【正文】 estion Gibney used recently involved a manufacturer/distributor/retailer of puter products. This client has traditionally gone directly to the consumer and has developed a solid brand image. The client now wants an assessment as to the issues relating to the core business, as well as the opportunities for the pany to get into the services side, which it views as a highmargin/highgrowthrate business. The candidate now needs to provide an approach or evaluative framework for analyzing each of the two different problems. As long as it39。s goals are, you might e up with a valid—but misguided—solution. Use some basic frameworks to drive your questions—the four P39。s mission—if you don39。 for instance, if your preBschool experience is mostly in media and entertainment, ask your case buddy to ask you about steel production or medical device marketing. That said, do consider brushing up on the basics in several industries—for instance, know the product development cycle in pharmaceutical research, and understand current trends in technology. (For more information on various fields, check out our industry guides.) Although each case is different, with practice you will improve your analytical reasoning skills and solution method. Think Through the ProcessWhen it es to strategy or product marketing questions, the interviewer will often give you only the bare bones of a case and will wait for you to request further details: How many petitors does the pany have? What are the major cost and revenue drivers? Who are the major clients? And don39。s consulting club provides. The more mock cases you sink your teeth into, the more likely you are to be relaxed and poised for the real thing. Sometimes you learn more by presenting a case question to someone than you do when solving the case yourself. Deliberately pick industries you39。 Market Size: “How big is the global air conditioner market?” Although each requires a slightly different approach, all are meant mainly to evaluate the process you use, not the answer you e up with. Practice Makes PerfectYou absolutely, positively must prepare in advance for case interviews. “It bees pretty clear pretty fast who has—and who has not—practiced,” says Gibney. “I know there is a basic sort of business acumen that may not be able to be practiced, but candidates must have an understandable approach to solving problems. That’s what our clients demand of us. If we can’t relate solutions to the client, it’s a problem.” Don’t assume that attending a caseoriented business school will give you an upper hand. John Flato, Cap Gemini Ernst amp。 Brain Games: “How many tennis balls are in the United States?” interviews. In most case interviews, the recruiter gives you an example of a reallife client problem. Some typical categories include: s important is that you demonstrate some defined structure. “Case studies are an imperfect science,” concedes Michael Gibney, project manager at PricewaterhouseCoopers, “but are easily implementable in the 30 to 45