Download - CRACKING THE CASE INTERVIEWS
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A Parivartana Consulting Pvt. Ltd. Initiative
CRACKING THE CASE INTERVIEWS
Workshop with Vijay Khairnar
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August 21Private & Confidential
Structure of the workshop
Session # Title Duration
1 Introduction, Solving Guestimates And Market Sizing Cases 90 mins
2 Growth Strategy / Revenue Enhancement Cases 60 mins
3 Profitability / Cost Reduction Cases 60 mins
4 Customer Satisfaction/ Loyalty 60 mins
What you’ll learn✓ How to crack all manner of case studies including: Market Sizing, Profitability etc.
✓ Multiple frameworks to help you structure your thinking in a case interview
✓ All the business and consulting terminology necessary in a case interview
✓ How a case interview is conducted through interactive case interview examples
✓ Tips to help when preparing for online case interviews
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August 21Private & Confidential
Who am I?
• Strategy consulting professional with 11+ years of experience
• Expertise in Growth Strategy, Cost Reduction and Business
Transformation
• Cracked case interviews of Tier-1 (MBB), Tier-2 and boutique
consulting firms
• Conducted >100 case interviews across B-schools and lateral hires
• MBA from XLRI, Jamshedpur (2011)
Vijay Khairnar
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August 21Private & Confidential
Session#1: Agenda
1 What is case interview?
2 Why do companies take case interview?
3 Typical flow of a case interview
4 Different parts & progression of a case interview
5 Types of case studies
6 Guestimates and market size estimation cases
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August 21Private & Confidential
What is case interview?
• Solve a broad business problem that is analogues to a real-life concern of a
company
• E.g.,
• Should a Finnish mobile manufacturing company enter Indian market?
• How should airline price the flights on a particular route?
• In what ways can FMCG company improve the revenue of a particular brand?
• What should a steel manufacturer do to improve its profitability?
• In real-world, consultants will take months to solve these problems. You are expected
to solve in a 30-min or 1-hour case interview
Hence, APPROACH is far more important than the final solution!
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August 21Private & Confidential
Why do companies take case interview?
Problem solving skills
Business acumen
Quantitative skills
Logical thinking
style
Clear & effective communication
Testing core
strategy skills –
all at once !
Companies following case
interview approach:
✓ Strategy consulting firms
✓ Leading tech firms
✓ Conglomerates for Corp Strategy/
General management roles
✓ Data and analytics firms
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August 21Private & Confidential
Typical flow of a case interview
INTERVIEWER:
Presents background, problem
and objectives of the case
(understanding the case
background information)
YOU:
Synthesize major points of the
case and verify objectives
(Verifying objectives)
YOU:
Request time to structure your
thoughts into a framework
(Developing a structured
framework)
YOU:
Present the framework to the
interviewer
(Presentation &
communication)
YOU + INTERVIEWER
Interviewer reviews your
framework, suggests the area to
start with OR you’ll be expected
to suggest (Start the case)
YOU + INTERVIEWER
Gather assumptions to solve
the quantitative problem
(Quantitative skills)
YOU + INTERVIEWER
Solve qualitative questions on
business judgement/ intuition
(Logical thinking style)
YOU + INTERVIEWER
The interviewer will ask you to
summarize/ provide final
recommendations
(Delivering a conclusion)
YOU
Differentiate yourself with
additional insights/ ability to see
a larger picture
(Taking it forward)
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August 21Private & Confidential
Different parts & progression of a case interview
• Listen to the problem statement carefully
• Note down the key information (about industry, company, customer, market, pain
points)
• Ask question if not clear
Understanding the case background information1
• Take a moment to consume the information provided
• Summarize the case background and objective to the interviewer
• Ask the interviewer if your understanding is correct or not
Verifying objectives2
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August 21Private & Confidential
Different parts & progression of a case interview
• Analyze the problem statement and think about an approach/ framework to solve in a
structured manner
• You may leverage the standard frameworks like Ansoff matrix, BCG matrix, Porter’s
framework, 3C framework etc. (only if they are directly applicable)
Developing a structured framework3
• Share your thought process (or framework) with the interviewer before starting to solve
the case. Explain your rationale.
• Demonstrate your overall approach to solve all aspects of the problem at hand
• Ask the interviewer if your approach is correct and whether you are missing any
aspects
Present your framework/ structure/ approach 4
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August 21Private & Confidential
Different parts & progression of a case interview
• Take 2-4 mins to build your solution/approach in line with the framework
• Narrate the solution/ approach to the interviewer
Solve the case5
• Share your assumptions and calculation methodology with the interviewer
• Ask the relevant questions and seek the required data
• It will be ideal if you speak your math out loud
• Think how best can you triangulate your result
Quantitative skills6
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August 21Private & Confidential
Different parts & progression of a case interview
• For the qualitative parts of the case (e.g., competitive analysis, industry analysis,
customer response etc.), leverage your industry expertise and/or business acumen
• Out of the box thinking is always appreciated
Qualitative question solving (logical thinking)7
• Share your conclusion with rationale to the interviewer
• Many a times, this is followed by a subsequent twister – Do not outrightly negate your
solution. Rather, think how best can you further improve your solution given the
additional information
Delivering a conclusion8
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August 21Private & Confidential
Types of cases
# TYPE SUB-TYPE
1 Guestimates Top-down, bottom-up, mixed
2 Market size estimation Top-down, bottom-up, mixed
3 Growth StrategyRevenue acceleration, business diversification, Acquisition,
market share improvement, market-entry strategy
4 Profitability Cost reduction, Pricing strategy
5 Customer satisfactionCustomer experience enhancement, Loyalty improvement, churn
reduction, Brand advocacy improvement, NPS improvement
6 MarketingGo-to-market strategy, Pricing strategy, Promotion strategy,
Marketing channel mix, Campaign effectiveness
7 Supply chain/ OperationsNetwork optimization, Logistics cost optimization, warehousing
and distribution, supplier rationalization
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✓ There are no correct answers: The aim is to be logical
✓ Don’t tie yourself in knots: round-up/ down the numbers whenever
possible
✓ Write it down: Do not treat the piece of paper as a rough calculation
sheet
✓ Speak up: The time you speak for should always be greater than the
time you spend calculating
August 21Private & Confidential
Tips for solving case studies during the interview
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1. GUESTIMATES
August 21Private & Confidential
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August 21Private & Confidential
1. What are guestimate case studies?
Guesstimate questions in interviews ask the candidate to estimate a number based on very limited information (hence “guess”)
Top-downQuestions that involve starting with an entire
population (in other words, the “top” level) and
then breaking it down until you arrive at an answer
Bottom-upStart from the “bottom”—some low-level
statistic, such as Revenue per customer,
and build your way up to the answer
Example guesstimate questions:
•How many mattresses are sold in India every year?
•What is the monthly profit of your favorite restaurant?
•How many bottles of coca-cola are there in circulation in India now?
•How many weddings are performed in India per year?
•How many flights have a lay-over at Dubai Airport in year?
•What would be the revenue of a Lakme Hair Salon in South Delhi?
(Top-down)
(Bottom-up)
(Top-down)
(Top-down)
(Bottom-up)
(Bottom-up)
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GUESSTIMATE CASE #1
Solving a case study
August 21Private & Confidential
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Guestimate Case #1
August 21Private & Confidential
How many cups of tea is consumed in Mumbai per month?
Step 1: Clarify the question
Step 2: Inform the interviewer about your thought process (Assumption and approach)
Approach :
• Break down the monthly consumption into weekly consumption;
• Divide the population by types of tea-drinking pattern (Habitual, Regular, Occasional and
none);
• Determine the per week consumption for different types of tea-drinkers
Key Assumptions to start with:
• Same consumption on all days of the week;
• Mumbai population is ~2 Cr
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Guestimate Case #1
August 21Private & Confidential
How many cups of tea is consumed in Mumbai per month?
Step 3: Build on the approach
Eliminating children, who are ~10% of
the population
Habitual drinkers (25%)
~2 cups per day i.e., 14
cups per week
Regular drinker (40%)
1 cup per day i.e., 7
cups per week
Occasional drinkers
(25%)
2 cups per week
Non-Tea drinker
(10%)
0 cups per week
Mumbai Population : 2Cr
Addressable population: 1.8Cr
Tea-cups
consumed per
week
1.8*25%*14
= 0.45*14
= 6.3 Cr
1.8*40%*7
= 0.72*7
= 5.04 Cr
1.8*25%*2
= 0.45*2
= 0.9 Cr
Total tea-cups
consumed per
month
[6.3+5.04+0.9] * 4 = 12.24 * 4 = 48.96Cr = ~49 Cr
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GUESSTIMATE CASE #2
Solving a case study
August 21Private & Confidential
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Guestimate Case #2
August 21Private & Confidential
Estimate the profit of your favorite restaurant in your city
Step 1: Clarify the question
Step 2: Inform the interviewer about your thought process (Assumption and approach)
Clarify the context and scope
• Tell a few facts about your favorite restaurant to build the scope
• Shivsagar Restaurant : family dining place in the suburb
• Operates 4 hours in the morning and 4 hours in the evening
• Serves veg food and non-alcoholic beverages
• Considering only dine-in side of the business (Ask the interviewer if he/she is ok with this assumption)
Approach :
• Determine monthly revenue based on per customer invoice amount and capacity utilization
• Determine monthly cost : fixed cost and variable cost
• Estimate operating profit before tax, depreciation and amortization (Ask the interviewer if he/she is ok
with this understanding)
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Guestimate Case #2
August 21Private & Confidential
Estimate the profit of your favorite restaurant in your city
Step 3: Calculate the revenue
Revenue per week = number of tables * number of customers per table per week *
revenue per customer
Number of tables: 20 (you know it! It’s your favorite restaurant)
Number of customers per table per week:
Revenue per customer : INR 2,000 (assumption)
Revenue per week = 20* (18+20)* 2000 = INR15,20,000
Revenue per month = INR 60,80,000
Weekdays (Monday lunch to Friday lunch) i.e. 9
slots of 4 hours each
• Utilization : 50%
• Hours per customer : 1 hour
• Total customers per table = 9*4*50% / 1= 18
Weekend (Friday dinner to Sunday dinner) i.e. 5
slots of 4 hours each
• Utilization : 100%
• Hours per customer : 1 hour
• Total customers per table = 5*4*100% / 1 = 20
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Guestimate Case #2
August 21Private & Confidential
Estimate the profit of your favorite restaurant in your city
Step 4: Calculate the cost
Total cost per month = Fixed cost + (Variable cost per customer * total customers per month)
Fixed cost = Rent + Utilities + Salary of staff + License & Insurance
Staff break-up = Chefs + Waiters + Cleaners + Admin/cashier
= (3*75,000) + (8*20,000) + (3*8,000) + (1*15,000) = INR 4,24,000
Fixed cost = 300,000 + 30,000 + 4,24,000 + 11,000 = INR 7,65,000
Variable cost = Raw material
Assumption : Food raw material is ~50% of the price of the dish
Total variable cost per month
= (Revenue per customer * 50%) * number of customers served per month
= (2000 * 50%) * ((18+20)*20*4)
= 1000 * 3040 = INR 30,40,000
Total cost per month = INR 38,05,000
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Guestimate Case #2
August 21Private & Confidential
Estimate the profit of your favorite restaurant in your city
Step 4: Calculate the Profit
Operating profit per month = Revenue – (Fixed Cost + Variable Cost)
= 60,80,000 – 38,05,000
= INR 22,75,000
Annual operating profit = INR 2.73 Cr
Step 5: Share further information around how will you calculate the net profit
• Estimate the capital expenditure and potential debt
• Determine the interest, depreciation and taxes
• Estimate the net profit
• If the capex is funded through own money, we can calculate ROI and break-even period
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2. MARKET SIZING CASES
August 21Private & Confidential
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August 21Private & Confidential
1. What are market sizing studies?
Estimate the market size (e.g: “annual sales”) of a certain product, often using limited information.
B2C Focuses on estimating the number of
customers/ users and then estimating the
consumption per user
B2BInvolves identifying the end-use sectors
and relevant markets followed by
estimating the demand per sector and
market
Example guesstimate questions:
• What is the market size of pressure cookers in India?
• What is your estimate of electric 2W market in your city?
• What is the market size of steel rods in India?
• How big is the market for online gaming apps in India?
• What could be the market size for organized tea chains in India?
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MARKET SIZING CASE #1
Solving a case study
August 21Private & Confidential
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Market sizing case #1 27
August 21Private & Confidential
What is the market size for online eye-glasses market in India?
Step 1: Clarify the question
Step 2: Inform the interviewer about your thought process (Assumption and approach)
Clarify the context, assumptions and scope
• Eye-glasses for this case are only with powered lenses
• Sunglasses, fashion accessories are not considered in the scope (Ask the interviewer if
he/she is ok with this assumption)
Approach :
• Determine the population which would use eye-glasses
• Estimate the consumption per year per customer to determine the total units sold
• Estimate annual sales by multiplying the average price of the eye-glasses
• Estimate the share of customers adopting online purchases in eye-glasses category
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Market sizing case #1 28
August 21Private & Confidential
What is the market size for online eye-glasses market in India?
Step 3: Start solving the case Total Population : 1.4 Bn
Age 0-20 (25%) Age 21-60 (50%) Age 60+ (25%)
Total market size = INR 1,785 Cr
Population (Mn) 350 700 350
% people wearing eye-glasses 10% 50% 100%
# people wearing eye-glasses (Mn) 35 350 350
Eye-glasses replenishment cycle 2 years 4 years 5 years
% of online adopters 1% 5% 0%
Avg price of eye-glasses (INR) 2000 4000 5000
Online annual sales of eye-glasses
(INR Mn)
=(35/2)*1%*2000 =
350
=(350/4)*5%*4000
=17,500
=(350/5)*0%*5000
= 0
Online Eye-glasses market size (INR Cr) 35 1,750 0
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Market sizing case #1 29
August 21Private & Confidential
What is the market size for online eye-glasses market in India?
Step 4: Share further insights to demonstrate your ability to see a larger picture
This market size is expected to grow as the penetration of ecommerce in eye-glasses
segment increases. Factors fueling this penetration –
• Smartphone usage
• Penetration of ecommerce companies in Tier 3 cities
• AR/ VR enablement in smartphones
Ask the interviewer if he/she wants you to calculate sunglasses market as well.
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MARKET SIZING CASE #2
Solving a case study
August 21Private & Confidential
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Market sizing case #2 31
August 21Private & Confidential
Our client is a leading lithium-ion battery manufacturer in Japan. They
want to enter Indian market and have hired you to estimate the market
size in India.
Step 1: Clarify the problem statement and ask any additional questions you may have
Step 2: Inform the interviewer about your thought process (Assumption and approach)
Approach :
• Estimate the # batteries required by auto manufacturers – 2W, 4W, commercial vehicles
• Estimate the demand in after-sales market
• Lithium-ion battery has applications in multiple end use sectors. What are the end-use
sectors the client is operating in? – Automotive
• Do they want to stick to the same sectors in Indian market? - Yes
Note: In B2B market sizing case, you may need multiple datapoints which you can not guess like
population of India. Ask for these datapoints at the relevant stage in the calculation
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Market sizing case #2 32
August 21Private & Confidential
Step 3: Start solving the case
Lithium-ion battery market size for automotive sector in India
Total Battery consumption
New vehicles Old vehicles
• Data required:
• Annual production of 4W, 2W and CV
• Cost of a battery per type of vehicle
• # of batteries consumed will be same as the
production
• Data required:
• Number of 4W, 2W and CV on the road
• After-market price of the battery per type of
vehicle
• Assumptions/ Data required:
• Avg life of a battery for 4W, 2W and CV
• Battery consumption per year per type of vehicle =
Number of vehicles on road / avg lifespan of the battery
Note: Interviewer may handover the data to you in the form of tables/ graphs as case appendix OR
can provide you the datapoints verbally.
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Market sizing case #2 33
August 21Private & Confidential
Lithium-ion battery market size for automotive sector in India
Appendix A :
Automobile
production trends
Type 4W 2W CV
Avg wholesale price 4,700 2,600 6,500
Avg retail price 6,000 3,500 8,000
Avg lifespan 4 years 5 years 3 years
Appendix B :
Battery details
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Market sizing case #2 34
August 21Private & Confidential
Lithium-ion battery market size for automotive sector in India
Key Assumptions to validate with interviewer
• For simplicity, we are assuming that the production is equal to sales
• Average lifespan of the vehicle is 10 years. Thus, total vehicles on the road will be twice the
cumulative sale of last 5 years
• New car batteries are purchased by auto manufacturer. Hence, they will buy it at wholesale price
• Old car batteries are purchased by individuals. Hence, they will buy it at a retail price
• Other types of vehicles are not considered in the scope at this moment
Homework : Please calculate the market size and verify with your friend
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Market sizing case #235
August 21Private & Confidential
Lithium-ion battery market size for automotive sector in India
Step 4: Share further insights to demonstrate your ability to see a larger picture
This market size can be divided into addressable vs non-addressable market for the Client
based on following factors –
1. Eliminating the demand of auto manufacturers who have in-house battery manufacturing
2. Any specific requirements from the vehicle manufacturers restricting the usage of third-
party batteries in after-sales
3. Battery distribution network in the after-sales
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Q&A
August 21Private & Confidential
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Growth Strategy/ Revenue enhancement cases
August 21Private & Confidential
Next session