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Business Sense

Business sense refers to the ability to quickly grasp economic dynamics and make decisions that are both strategically and commercially sound. In consulting, it’s not enough to repeat theories from your business degree. What matters is a deep understanding of how companies operate, what drives markets, and what different stakeholders are aiming to achieve.

Consultants with strong business acumen can quickly adapt to new industries, understand client needs, and set priorities that make economic sense. They don’t just ask, “What is analytically correct?” – they also ask, “What truly benefits the company?” This mindset often makes the difference in a case interview.
 

 

Why Your Business Sense Matters in Consulting

As a consultant, you’re expected not only to analyze complex problems but also to think in a solution-oriented and entrepreneurial way. A strong business mindset helps you put analyses into context, assess actions realistically, and focus on generating maximum client value.

In day-to-day consulting, you're working under pressure, collaborating with decision-makers, and constantly weighing trade-offs. Those who think commercially and can strategically prioritize have a clear edge.

In a case interview, showing that you understand markets and business models is key – it sets you apart and proves your readiness for the job.

👉 In our Case Library, you can prepare effectively with curated practice cases and put your business sense to the test.

Company case provided by Company case by
thyssenkrupp Management Consulting
tkMC Case: Market entry strategy in the lithium materials trade market
Your client tk Commodity Trade (tk ComT) is a global materials trader - they buy and sell raw materials. tk ComT had stable EBITDA margins in recent years. They consider expanding their target market and entering the Lithium (electric vehicle battery grade) trade, due to the current high demand for electric cars and Lithium-ion batteries. The client is concerned about minimizing the cash spending and about improving the payback period for this market-entry campaign, due to corporate cash policy.As a consultant, you are expected to calculate the size of the Lithium market and to assess the payback periods for an organic market entry (with own resources) as well as for the acquisition of an established company. Finally, the client expects a proposal about the best market entry strategy and potential opportunities and risks.
22.3k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
New product
Profitability analysis
Expert case by
Benjamin
McKinsey Unconventional Case: Inclusive Cafes
Your client is a leading retail coffee chain. They are present in several countries globally and are a popular brand in most of the markets that they operate in, with several thousands stores in operation.A key focus of the company currently is diversity & inclusion. In their biggest market which is the US, 1 in 4 people have some sort of disability. One realization the client has had is that their retail stores are not as inclusive to individuals with disabilities. McKinsey has been brought on to help them design more inclusive spaces in their retail stores.
600+ times solved
Difficulty: Intermediate
Interviewer-led
Non-conventional
Case by
PrepLounge
GamingHub
Our client, GamingHub, is a large diversified entertainment corporation that received a request to approve a $200 m capital allocation from its video game manufacturing division. The division wants to triple the capacity.The client hired us to help him decide if he should approve this capital request and have asked you what critical issues are to be looked into to decide if the division's market is attractive enough to expand.
11.0k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Case by
PrepLounge
Inverto Case: FashionForward’s Sourcing Shake-up
FashionForward is a mid-sized, private-label fashion retailer headquartered in Europe with €600 million in annual revenue. Its product portfolio includes fast-fashion collections for men and women, sold in 220 stores across six countries, and online.The company currently sources approximately 85% of its total production volume from Bangladesh, heavily relying on just three key suppliers for over 70% of that volume. Their procurement strategy is highly cost-driven, and supplier relationships are transactional. FashionForward has now asked Inverto to develop a new sourcing strategy.Over the last 18 months, FashionForward has faced increasing procurement challenges:A drop in demand for trend-sensitive fashion categoriesLong lead times (up to 40 days), limiting reactivity to seasonal trendsRepeated shipping delays and FX volatility from BangladesOverstocking in basics and stockouts of fashion-forward itemsESG non-compliance flagged in two factories during an auditGrowing pressure from the board to increase agility and reduce dependency on Bangladesh
7.0k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Operations strategy
Case by
PrepLounge
Besser fliegen
Du berätst eine große europäische Fluggesellschaft. Der Vorstandsvorsitzende überlegt, eine neue Sitzklassen-Kategorie, die „Premium Economy“, zwischen der Economy und der First Class einzuführen. Er will von Dir wissen, ob dies eine gute Idee ist.
11.1k times solved
Difficulty: Advanced
Interviewer-led
New product
Operations strategy
Pricing
Profitability analysis
Case by
PrepLounge
Golf balls
You’re a consultant based in Germany who is currently en route to a client in France who sells golf balls. You’re thinking about the client trying to figure out how large the market is for golf balls in France in terms of number of balls purchased each year.
6.5k times solved
Difficulty: Beginner
Candidate-led
Market sizing
Company case provided by Company case by
Bain & Company
Bain Case: Old Winery
You have inherited the “Old Winery” from your grandfather, a winery that has been family-owned for five generations and can be dated back to the 16th century.Half of the eleven hectares are used to grow white grapes, the other half to grow red grapes. They are grown in a conventional way, i.e. they are not organically farmed and certified. The vine stocks are in a good condition regarding age and care. Overall, the only ¼ of the harvest is made into wine by the winery itself; the rest is sold.Your grandfather never wanted to change the image of the winery and left the managerial and administrative task to a young and energetic wine-maker. Due to the not so well-known brand, the demand for the “Old Winery” wine is currently rather low.You do not intent to run the winery operatively, given your limited knowledge of winemaking, but find the idea of owning a winery exciting.
143.3k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Market sizing
Mergers & Acquisition
Expert case by
Benjamin
MBB Unconventional Case: Coral Reefs
Your client is the Government of Indonesia, specifically a joint committee formed between a few key ministries including the Ministry of Marine Affairs & Fisheries, Ministry of Tourism and Ministry of Environment & Forestry. Indonesia is one of the largest developing countries in the world, with a population of about 285M people and an average monthly income of only USD 500. Located in Southeast Asia, Indonesia is actually a vast archipelago comprised of 17,000 islands, giving it one of the longest and most complex coastlines in the world. It is also part of the Coral Triangle, an area demarcated by scientists as the global epicenter of marine diversity. Your client tells you that Indonesia's once pristine coral reefs have seen a rapid decline over the past decade. They have come to you for help and want to figure out what is causing the problem.
300+ times solved
Difficulty: Advanced
Candidate-led
Non-conventional
Public sector
Expert case by
Gaurav
Launching Caskets in North Africa - 1st Round BAIN case
Our client is Easywood, a furniture maker based in North Africa. Easywood serves the local market and sells mainly bedroom furniture. Last year, Easywood had a revenue of around $10m and a profitability of around 20%. Though Easywood is not concerned about the growth and profitability, they are worried about the cyclicity in the business. During the festival time, the business is good, however, at other times, the period is very lean.The CEO is considering entering into the market of caskets. He wants your opinion on whether entering the Casket market would be a good idea for Easywood.
9.2k times solved
Difficulty: Beginner
Interviewer-led
Market entry
Expert case by
Benjamin
BCG Beginner Case: Fashion startup
Your client is a D2C (direct to customer) online fashion business in a developing country. It is a new brand, launched about 2 years ago and founded by ex-investment bankers. Their brand focuses on trendy, edgy design that is less main-stream (versus big brands like H&M, Uniqlo, Zara etc) for adult men. While they have been growing fast, they want to understand how they can further improve their sales.
400+ times solved
Difficulty: Beginner
Interviewer-led
Growth strategy
Company case provided by Company case by
FTI-Andersch AG
FTI-Andersch AG Case: Business Transformation – Global Plastics AG
Die Global Plastics AG ist ein im M-DAX gelistetes Unternehmen mit weltweit 2.500 Mitarbeitenden und einer Gesamtleistung in Höhe von € 395,0 Mio. in 2021. Der Umsatz des Unternehmens ging 2020 nach dem Ausbruch der COVID-19-Pandemie stark zurück und soll im Jahr 2022 wieder an das Niveau vor COVID-19 anknüpfen.Neben Umsatzrückgängen hat die Global Plastics AG auch mit einer erhöhten Varianz in den OEM Call-Offs zu kämpfen, was zu Überkapazitäten in der Produktion führt. Zusätzlich befindet sich die Global Plastics AG in Kundenverhandlungen zu bestehenden und neuen Verträgen.Das Thema Nachhaltigkeit ist tief in der Unternehmensidentität verankert. Das Unternehmen investiert kontinuierlich in die Forschung und Entwicklung von neuen Technologien. Diese Investitionen dienen im Wesentlichen dazu ...... das bestehende Produktportfolio weiter zu verbessern und sich einen Wettbewerbsvorteil zu erarbeiten.... den zu erwartenden strengeren Vorschriften hinsichtlich CO2-Neutralität der Wert-schöpfungskette als auch einer steigenden Beimischungsquote von recyceltem Kunststoff und Alternativmaterialien in den nächsten Jahren gerecht zu werden.Das Unternehmen ist bei den Kunden für seine innovativen Technologien bekannt und für seine branchenweit Maßstäbe setzende, präzise und qualitativ hochwertige Fertigung geschätzt. Die Global Plastics AG produziert weltweit in fünf Werken (USA, BRA, HUN, CHN, DEU) Kunststoffbauteile für Fahrzeuginnenräume in den Anwendungsbereichen PKW (PT-Segment), LKW (CT-Segment) sowie Baumaschinen (CON-Segment). Global Plastics beliefert primär deutsche Premium-OEMs weltweit und gilt als Qualitätsführer im Interior-Markt. Der globale Interior-Markt ist zunehmend von einem durch asiatische Wettbewerber generierten Preisdruck geprägt, die den Qualitätsansprüchen europäischer Kunden immer besser entsprechen.Sie wurden durch den Vorstand der Global Plastics AG beauftragt, einen Transformationsplan zu entwickeln, der die langfristige Wettbewerbsfähigkeit des Unternehmens sicherstellt. Ziel Ihres Workstreams ist die Analyse des aktuellen Produktionsnetzwerks sowie die Erarbeitung neuer Hebel für Wachstum. Die Global Plastics AG hat Ihnen zur Analyse ihre GuV und Bilanz zur Verfügung gestellt. Dort sind die Ergebnisse der Geschäftsjahre 2019 bis 2021 sowie der Forecast für das Geschäftsjahr 2022 (drei Monate Ist + neun Monate Plan) enthalten. Bitte lösen Sie die beiden unten aufgeführten Aufgaben.
1.2k times solved
Difficulty: Intermediate
Interviewer-led
Growth strategy
Market analysis
Operations strategy
Case by
PrepLounge
PE Portfolio Strategy
We are a private equity firm operating primarily in the automotive industry. We would like you to figure out whether we should increase our portfolio in the sensor market or not.We would like you to do a profit/margin growth potential analysis and tell us how we can add value to this company given the other companies in our portfolio.
9.4k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Profitability analysis
Case by
PrepLounge
Top Apparel
Our client is Top Apparel. They own a portfolio of 15 brands of fashion. Historic growth has been in line with the market and the company is making good profits. Now management wants to invest money to grow the portfolio, but they are unsure on how to prioritize investment. The client has asked us to help them determine which brands should get investments for future growth.
5.7k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Expert case by
Benjamin
Revolut Mock Interview: Strategy & Operations
You are part of the Strategy & Operations team at Revolut.Revolut has had significant growth over the past couple of years, with customer base growing 20-30% per year. Our apps have also been highly rated in the various app stores - be it GooglePlay or on the Apple store.Revolut's current customer strategy is to segment customers based on their subscription tiers/plans. Standard: FreePlus: $3.99/mthPremium: $7.99/mthMetal: $14.99/mthUltra: Ultra $55/mthKey differentiation between the plans are in the pricing and features. Namely, the more expensive tiers like Metal and Ultra have additional features such as personalized and premium card design, free access to lifestyle apps (e.g. Financial Times, Class Pass etc), better FX rates and priority customer support.It's great that Revolut has been expanding rapidly, but we are starting to see some stresses on our existing operations and processes. One key area of concern is in customer service, our satisfaction scores have started to trend down and call center headcounts and costs have been increasing in recent years, but we are struggling to handle the load of incoming requests and tickets.You have been tasked to lead a project to solve this problem without ballooning costs. 
400+ times solved
Difficulty: Advanced
Interviewer-led
Operations strategy
Case by
PrepLounge
China book publisher
Our client is a Chinese publisher called AnimeCo who is looking to publish a new book based on the popular Anime series Little Panda. This series has been highly popular in China with millions of viewers every day and the publisher is looking to capitalize on this potentially.They have asked us to provide advice on whether this will be a good investment and if they should move forward with it. They want to know the total market size, potential revenue & potential profit.
5.5k times solved
Difficulty: Beginner
Candidate-led
Market sizing
Profitability analysis
Case by
PrepLounge
General Holding
Our client is a French holding company with annual revenues of about €1 billion. Their portfolio consists of different companies that are mostly in manufacturing industries such as the oil & gas industry and the automotive industry.They do not have a specific investment focus. They prefer to buy the best companies available that are also related to their existing businesses.They are thinking about acquiring an auto parts dealer, OTOpart, and want to know whether you think it is a good idea.
47.5k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Mergers & Acquisition
Case by
PrepLounge
Debt & Credit Analysis – Interview Questions for Finance
This question set covers the fundamentals of debt instruments, credit metrics, and risk assessment. It mixes definitions, calculations, and case-style questions to prepare you for corporate finance and investment banking interviews.
< 100 times solved
Difficulty: Intermediate
Interviewer-led
Non-conventional
Company case provided by Company case by
E.ON Inhouse Consulting
E.ON Inhouse Consulting Case: E-Mobility
Climate change has become one of the biggest challenges in the 21st century, and with roughly 75% of all CO₂ emissions coming from energy, this sector plays a key role in the transition to a reduced carbon footprint. E.ON has taken up on the challenge to promote more sustainable and efficient energy solutions throughout its whole customer spectrum. Correspondingly, a shift towards more sustainable energy consumption is noticed across the globe with many cities having set themselves ambitious climate targets, among those are:Copenhagen -100% CO₂ emissions by 2025Amsterdam -60% CO₂ emission by 2030New York -40% CO₂ emissions by 2030With E.ON focusing entirely on the “new” energy world, we have become the partner of choice for solutions propelling the energy transitions. Mr. Jensen, the mayor of Essen has come to E.ON requesting our help to accelerate the transition for his city.Essen is a city with about 600,000 inhabitants and prides itself as a forward-thinking one with lots of ambitions to become green itself. The economy is well and with his freshly won election the mayor looks forward to put its promised big initiatives into real projects.
13.8k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Market entry
Market sizing
Profitability analysis
Case by
PrepLounge
Gravestone Inc.
Your client, Gravestone Inc., is a mason producing gravestones situated in Switzerland. He is producing high-quality, hand-crafted gravestones with very skilled labour-force.In the recent past a technology was developed that would allow him to produce his gravestones with much less labour.He is contacting us to make a decision if he should invest in this new technology and if he even should remain in the business itself.
14.3k times solved
Difficulty: Intermediate
Interviewer-led
Profitability analysis
Valuation

How Business Sense Shows Up in Case Interviews

Your business sense won’t be tested directly – but it shows up in your thinking, your assumptions, and your recommendations. Here are five moments when it really counts:

5 tips on how to show business sense in case interviews

1. Define a clear objective.

Clarify what the company wants to achieve in the case. Is it short-term profit, long-term growth, or a stronger market position? A well-defined goal aligns your analysis and recommendations – and shows you understand the business context.

2. Develop sound hypotheses.

Top candidates derive economically plausible hypotheses. If revenue is dropping, explore potential causes like demandpricing, or competitive pressure.

3. Evaluate actions realistically.

Go beyond theory. Consider real-world feasibility, conflicting objectives, and strategic risks. Instead of simply saying “raise prices,” consider price elasticity, customer segments, and likely competitor reactions.

4. Interpret numbers in the right context.

Numbers only make sense when interpreted correctly. High margins might signal a premium position – or upcoming competitive threatsBusiness sense means understanding what the numbers imply in context.

5. Make a well-founded recommendation.

Your final recommendation should be logical and economically viable. Acknowledge risks or gaps, and show that your solution could succeed in the real world.
 

How to Train Your Business Sense

Business sense isn’t innate – it’s a skill you can develop. The key is to build a solid understanding of economic principles and learn how real-world decisions are made.

Start by regularly reading business news. Outlets like New York Times, the Wall Street Journal or the Financial Times will help you get a feel for marketsbusiness models, and strategic thinking. Go beyond the facts – try to understand the economic rationale behind each story.

When practicing case interviews, stay sharp and reflective. Ask yourself: Is my reasoning not only logical but also economically sound?

Mock interviews with peers are especially helpful. You’ll improve your communication skills and receive valuable feedback.

👉 Use our Meeting Board to find peers and practice together.

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Also, think like an entrepreneur in daily life. Observe companies, analyze new strategies, and reflect on what drives success or failure. The more often you go through this process, the sharper your business intuition becomes – and that’s what sets you apart in interviews.
 

Key Takeaways

Business sense is one of the most important success factors in both consulting and case interviews. It reflects your ability to quickly recognize economic patterns, form sound assumptions, and make realistic, client-oriented decisions. In interviews, what sets top candidates apart isn’t memorized theory but the ability to see the bigger picture: understanding what really matters to a business, prioritizing strategically, and proposing solutions that are both practical and value-driven.

To demonstrate your business sense, it’s crucial to clearly define the objective of the case, develop plausible hypotheses, assess potential actions not only analytically but also from a business standpoint, and interpret numbers within the correct context. Your final recommendation should be not just logical, but economically viable and well thought through.

The good news is that business sense can be learned. By regularly reading business news, reflecting on strategic decisions, working through case interviews critically, and actively seeking feedback, you’ll build a strong foundation in economic thinking. Over time, this mindset will not only boost your interview performance but also set you up for long-term success in consulting.

Let's Move On With the Next Articles:

Presentation and Communication
Consulting Skills & Preparation
The majority and the most obvious part of preparation is, of course, the substantive preparation for your case interview. However, you also need to present what you have learned in a way that gives your interviewer an impression of your personality and character. This means that you must appear confident and communicate clearly and precisely. The best preparation is useless if you come across as closed-off and insecure. As a consultant, you must always appear trustworthy and confident when interacting with clients to be taken seriously and to enable you and your team to work in a solution-oriented manner. This is already tested in the case interview – albeit indirectly ;)
To the article
General Knowledge
Consulting Skills & Preparation
In case interviews, having solid general knowledge can make a big difference, especially in market sizing questions. Knowing basic facts about regions, population sizes, and economic indicators helps you build stronger arguments. It’s not just about the analysis itself but also about showing interviewers that you understand global trends and can quickly process key information — an important skill in consulting.In a case interview, quick and accurate estimates are essential. For example, if you're asked to evaluate the potential market for a product in a specific country, having solid data — like the population size — is crucial. Without this information, it can be challenging to make a meaningful calculation.In addition to national market data, it's important to know about key global markets. Being familiar with major economic regions like the U.S., China, and the EU is valuable because large consulting firms such as McKinsey and BCG operate extensively in these areas. A solid understanding of these regions shows that you can think about global factors and helps you stand out from other candidates. What Your Knowledge of Population, Economy & Geography Says About YouHaving strong general knowledge in specific areas not only shows that you are well-prepared, but also that you can quickly understand economic relationships—a crucial skill in consulting. When you have information like population sizes or a country's Gross Domestic Product (GDP) at your fingertips, you can quickly verify assumptions and make informed decisions, which is exactly what case interviews expect.Additionally, your knowledge of these topics demonstrates a genuine interest in world affairs and your ability to recognize and understand global trends. This insight is vital for evaluating how political, economic, and social changes affect businesses. It also highlights your capability to absorb and use complex data effectively.PopulationCountry/RegionPopulation (approx.)Worldwide8.05 billionChina1.426 billionIndia1.419 billionEurope (EU states)450 millionUSA335 millionIndonesia277 millionBrazil203 millionRussia143 millionJapan124 millionGermany83 millionUK68 millionGDP Forecast in USD for 2024Country/RegionGDP 2024 (approx. in trillions USD)Worldwide105 trillion USDUSA25 trillion USDChina18 trillion USDJapan4.3 trillion USDGermany4.5 trillion USDFrance3.0 trillion USDUK3.1 trillion USDIndia3.9 trillion USDItaly2.2 trillion USDBrazil2.1 trillion USDCanada2.2 trillion USD Key Data to Know for Your Case InterviewIn case interviews, making quick and accurate estimates is key. A good grasp of units, along with basic fraction and percentage calculations, is essential for working efficiently. Additionally, being comfortable with time units is important for making rough estimates and calculations. The table of larger and smaller time units below provides a handy overview of commonly needed values. These fundamental skills help you tackle tasks confidently and quickly.Overview of Time Conversions: Days, Weeks and HoursLarger UnitsSmaller UnitsDays/Year365 days (In leap years: 366 days)Days/3 Years1,095 daysDays/4 Years1,461 days (including 1 leap year)Weeks/Year52 weeksHours/Week168 hoursSeconds/Hour3,600 secondsConversion of Fractions to Percentages and Decimal ValuesFractionPercentageDecimal1/520%0.201/616.67%0.16671/714.29%0.14291/812.5%0.1251/911.11%0.11111/1010%0.101/119.09%0.09091/128.33%0.08331/137.69%0.07691/147.14%0.07141/156.67%0.06671/166.25%0.06251/175.88%0.05881/185.56%0.05561/195.26%0.05261/205%0.05Remember, it’s not enough to just memorize these numbers—you also need to be able to calculate with them effectively!Use our Mental Math Tool to specifically train your math skills and prepare for your next interview.
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Preparation Plan
Consulting Skills & Preparation
Preparing for a case interview can feel overwhelming, but having a structured plan will help you stay focused and make steady progress. A well-organized approach ensures you build a strong foundation, practice effectively, and refine your skills before the big day.In this guide, we will walk you through the key components of an effective practice plan, including self-study, peer practice, and working with a coach. Let’s go! 
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