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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.
23.1k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
New product
Profitability analysis
Case by
PrepLounge
Central hospital
Our client, Central hospital, is a 350-bed hospital based in a medium-sized city. The company has normally seen strong financial results with a 1-4% operating gain each year for the last five years. However, this year they are projecting a $14 m operating loss and the situation is expected to worsen in the future. The CFO expects to be out of cash in 2 years if not resolved. They hired you to identify the cause of this loss and how they can hit break-even again. However, since they are an important employer, laying off staff is not an option.
14.2k times solved
Difficulty: Intermediate
Candidate-led
Profitability analysis
Case by
PrepLounge
College Football
Our client is a college that plans to add an inter-collegiate football team to its athletic program.They have approached us in order to determine if that is a good idea.
15.1k times solved
Difficulty: Intermediate
Interviewer-led
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
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
Company case provided by Company case by
DHL Consulting
DHL Consulting case: Bike Shop
You have been hired to support the owner of a bike-shop as a business consultant. The bike-shop has suffered a significant revenue decline during the last year, and now the owner would like you to assess the situation and options for the way forward.They want to know last year’s profit, i.e. how it was affected by the revenue decline, and what the priority actions are to survive the next year. (short term)In addition they would like to understand the strategic competitive position of the shop better and how to increase revenues again mid- to long-term.
91.7k times solved
Difficulty: Beginner
Interviewer-led
Growth strategy
Profitability analysis
Case by
PrepLounge
RWE Consulting Case: Floating Wind in Japan
RWE is an international renewables company with a proud heritage of more than 125 years in the energy business. Recently, during the Capital Markets Day in 2023, RWE’s CEO renewed the company’s 2030 vision of being a global leader in green energy. To achieve this, additional substantial investments in clean technologies are planned, allowing for a total capacity of more than 30 GW to be added until then.Against this background, RWE is constantly scanning for attractive investment opportunities in core and new markets with a focus on renewable energy sources like offshore or onshore wind as well as photovoltaics. After winning an offshore wind project on the Japanese West Coast, let us assume, for the context of this case study, that RWE is now actively exploring additional opportunities in Japan. The RWE Consulting team was asked to evaluate the attractiveness of the Japanese market and find suitable additional investment opportunities with special interest in the new technology of floating offshore wind. Specifically, your job as a consultant is to provide a “Go or No-Go” recommendation on whether to invest in floating wind in Japan.
31.3k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Market entry
Market sizing
Profitability analysis
Case by
PrepLounge
Italian Beauty Company
Your client is Italian Beauty Company (IBC), a high quality beauty products company. It is well established in Italy.One of their major product lines is high quality home hair-color kits. They manufacture these products in-house and sell it through retail outlets and drugstores.Recently their market share has declined. Their competitor Cosmetica INT. has also become more popular.IBC would like your firm’s advice.
11.8k times solved
Difficulty: Intermediate
Interviewer-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
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.
500+ times solved
Difficulty: Beginner
Interviewer-led
Growth strategy
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
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.
13.9k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Market entry
Market sizing
Profitability analysis
Case by
PrepLounge
Gambling Business
Poker Inc. is currently operating four casinos in Royal City. Competitors are right now planning to open up a rival casino in Kingsville.Poker Inc. has hired our company in order to assess the consequences of the possible competitor opening and what strategies Poker Inc. should follow.
11.9k times solved
Difficulty: Intermediate
Interviewer-led
Competitive response
Market entry
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. 
500+ times solved
Difficulty: Advanced
Interviewer-led
Operations strategy
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
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
Ian
BCG Platinion/McK Digital/Monitor - Experienced Hire Tech Practice - Roma Solutions
Let’s say we’re working with a large Tech company (i.e. FB, Apple, Microsoft etc.). They are interested in getting into the low-code iBPMS space. This is a space where pseudo-code is used to deploy large-scale process-based IT applications rapidly (in months, not years).In particular, they’re looking at a company called Roma, which is one of the leaders in the space.What are your thoughts here?You can clarify the following (if asked)iBPMS - Intelligent business process management suites. Think SAP for example. They are IT systems that take users through business processes.The business model of these Tech firms is primarily to find ways to integrate diverse offerings/capabilities to build better products and ecosystems. Therefore, technical synergies are important here.The market is fairly competitive with about a dozen players.Roma is a market leader in this space, vying for 1st against 2 competitors. The top 3 dominate the market.
7.8k times solved
Difficulty: Intermediate
Candidate-led
Brain teaser
Market analysis
Market entry
Mergers & Acquisition
New product
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
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.
25.7k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Pricing
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.

Feb 13
07:30 - 09:00 AM
Novice
Reliability: N/A
German
Novice, Advanced, Pro
Feb 13
08:30 - 10:00 AM
Novice
89% Reliability
German
Advanced, Pro
Feb 13
09:00 - 10:30 AM
Advanced
100% Reliability
English
Novice, Advanced, Pro
T
Feb 13
09:45 - 11:15 AM
Novice
Reliability: N/A
English
Novice, Advanced, Pro
G
Feb 13
10:30 AM - 12:00 PM
Novice
100% Reliability
German
Novice, Advanced, Pro
Feb 13
02:00 - 03:30 PM
Pro
98% Reliability
English
Advanced, Pro
Feb 14
04:00 - 05:30 AM
Novice
89% Reliability
German
Advanced, Pro
Feb 14
04:30 - 06:00 AM
Advanced
Reliability: N/A
English, Turkish
Novice, Advanced, Pro
Feb 14
07:30 - 09:00 AM
Advanced
100% Reliability
German
Advanced, Pro
Feb 14
08:30 - 10:00 AM
Advanced
Reliability: N/A
English, Turkish
Novice, Advanced, Pro
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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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