Difficult Bain first-round case that tests the candidate's ability to break down a problem and be creative. The case has two main components:
1. Market sizing and growth - Tests the candidate's ability to understand an abstract market and break down the growth drivers of this market.
2. Market Entry - Assesses if the candidate is able to identify the most important drivers of market attractiveness and what would be the key constraints to market entry for Comfort Chairs.
The case is candidate-led and will require strong case leadership, quantitative skills, and time management to be achievable in a 35-40 minute timeframe.
We have been hired by the CEO of Comfort Chairs, a company that manufactures complex powered wheelchairs. Comfort Chairs has headquarters in Sweden with manufacturing in Sweden and sales all over Europe. The company enjoys a strong market position and is known for being a pioneer in its industry. It was recently acquired by a leading global private equity firm that is interested in driving the international growth of Comfort Chairs. Especially, the US market looks very interesting.
The CEO has hired you to help him with two things:
1. Determine the size and the growth of the US market for complex powered wheelchairs.
2. Analyze whether entering the US market is attractive.
How can you figure out how much market share is achievable for Comfort Chairs in year one?