A lot of information has been included in this case to help both the interviewer and the interviewee to get a better conceptual understanding of the industry in case no prior knowledge exists. Not all the information available is necessary to arrive at the solution. The interviewer should read all available information to help guide the interviewee towards the solution.
The goal of this case is to practice handling a large amount of information and not getting overwhelmed by it but proactively identifying which information is necessary to solve the case in a timely manner and which information does not help the interviewee getting closer to the solution.
The interviewee should be able to structure the case into three distinct phases to give very practical advice to the client:
Phase 1 (viability analysis) should be about verifying that the product the client is willing to enter the protein supplement market with is actually a product that customers would be willing to buy. The competition, customers, product and company of the client should all be evaluated to test if entering the market is at all a good idea.
Phase 2 (determination of the product mix) is about coming up with the right product mix to serve the needs of all customers and to prevent overserving or underserving any potential customer segment to maximize efficiency. During the case, the interviewee will learn that there are 4 major products on the protein market with varying demand so a logical way to determine the product mix would be to find the demand for each product individually and supply exactly the market demand.
Phase 3 (determination of the distribution channel) is about determining which of the available distribution channels will give the client access to the largest demand possible.
Your client is a newly founded protein company. Its owners are two brothers. One of them is a chemist and the other one is a very famous fitness model and personal trainer on YouTube. They intend to enter the nutrition supplements industry where they want to focus on protein supplementation for bodybuilding. The chemist has the capabilities to produce protein products for this industry. He has used this knowledge and a substantial loan to build a factory in Germany that would allow the brothers to mass produce their protein products.
The brothers have approached you to advise them on how they can use their capabilities to profitably sell their product using their factory in Germany. They request very practical advice on how to get their product from their factory into the hands of the consumer at a profit.