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1、1 PRACTICE VERSION ADVANCED PROBLEM SOLVING TEST McKinsey & Company January 2001 2 Instructions for candidates. (Consider your answer to each question carefully, as accuracy is important as well as amount completed. The test contains 1 business case. The case has two “teams”, each with five question
2、s, making a total of ten questions in the test. Ensure that you read the background to the case carefully. The questions are multiple choice. You must select one correct answer for each question. Mark your answer by circling it on the answer sheet provided. Ensure that you are using the correct answ
3、er sheet for the particular case you are working on. calculators are allowed in this test. Paper is provided for workings out. You have 45 minutes to complete this test. 3 Case I Fiji Cola As part of a two very lucky McKinsey teams, you are sent to Fiji to work on a project for Fiji Cola, which is s
4、old only on Viti Levu, the main island of Fiji, but is the leading brand of cola on this island. Fiji Cola s sales have been dropping in recent years due to the entry of several rival brands of soft drinks into the market. As a result, Fiji Cola are considering expanding sales to the other islands i
5、n the Fijian archipelago. The aim of Team A is to work out the potential amount of cola that could be sold in the whole of Fiji and investigate how Fiji Cola is currently sold, while Team B will investigate and aim to improve production efficiency for Fiji Cola. TEAM A Fig 1: Fiji Colas Market Share
6、 in Viti Levu 1985-2000(Estimate) 198519881991199419972000E Total Cola Sales in Viti Levu $2.72m$2.77m$2.71m$2.81m$2.88m$2.90m 83% 81% 75% 62% 51% 48% 198519881991199419972000E 4 1. Here are some pieces of information which the Managing Director of Fiji Cola says he could obtain for you: IThe number
7、 of Cola-producing factories in the entire Fijian archipelago IIThe average number of litres of cola produced per factory IIIAn estimate of the average consumption of cola per person in Viti Levu IVThe results of a marketing survey on Fiji Cola performed in 1998 VThe population of Fiji Which of the
8、following sets of information would be most useful to you in working out how much cola could be sold in the whole of Fiji? AI, II BIV, V CI, II, IV DIII, V EI, II, III 2. In investigating some of the specific reasons why competitor brands are winning market share from Fiji Cola, Bob Sunshine, Fiji C
9、ola s sales analyst, suggest the following reasons: IMore effective advertising by competitors IICheaper prices from competitors IIICompetitors have state of the art production facilities IVBetter distribution by competitors VCompetitors are more “with it” Which of the above would you consider valid
10、 reasons? AI, II, III BI, II, IV CI, II, V DII, III, IV 5 EAll of the above 3. By how much, in $m, did Fiji Cola s sales revenue fall between 1985 and 1997? A$0.1m B$0.71m C$0.79m D$0.87m E$0.35m Fiji Cola is sold via a sales force who visit stores in Fiji and negotiate a price per litre with the st
11、ore. The store will then sell the cola at a higher price to the end customer. The sales force are given a minimum price per litre to obtain from the store, below which they receive no incentive. For any price they obtain above the minimum price, they receive 10% of the difference. Currently the mini
12、mum price per litre is $1.12. The following table shows the average store price (to the end-customer) and volume of cola sold in the various regions of Viti Levu last year. NorthSouthEastWest Average store price per litre $1.50$1.45$1.55$1.50 Litres sold to end customers 0.5m0.4m0.4m0.6m 6 4. Tom Pa
13、radise, Fiji Cola s sales manager, tells you that all sales were made above minimum price last year, and that average prices obtained by the sales force in the North, South and West last year were $1.22, $1.22 and $1.27 respectively. He also tells you that in total, Fiji Cola paid its sales force $8
14、8,000 of which 25% was sales incentives and the rest was basic salary. What average price was obtained by the sales force in the East? A$1.12 B$1.22 C$1.25 D$1.27 E$1.32 5. Tom informs you that the minimum price for the sales force is calculated to allow a certain share of profits for the stores. If
15、 the sales force sold all cola at minimum price, and the cost of production of a litre of Fiji Cola is 80c, what percentage share of overall profit on cola would have been taken by the stores last year? A49% B50% C54% D60% E61% 7 TEAM B Pete Daydream, Fiji Cola s production manager, gives you the fo
16、llowing data on Fiji Cola s production facilities: SuvaNadiSigatoka Litres produced per week 22000800010000 Staff Employed full time (40 hours per week) 231312 Staff Employed Part Time (20 hours per week) 1824 6. Which of the following ratios do you think most effectively measures the physical efficiency of a production facility? A EmployedStaffTotal weekperproducedLitres B EmployedStaffTimeFullTotalx weekperproducedLitres 5 . 1 C staffbyworkedhoursweeklyAverage weekperproducedLi
