type
Case Question
KPMG
Paertner
Round 3, Interview 1 (Telephonic)
Again asked to introduce myself and walk through
the resume. Some questions on my work-ex.
Case Type
Pricing
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IIM Kozhikode
Case Question
KPMG
Angad Singh (Associate Diretor)
Round 1, Interview 1
NA
Case Type
Case Question
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Outcome
KPMG
Partner
Round 1, Interview 1
Why consulting, major vertical preference, 2 small
industry specific cases, nothing related to resume
Case Type
Case Question
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IIM Kozhikode
IIM Kozhikode
KPMG
Director
Round 3 (Telephonic)
Nothing related to resume except for internship
related questions done during graduation
Case Type
Case Question
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Selected
IIM Kozhikode
Disclaimer
The Case book is an extension of the Placement Preparation (PGP-18) HandbookConsulting. Konsult is not responsible for the experiences collected. They are provided by
the students to the best of their knowledge.
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IIM