玛氏面试案例分析题及答案.pdf

MARSInterview(CaseStudysection)Case1:CoffeeShopTheProblemAfriendaskedmeifIwantedtobuyhiscoffeeshopfor$100000.DoyouthinkIshoulddoitInationGatheringReadthisinationwellbeforeyougivethecase.Sharethisinationineachbulletonlyifthecandidateasksforitinaclearanddeliberateway.Location:ThecoffeeshopisinVailColoradoProductsPrices:Cupofcoffee$4.00BottledWater$2.00Pastries$3.00VariableCost:Allproductshavea50%marginCustomers:TheshopservesmostlylocalsnottouristssodemandisconsistentthroughouttheyearOtherCosts:Rentwas$500permonthWages(for2employees)were$8.00perhour.Theshopisopen12hoursadaysixdaysaweekTellthecandidatethathecanassumethatthecoffeeshopwillbringinconsistentprofits.AnalysisThisisavaluationquestion.Sotogetthueofthecoffeeshopweneedfirsttogettheprofitability.RevenuesEstimatemarketsize.Assumethatthecoffeeshopgets10customersperhourinslowhourand20customersperhourinabusyhour.Thefirstandlast2hoursofthedayarebusyhours.Sothecoffeeshopgets20 x4+10 x8=160customersday.IfweassumeallthehoursasbusyhoursonSaturdaythenwehave20 x12=240hoursonSaturday.Numberofcustomersweek=160 x5+240 x1=1040Numberofcustomersyear=1040 x50=50200Assume60%ofcustomersordercoffee30%orderpastryand10%orderabottleofwaterthenthespendis:50000 x60%x4+50000 x30%x3+50000 x10%x2=$175000FixedCostsRent=500 x12=$6000Wages=$8x12x6x50=$30000Wecanalsomakeassumptionsaboututilitiesandinsurance.ProfitsProfits=175000 x50%-36000=$52500Assumea40%taxrate:Profitsaftertax=52500 x(1-40%)=$31500ValuationIfweassumethatthecoffeeshopisinoperationfor5yearsandweusea10%WACCthenitsvaluewouldbe:Value=31500+315001.1+315001.12+315001.13+315001.14=$131000ConclusionAslongasthesaleswouldbeconsistentfortherestofthe5yearsitwouldbeprofitabletobuythecoffeeshop.Furtheranalysiscouldbedoneonthemanagementexperienceandthecompetitiontoensurethatsaleswouldbeconsistent.Case2:HEALTHTheProblemAUShealthcareprovidersufferedaprofitdeclinelastyear.Youarehiredtosolvethisproblem.InationGatheringReadthisinationwellbeforeyougivethecase.Basicinationshouldbegivenasthecandidateasksforitbuttherestoftheinterviewisverydirective.Thecandidateissupposedtofollowthedirectionanddothemathconfidently.Theinterviewstyleispleasantandhelpful.BackgroundInationThekeyrevenuescomefromcommissions.HHealthsignscontractswithpatientsandprovidesmedicalservices.HHealthhas300contractedphysicians.A“referral”isnecessaryifcertainmedicaltreatmentservicecantbeprovidedbyHealthscontractedphysicians.Question1:HowwouldyouapproachthisproblemAnswer:Profit=RevenueCost=No.ofpatients(unitpricevariablecost)fixedcostThecandidatecanbecreativetocomeupwithpossiblereasonsforrevenuedecreaseandcostincrease.SomeexamplesRevenuedeclined:-numberofpatientsdropped-unitpricedropped-competitiongrewtheirmarketshareCostincreased:-VC:numberofvisitsincreased(e.g.majorflu)perpersoncostincreased(e.g.costofthemedicine)referralcostincreased-FC:physicianssalaryincreasedQuestion2:CompetitoranalysiswhyisourreferralcosthigherthanthecompetitorHHealthSunshineNumberofpatients300000500000Referralcost$20(permemberpermonth)$15(same)Answer:(againthecandidateisencouragedtobecreative)-Economiesofscale-Loweradministrationcosts-MorecontractedphysiciansQuestion3:Assumingnoneofthecontractedphysicianshavethespecialtyofcardiologyestimatethenumberofreferralsperyearforcardiologybasedonthefollowingination:Numberofpatients:30000020%ofthetotalpopulationis65yearsoldand30%ofthemneedtreatmentFortherestofthepopulationtheresa10%chanceforthemtorequirethetreatmentThetreatmentusuallyrequires5visitstothedoctorperyear.Answer:65years=3000000.20.3=1800065years=3000000.80.1=24000420005timesyear=210000(timesyear)Question4:Theactualnumberofreferralsis300000.WhyisithigherthantheestimateAnswer:population-Theyunderestimatedthenumberofvisitsperyear-Moredemandingpatientsasktobereferredeveniftheydonthavesuchissues-Physiciansrefernon-cardiologypatientsbecausetheydontwanttotaketheriskandarenotmotivatedtoprovideserviceseveniftheyarecapableQuestion5:HowmuchdoesthenumberofreferralshavetodecreaseinordertojustifyfollowingincentiveplantoencouragecontractedphysicianstobemoreresponsibleIncentiveplan:Bonus:$100000yeartotop10physicianswiththelowestreferralrateTraining:$1000000Referralcost:$200perreferralCurrentno.ofreferral:300000Answer:Totalcost=20000002000000200=10000Question6:Iftheincentiveplancanreducethenumberofreferralsby5%foryearoneand2%foryeartwowhatisthetotalsavingAnswer:Y1=3000005%=15000Y2=(30000015000)2%=5700Totalsaving=(15000+5700)$200-$20000002=$140000Question7:ApartfromCardiologyhowcanHHealthimprovethenumberofreferralsingeneralAnswer:-Increasetrainingtoimprovephysicianscapability-Extendtheincentiveprogramtootherdepartments-Improvethequalityofrelationshipwiththepatientsandbuildupthetrust-Improveremovephysicianswhoareoutlierswithextremelyhighreferralrate-Increasethe