【正文】 aCo has become the market leader. Then let39。,第四頁(yè)，共二十七頁(yè)。首先，我不太明白什么是“折扣零售店”。,Ｑ（應(yīng)聘者）：Well, before I can advise the CEO I need some more information about the situation. First of all, I39。它收購(gòu)了第二大的零售公司，準(zhǔn)備將其擁有的300家店全部改造成US Co連鎖店的形式。,The largest discount retailer in the United States, “US Co,“ however, has just bought out Canada Co39。它是本公司的客戶之一。,場(chǎng)景,Your client is the largest discount retailer in Canada, with 500 stores spread throughout the country. Let‘s call it “CanadaCo.” For several years running, Canada Co has surpassed the second largest Canadian retailer (300 stores) in both relative market share and profitability. CanadaCo是加拿大最大的折扣零售集團(tuán)，擁有遍及全國(guó)的500家連鎖店。 下面是一個(gè)實(shí)例，請(qǐng)注意：同樣的一個(gè)場(chǎng)景，基于您分析問(wèn)題的邏輯將有無(wú)數(shù)種進(jìn)展方式，絕對(duì)沒(méi)有統(tǒng)一的答案或問(wèn)題。BCG面試實(shí)例,在管理咨詢公司的面試中, 通常有一種被稱為“商務(wù)問(wèn)題”的面試方法，您的考官向您提供一種場(chǎng)景，然后要您提出解決問(wèn)題的建議。您需要像一個(gè)顧問(wèn)一樣向考官文一些關(guān)鍵問(wèn)題，通過(guò)這些關(guān)鍵問(wèn)題反映您的思維邏輯，同時(shí)通過(guò)這些問(wèn)題發(fā)現(xiàn)解決方案。,第一頁(yè)，共二十七頁(yè)。經(jīng)過(guò)幾年的運(yùn)營(yíng)，它在市場(chǎng)占有率及盈利方面都已遠(yuǎn)遠(yuǎn)超過(guò)了擁有300家連鎖店的第二大零售公司。,第二頁(yè)，共二十七頁(yè)。s competition and is planning to convert all 300 stores to USCo stores. The CEO of CanadaCo is quite perturbed by this turn of events, and asks you the following questions: “Should I be worried? How should I react?“ How would you advise the CEO? US Co是美國(guó)最大的折扣零售集團(tuán)。 CanadaCo集團(tuán)的CEO對(duì)此深感憂慮，他向你這樣問(wèn)到：“我應(yīng)該對(duì)事態(tài)的發(fā)展擔(dān)憂嗎？應(yīng)該如何應(yīng)對(duì)呢” 你怎樣向這位CEO提出你的建議呢？,第三頁(yè)，共二十七頁(yè)。m not sure I understand what a “discount retailer“ is! Ａ（考官）：A discount retailer sells a large variety of consumer goods at discounted prices, generally carrying everything from housewares and appliances to clothing. Kmart, Woolworth, and WalMart are prime examples in the U.S. Ｑ（應(yīng)聘者）： 在我向他提出建議之前，我必須對(duì)情況作進(jìn)一步的了解。 Ａ（考官）： “折扣零售店” 以折扣價(jià)格銷售各種各樣的商品，包括家庭用具、服裝等等，象美國(guó)的沃爾瑪超市就是這樣的例子。,Ｑ：Oh, I see. Then I think it makes sense to structure the problem this way: First, let39。s look at the U.S. to understand how USCo has achieved its position. At the end, we can merge the two discussions to understand whether USCo39。s start, then, with the Canadian discount retail market. What would you like to know? Q：我知道了。 A：對(duì)加拿大折扣零售市場(chǎng)，你希望了解一些什么情況呢？,第五頁(yè)，共二十七頁(yè)。s 500 stores close to the competition39。,第六頁(yè)，共二十七頁(yè)。s stores tend to have a wider variety of brand names, but by and large, the product mix is similar. Ｑ：Are CanadaCo39。s? Ａ：No. For certain items CanadaCo is less expensive, and for others the competition is less expensive, but the average price level is similar. Ｑ： CanadaCo與其競(jìng)爭(zhēng)對(duì)手銷售同樣的商品組合嗎？ Ａ：是的。 Ｑ： CanadaCo銷售商品的價(jià)格比起競(jìng)爭(zhēng)對(duì)手低很多嗎？ Ａ：不。在總體價(jià)格水平上同競(jìng)爭(zhēng)對(duì)手是相當(dāng)?shù)摹?Ｑ：Is CanadaCo more profitable just because it has more stores, or does it have higher profits per store? Ａ：It actually has higher profits than the competition on a perstore basis. Ｑ：Well, higher profits could be the result of lower costs or higher revenues. Are the higher perstore profits due to lower costs than the competition39。s cost structure isn39。s. Its higher perstore profits are due to higher perstore sales. Ｑ： CanadaCo的盈利超過(guò)對(duì)手，僅僅是因?yàn)樗鼡碛懈嗟倪B鎖店呢還是因?yàn)槊考业甑睦麧?rùn)都更高？ Ａ：實(shí)際是因?yàn)樗考业甑挠芰Χ急葘?duì)手強(qiáng)。那我們是在哪方面優(yōu)于競(jìng)爭(zhēng)對(duì)手呢？ Ａ： CanadaCo的成本結(jié)構(gòu)并不占優(yōu)勢(shì)。,第八頁(yè)，共二十七頁(yè)。s average store size is approximately the same as that of the competitio