This case has been applied by McKinsey in a first round interview. As usual, McKinsey cases are interviewer-led.
That means that the interviewee gets several intermediate questions from the interviewer and has therefore to worry a bit less with the overall case structure than during an candidate-led interview (usual at consulting firms other than McKinsey).
As the interviewer, you have the choice to let the interviewee lead the case (letting him follow his own framework), or lead yourself the direction of the case (for example by following the suggested approach).
Nutripremium is a very well-known premium nutrition food company in Europe (€1 billion revenue last year). It is based in Spain and has an excellent market share not only in its home country but also in Portugal, France, Italy and Germany.
Nutripremium has two main lines of products:
The CEO of Nutripremium thinks that the market in Europe is starting to get saturated and wants you to analyze the Chinese market.
What are the key areas you would explore to determine whether this is a good idea?
How many cancer patients would we need to have for our cancer product to break even?
We have 25 Sales Reps (earning €200 k each) and spend €10 m in other indirect costs. We assume each patient takes 4 doses per day for 4 months. A dose costs €1 and its profit margin is 20%.
More questions to be added by you, interviewer!
At the end of the case, you will have the opportunity to suggest challenging questions about this case (to be asked for instance if the next interviewees solve the case very fast).