管理咨询公司笔试习题目

1、 APPLICANT SUMMARYName:_ ( M / F ) Date of birth :_Current Hukou:_Current employment status:_Work experience in years:_Email address:_Expected Salary:_InstructionsThere are two sections to the testA) Writing testThis section assesses your analytical and writing skills. Please respond in the word doc

2、ument in the laptop provided.Please spend no longer than one hour on this section of the test.B) Numeracy testThis section assesses your numeracy skills. Please respond in the excel spreadsheet in the laptop provided.Please spend no longer than 30 minutes on this part of the test.A) WRITING TESTTher

3、e are two parts to this test. Part 1 (40 minutes)Based on the tables on alcoholic drinks (AD) sales in China below, you will first write an assessment of the AD market in China. Your analyses should include one paragraph on each of the following points and should not exceed two pages:§ Performa

4、nce of the market relative to the previous year§ Relative performance of different subsectors§ Differences across the territories within China§ Unit price movements§ Activities of key players and brands§ Changes in distribution patterns§ How you expect the market to per

5、form over the period 2006-2010, stating reasons for your assumptions. Be concise and analytical, not wordy and descriptive. In other words, do not simply describe what the data is doing, but make a real effort to explain why the market might be behaving in this way. Quality of written analysis is mo

6、re important than quantity.Table 1 Historic sales of Alcoholic Drinks by Sector: Total Volume 2000-2005Million liters200020012002200320042005Alcoholic drinks27,50828,61629,88631,35633,15335,003Beer21,26422,70824,30925,96427,66029,380Wine1,4151,5421,6481,7601,8882,021Spirits4,8294,3663,9293,6323,6053

7、,602Table 2 Historic sales of Alcoholic Drinks by Sector: % Total Volume Growth 2000-2005Sector2004/2005CAGR00-05Total00-05Alcoholic drinksBeerWineSpiritsTable 3 Historic sales of Alcoholic Drinks by Sector: Total Value 2000-2005RMB million200020012002200320042005Alcoholic drinks333,553339,500347,26

8、5356,010384,201415,841Beer131,137140,252149,955158,219167,740177,740Wine47,12151,47355,42959,40463,67168,123Spirits155,295147,775141,881138,387152,790169,978Table 4 Historic sales of Alcoholic Drinks by Sector: % Total Value Growth 2000-2005Sector2004/2005CAGR00-05Total00-05Alcoholic drinksBeerWineS

9、piritsTable 5 Sales of Alcoholic Drinks by Sector: Total Volume 2000-2005Million liters200020012002200320042005East China7,7,8,8,9,9,Mid China4,4,4,5,5,5,North and Northeast China8,8,8,8,9,10,Northwest China1,1,1,1,1,1,South China3,3,4,4,4,5,Southwest China2,2,2,2,2,2,TOTAL27,28,29,31,33,35,Table 6

10、Sales of Alcoholic Drinks by Sector: % Total Volume growth 2000-2005% total volume growth2004/2005CAGR00-05Total00-05East ChinaMid ChinaNorth and Northeast ChinaNorthwest ChinaSouth ChinaSouthwest ChinaTOTALTable 7 Shares of Alcoholic Drinks by National Brand Owner: % Total Volume 2003-2005Company (

11、NBO)2003%2004%2005%China Resources Enterprise Co LtdTsingtao Brewery Co LtdBeijing Yanjing Brewery Co LtdHarbin Brewery Group LtdHenan Jinxing Brewery GroupGuangzhou Zhujiang Brewery Group Co LtdFujian Sedrin Brewery Co LtdChongqing Brewery CoLion Brewing Group Co Ltd-Asahi Breweries Ltd-Others 

12、; Total  100100100Part 2 (20 minutes)This section is based on your observation of the fast moving consumers goods (FMCG) market in Shanghai. Please write an assessment of an advertisement you saw recently, providing a description of the actual advertisement. You should also be looking

13、 at:- what is the advertisement about (in terms of its objective)- how the advertisement relate to the market nature of the product - how effective is the advertisement in meeting its marketing aimsNOTE:FMCG includes soft drinks, hot drinks, alcoholic drinks, cosmetics and toiletries, household cleaning products, packaged foods, disposable paper products, over-the-counter healthcare and household cleaning