Case Study Preparation
Rachel Power
LSE Careers Service
Case studies are increasingly widely used
in recruitment
•
•
•
•
•
•
Consulting – management, economic
Marketing – new products, market growth
Finance – acquisitions, new ventures
Digital industries – new idea launch
Energy – exploration of new markets
Non-profit – improving outcomes
Case study used to assess
motivation, fit and skills
Problem
solving
• analyse
• breadth &
depth
• logical
structure
• quantitative
• integrate
Interpersonal
Leadership
• communicate
• get to point
• collaborate
• relate at
different
levels
• impact,
confidence
• maturity
• comfort with
ambiguity
• drive &
enthusiasm
Maths practice
The number of wi-fi hot spots in US last year
was 72,000: up 60% from year before.
How many wi-fi hot spots were there the year
before?
practise percentages, decimal points, fractions
without calculator
Types of case studies
• Market sizing
• Business issues
– Profit improvement
– Industry analysis
– Market entry
– Starting new company
– Developing new products
• Data analysis
– 5 slides of info, findings & recommendations
How to approach case study interview
•
•
•
•
Do not jump to a solution!
Clarify – understand the problem, paraphrase
Structure – first I’ll look at…, then (breadth)
Analyse – gather and analyse facts -develop
problem (depth)
• Conclude – brief summary, integrate,
solutions with ‘trade offs’
• Think out loud & take notes – engage
interviewer
Structure
• What sort of problem is it?
• Phrases such as ‘improve profitability’ ‘enter
the x market’, ‘manufactures jet engines. It is
desirable industry to be in?’
• Opening question: “how would you approach
this?”
Or
• “First I’d like you to…. specific
Profitability structure
“to understand what has happened to profitability I’ll
use
Profit = revenue – costs formula
this will help understand whether decline in profits is
due to
loss in revenues (price x volume)
or
increase in costs (fixed costs + variable costs)”
Enter new
market
External
factors
industry
competitors
Internal
factors
customers
state of
business
Your structure v frameworks
Structure & headings
• Profitability: P= R – C
• Enter market:
financials
market growth
competition
government/reg
• Cost benefit analysis
• SWOT
Frameworks – don’t force
• Porter’s 5 forces
• 4 Cs
• Kotler’s 4 Ps
Tips for case study interview
•
•
•
•
•
•
•
Take clean notes – figures, structure
Ask questions and listen to answers
Don’t worry if you get figures wrong, continue
Maintain eye contact
Think out loud – logical process matters
Don’t force a framework
Conclude = you are going to meet the client,
what would you say, NOT a description of
everything you have considered
• Recommendations – trade offs
Estimates and brainteasers
• Estimate the number of petrol stations in the
UK
• Number of tennis balls you can fit into a
jumbo jet
• Why are manholes round?
Estimate the number of petrol
stations in the UK
Possible answer
65 million people in UK
1 car every 5 people = 13m cars
500 cars each petrol station
13m / 500 = 26,000
Tips for estimates
•
•
•
•
Use round figures
Assumptions are all important, most sensitive
General knowledge - populations
Formulae
– Volume of sphere / cube
Kensington Deli
• Our client is high quality delicatessen, in
West London. It also sells home cooked
ready made meals. It has experienced a
downturn in profits over last 2 years.
• The client would like to know how to
improve profits.
Kensington Deli
• Clarify
• What is question?
• What is question that hasn’t been articulated?
Kensington Deli
Structure
“to understand what has happened to profitability I’ll
use
Profit = revenue – costs formula
this will help understand whether decline in profits is
due to:
loss in revenues (price x volume)
or
increase in costs (fixed costs + variable costs)”
Kensington Deli
• Structure 1
Revenues and costs
• Structure 2
Products/Pricing, Competitors, Customers
You can prepare for case study
interviews
•
•
•
•
•
Firms’ websites
Read business news
Brush up your maths (formulae, percentages)
Practise with friend, group
Friend – interviewer, evaluate under headings
and give you feedback
Resources
•
•
•
•
•
•
•
Wetfeet – Ace the Case, Vault guide to case studies
Business Schools: Harvard, Wharton, Chicago
The Case Study Handbook, William Ellet
Case in Point, Mark P Consentino
http://www.casequestions.com
McKinsey, Bain, BCG etc
www.mbacase.com