Professional Documents
Culture Documents
seem more like a discussion rather than a quest to find the "key"
to the case.
Be mindful of your frameworks in terms of depth vs
breadth. Be exhaustive in the minimal amount of information
you need to form a firm conclusion, but within this breadth,
develop several nested layers of analyses that show your depth
of thinking.
Communicate clearly why you're asking every
question. The easiest way to lose your interviewer or appear
unstructured is if you haphazardly ask questions, even within
each section of your framework. Say explicitly why you need this
piece of information and what it will allow you to confirm or
disprove once you receive an answer. For instance, "Do we have
a breakdown of customer segments? I'd like to see which of our
customers contribute most to our profits in order to know who
we should prioritize in customer retention."
Make sure every question you ask leads you to an
actionable answer. This is a followup to the previous point.
Try not to ask seemingly related questions that don't actually
get you closer to a recommendation. If the case is on costcutting strategies, sure Profit is made up Revenues and Costs,
but you don't have to analyze revenues just because it's in the
Profit equation. This also goes back to an earlier point of
isolating the crux of the problem. Otherwise, it seems unfocused
and directionless. Essentially, before you ask a question, check
to see if it's oriented towards giving you something that helps
you get to a conclusion. If not, you probably don't need to ask it.
When you calculate something, see if there's a simple
follow-up calculation you can do to put the number
into context. It's always good to put any calculation into
context. If you've just discovered that you can save 25% by
outsourcing to China and know that your total costs right now
are $100m, you should apply both these numbers together and
conclude that "Outsourcing seems financially viable since we
could save $25m in costs, which is significant considering that
profits are $90m." The calculation suddenly gives meaning to
the data you already have and supports the decision to
outsource.
At the end of any calculation, proactively discuss the
implications and what they mean. Don't wait to be
prompted by the interviewer! Once you reach a number,
immediately jump into why this number is important and what
it means for the situation. Explain the impact and how it
informs the rest of your analysis.
Work your math out loud. Talk through equations you're
going to use as well as your calculations. If there's a mistake in
the logic, it's possible the interviewer will correct you if you've
done well so far. Always double check your final answer before
you announce it. For the non-engineer, you should also be able
to do simple math calculations in your head and be very familiar
with manipulating the zeros in millions and billions. Practice
percentages - you should immediately know that 60% of 3
million is 1.8 million, etc.
Incorporate recent real-world trends into the
discussion. This helps the case be more conversational and
demonstrates applicability of your analysis in the real-world.
For instance, if the case is on healthcare or hospitals, find a way
to tie in how ObamaCare might impact the situation.
Look for second and third level insights. This is perhaps
what people forget to do most. You're not there to crunch
through numbers to determine that indeed, a particular market
is big enough for a new business to reap a sizable profit. Anyone
can do that. The interviewers are testing you to see if you have
the business acumen to, for instance, figure out the relationship
between adjusting price and how customers/competitors will
respond, why they might respond in that way, and what this
means for your approach to the problem. Always probe beyond
the "no-brainer" surface level observation and show you're
considering multiple tiers of the problem.
When asked to brainstorm, create categories before
listing ideas. Ask for 15 seconds to think, form some groups
such as "Internal" versus "External", and list your creative,
brainstormed output within these categories. Then you can
report back and say "I believe there are two categories of risks-internal and external. For internal, I'm thinking X, Y, Z." It
creates so much more structure and makes it easier to follow
your logic.
Summarize before moving onto the next area of
analysis. At any given time, the interviewer should know
exactly what you have already analyzed and how that relates to
what you're currently analyzing.
To find risks, revert back to assumptions. This is
something I've found really helpful. If you're being prompted
about potential risks for your recommendation, go back to the
initial assumptions you made and say why they make your
recommendations less reliable. For example: "One risk I see is
that we previously assumed the military was X million people.
However, if the government decides to downsize the military in
the next few years, then our market may not be as big as we
projected." It may not give the most insightful risks, but at least
you've got somewhere to start.
Give your recommendation first in your summary and
then back it up concisely with one quantitative and two
qualitative pieces of evidence. Most case interview books
suggest this, but it's easy to get jumbled in all the data you've
uncovered by the end. Depending on your case, you may have
more quantitative evidence, but it's good to give some specific
numbers at the end to highlight the most important of what you
calculated earlier.
It's okay to give conditional recommendations. It
doesn't have to be black or white. You can say "Company A
should enter Market B only if they are sure they can capture
20% market share in the first year." It adds complexity to your
analysis but still keeps it highly actionable and specific.
Outline risks and next steps at the end. Again, don't be
prompted by the interviewer to bring up potential risks for your
recommendation. You should be thinking ahead and explaining
what your assessment may have missed, or other data that
would have been helpful to formulate a more robust analysis.
Electro-Light
Context
Our client is SuperSoda. SuperSoda is a top-three beverage producer in
the United States and has approached McKinsey for help in designing a
product-launch strategy.
As an integrated beverage company, SuperSoda leads its own brand
design, marketing, and sales efforts. In addition, the company owns the
entire beverage supply chain, including production of concentrates,
bottling and packaging, and distribution to retail outlets. SuperSoda has a
considerable number of brands across carbonated and non-carbonated
drinks, five large bottling plants throughout the country, and distribution
agreements with most major retailers.
SuperSoda is evaluating the launch of a new product, a flavored sports
drink called Electro-Light. Sports drinks are usually designed to replenish
both energy (sugars) and electrolytes (salts) in the body. However,
Electro-Light has been formulated to focus more on the replenishment of
electrolytes, and has a reduced sugar content compared to most other
sports drinks. The company expects this new beverage to capitalize on the
recent trend away from sugar-rich products.
SuperSodas vice president of marketing has asked McKinsey to help
analyze the major factors surrounding the launch of Electro-Light and its
own internal capabilities to support the effort.
Which factors should SuperSoda consider and act on before launching
Helpful hints
QUESTION 1
What key factors should SuperSoda consider in
deciding whether or not to launch Electro-Light?
Helpful hints
Take time to organize your thoughts before answering. This tells the
interviewer that you think about the problem in a logical way.
Develop overall approach before diving into details.
QUESTION 2
After reviewing the key factors SuperSoda should
consider in deciding whether to launch Electro-Light,
your team wants to understand the beverage
market and consumer preferences to gauge
potential success of Electro-Light.
Your team has gathered the following information on
the US sports-drink market. The information shows
an estimate for the share of electrolyte drinks, as
well as the current share for the two main
electrolyte products: CoolSweat and RecoverPlus.
Describe your approach and talk the interviewer through your calculation.
The more you talk the easier it will be for your interviewer to help you.
QUESTION 3
SuperSoda executives believe that the company's
position as a top 3 beverage company gives them
strategic strengths toward achieving the desired
market share. However, they ask the team to outline
what would be needed to achieve the target of
12.5% share of the electrolyte-drinks market. What
would SuperSoda need to do to gain the required
market share for Electro-Light following its launch?
QUESTION 4
To help SuperSoda determine how best to launch the
new Electro-Light product, the team conducted a
consumer-research study. The following information
shows results from the study. What can you
conclude from this regarding how the new ElectroLight product should be launched?
GlobaPharm
Context
The interviewer will typically start the case by giving a brief overview of
the context, ending with a question that points to the problem definition.
At the end of the description, you will have an opportunity to ask
questions you might have to clarify the information that has been
provided to you.
Lets assume our client is GlobaPharm, a major pharmaceutical company
(pharmaco) with $10 billion a year in revenue. Its corporate headquarters
and primary research and development (R&D) centers are in Germany,
with regional sales offices worldwide.
GlobaPharm has a long, successful tradition in researching, developing,
and selling small molecule drugs. This class of drugs represents the vast
majority of drugs today, including aspirin and most blood-pressure or
cholesterol medications. GlobaPharm is interested in entering a new,
rapidly growing segment of drugs called biologicals. These are often
proteins or other large, complex molecules that can treat conditions not
addressable by traditional drugs.
R&D for biologicals is vastly different from small-molecule R&D. To gain
these capabilities, pharmacos have three options: they can build them
from scratch, partner with existing start-ups, or acquire the start-ups.
Since its competitors are already several years ahead of GlobaPharm,
GlobaPharm wants to jumpstart its biologicals program by acquiring
BioFuture, a leading biologicals start-up based in the San Francisco area.
BioFuture was founded 12 years ago by several prominent scientists and
now employs 200 people. It is publicly traded and at its current share
price the company is worth about $1 billion in total.
GlobaPharm has engaged McKinsey to evaluate the BioFuture acquisition
and advise on its strategic fit with GlobaPharm's biologicals strategy.
Our overall question today, therefore, is Should GlobaPharm acquire
BioFuture?
Helpful hints
QUESTION 1
Take time to organize your thoughts before answering. This tells the
interviewer that you think about the problem in a logical way.
Develop overall approach before diving into details.
Reveal answer
QUESTION 2
The team wants to explore BioFutures current drug
pipeline. The team decides to focus first on
evaluating the value of BioFutures current drug
portfolio. What issues should the team consider
when evaluating the value of BioFutures existing
drug pipeline?
Helpful hint
Reveal answer
QUESTION 3
Below is a description of expected probability of
success, by stage, in the Pharma R&D pipeline.
Note: Filing is the process of submitting all of the clinical and safety
evidence from Phase I, II, and III trials, and asking for regulatory
approval to actually sell the drug.
Helpful hints
Reveal answer
QUESTION 4
Next, the team explores the potential setup with
BioFuture after the acquisition. Although BioFuture's
existing drug pipeline is relatively limited,
GlobaPharm is highly interested in its ability to serve
as a biological research engine that, when
combined with GlobaPharm's existing R&D assets,
will produce many candidate drugs over the next 10
years. What are your hypotheses on the major risks
of integrating the R&D functions of BioFuture and
GlobaPharm?
Reveal answer
Transforming a national
education system
Client goal
Loravia is a fictional country located in Eastern Europe with a population
of 20 million. The government of Loravia wants to achieve major
improvements in both the quantity and quality of education for its
children. Because McKinsey has great deal of global knowledge and
expertise in the education sector, the Loravian Department of Education
has asked McKinsey to provide advice on how they can achieve this
transformation in its school system.
Description of situation
Loravias free-market economy is still developing, having emerged from
many decades under communism. Recently, the government of Loravia
put in place a new economic plan, with aspirations to transform its
economy and turbocharge its development so that it is well positioned
to compete with its European neighbors. The government of Loravia
realizes that the education of its children is a critical factor in meeting its
economic development goals. It intends to transform its school system
over the next 10 years so that it is able to support its economic
aspirations.
Schooling in Loravia is completely public, and is provided by a network of
government run schools which admit children from ages 5 through 18.
The first stage of this effort is to diagnose the current state of education in
schools in Loravia to determine how best to meet the governments future
aspirations.
McKinsey study
McKinsey has been asked to support the Loravian Department of
Education in diagnosing the condition of its current school system, and in
identifying the most important areas for improvement.
Helpful hints
QUESTION 1
What are the issues you would want to investigate
in diagnosing the condition of the current school
system in Loravia?
Helpful hints
Take time to organize your thoughts before answering. This will help
show your interviewer that you have a logical approach and can think in
an organized way.
Develop an overall approach before diving into details.
Reveal answer
QUESTION 2
The chart below shows some important educationrelated measures for Loravia, and also for some
comparison countries. Three sets of comparison
countries have been used. In the first set are some
of Loravias neighboring countries in Eastern Europe.
In the second set are some of the most developed
economies in Europe. Finally, in the third set are
some countries that have similar sized economies to
Loravia on a per person basis (similar GDP per
capita).
What can you observe from this chart?
Helpful hints
Take some time to look at the information and note any observations you
have.
Challenge yourself to identify trends that are not immediately obvious
within the data.
If you need to, ask your interviewer some clarifying questions. For
example, your interviewer can tell you that a higher score indicates a
higher level of average student achievement in the international
assessment.
Reveal answer
QUESTION 3
One of the clients at the Loravian Department of
Education mentions the example of neighbor
country C, which outperforms all of Loravia's
economic peers and neighbors in the international
assessment. She believes that the more
Helpful hints
Reveal answer
QUESTION 4
Based on the issues and information discussed so
far, what further issues would you want to
investigate as part of the diagnostic of the current
education system in Loravia?
Helpful hints
Reveal answer
1.
2.2
A good answer would include the following:
Further cost of R&D until each drug is ready to be sold.
Potential value of selling each drug.
Market size, for example, size of patient population, pricing
Market share, for example, number of competitive drugs in R&D or on the
market; different side effects, convenient dosing schedule (that is,
patients are prescribed to take a drug at regular intervals that are easy to
remember such as once a day or every 12 hours)
Costs to manufacture and sell, for example, marketing, distribution
Press about these drugs, for instance, have famous doctors called for this
kind of drug? Is it only slightly improving on what is on the market
already?
A very good answer would also include the following:
Risk level
Likelihood clinical trials of a drug will prove effective
Likelihood that a drug will win regulatory approval
Side effects and potential legal exposure, for example, potential law suits
due to unexpected side effects
Emergence of substitutes: are competitors working on substitutes
already? Is it about speed and does BioFuture have enough researchers
3.2
A very good answer would include the following.
Investment would need to increase the probability of success in Phase II
from 40 to 80 percent (that is, increase of 40 percentage points). There
are multiple ways to approach this calculation. One method is shown
here:
If a candidate drug passes Phase II, then it has a 50% x 90% = 45%
chance of being successfully marketed and sold. Since a successful
candidate drug is worth $1.2 billion, a candidate drug that passes Phase II
is worth 45% x $1.2 billion = $540 million.
To break even (that is, to make the $150 million investment worthwhile),
the value of the candidate drug that passes Phase II would need to
increase to $540 million + $150 million = $690 million. This means, the
probability of combined success in Phase I and II would need to increase
by (150/540) = 28 percentage points.
So the current probability of Phase I and II, that is, 70% x 40% = 28%
would have to increase by 28 percentage points, to 56%. In order to come
up to 56%, Phase II probability would have to increase from 40% to 80%
(70% x 80% = 56%).
This seems like a very big challenge, as an increase by 40 percentage
points means that the current probability of 40% needs to double.
Helpful hint
It is always good to provide a sanity check on your numbers and to
provide common-sense commentary and insights on the implication of
your calculations.
4.2
A very good answer would include the following:
Scientists do not have overlapping disease (therapeutic area) interests or
expertise and are unable to materially collaborate.
Integration into the process-driven GlobaPharm culture kills the
entrepreneurial culture at BioFuture that has been key to its success.
Language barriers severely hinder communication and sharing of
information.
Poor management and sense of community as a result of R&D operations
that might come with a time difference of 9 hours.
Key scientific talent leaving BioFuture after the acquisition either
because acquisition makes them independently wealthy or because they
don't want to be a part of the new big GlobaPharm pharmaco.
Helpful hint
Recognize the human element of organizational change is always a key
component of our work. Don't forget to include these types of insights in
your answers.
1.3
A good answer might consider both the quantity and the quality of
available education and how these influence key education outcomes,
such as performance in key assessments. Such an answer might also
suggest comparisons with other countries (such as regional neighbors, or
comparable countries in size or economic output).
Issues related to quantity might include:
Access to education and how this differs by age, region and demographic
groups
Supply of teachers and education resources both at a national level and a
regional or local level
Spend on education nationally and regionally/locally
Issues related to quality might include:
Quality of the current curriculum, for example the subjects taught in
schools and the attainment/knowledge objectives
Quality of teaching, for example the qualification level of teachers, results
of teacher assessments
A very good answer might acknowledge a need to consider Loravia's
broader economic objectives in the diagnostic or the current overall
structure of its school system, for example:
What industries and sectors will be a priority for Loravia in the future and
what skills will be needed?
How well does the current education system develop these skills?
Should alternative models to a public education system be considered, for
example independent or private schools?
2.3
A good answer might include the following observations:
Loravia spends a higher amount on education compared to the majority of
its neighbors and its economic peers.
Loravia also has a lower student/teacher ratio compared to the majority
of its neigbors and economic peers.
Despite both of the above, Loravia has one of the lowest international
assessment scores.
Broadly, there seems to be no direct relationship between student to
teacher ratio and education outcome as measured by the international
assessment.