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www.doc365.net天天文档在线qq:74442182Firm:A.T.KearneyCaseNumber:Casesetup(factsofferedbyinterviewer):YourclientisaU.S.basedmanufacturerofbrandedcookies(cookiesthatcarrythenameofthemanufacturer)Recentlyprivatelabelcookies(thosecarryingthenameoftheretailer)haveemergedandthreatenedbrandedcookiesPrivatelabelcookiesemergedfiveyearsagoTwoandone-halfyearsagotheymadeup10%oftheoverallcookiemarket(brandbeingtheother90%)Todaytheymakeupapproximately20%oftheoverallcookiemarket(i.e.,therehasbeenasteady,linearincreaseofprivatelabelportionoftheoverallcookiemarketduringthepastfiveyears)TheoverallcookiemarkethasbeenrelativelyflatoverthepastfiveyearsPrivatelabelcookiesaremadebythesamemanufacturerswhomakebrandedcookies,theyarejustsoldunderthenameoftheretailerThereareessentiallythreemajorcompetitorstoconsider:Yourclient,whomakesonlybrandedcookiesAsecondmajorplayer,thatmakesbothbrandedcookiesandsuppliescookiesforprivatelabelersAcollectionofsmalloutfits,thatmakebothbrandedcookiesandsupplyprivatelabelersDistributionoccursprimarilythroughoneoftwotypesofoutlets:Groceryoutlets:allgrocerssellbrandedcookies,mostalsocarrytheirownprivatelabelcookies.Thisrepresentsapproximately90%oftotalcookiesalesMassmerchandisers(ex.Walmart,Sam’s,etc.):sellonlybrandedcookiesQuestion:HowlargewouldyouestimatetheoverallU.S.cookiemarkettobeintermsof$?Howlargeofathreatdoyoubelievethetrendinprivatelabelcookiesalestobetoyourclient?Basedonyourassessment,whatisanappropriatestrategyforyourclienttofollow?Suggestedsolutions:Thefirstquestion,estimatingthesizeoftheU.S.cookiemarket,hasnorightorwronganswer.Itisatestofacandidate’sabilitytomakereasonableassumptionsandworkquicklywithnumbersonan“orderofmagnitude”level.OneacceptableresponsewouldbetoestimatethenumberofU.S.households,estimatehouseholdconsumptionoversomeperiodoftime,estimatetheaveragecostofabagofcookies,andprojectoutforoneyear.Inthiscase,afteranestimatehasbeenmade,thecandidatewouldbetoldtoassumethemarketsizeis$1Billiontosimplifyanyfuturecalcul
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