mba英文案例atk_cases

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1、Firm:A.T.KearneyCaseNumber:Casesetup(factsofferedbyinterviewer):qYourclientisamanufacturerofbicyclesqTheyhavebeeninbusinessfor25yearsqTheymanufacturerandsellthreecategoriesofbicycles:ØRacingbikes:Highend,highperformancebikesforsophisticatedcyclistsØMainstreambikes:Durable,butnotover

2、lycomplicatedbikesforeverydayridersØChildren’sbikes:Smaller,simplerversionsoftheirmainstreambikesforchildrenqProfitsatyourclienthavedecreasedoverthepastfiveyearsQuestion:qWhatisdrivingthedeclineinoverallprofits?qWhatrecommendationsmightcorrectthesituation?Suggestedsolutions:Thefirst

3、questionistodeterminewhathascausedoverallprofitstodecrease.Toaccomplishthisthecandidatemustfirstunderstandwhathastranspiredineachofthethreeproductcategoriesoverthepastfiveyearsduringwhichprofitabilityhasslipped.Thefollowingarequestionsandanswersthatwouldbeprovidedinaninterviewscenar

4、io.qWhataretheclient’smarginsforabicycleineachofthethreesegments?Racing:Cost=$600/unit,Profit=$300/unitMainstream:Cost=$250/unit,Profit=$75/unitChildren’s:Cost=$200/unit,Profit=$50/unitqWhathashappenedtothemarketsizeofeachofthethreesegmentsoverthepastfiveyears?Racing:Hasremainedcons

5、tantatitspresentsizeof$300MMMainstream:Hasincreasedat2%growthrateperyeartoitspresentsizeof$1.0BChildren’s:Hasincreasedat3%growthrateperyeartoitspresentsizeof$400MMqWhathashappenedtoourclient’smarketshareineachofthesesegments?Racing:Marketsharehasdecreasedfrom60%to30%Mainstream:Marke

6、tsharehasincreasedfrom0%to5%Children’s:Marketsharehasincreasedfrom0%to3%qWhoaretheclient’smajorcompetitor’sineachmarketsegment?Whathashappenedtotheirmarketshareineachsegmentoverthepastfiveyears?Racing:Thereisonemaincompetitorandahostofsmallfirms.Yourmaincompetitorhasincreasedmarkets

7、harefrom30%to50%Mainstream:Thereexistmany,largecompetitors,noneofwhichholdsmorethan10%ofthemarketChildren’s:Asinthemainstreamsegment,therearemanycompetitors,nonewithmorethan10%ofthemarketTheaboveinformationprovidesenoughinformationtoputtogetherapictureofwhyprofitshavedecreasedoverth

8、epastfiveyears:Your