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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.
23.5k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
New product
Profitability analysis
Case by
PrepLounge
McKinsey Case: Digital & Vegan Restaurant Franchise
Our client is a European venture capital firm. They are potentially interested in investing into a new restaurant franchise player from Austria, called “VegDigi”. VegDigi has just 3 corporate restaurants in Vienna and no franchisees, yet, but their business model is considered innovative for a restaurant industry, and is based on 3 pillars:Proprietary IT system – VegDigi’s team has developed their own IT system (which manages all restaurant processes – from cashier desk and employee schedules to inventory management and delivery).Innovative vegan menu – VegDigi offers fresh, whole-foods vegan menu, which differentiates itself from the rest of the fast food offering in taste and quality. VegDigi puts a lot of focus on its foods being healthy.Transparent business practices and processes – VegDigi prouds itself to be a transparent business, meaning they publish all their data and talk about their success and failures openly online.Our client has engaged us to help them to determine whether or not to make an investment into the VegDigi.
25.8k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Pricing
Valuation
Case by
PrepLounge
ChemCo Foods
A chemical producer is a major manufacturer of chemical products used to preserve foods in containers. The company has seen an increase in market share, but the company has also seen a decline in profits. Our client, the CEO is worried about this trend and hires you to investigate what is going on.
5.2k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
Company case provided by 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.
4.4k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Case by
PrepLounge
Intermediate Valuation & DCF Interview Questions for Finance
This intermediate-level question set covers key concepts in valuation, with a particular focus on the Discounted Cash Flow (DCF) method. You'll review the main valuation approaches, then work through the full DCF process – from calculating free cash flow to understanding discount rates, terminal value, and capital structure effects.Plan for about 30–35 minutes to complete the set. Model answers are included to help you check your logic and technical knowledge.
300+ times solved
Difficulty: Intermediate
Interviewer-led
Mergers & Acquisition
Valuation
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
Company case provided by Company case by
thyssenkrupp Management Consulting
tkMC Case: Portfolio optimization of a holding company
Your client is a holding company that has three larger companies in its portfolio. The successful portfolio has developed very dynamically over the last two years and the companies are facing different challenges. The management takes this situation as an opportunity and wants to carry out a portfolio optimization. As a consultant, you are first asked to carry out a portfolio analysis and then to prepare recommendations for action for the portfolio decisions.
12.9k times solved
Difficulty: Intermediate
Interviewer-led
Growth strategy
Mergers & Acquisition
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.
13.8k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Operations strategy
Case by
PrepLounge
Fast Food Pricing
Our client is a global fast-food restaurant that offers a wide range of breakfast and rest of day products including burgers, salads, fries, and beverages, and offers combo bundles. Over the last ~5 years in the US, our client has seen a relatively flat guest count, but a decline in profitability. They have launched severallarge national advertising campaigns focused on highlighting their "value" products which have not turned around profits the way they had hoped. The head of the US business has asked us to help him understand why gross margin is decreasing, and specifically to take a look at his menu's pricing.Is there an issue with the menu pricing structure? If so, what would you recommend to restructure the pricing?What is the overall implications to volume and gross margin with a revised pricing structure?
7.7k times solved
Difficulty: Intermediate
Interviewer-led
Pricing
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.
2.3k times solved
Difficulty: Advanced
Candidate-led
Market analysis
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.
700+ times solved
Difficulty: Intermediate
Interviewer-led
Non-conventional
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.
9.3k times solved
Difficulty: Intermediate
Interviewer-led
Operations strategy
Profitability analysis
Case by
PrepLounge
Pickup Manufacturer
The automobile manufacturer CarsCo has difficulties with the profitability of its pick-up unit in Thailand. The candidate is supposed to evaluate the situation by answering a line of questions that are presented in the “suggested approach” section.
7.9k times solved
Difficulty: Beginner
Interviewer-led
Market analysis
Profitability analysis
Expert case by
Francesco
BCG Final Round Case - Sugar to Indonesia
Our client is an Indian sugar producer exporting solely to Indonesia. Indonesia imports 5m tons of raw sugar per year.To make raw sugar, our client processes sugarcane at a cost of $25 per ton and they have a capacity of 1.5m tons per year. The only competitor that has lower production costs is from Thailand, and it delivers 1.7m tons per year at a cost of $20 per ton.Our client recently found out that the Thai producer will expand its production to 2m tons, and as a consequence the market price for sugar in Indonesia may drop.They contacted us to assess this situation.
4.1k times solved
Difficulty: Advanced
Candidate-led
Competitive response
Growth strategy
Market analysis
Operations strategy
Case by
PrepLounge
Travel Destination
Your client is the government of a region in southern Spain. Situated in this region are the country’s main tourist locations, mostly beaches.The government is not satisfied with the revenues of the tourism sector. They have contacted our company to find a solution for this problem.
13.3k times solved
Difficulty: Intermediate
Interviewer-led
Growth strategy
Market sizing
Profitability analysis
Public sector
Company case provided by Company case by
OC&C
OC&C Strategy Consultants Case: Expansion einer Schmuck Agentur in China
Unser Kunde, Schmuck Agentur, ist ein führender europäischer Fachhändler für Accessoires und Schmuck. Der Kunde ist derzeit nur in Europa aktiv und vertreibt sowohl Premium- und Luxusprodukte, meist von europäischen Marken, als auch "Mid-Market" Produkte, die eher der hauseigenen Marke angehören. Der Großteil des Vertriebs geschieht über das eigene stationäre Geschäft in Europa.Schmuck Agentur möchte expandieren, und zieht hierfür den chinesischen Markt in Betracht. Aus diesem Grund wirst Du gebeten zunächst Bewertungskriterien für einen möglichen Markteintritt zu erarbeiten. Im Anschluss wirst Du Informationen erhalten, die Dir erlauben einige Faktoren zu bewerten. Abschließend sollst Du eine Empfehlung aussprechen, ob der Kunde das stationäre Geschäft nach China expandieren sollte.
20.6k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Market entry
Profitability analysis
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.
400+ times solved
Difficulty: Advanced
Candidate-led
Non-conventional
Public sector
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. 
600+ times solved
Difficulty: Advanced
Interviewer-led
Operations strategy
Case by
PrepLounge
Madflix.com
Our client is madflix.com, a website similar to Netflix. The biggest difference is however that Madflix targets mainly men and provides a majority of “mad movies”, such as action, horror, or science-fiction movies.Clients sign up online, order online, receive the movie and mail it back. Madflix is not satisfied with the profit margin, as it has declined over the last two years.The CEO has hired us to recommend a solution.
54.3k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis

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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👉  Want to take it a step further? Connect with our experienced coaches.

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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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