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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.
23.6k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
New product
Profitability analysis
Company case provided by Company case by
CTcon
CTcon Case: Das beste Eis der Stadt!
Deine Klientin ist die Besitzerin der Eisdiele TOTO in einer deutschen Großstadt. Das Geschäft läuft so gut, dass die Besitzerin eine weitere Filiale eröffnen will. Sie ist hellauf begeistert und möchte auf Nummer sichergehen. Sie fragt Dich daher: Ist das eine gute Idee?
16.0k times solved
Difficulty: Intermediate
Interviewer-led
Capacity change
Growth strategy
Market entry
New product
Profitability analysis
Case by
PrepLounge
Fashion mail order
Your client is a direct mail clothing retailer. They primarily sell clothes through their product catalog. Next year, postage costs will increase to 40 cents per catalog. Your client wants to know whether his current business model is still profitable.
22.6k times solved
Difficulty: Beginner
Candidate-led
Growth strategy
Market analysis
Profitability analysis
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.
16.5k times solved
Difficulty: Advanced
Interviewer-led
Mergers & Acquisition
Expert case by
Moritz
Car Convenience (McKinsey 1st & 2nd round)
CLIENT OBJECTIVEOur client is Convenio, a US based company that operates a number of micro convenience stores and vending machines throughout the country. Convenio is considering the launch of a new product to enable convenience in passenger transportation and is seeking McKinsey’s help to determine whether or not that’s a good idea to grow their convenience business.BACKGROUND INFORMATIONConvenio’s new value proposition is a mobile convenience store that is installed in the middle console of taxis, or private cars for ridesharing, called 'Moove'. It's a transparent box that is typically stocked with small snack items, such as chewing gums, chocolate bars, cooled drinks, but also non-food items such as personal hygiene products or phone chargers. The customer purchases an item by scanning a QR code, selecting the item, and completing the transaction via the Moove platform online. The driver then receives a confirmation and hands the article to the rider, earning a commission with each sale. Drivers will carry limited stock of products in their trunk and re-stock in selected locations through Convenio’s existing supply chain network. The CEO of the company is seeking McKinsey’s help in determining the attractiveness to pursue this business in the US.
3.2k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
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
Case by
PrepLounge
General Holding
Our client is a French holding company with annual revenues of about €1 billion. Their portfolio consists of different companies that are mostly in manufacturing industries such as the oil & gas industry and the automotive industry.They do not have a specific investment focus. They prefer to buy the best companies available that are also related to their existing businesses.They are thinking about acquiring an auto parts dealer, OTOpart, and want to know whether you think it is a good idea.
47.6k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Mergers & Acquisition
Company case provided by Company case by
SET Management Consulting
SET Case: Strategische Neuausrichtung der Fröhlich Maschinen GmbH
Die Fröhlich Maschinen GmbH, ein mittelständisches Unternehmen mit Sitz in Deutschland, ist auf die Produktion von Spezialmaschinen für die Automobilindustrie spezialisiert. Das Unternehmen hat in den letzten fünf Jahren seinen Umsatz kontinuierlich gesteigert, jedoch ist die Profitabilität stark zurückgegangen. Die Gewinnmarge vor Steuern liegt bei nur 3,75 %, was deutlich unter dem Branchendurchschnitt von 8 % liegt.Gleichzeitig steht das Unternehmen vor internen und externen Herausforderungen:Interne Herausforderungen: Ein veraltetes ERP-System führt zu ineffizienten Prozessen in der Produktion und Verwaltung. Zudem gibt es Hinweise auf eine unvorteilhafte Kostenstruktur und mangelnde Transparenz bei der Produktprofitabilität.Externe Herausforderungen: Steigende Rohstoffpreise und ein intensiverer Wettbewerb setzen die Margen zusätzlich unter Druck. Einige Wettbewerber bieten ähnliche Produkte zu niedrigeren Preisen an und diversifizieren schneller in neue Branchen.Die Geschäftsführung hat Ihre Boutique-Beratung beauftragt, die Ursachen für die sinkende Profitabilität zu analysieren und konkrete Maßnahmen zur Verbesserung der Wettbewerbsfähigkeit vorzuschlagen.ZielAnalysieren Sie die Ursachen für die sinkende Profitabilität der Fröhlich Maschinen GmbH und entwickeln Sie konkrete Maßnahmen, um die Rentabilität und Effizienz langfristig zu steigern.
1.4k times solved
Difficulty: Intermediate
Interviewer-led
Restructuring
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
Case by
PrepLounge
Music Streaming - Market Sizing
Your friend is an aspiring artist and is asking for your consulting advise on a problem that he has been struggling with. Your friend (the artist) is trying to understand how many hours people listen to the number one music streaming platform (the one with the green logo) in total and on average per year. How would you approach this problem to help your friend answer his question?
9.4k times solved
Difficulty: Beginner
Interviewer-led
Brain teaser
Market sizing
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.
600+ times solved
Difficulty: Beginner
Interviewer-led
Growth strategy
Case by
PrepLounge
ChemInt
Your client, ChemInt, is a global chemicals company that manufactures Ponsulene in some locations around the world.It has several joint ventures (JV) in Asian markets and in total 5 plants in China, Korea, Thailand, and Taiwan, all of which serve the local markets as well as neighboring markets including China.Due to the strong demand for Ponsulene and profitable margins in China, a number of new Chinese players are entering the market in China as well as in the neighboring countries. ChemInt has called in your company to estimate the influences on their business by these happenings.
7.7k times solved
Difficulty: Advanced
Interviewer-led
Competitive response
Market analysis
Operations strategy
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?
53.3k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Market sizing
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
Company case provided by Company case by
Bain & Company
Bain Case: Old Winery
You have inherited the “Old Winery” from your grandfather, a winery that has been family-owned for five generations and can be dated back to the 16th century.Half of the eleven hectares are used to grow white grapes, the other half to grow red grapes. They are grown in a conventional way, i.e. they are not organically farmed and certified. The vine stocks are in a good condition regarding age and care. Overall, the only ¼ of the harvest is made into wine by the winery itself; the rest is sold.Your grandfather never wanted to change the image of the winery and left the managerial and administrative task to a young and energetic wine-maker. Due to the not so well-known brand, the demand for the “Old Winery” wine is currently rather low.You do not intent to run the winery operatively, given your limited knowledge of winemaking, but find the idea of owning a winery exciting.
143.7k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Market sizing
Mergers & Acquisition
Company case provided by Company case by
Simon-Kucher
Simon-Kucher Case: GST Cruise Company
Cruise company German Sea Tours (GST) is a successful operator of international cruises. GST currently offers several cruise trips, lasting between 5 and 24 days. Additional services can be booked on board (e.g. excursions at each destination, onboard leisure activities). Customers tend to book their tickets several months in advance. GST has had a long history of revenue growth, but in the past five years, it showed lower growth rates. Board members are not sure whether the market, in general, saw lower growth or whether the problem is specific to GST. GST recognizes that winning new customers and stimulating existing customers to book their vacations with GST is crucial for future growth and therefore has always focused on keeping a close relationship with its (potential) cruise-trip bookers. GST’s chief commercial officer (CCO) Ms. Brown has hired Simon-Kucher & Partners to assess the market environment and competitive positioning for cruise ships and to conduct a subsequent evaluation of potential growth options.
72.9k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Pricing
Case by
PrepLounge
In-flight Broadband
Our client is a startup that can deliver broadband internet aboard commercial flights.The company owns a patent on a necessary technology. They want to know whether their current business model is valid.
23.8k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Pricing
Profitability analysis
Case by
PrepLounge
Handyhüllen
Ein guter Freund von Dir hat seinen Job gekündigt, um seinen Lebensunterhalt nun mit dem Verkauf von Handyhüllen zu bestreiten. Du sollst ihm dabei helfen, sein Vorhaben zu bewerten.
10.2k times solved
Difficulty: Beginner
Interviewer-led
Market entry
Market sizing
New product
Pricing
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.
13.9k times solved
Difficulty: Intermediate
Candidate-led
Competitive response
Market entry
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.

D
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Feb 19
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100% Reliability
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02:00 - 03:30 AM
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Novice, Advanced
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09:00 - 10:30 AM
Novice
100% Reliability
English, German
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11:00 AM - 12:30 PM
Advanced
84% Reliability
English, French, German
Advanced, Pro
Feb 19
11:00 AM - 12:30 PM
Novice
Reliability: N/A
English
Novice, Advanced, Pro
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Novice
Reliability: N/A
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Novice, Advanced
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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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