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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.

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.
20.9k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
New product
Profitability analysis
Company case by
Berg Lund & Company
Berg Lund & Company Case: Value Growth Strategy - Northern Retail Bank
Du befindest Dich derzeit in einem strategischen Projekteinsatz bei der Northern Retail Bank (NRB), die vor drei Jahren von einem Finanzinvestor übernommen wurde. Während des Mittagessens lädt Dich der CEO zu einem Espresso in sein Büro ein. Dort erläutert er, dass der Finanzinvestor bestrebt ist, den Unternehmenswert der Bank zu steigern – möglicherweise für einen künftigen Verkauf oder Börsengang, weitere Details stehen zum jetzigen Zeitpunkt noch nicht fest. Gemeinsam mit Deinem Projektteam sollst Du nun Maßnahmen entwickeln, um die Profitabilität der Bank zu verbessern. Angesichts der Ergebnisse des letzten Geschäftsjahres und des intensiven Wettbewerbsdrucks sieht der CEO hier dringenden Handlungsbedarf.Der CEO bittet Dich darum, in 30–45 Minuten in sein Büro zurückzukommen, um Deine fachkundige Einschätzung für erste konkrete Stellhebel zu diskutieren.
4.1k times solved
Difficulty: Intermediate
Interviewer-led
Operations strategy
Restructuring
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
Retirement homes
Your client is a 5-year-old company that operates retirement homes (where elderly people can receive appropriate care) in Germany.A few months ago, they opened a new home in Munich. They are concerned about its profitability. How would you help the client?
15.7k times solved
Difficulty: Intermediate
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.
13.8k times solved
Difficulty: Intermediate
Candidate-led
Competitive response
Market entry
Profitability analysis
Case by
PrepLounge
Barb's BBQ Booth
One day you are grocery shopping when you are approached by Barb B. Queue, the owner of the supermarket’s deli shop. Facing serious competition from other supermarkets and fast food chains, Barb is worried whether his shop is working alright, as lately profits have been stagnating. He had figured that you work in a renowned consultancy and seeks your advice. Because you are a consultant from the bottom of your heart, you agree and sit together with Barb and have a look into his books.
13.6k times solved
Difficulty: Beginner
Candidate-led
Market analysis
Profitability analysis
Company case by
E.ON Inhouse Consulting
E.ON Inhouse Consulting Case: Heating Systems
The European Union pursues the target of lowering the CO₂ emissions of their residents. Therefore, the EU introduced a CO₂ tax to create incentives for consumers to switch to more climate friendly alternatives and stabilize carbon dioxide emissions. Accordingly, and as E.ON’s strategy focuses on creating a better tomorrow for its customers, E.ON is investing significantly to grow its ‘Customer solutions’ area with climate-friendly solutions, including its heating solutions business. You have recently joined E.ON Inhouse Consulting and E.ON’s Head of Heating Solutions has hired you to conduct an analysis concerning the European CO₂ tax. Specifically, you are asked to assess whether the EU uses the right tool to steer consumers towards more climate-friendly heating systems.
4.3k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Expert case by
Clara
Market entry: Disrupting the New York - Boston railway industry
Currently, there is only one train company operating the Boston – New York route: AMTRAK. The option of traveling by train between the two metropolis is gaining traffic, particularly in winter times, during which it´s the best way to avoid weather-related delays. Furthermore, it´s the most environmentally friendly of all available options. Your client is a powerful investor who is assessing business options in the US (with investment sizes averaging 100M$), and has approached you for advice on starting a new train operation company to compete against AMTRAK.In particular, she wants to start by opening a new service between New York and Boston. Should the investor go ahead and launch the business?
7.9k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Market entry
Operations strategy
Case by
PrepLounge
Fairway
Your client, Fairway, is a manufacturer and supplier of golf balls.The company is acting globally in almost every market.They are now planning to expand to Portugal, but they do not have any information about the market there.Portugal is a small country in western Europe with a population of 11 million people.The CEO wants to know if they should enter the market and how they should do it.
37.5k times solved
Difficulty: Advanced
Interviewer-led
Market entry
Market sizing
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.
400+ times solved
Difficulty: Intermediate
Interviewer-led
Non-conventional
Case by
PrepLounge
Hospital's ill finances
A firm managing hospitals has recently been experiencing growing pains. It has contacted our firm to ask for help.
8.3k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Operations strategy
Profitability analysis
Company case by
zeb Consulting
zeb case: Quo vadis, customer?
The bank "His Earlship Charles", a domestic retail and private bank is in a difficult situation. Profits have been declining over the past years due to the ongoing low interest rates set by the central bank. Additionally, the bank is suffering from a decreasing number of customers. The board of directors is worried about digitalization and wondering, whether the bank is adequately prepared for it.Please analyze the situation of the client and develop means to sustainably increase profits. Consider the worries expressed by the board of directors.
80.3k times solved
Difficulty: Advanced
Candidate-led
Operations strategy
Profitability analysis
Case by
PrepLounge
REA Reinsurance
Your client, REA, is a reinsurance company.REA recently acquired another reinsurance company (approximatively same size): the choice of this company was notably based on its product portfolio as well as its market presence which appeared complement with REA.However, the acquisition is not well received by the market. The acquisition price is considered too high and the transaction has not been well graded. REA management asks you to evaluate the transaction.
12.7k times solved
Difficulty: Advanced
Interviewer-led
Mergers & Acquisition
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. 
300+ 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?
76.4k times solved
Difficulty: Advanced
Candidate-led
Market analysis
Market entry
Market sizing
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.
200+ times solved
Difficulty: Advanced
Candidate-led
Non-conventional
Public sector
Expert case by
Benjamin
New
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.
200+ times solved
Difficulty: Beginner
Interviewer-led
Growth strategy
Case by
PrepLounge
New magazine
Your client is the CEO of a publishing company that publishes an educational magazine and a women's magazine.Although both businesses are profitable, they are not growing fast enough. Thus, the CEO is thinking about starting a third monthly magazine that is targeted towards 30 to 60-year-old men in the US. He wants to know whether he can reach his first-year goal of $15 million in revenue.
18.6k times solved
Difficulty: Intermediate
Candidate-led
Market entry
Market sizing
Case by
PrepLounge
Well Being health care
Your client is Well Being (WB), a private healthcare company based in Germany. Well Being operates 10 hospitals in Germany (in comparison to 1,000 public hospitals). These hospitals are normally half the size of the public ones and are not providing Accident and Emergency (ER).Revenue comes from patients claiming their own private insurance or paying by cash. In 2012 Well Being had revenues of €100 m (<1% share in the market) and an operating profit of €0.5 m.Their main competitor is the governmental national health care (NHC). NHC has asked to outsource some of their patients to WB and WB wants our advice on this offer.
29.2k times solved
Difficulty: Intermediate
Interviewer-led
Capacity change
Growth strategy
Market analysis
Public sector

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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