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How to structure & present the "root cause analysis" bucket in a profitability case?

profitability
Edited on Aug 28, 2022
5 Answers
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Anonymous A asked on Jan 03, 2022

I'd like to seek your advice on how to structure & present the “root cause analysis” bucket in a profitability case. Usually there's not much information revealed before going into the case. After presenting the bucket “quantitative analysis”, looking for “where is the problem”, I will look in to “why so”. 

The problem I have is that since there's not much information at the time I present my structure, how can I structure and present this bucket in a more solid and business sharp way? 

I feel that stating I will look into “company, customer, product, competition” to find the root cause is empty and shallow. Should I state examples that might have caused the problem and a few key hypothesis? What could have been done to make this bucket (and also the “potential solution bucket") sound more practical?Any advice would be greatly appreciated. 

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Sidi
Expert
updated an answer on Aug 28, 2022
McKinsey Senior EM & BCG Consultant | Interviewer at McK & BCG for 7 years | Coached 350+ candidates secure MBB offers

Hi!

What is extremely important to understand in order to craft super strong structures: the purpose of a structure is not to provide a list of things you want to look at.

The purpose of a structrue is to clearly explain how you will answer the precise question that has been asked by the client.

You can NOT achieve this by listing “buckets”! Never! 

The client's question is

"How to fix the profit decline issue?"

Telling the client what you want to look at does not address this question! Frankly, you may look at whatever buckets you want, but this does not help the client understand, HOW you will answer his concrete question. In order to address this question, you have to outline the LOGIC according to which it can be answered. And this is fundamentally different from just defining buckets and topics. (And to anticipate your next question: yes, the solutions provided in popular case books, in the Victor Cheng Material, and even on the MBB websites are oftentimes very very weak!)

Instead of falling for such weak thinking, you should outline a clear logic that will ultimately and invariably lead to the root cause of the profit problem.

  • For this, you first need to isolate what (sub-)driver causes the decline. “Revenue or Cost” is too high level, you need to find out whether it is an issue with pricing, or the product mix, or the quantities, or some sub-drivers of cost. If, e.g., lower quantity is the problem, then you drill deeper to understand the concrete numerical driver (e.g., the average number of items per purchase has not changed, but the number of purchases has gone down --> then you drill deeper to understand what is driving this (the "sub-driver") --> e.g., the number of customers has not changed, but their average frequency of purchasing has gone down --> this is the numerical problem driver! You isolated it just by means of a driver tree).
  • Once you have isolated the problem driver (WHAT is the problem?), then you check on the qualitative reasons that might have caused this very problem driver to develop negatively (WHY does the problem exist?). You exclude all other areas of the tree because they are not relevant! This is how you run effective and efficient diagnostics. This second step of qualitative analysis might indeed require some extra structuring once you reach it!

One aspect that is very important (and usually violated in Case Coaching books) is the principle of first isolating the numerical problem driver, before asking qualitative question. Never start your analysis with asking qualitative questions ("First I would like to get a general understanding of the market development" and such phrases)! This is practically the very definition of "boiling the ocean", i.e., working in an extremely inefficient way. First, you should seek to narrow down the area that you need to qualitatively understand - and this can be done very quickly by doing a numerical analysis as described above. Once you know where the problem comes from, THEN you can start to understand the qualitative reasons that underlie the negative development of this driver, and this analysis will be far more focused and concrete than if you would have tried to do it at the start.

Cheers, Sidi

_______________________

Dr. Sidi Koné 

(Former Senior Engagement Manager and Interviewer at McKinsey | Former Senior Consultant and Interviewer at BCG)

 

(edited)

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Paul
Expert
replied on Jan 03, 2022
PL-level BCG experience (6 years)|Interviewer at BCG| 6/6 personal + 95%+ candidates offer success rate

Hi there,

Two main things that you could take into consideration

1) Always tailor your framework (even the basic Company, Competition etc.. a la Cheng mode) to make it seem specific to the problem statement and company at hand e.g. via

- Substituting/adding key cues for interviewers to the main buckets (e.g. "I will look at competitors e.g. in the medical devices segments in the core geo for company X , instead of saying just I will look at competition)

2) Adding the “why this bucket is relevant from a business point of you” immediately beyond your stating of the key buckets (e.g. I will look at prices for each of company X products since an increase in pricing pressure due to change in regulations and/or new entrats could have been the partial trigger of the XX% reduction in profitability we are talking about) 

3) As a simple “behavioural hack”: we as human are trained to learn stories, therefore repeated contents/reference help. So

- try to maximize in your presentation of the framework the use of terms that the interviewer used in the prompt (e.g. name of company, location, other info) - the exact same words. This tricks the brain just a little bit and give a (false?) impression of coherence and structure

Just 1st layer of answer - feel free to PM me if you want to deep dive

All the best for your interview journey!

P.

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Luca
Expert
Content Creator
replied on Jan 05, 2022
BCG |NASA | SDA Bocconi & Cattolica partner | GMAT expert 780/800 score | 200+ students coached

Hello there,

My suggestion here is to be more goal oriented and less generic. Here there is a very brief summary of the approach you should have:

  • Define the problem of the client and the target, covering every detail:
    • Do you have a problem of profits or profitability?
    • Is this problem related to a specific business line?
    • What's the target? In how much time?
       
  • Highlight the drivers that could impact your profitability. At this point is very important to understand first of all where is the problem and what's the problem
    • Revenues decreasing (more than costs). You can split this into volume or price segment
    • Costs increasing (more than revenues). You can split this into variable and fixed cost
       
  • Give some qualitative reasons that could be behind each driver and suggest some potential analysis you could run

Please avoid any “scholastic approach” that is not tailored on the case and that sounds repeated by hearth. TO double check if something should be in your structure, I suggest to challenge yourself asking “Why do I need this information? How would this drive my analysis/output?”

Feel free to text me if you want to discuss this more,

Luca 

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Hagen
Expert
Content Creator
replied on Jan 03, 2022
#1 Bain coach | >95% success rate | interviewer for 8+ years | mentor and coach for 7+ years

Hi there,

This is indeed an interesting question which is probably relevant for quite a lot of users, so I am happy to provide my perspective on it:

  • Generally speaking, I would advise you to have a look at the micro and the macro environment of the client in order to derive the root cause of the problem.
  • Still, and more importantly, there is no need to structure the root cause of the problem (as well as the intiatives that would follow) in detail since there simply is no possibility to know where the situation will lead to at the beginning of the case interview. Instead, I would advise you to exactly state it like this, for instance by saying “Once I have identified the numeric driver and its magnitude of the profitability decrease, I will identify the root cause of the problem by examining the closer and wider environment of the client” (obviously in the most customized way possible).
  • Lastly, I would advise you to always present the inital structure as customized as possible by implementing e.g. examples or your hypotheses. While there is no need to customize the written structure in detail, this is definitely required during the presentation which also provides you with great opportunities to display business judgement.

In case you want a more detailed discussion on how to properly structure any type of case study questions, please feel free to contact me directly.

I hope this helps,

Hagen

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Ian
Expert
Content Creator
replied on Jan 04, 2022
#1 BCG coach | MBB | Tier 2 | Digital, Tech, Platinion | 100% personal success rate (8/8) | 95% candidate success rate

Root cause analysis is not a bucket.

This is very important to understand: You are approaching frameworks wrong. Every single project/framework is about figuring out the root cause, opportunities, options, prioritizations, next steps, risks, etc. These are not buckets.

Your buckets should be your approach to solving the problem. So, it should be “through what lens am I looking to solve this”

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Sidi gave the best answer

Sidi

McKinsey Senior EM & BCG Consultant | Interviewer at McK & BCG for 7 years | Coached 350+ candidates secure MBB offers
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