BCG波士顿咨询-面试.ppt

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.” 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, however, 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 variety 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 think 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 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：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 significantly 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 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 sales 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 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 the 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 exactly right. It turns out that CanadaCos higher sales are due primarily to a significantly higher level of customer。