Hi, in a recent case I was asked "what is the key driver behinid a flat sale". I got pretty stucked in the opening. What does "key driver" really mean'?
Due to my normal framework, I would want to know why the sale is flat (the reason). Start with volumn and price, and list few aspects why volumn may decrease, e.g. market, competitors, customers, etc...
In the solution, it is actually not the "reason" that I should be after. The "key driver" end up with identifying essential stakeholders who has the major power over sales decisions, e.g. customers and distribution channels. And I was criticised by not understanding the question.
I am pretty confused. If the case is to ask you about "key driver" (not the reason), what is the right way to open the case? In other words, what does key driver mean?!