What does the Branche column mean in the table given?

zeb case: Quo vadis customer?
New answer on Nov 26, 2019
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Anonymous A asked on Nov 26, 2019

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Nathaniel
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replied on Nov 26, 2019
McKinsey | BCG | CERN| University of Cambridge

Hello there,

Branche here means 'industry'. It's a synonymous word in French with 'industrie', e.g. the motor industry: la branche automobile / l'industrie automobile

As such, the column refers to the industry average figure for each channels displayed on the table.

Remember that for each data on a case interview, we need to compare it to both historical figures as well as industry average figures in order to see if there is any peculiarity with the given number before commencing any deep dive analysis.

Hope it helps.

Kind regards,

Nathan

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Nathaniel

McKinsey | BCG | CERN| University of Cambridge
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