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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
BearingPoint Germany
BearingPoint Case: Nachhaltigkeit on the Road – Potenziale der Kreislaufwirtschaft für den Automobilhersteller
Der Automobilhersteller YourCars denkt zunehmend darüber nach, wie er seine Kosten senken und gleichzeitig seinen ökologischen Fußabdruck minimieren kann. Eine mögliche Lösung besteht darin, die Prinzipien der Kreislaufwirtschaft, insbesondere die „5Rs" – Refuse, Reduce, Reuse, Repurpose, Recycle – in seine Produktionsprozesse zu integrieren. Hauptziel dieser Überlegungen ist es, den Verbrauch und die Verschwendung von Ressourcen zu minimieren, die Lebensdauer von Produkten und Materialien zu maximieren und letztendlich einen nachhaltigeren und effizienteren Betrieb zu gewährleisten. Zu diesem Zweck beauftragt die Geschäftsführung eine Unternehmensberatung mit der Erarbeitung erster Ansätze.Du als Unternehmensberater:in sollst der Geschäftsführung die Chancen und Risiken des Kreislaufwirtschaftsansatzes erläutern. Darüber hinaus möchte die Geschäftsführung wissen, in welchen Bereichen Einsparpotenziale bestehen. Schlussendlich sollst du basierend auf der Analyse eine Empfehlung aussprechen.
4.3
9.5k times solved
Difficulty: Intermediate
Interviewer-led
Operations strategy
Profitability analysis
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.
4.8
1.1k times solved
Difficulty: Beginner
Interviewer-led
Growth strategy
Case by
PrepLounge
Disguise distribution
Your client is a German manufacturer of disguises for events and parties called KostümCo. They segment their products in two lines: round-the-year and seasonal products.Round-the-year products serve customers that celebrate birthdays and common parties during the whole year.Seasonal products aim at special occasions like the carnival or the beer festival in Munich and are only sold for some time before these events.KostümCo makes the design, manufacturing and resells the disguises to retailers in 5 different German cities.Recently, though, the largest retail customer complained that KostümCo’s prices are too high. After some internal analyses, the client found this to be due mainly to distribution costs. You have been asked to figure out how we can reduce distribution costs.
4.4
38.5k times solved
Difficulty: Beginner
Candidate-led
Market analysis
Operations strategy
Profitability analysis
Case by
PrepLounge
Deep Water Rescue
Deep water is a European manufacturer of small yachts and premium boats for private customers. The company operates in Europe and the Middle East and is based in Northern European country, where its manufacturing site, as well as HQ, are located. Deep Water has a strong and recognizable brand as a manufacturer of luxury boats and (recently) also small yachts. Deep water has been experiencing significant financial difficulties related to its profitability during the several past years. Currently, Deep Water has about 200 M€ of sales p.a. The company wants to improve its profitability, maintaining at least the current level of sales.
3.2
2.3k times solved
Difficulty: Advanced
Candidate-led
Market analysis
Profitability analysis
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. 
4.0
900+ times solved
Difficulty: Advanced
Interviewer-led
Operations strategy
Case by
PrepLounge
Nutripremium
Nutripremium is a very well-known premium nutrition food company in Europe (€1 billion revenue last year). It is based in Spain and has an excellent market share not only in its home country but also in Portugal, France, Italy and Germany. Nutripremium has two main lines of products:Vitamin-supplements for pregnant womenConcentrated dehydrated aliments and vitamin pills for sick patients (with Diabetes or Cancer).The CEO of Nutripremium thinks that the market in Europe is starting to get saturated and wants you to analyze the Chinese market.What are the key areas you would explore to determine whether this is a good idea?
4.5
76.7k times solved
Difficulty: Advanced
Candidate-led
Market analysis
Market entry
Market sizing
Case by
PrepLounge
Chewing gum
Your client is a chewing gum manufacturer.The CEO of the manufacturing company wants you to find out why his company is experiencing a declining profit margin. He then wants you to suggest ways to improve his company’s profit margin.
4.4
60.2k times solved
Difficulty: Beginner
Candidate-led
Profitability analysis
Case by
PrepLounge
A DSL Provider
Your client is a large company in the Polish telecommunication sector, providing and maintaining the infrastructure for telephony and ADSL and offering services like phone & internet subscriptions and televison to consumers. As in most countries, the regulator has ruled that new entrants must be given access to the infrastructure to offer their own services. For competitive reasons, the company asked you to assess whether under the current environmental conditions a competitor (let's call the hypothetical competitor NewCorp) could run a profitable business offering consumer ADSL services.
4.3
13.9k times solved
Difficulty: Intermediate
Candidate-led
Competitive response
Market entry
Profitability analysis
Case by
PrepLounge
Daily Journal
Our client, Daily Journal is a highly respected & upscale newspaper which is read widely in the UK. The paper is positioned between the Wall Street Journal and the New York Times. Recently, the newspaper added an online segment which is a spin-off from the motherfirm. Dailyjournal.com is currently just an online version of the newspaper, but work is underway to structure the online version into a consumer-appealing website. Their main goal is to earn revenue from the website and that's where you come in. The client wants to know how to generate revenue from the website?
4.1
15.6k times solved
Difficulty: Intermediate
Interviewer-led
Growth strategy
Market sizing
Company case provided by Company case by
Mercedes-Benz Management Consulting
MBMC Case: Exploring the future of automotive mobility
As a consultant at Mercedes-Benz Management Consulting (MBMC), you are actively shaping the future of automotive mobility. While you are contributing to decisive projects that design the future of the world’s No.1 premium carmaker, you also develop your own career path, and you have the unique possibility to build your personal brand and cultivate relationships with the top management.Your client on your current project is the head of product strategy who reports directly to the CEO. She asks you to explore new profit pools and business opportunities regarding innovations and monetarization strategies.Initially, you shall structure and explore potential business models, and discuss necessary conditions and implications of these business models. In a next step, you shall quantitatively analyze possible options and prepare them for decision. And of course, the client is interested in your recommendation.
3.7
11.1k times solved
Difficulty: Intermediate
Interviewer-led
New product
Profitability analysis
Case by
PrepLounge
Electric Mobility
Our client is a start-up company that wants to mass-produce an electric vehicle for the US market.So far it has developed a prototype all-electric vehicle.They hired us to solve the problem of swapping to mass-production.
4.2
13.9k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Operations strategy
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.
4.5
1.0k times solved
Difficulty: Intermediate
Interviewer-led
Non-conventional
Case by
PrepLounge
SuperBurger
Our client is SuperBurger, a fast food chain that operates in the same class as McDonalds, Wendy's, Burger King and so on. They're the fourth largest fast food chain worldwide in terms of number of stores in operations. SuperBurger owns some of its stores, but 85% of its stores are owned by franchisees. As part of its growth strategy, the company has analyzed some potential acquisition targets including Tasty Donuts which is a growing doughnut producer active in the US and internationally. The client asked us to help him decide whether he should acquire the company or not.
4.5
16.5k times solved
Difficulty: Advanced
Interviewer-led
Mergers & Acquisition
Case by
PrepLounge
Inverto Case: VacuLuxe Innovations' Supply Chain Makeover
The client, VacuLuxe Innovations, is a manufacturer for vacuum pumps, e.g. rotary vane pumps, cryogenic pumps located in Germany. The company has grown from a start-up to a major corporation over the last 50 years. However, after benchmarking the economics of their business, the client discovered that their direct spend (i.e., COGS supplier spend) represented a higher percentage of their revenue than their closest competitors.The client's top management has engaged the SCM and procurement specialized consultancy Inverto to advise the company in this critical situation.An initial meeting with the CPO of VacuLuxe Innovations will be conducted tomorrow. VacuLuxe Innovations aims to discuss optimization potentials in the current collaboration with suppliers as well as levers to improve the supply chain resilience & carbon footprint. Unfortunately, VacuLuxe Innovations has only submitted the following high level data for their direct spend yet.
4.1
15.5k times solved
Difficulty: Intermediate
Candidate-led
Operations strategy
Organizational behavior
Profitability analysis
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.
4.0
26.5k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
New product
Profitability analysis
Expert case by
Gaurav
Grain Co-operative – Brand Launch
MeGrain is a co-operative of 5000 farmers in the central part of India. As a co-operative, the farmers came together to sell the grains to retailers and wholesalers. They are the 3rd largest grain sellers in India and sell 10million quintals of grains annually. They have operations in 4 regions in India, and head office in Mumbai. MeGrain mainly deals in 3 types of grains. Viz. Rice, Wheat, and Maze. The grains are collected from the farmers attached to the co-operative. The grains are sorted, packed, and stored at storage facilities spread across towns in the region. MeGrain sales team brings orders by visiting retailers and wholesalers across the country and abroad. The grains are dispatched directly from the storage facilities to the customers. Customers make the payment to the MeGrain co-operative, which then is forwarded to the bank accounts of the individual farmers.MeGrain management has observed that the FMCG market, including foodgrains, is changing rapidly in India. Mom and pop stores have given ways to supermarkets. Consumers are adopting branded products rapidly. Although there is no branded grain product yet, the management believes that there is a huge scope for a branded product in the grain market as well. Management is contemplating about launching a MeGrain branded grains in the Indian market. They have called you to advise them whether they should launch their own brand in the Indian market.
4.3
4.6k times solved
Difficulty: Intermediate
Interviewer-led
Market sizing
New product
Pricing
Company case provided by Company case by
Forvis Mazars
Forvis Mazars Case: Prüfung der Carvermietungen GmbH
Sie sind Abschlussprüfer der CarVermietungen GmbH, einem deutschen Unternehmen, das geleaste Fahrzeuge europaweit an Privat- und Geschäftskunden weitervermietet.Im Rahmen der Prüfung führen Sie Interviews mit dem Management des Unternehmens durch. Dabei wecken insbesondere die langfristigen ökologischen und digitalen Herausforderungen der Firma Ihr Interesse. Sie erfahren unter anderem, dass die Hauptunterschiede zum üblichen Geschäft in einem Transformationsplan liegen und lassen sich vom CFO den Plan vorstellen.Die Finanzdirektorin teilt Ihnen stolz mit, dass die CarVermietungen GmbH in die Elektrifizierung der Fahrzeugflotte investiert. Die Anzahl der Elektroautos wird im Lagebericht veröffentlicht. Die CarVermietungen GmbH bietet ihren Kunden seit dem vierten Quartal eine Erweiterung zum bestehenden Bonusprogramm an. Die Kunden können ihre gesammelten Bonuspunkte am Jahresende auf ein Umweltprogramm übertragen, das vorwiegend in den Anbau von Bäumen und Wasseralgen investiert, um die klimafreundliche CO2-Bindung zu fördern. In diesem Zusammenhang hat das Unternehmen auch eine weitere Zielgruppe definiert und eine entsprechende Kundenliste erstellt. Darüber hinaus wurden im laufenden Geschäftsjahr durch den Zukauf von Daten über ein soziales Netzwerk zusätzlich neue Kunden hinzugewonnen.Die CarVermietungen GmbH hat im letzten Quartal außerdem in P2P-Carsharing investiert, da sich dieses neue Geschäftsmodell im Ausland bereits als vielversprechend erwiesen hat. Private Autobesitzer haben die Möglichkeit, ihr Fahrzeug über die Carsharing-Plattform anzubieten und die Vermietung gänzlich über eine App abzuwickeln. Die Mietwagengebühren betragen ein Drittel des Mietwertes und die CarVermietungen GmbH zahlt eine Versicherung, die jeden Kunden abdeckt. Die Versicherungsprämien für das Folgejahr wurden bereits ausgezahlt.
4.0
8.8k times solved
Difficulty: Intermediate
Interviewer-led
Audit
Valuation
Case by
PrepLounge
Gas station
How many gas stations are there in Paris? Suppose a friend of yours wants to open a gas station in Paris. What aspects should he consider?
4.4
53.6k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Market sizing
Case by
PrepLounge
Universal Airlines
Our client is Universal Airlines that offers regular passenger flights in economy, business & first class. They have been doing quite well and profits were strong so they build up cash reserves that they are now looking to invest. The company is thinking about investing in the MRO business (Maintenance, Repair & Overhaul) for global business jets. The client has asked us to help him size up the market.
4.0
10.8k times solved
Difficulty: Advanced
Interviewer-led
Market entry
Market sizing

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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