PERSONAL INTERVIEW CASE TAI LIEU LA TAI SAN TRI TUE CUA TOMORROW MARKETERS. HOC VIEN VUI LONG KHONG CHIA SE TAI LIEU NGOAI PHAM VI LOP HOC.[T| Tome: v M_} MARKETERS V8 co ban, cde dang case interview trong vong phéng vn ca nhan sé ging v6i dang Business Case 43 duge gidi thigu & céc budi truréc. C6 2 dang case thuéng gép nhat & vong nay la Market Sizing case va Business Strategy & Operation case. ‘Tuy vao time céng ty ma Case sé dura ra dudi dang 1 Case Study dai (nur gii business case binh thuéng) hog cau héi Phong vn ngan (Case Interview), ‘rong busi nay sé tap trung vo dang CASE INTERVIEW. Market Sizing ~ Tinh toan dé ldn etia thi trurdng, Business Strategy & Operation Case Profitability, Market entry, M&A...d8 durgc gid thiéu & cée budi dau Growth Pan Src Gen Z Population = + Industry + Product; USP + Product; USP + Segment behavior + Performance + Performance» Persona + Bariera + SWOT + swor : Insight| Motivation"| TOMO V M_} MARKETERS + "Your client is considering entering the Chinese market. What should the client do?” + “How much would you pay for a Coffee Shop in central London?” + "Should product A be launched in Vietnam?” é ing vien cling c6 th dua 1 busine x n day q bh h trink khi phan bi ai n Tuy vao time céng ty, hinh thite thi s® khéc nhau. Nhung vé co ban, day ld 2 hinh thutc giai case cé nhan trong thd’ gian ngdin thudng gp nhat. eet ene aca) Cen ewe na Coens pros palit errr pour) ea er)TOMO MARKETERS Kj ning phan tich vn d8 va gidi quyét vén 48 (problem solving) Kinng d&t cau hdi Suy nghi mach lac, logic Business sense kha nang tinh nhm, tinh nhanh kha nang trinh bay ¥ tuéng, mach suy nghtINTERVIEW CASE Market Sizing "7 | TOMORROW M_| MARKETERS[Zr TOMORROW M_} MARKETERS MARKET SIZING CASE LA GI? [Market sizing la dang case ec lugng dé I6n cia thi trirdng dyra vao rat it hoc gan nhur khéng cé théng tin cho trurée nao. Vidy cau hoi + What is the market size for cell phone services in LA? + What is the size of the market for organic toothpaste in the Population of Rome People who like pizza United States? + How big is the US diapers market? People who live in the ‘+ How many gas stations can be found in Paris? neighborhood + How big will the market for 3D TVs be? + What is the size of the European Shoe market? + How many fast food meals are served in London each year? TARGET GROUP ‘Bai khi Market sizing s@ xuat hign trong cd céc interview case vé new product launch, market entry. Muc dich 46 tra loi nhding cau hét vé tiém nang cia thi truéng 46 abu: 1. Thi truveng cho sin phém X dang ting truéng vai téc a thé nao? 2. Thi truréng conh tranh thé nao? Cé boo nhiu adi thi? Thi trussng cé di r6ng a8 tham gia khang? 43, Sin phém X sé dem lai bao nhiéu doanh thu néu céng ty tung ra (thom gia) thi trveng? => Vi vay, ngay cd kh cau hai khang dé c§p dén Market sizing nhung myc dich ciia Case lién quan dén gia nhap mot thi trong, nnginh hang, phan khiic méi..thi ing vién nén tinh toan market size dé cau tra lai thém thuyét phuc,[Zr TOMORROW M_} MARKETERS Vi DU QUA TRINH PHONG VAN MARKET SIZING CASE (1) QUESTION: Céng ty sn xudt phd mai Steve muén biét 46 Ién thi truréng phé mal & Mj? What is the market size for cheese in USA? Sau day Ia céch Interviewee (i2ng vién) tuong tdc va tré 167 var Interviewer trong sudt qué trinh Phéng van. Byoc1 + HOI 1 vai edu hai dé lam 13 d@ bal: 1. Market size tinh bling doanh thu (revenue) hay sin lang ban (volume)? — Interviewer cung cép: Tinh béing Doanh thu 2. Khodng tht gian tinh market size la bao lau, 1 nm, 1 quy, 1 thang... ~ Interviewer cung cap: Tinh trong 1 nd => Cau hdi day dii s@ la: What is the market size for cheese a year in USA by revenue? + Yeu eau €6 1 phiit 4@ nhap ra framework s@ sir dung 66 18 loi cho cau hoi nay. Sau 1 phut, Interviewee dién gil framework ~ cach structure lo gai cla minh véi Interviewer nhu sau: x x Chia thi truéng (dan cu’ USA) thanh 3 phan khtic (segment) chinh: + High market (cheese lovers ~ nhiing nguéi an nhiBu pho mai) Medium market (average eater — nhiing ngudi thinh thoang an, mua phé mai) + _Low market (nhiing ngudi di tng hoa khéng 8n ph6 mai) Neen PG) Buoc2TOMORROW MARKETERS Vi DU QUA TRINH PHONG VAN MARKETING SIZING CASE (2) Question: Céng ty san xudt phé mai Steve muén biét d6 lén thi truréng pho m: What is the market size for cheese a year in USA by revenue? IMy tinh bing doanh thu? Buoc3 { Liu fi thé tinh bay ln giéy nhs bang va tree 8 showcase cho Kat hop structure & Buéc 1 vi segment & bute 3 vA bit du gid sir chc con 26 a8 | '"terVewer v2 gid thich cach tinh bang lo nhur ay ben phe Cee daa Se PE = wighvmaet gm khoang 13208 dn 36 => 36 ngudt thude Highmark 8 SOM Solbs/vear 5 Medium-market la s6 déng, chiém khong 75% dan s6 = 200M + Con Iai 18 Low-market, woe long, segment ndy ¢ thé xdp xi High-market nén oeyetd eS ng chiém khosing 15-20% dan s6 = SOM. Nhing ngubs ny Khéng bao giés mua Hof high-market pho ma == Dy segment tndng dem doar hu i yc thé gach bo. ‘see 2. wbclrgngs6lvgng ph mal Bi ngubl tha 2 segment High & Medium bo mB ‘nim dya vio kin tite, trai nghiém cia chinh ban than, Conse) rot ent inh tone ct nko 1 pours 3mm can o_toalb/vear > ng’ Medium sn: 2b x50 tudn = 50 pound, TS per unitof cheese | 2 GMighmardet cd tg str nnng ng nay cs nef dO Medium “>t guet eh pho mal dn thesne 100 pound use layne ed cea mg en i phat ‘ged gi a phd mal cb thé lao dg uy the vb 4 1 19 a0 ep hay Binh din, Nhung cé thé gi srtrung binh gid 68 mua 1 patind ph6imail S$ see Doon tut eb Migh market = SOM ng x 001 year x38 = $258 %_s0lb/year Doanh tha th tw Metium market = 200M neve» S0b/year" $5 = $508, 2 Toul market revenue = $258 + 508 = $758 $5 of people in mecium-marketVai két qua $758 cho toan thi trueng phd mai tai My, vay trung binh 1 ngu®i My chi khoang $250/nam ($758/300M) 8 mua phé mai. Con s6 nay c6 v8 tueng d6i ca0 50 véi kha nang an va chi tra cila nguéi dan Use lugng tuong i thi thi trrémg cé thé chi roi vao khoang $40-608 thé. Néu vay, chting ta c6 thé gidm s6 lvong mua ph6 mai cua mdi nguei 6 thi trudng High-market tir 2ib/nguei xuGne cdn khong 1,5ib/ngudi thi con s6 cé vé sé thyc t8 hon, Tuy nnhién thi trong truéng hgp nay, chiing ta cé thé lam tron sé va dura ra mot két qua gan voi thyc té3. Assumptions & Calculations "| TOMO MARKETERS D&t cu hai dé lay thém dit ligu cho a bai néu cn thiét Xay dyng structure/framework cho céu tré loi dé 8 dang showcase cho interviewer céch tiép cn va tinh market size Chia market thanh segment bing tuci, gidi tinh, da iy, thu nhap, han vi.tuy theo tig 8 bai Lép lugn dé dura ra gid thiét vé % cia ting segment Tinh ton dya trén framework, segment va céc con s6 da gia thiét ura ra nhan xét vé két qua market sizing cla minh Tir market size tinh dude két luan diéu gi? 861 voi cdc dang case market entry, market size dé cho thay tiém nang hay ri ro?BUC 1: CLARIFYING — HOI Gi op, khi Trong nhiéu tryéng 1. Bon vi market size muéa tinh la Value (Revenue) hay Volume? Vi du: Tinh Market size cia thi tring bim bang Doanh thy hay $6 lzeng Bim ban ra? 2. Khodng th fa bao lau (Timeframe}? Nim? Quy? Thang? Vi dy: Tinh Market size eta thi trong bim trong vong 1 nim hay qui? 3. Tinh market size khu vye dia ly nao? Vi dy: Tinh Market size eda th trong bim & Vigt Nam hay toan thé gigi? 4, Xée dinh r3 sn phim edn tinh market size? Vi dy: Tinh Market size cia thi trvéng bim ngud len? Bim tr8 em? Hay c& 2 loai tren? 5. Xéc dinh kénh phn phéi ean tinh? Online hay Offline? 2B hay B2C? Wholesalers hay Retailers? (Optional) Vi du: Tinh Market size cua th) trong bim trén kénh thuong mal dién tit hay mua hang trac tgp tl diém bn? Hay c& 2 Kénh nay? hai luc ndo Interviewer ciing cung cép di thong ti hong tin, Tuy nhién c6 1 théng tin co’ ban can nim dé gidi 1 Market sizing [T| Tome: v M_} MARKETERS ic tir ch6i cung cp thém Me NUL Seta ed eect Dec globally or for a specific Pees[Zr TOMORROW u | MARKETERS “Tarceret ny foranaing Coot BUC 1: CLARIFYING — STRUCTURE CAU TRA LOI THE NAO? Sir dung mé hinh Issue tree da durgc huréng dan dé bé nhd phép tinh va showcase cho Interviewer. C6 2 key drivers cho Issue tree cla market size: + Sé ugng hang ban (Number of units/Volumes) + Gié TB 1 don vj hang ban (Average price per unit) Trong dé, s6 lurgng hang ban (Number of units) e6 thé duge tinh bang 2 cdch sau: Pere aS (wong hang (Crietony ea hing ban) ‘Chon 1 trong 2 cach structure céu tré li theo Demand side hofc Supply side. \ | & | uj thude véod Bo a Iva chon each tinh dong hon. THE DEMAND SIDE ry open, 80% vang hops dung Demand side, vi Rha kha bie chin xie THE SUPPLY SIDE 6 izong chi nhénh cia supply side. Numbe ee Eran[Zr TOMORROW w_| MARKETERS “reer nya aaeing Coot BUC 1: CLARIFYING — STRUCTURE CAU TRA LOI THE NAO? Vidu mot vai truéng hop dé théy khi ndo nén ding Demand side va khi nao nén diing Supplier side. (Cau hd: Tinh market size cia thi trudmg son mi tai MY tinh bing (Cau hdl: Tinh market size cla khdch du lich sir dung Bus bing ddoanh thu mai nim? doanh thu ban vé méi ngay tai Paris? awa | | sr = frrneeg gm Proce || |[ me ool wth qf some" | Soe i aos : Truong hop nay sir dung Supplier side vi nguén cung xe Bus la han ché Truong hep nay, vi da s6 khdch hang mua Ié sin phém toi cae cia hang mp (lieting factor), vi vay s& 48 phén tich hon. Twong tw vot cde 48 bai phéim, khé xéc dinh nguén cung (supplier) néntiép can dé tr huréng Demand inhu 38 cuge go! 1 call center, doonh thu mét hing bay.. side s8 ph hop hon. Da #6 market sizing cose nén tigp cén hung ney. Hau nhur cic d® market sizing d8u co thé gisi bang 2 cach. Tuy nhién, Iya chon céch tiép cn va structure phi hgp sé dé dang segment, tinh todn va gia thiét s6 ligu hon.[T| Tome: v u | MARKETERS “Tarceret ny foranaing Coot BUOCT 1: CLARIFYING — STRUCTU Veco ban, co thé structure mot market sizing case theo smu sau. Tuy thudc vio dé phic tap cla dé va nganh hang, edu tric ¢6 thé dug thay 46i cho phi hop. | Trong phéng vn, sif dung issue tree dé showcase. | Structure céu tr lai tir population (demand side) ho&c number of supplier (supply side) titra qua phi. én ston ei ervong rece | suet bo aie? (population) vd peti ° eases ee Segment ks nh mic ‘18 the nha ng? Hay eb mie 6 T8915ng mou? Cau hét: What is the Market Size for Cars in USA? ees[Zr TOMORROW M_} MARKETERS BUC 2: SEGMENT — PHAN KHUC TH] TRUONG THE NAt ‘rong hau hét tat cd cac business case, déu cin segment thi truzdng, Can dp dung phuong php MECE dé céc segment khéng bi tring l8p (overlap) hay bi bd sét. Vida sé case dug phan tich theo Demand side nén segment theo d@ tuéi hay heavy/ light user cling la cach segment phé bin, Tuy nhién, nén linh hoat trong cach segment thi trudng, Néu phan tich theo Demand side co 4 céch segment chinh nh inh ben. i jeg | Céch segment cia Supply side linh hoat hon, phu suagys Geographics tue vio nganh hang OT enter |f ioame ea County |. Reg, MLAUTinh 58 chuyén bay ni dia trong ving 1 thang tai sn bay Noi Bai, s8 c6 thé segment theo Supply side nhur sau: + 36 chuyén bay gitra Ni Bai va TP. HCM -. =... |* 86 chuyén bay gitta NGI Bai va céc thanh pho cchinh khac (5 Key Cities) Vidy segment theo 46 tuéi = Segment nay duge goi la * $6 chuyén bay gira Noi Bai va cdc tinh nhd (it + Tir0-18 tuéi MECE vi khong tring lap bay hon) + Ti 19-60 tudi hay bd sot d6i tong nao. + Tir 60+ tudi"| TOMORROW M_} MARKETERS. LUfofok Ee UL alee ae Kae] WU le)\ 3 Lam thé nao dé dura ra con sé gia thi phi hgp va thuyét phuc? Din giai qu trinh tinh toan thé nao dé nga nghe hiéu? \Véi mdi nhinh issue tree, xac dinh dau la key driver anh hung dén dir ligu cha nhénh dd. Sau dé, dua ra con sé gia thiét dys veo: + Kign thie xa hoi + Common sense + Kinh nghiém ca nhan ‘+ Suy luda tir mét val fact lién quan Vi du: Doanh thu xe méi trong vong 1 nam 6 thi truéng MV a bao nhiéu? (Sales of New Cars in USA a year?) ~ Dan s6 ca My 18 300 triu ngudi (s6ligu v8 dan s6 nén chinh xc va lam tron, dua vao kign thie x8 hai hode hdi interviewer) ~ Gid sir co eu dan s6 dug chia lam 3 nhom tubi v6i% dan 6 ahr eo bing ben cul oC 1. Nhu vay, s6 ngu’é ai xe & My (#Drivers in USA) la: 300M x (30% x 20% + 309% x 40% + 1596x 10%) = BOM sir mi ngus sii 1 chiéc xe va thay xe mei nm 1 Fan, v 86 xe dugc mét ngubi Iai mua moi ndm (#Cars bought/driver) = 1/5 Vay 56 xe mot ngui Mi mua méi nim (#Cars bought/person)l 60M «1/5 = 12M TTS ee ee SENSO NSE SEN] eee ‘=> Vi INTERVIEW DO! HOI TINH NHANH NEN CO THE LAM TRON SO. cesiied os khng nén lam trdn qué 10% vi née c6 2 lam trdn Fen, 36 lm trdn xuéng dé bd tn ln nau, the hd kin interviewer vi c6 nén Jom tran knéng?[Zr TOMORROW M_} MARKETERS BUOC 4: INSIGHT — KIEM TRA TINH TOAN & KET LUAN Trong Case Interview clia bit ki dang bai no, néu cé tinh todn thi sau khi tinh ra két qua cui clung va truéc khi két lan, hay c6 mot vai lp lun 48 nhan dinh xem cdch gidl va phép tinh cla minh d3 én chura? Con s6 tinh ra cé bj qué cao hay qua thdp mot cch v6 Ii khéng? Néu vay, Ii sai cé thé do buéc nao, & phép tinh nao va siza lal sao cho hop ly. Bay 18 mot diém cong v8 ky nang phan bién, khong phai ld mét yéu t6 khién Interviewer trir diém, Seg ee CCC ra CR cre Bua ra két Ivan vé két qué | Kiém soat két qua tinh todn va ude} Thé hién d6 nhay bén trong kinh ‘market size tinh duoc Iuang 43 hop ly cha? Chwa hep ly} doanh (business acumen) bang 1 thisiza thé nao? val nhan dinh dé “strand-out" Hai y kién Interviewer vé két qua “Véi tinh todn trén, em ude} “Nhur vdy, mét nim méihé gia dinh } “Di thi trutong bOt gist dang la thi lugng market size thi trutng bot | & Viet Nam chi Khodng 400.000 } trveng dé véi nhieu d6i thd Ia cde git 6 Vigt Nam li khodng 20 | VNB mét ndm dé mua bétgidt. Con | céng ty I6n, ding gdm. Nhung faghin ty VNB.” ‘36 nay €6 vé turang 461 hop I theo i theo em quan sdt thi vai dnb ykién eda em ‘nuéng clio dich bénh, nhu clu sit Khéng biét anh/chj thay con s6 nay } dung cde sén phim homecare 6 hop Wy khéng?” cling ting cao, nén d6y vin cb 1a ‘mt thi truténg tiém nang.”TOMO MARKETERS 1. Cau héi can dat ra cho interviewer dé léy thém théng tin? (Thyc hanh héi truc tiép trainer nhur céch hei interviewer) 2. Chon céch tiép can nao cho dé nay phi hop hon? Demand side hay Supply side? 3. Thc hanh gidi case theo cach da chon va gidi thich céch lam. ‘Sau 7 phat, Bai dign nhém thyc hanh giai thich cach lam nhur trong interview that, céc thanh vién kl tru6c khi Trainer nhan xét[Zr TOMORROW M_} MARKETERS GQ1Y GIAI BAI TAP THU'C HANH ees = cuneate arin ce Ca me May Qn GN rr = Tinh trong khong that gian bao lsu? ae : No Cre er) A ed Deca eed % global population 30% 60% 10% Phen valor aim | oem | aes Dee el musisiei == ose sm ftpeople a Dan s6 thé gidi khoang 8 ty ngudi. X bought/ f Market size = 88 (60% x1/4 x $150 + 10% x 1 x $600) ey peINTERVIEW CASE Market Entry "7 | TOMORROW M_| MARKETERS[Zr TOMORROW M_} MARKETERS CAC BU‘GC GIAI MARKET ENTRY CASE V8 co ban, céc bu6e giai Market Entry case sé gidng véi gidi Business Case théng thuéng 43 duoc hoc & cc busi tru6t, tuy rnhién trong trurdng hgp Interview, c&n gidi case trong thé gian ngén, c&n lam céc buéc ngén gon, mach lac va vao thang van dB. Etree Understand the Case Question - SCO - Xac dinh vin d cn giai quyét Ted Plan your structure (Framework) ~ Xay dyng huéng gidi quyét Case Eire Information analysis & Caculation ~ Phan tich chi tiét van d@ & tinh toan (néu can thiét) Eira Assert a conclution ~ Két luan, 42 xuat gidi phap & giai thich vi sao[T| Tome: v M_} MARKETERS Vi DU MARKET ENTRY C. QUESTION: A large Sport Aparrel Company are interested in entering women golf apparel market in US. Should they enter or not? BUGC 1: UNDERSTAND THE CASE QUESTION = Xée dinh day la dang d® Market Entry, néu cong ty quyét inh vao thi trrémg bang mét sin phim hoan toan méi thi case con mix véi Product launch. - Néu day la dang Interview hdi dép, Interviewer ding ¥ cung cp thém théng tin khong cho sin trong céu hol, 6 thé hdi thém cdc théng tin nhur: *+ Ly do cong ty chon thi trurang nay la + Muc tiéu cia céng ty khi vao thi truing?[Zr TOMORROW M_} MARKETERS Vi DU MARKET ENTRY CASE INTERVIEW BUGC 2: PLAN YOUR STRUCTURE Sau khi xée dinh cau héi 6 buée 1, xéy dying framework céu tra lot. on gian va dé hiéu nhat a sir dung mé hinh 3Cs + Market va Dy’ tinh Financials néu tham gia thi truéng, Goi y cach xay dyeng (tuy vao nganh hang va sén phém, céc sub-question cé thé thay d6i) ie - Market size = Target Customer = Production/processes R&D - Market trends > Needs cia ho c6 phit C6 thé sit dung day chuyén Technologies - Competitors hap véi Benefit & sén wat ei hay cn déy = Customer Acquistion {Key Competitors, Shares, Proposition cia sin chuyn hoan todn moi? Performance) phim céng ty + Kha nang scale-up khong? + Lgithé canh tranh, TI Tree” vi DU MARKET ENTRY CASE INTERVIEW = BUGC 3: INFORMATION ANALYSIS & CACULATION. Market, vi véi case Market Entry, day la yéu t6 quan trong 1. Use lugng size cla thi truding Trang phuc Golf cho nif tai US. Néu Céng ty chiém 20% thi tru’ng, market size ciie Cong ty la bao nhieu? => Bai togn Market Sizing ‘rong bu6c nay nén tap trung vio phan Bai tp: Trong 3 phit, hay thir tinh Market size cla céng ty néu tham gia vao thi truéng nay. Market size cia céng ty ban quan do thé thao golf cho nit tai Mj trong vong 1 nm, tinh bang sé lurgng khdch hang? sonra rewsruswzamcouy 57 Goltini TETI Tree” vi DU MARKET ENTRY CASE INTERVIEW ee BUOC 3: INFORMATION ANALYSIS & CACULATION ‘rong buée nay nén tap trung vao phan tich Market & Profitability Uéc lvong size cua thi tru’ng Trang phe Golf cho nif tai US. Néu Céng ty musi chiém 20% thi trutbng, market size cla Cong ty [d bao nhiéu? => Bai todn Market Sizing Goi y cach tinh Market size ED ee Tone dan cu My = 300M ngudi Use lurgng khong 50% trong s6 dé fa phy ni = 1/2 x 300M = 150M 180% s6 phu nif dé la trong d6 tudi choi golf = 80% x 150M = 120M Cae (tris tré nho va neuer gia) eke | 20% trong sé trén dd digu kign kinh té dé choi golf = 10% x 120M = 12M CERTAIN © 25% trong 6 wen cot got 5 Total Maret size = 12M 525% =3M Cong ty muén chiém 20% thi tru’ng, vay s6 lurgng khdch hang dy kién: Hil, TI Tree” vi DU MARKET ENTRY CASE INTERVIEW = BUOC 3: INFORMATION ANALYSIS & CACULATION Sau khi tinh Market Size, duoc interviewer cung cép thém dif ligu nhu bang duéi. ‘Va yéu cu tinh Doanh thu mdi nam (Annual Revenue) va thas diém hoa vén (Breakeven time in years) Goi y cach gidi 1. Profit Caculation + Uginhuan/isp Shirt dusge bén véi gid $60 nhumng c6 Chi phi sn xuat (Variable Cost) la $15 ey = Profit from Shirt = $60 - $15 = $45 per Tuong ty, tinh Hat = Profit from Hat = $80 - $20 = $60 per + Lgi nhuan dya trén tn suat mua hang (Buying Frequency) 2x $45/shirt = $90 Buying frequency, Selling price ae ae on Variable Cost to produce ere $150/customer/year + 8 tinh Téng loi nhuan, cin tris di Chi phi cB dinh (Fixed cost) = Total Profit = $150 x 600k~$5M ery 2. Breakeven tim CChi phi R&D cho san phim méi la $255M. Nhu vay, néu mdi nam cé doanh thu la $85M thi cd foc) Fixed cost (yearly)7 [3] KeMeERY vi DU MARKET ENTRY CASE INTERVIEW aoe BUOC 4: ASSERT A CONCLUSION 1. Bat dau véi két ludn true tigp & Giai thich vi sao Vi du: Cong ty NEN tham gia vao thi trrdmng nay. Vi - Thi truéng dem lai lg nhuan cao ($85M/year) va c6 thé hoan vén chi trong vong 3 nam. Sau dé, con c6 thé tiép tue ting loi nhudn cao hon néu cé thé tang market share. ~ Chi phi sn xu sin phim tong d6i thap 2. Néu Concern, Risk néu tham gia th truréng Vidu: = Chiphi R&D cao $255M, cOng ty c6 sin nguidn lic v8 tai chinh hay khong? = Sn pham c6 “an” doanh thu, thi phn (cannibalization) cc sin pham khac cing cng ty khong? 3, Dura ra d@ xust Vidu: THI: Néu cong ty cé du tim lye tai chinh cho R&D va nhcing chi phi khac trong thd’ gian dau launch sn phim => Dy 1a mét project dang dau ty ‘TH2: Néu khdng c6 dia tiém luc tai chinh = Trong ngan han, Cong ty 06 thé cén nhc pham Ao hoc Ma truéc dé test phan ting «= Trong dai han, Cong ty s® c6 ké hoach tang thi phn lén, dinh vi minh [a Leader trong thi tru’ng nay vi cong ty dai co sin thong higu t6t, sn phdm chat long. thir test sin phém véi mt nhém khdch hang myc tiéu nhé vi 1 san"| TOMORROW M_} MARKETERS. ooh eo CU OCM INK (e) C6 4 loa tinh ton thug gp trong Case interview 4 Types of Case Math Problems Market sizing Investment analysis Financial calculations Operations problems"| TOMORROW M_} MARKETERS CONG THUC FINANCIAL CALCULATIONS Vidy céuh + Vat are X72 company’s profits? | + What is XYZ company’s profit margin? + What is XYZ company’s market share? . : + What 512 companys growth ate? Financial Calculations Cong thite cin nhé: + Profits = Revenue ~ Costs + Profit margin = Profits/Revenue + Market share = Revenue for XYZ company/Revenue for all companies in the market + Growth rate = (New Old) /Old => Revenue growth rate = ( this year’s revenue — last year’s revenue) / last year’s revenue Bai tap tinh nhanh: 1. A firm with $100 milo Profi 2. A firm with $20 million in profits and $100 million in revenue => Profit margin 3. A firm with $100 million in revenue in an industry with $400 million revenues => Market share=? 4. A firm that made $100 million this year and $90 million last year => Growth rate =? revenue and $80 million in cost:"| TOMORROW M_} MARKETERS CONG THU‘C INVESTMENT ANALYSIS Vi dy Cau hai + How many years would it take to break-even on an investment? + What is the return on investment? Cong thiée cin nhé Investment analysis + Break-even: Investment cost / annual profit = years to break even Return on investment (ROI) = (Revenue — investment costs) / Invest ment cost Bai tap tinh nhanh 2. A company spends $10 million in costs to enter a business with annual profits of $1.5 million => Years to Break-even 2. Acompany that will earn $12 million on a business that it paid $10 milion to enter => ROI = ?"| TOMORROW M_} MARKETERS CONG THU'C OPERATIONS PROBLEMS Vidy Cau hai $03 + What is the capacity (of a factory, machine or worker)? + Whats the utilization rate? oad Operations Problems * Capacity in units + Utilization rat total capacity / capacity required to make one unit .ctual output / maximum possible output Bai tap tinh nhanh 1. Ifa machine that can produce a widget every 5 minutes, it has a capacity of producing = ? widgets in an 8-hour shift 2. Ifthe widget machine is left unmanned while the operator is at lunch (1. hour) and during breaks (2, 15 minutes each). Then the machine will only make 78 widgets => Utilization rate =?"| TOMORROW M_} MARKETERS. THU'C HANH GIAI MARKET ENTRY CASE ‘Thu hanh theo nhém § ngudi gidi Market Entry Case sau trong 10 phat va phan cng cc thanh vién trong nhém present trudc lop vv trainer nh trong budi interview. Cac nhém khac nhan xét va chi ra diém lam tét va chua tt cla nhém vita present. ‘M@t chuBi cia hang ca phé co ty SB chinh & US, ten IB TasteGood. TasteGood ty hao vii san phim blend coffee chat lvgng coo duge Iya chon ti nhirng hat c& phe tét nhdt tir Columbia. Chui d cé doanh thu cao dang chai trong sust § nim qua tai thi trung US va ruin m6 eéng sang thi trudng Chau Au. TasteGood muén vao th trvtng ty than (organic entry - vio thi trurdng ma khéng sir dung phurong phéip MBA) va dang quan tém dén th) truéng Ao vai khodng 9 triéu dan. V6i thong tin va dir ligu durgc cung cdp. Liéu TasteGood cé nén vao thi truming Ao khGng? Néu cé thi ké hoach I gi Théng tin due cung céip thém sau khi hdi | TOTALCOFFEE MARKETIN AUSTRIA PREMIUM COFFEE MARKET IN AUSTRIA Interviewer: scorer scons coreewen acentur—aieencote + TasteGood <6 2 sin phém chi Ie fa regular | crane rentrw we afew encom blend, c6 gid $3/c6c va premium “Columbian” | ehmnbe scmioce etamaneanee| | eiunrner eceerco asians blend cé gia $6/c6e. Muc tigu céng ty dat Doanh thu $50M trong ‘nm dau tién néu tham gia thi rung Ao.F Maia GQ1Y GIAI CASE TASTEGOOD aS TE Tinh Market size cila thi trutng ca phé tai Ao vi théng tin durge cung c&p vé dan s6 Ao Ia 9M ngudi. + Chia thitruéng thanh 2 segment chinh Coffee drinkers v8 Non- coffee drinkers. + Trong dé, Coffee drinkers lei duct chia ra 18 ngudi thubng | xuyén_uéng (3 céc/tu’n) v8 ngudi thinh thodng udng (1 £ cBeftuin, f+ Gia sit 50% dan 56 18 non-coffee drinkers vi 50% cdn lai la Coffee drinkers. Mét nita Coffee drinkers ia Regular drinkers, # Coffee drinkers = # Regular drinkers #56 cd phé duge mua béi Regular drinkers v8. Occasional | drinkers mét nam la: nkers’ market size “Lngui using = 52 (tu’in/nim) x3 cB = 156 céc/nam => 156 x 2.25M = 350M cde i | Occasional drinkers’ market size: Poe iene Non pr Ee "Nhu vy Market volume = 350M céc + 115M e6e = 465M e6e + Liy gi trung binh mot céc ca phe la $3, vay market size la $3. 465M = $1.48GQ1Y GIAI CASE TASTEGOOD TOTALCOFFEE MARKETIN AUSTRIA Tur dit ligu nay cé thé thdy, scone | Local coffee shops dang chim 20% doanh thu toan th trong, BE cb duge thém insight cho quyét dinh va chién loc tham nnhdp thi trudng, ung vien nén héi thém théng tin ve thi tru’ng va céng ty, Vi dy héi v8: 1. Xu huéing ting truréng cla thi trudng c& phé tal ‘Ao tng hay gidm? 2. Chién lrg ca cong ty tép trung vao phan khic premium hay regular? Gia st, Interviewer cung cp thém théng tin sau: + Thi truding durge kj vong tang truréng +10% vio nam tei + 80% doanh thu cua céng ty dén tir premium coffee va 20% Gén ti regular coffee, "| TOMORROW M_} MARKETERS Dy vio thong tin mei duge cung cp, profile cing ty va doanh thu cho thay ti8m nang é€ phat trién chin luge thém nhap thi trudng cho sin pham Premium. Dye vao biéu d5 tron 2 va kién thi thi trudnng, king vién c6 thé segment va phan tich kj han cho thi truémg Premium. Goi¥: CChign luge c6 thé sir dung la target 461 tzong thurong xuyén weg cd pphé premium gié $6. Do 46, c6 thé gié thiét ring 30% s6 Regular coffee drinkers thich sin phar high-quality blend cé gia $6 + Market siz th trutmg premium duce tinh nhur sau 2.25M x 30% = 675K Khach hing {675K x 156 cBc/nim = 105M cBc/ném 105M x Vay Doan thu toan thi truting Premium 1a $630M. + Myc tiéu cla TasteGood Ia thu vé S50M trong nam dau, co nghi Share Target = $50M/S630M = 85 Tuy nin vi Interviewer cung cdp thém thi trutng ting trudge +10% va0 nm toi nén: Next year’s total market $630M x 1.1= 680MGQ1Y GIAI CASE TASTEGOOD Két luan got ¥: TTasteGood nén tham gia thi trudmg Ao vei nhting ly do sau + Thi truding phan manh va khéng cin dau tu thém bat ki yéu t6 nao vidu R&D... + Céng ty hoan toan phi hop véi segment premium & thi trudng nay. + Share Target 4@ dat myc tiéu doanh thu tuong d6i thap va xép xi cdc d6i thi trén thi truéng Tuy nhién, can cé rd ro can cha ¥: Ligu ngui Ao c6 ua chudng hurong vi riéng clia céc Local shops hon s0 voi cdc chudi cita hang lén dén tiy nude ngoai gidng case study cia Starbucks tai thi trudng Uc. Tham khéo thém case study ciia Starbucks Australia (o — w TOMORROW MARKETERS vagy"| TOMORROW M_} MARKETERS. NUE NGL A Lan Question: Abhigh end European Hair Care Brand wants to enter the Asian Market. Should they do it or not? Trd Ibi céc cau hei sau: 1.86 lam Case nay cn phan tich nhting yu té nao? 2. Yéu td nao can chi y phan tich ky khi gidi Case nay? 4 cau hoi nhd sé gidi quyét Cau hai len “Should they enter or not?” 1, Thi trong nay c6 hap din khong? 2. Sin phém ciia Céng ty c6 phi hop véi nhu cau thi trudng Chau A khdng? (96 c6 thé la sn phém cong ty dang c6 hose sn phém méi) 3. Cé thé mé rong kénh phan phi & thi truéng nay khéng? 4, Chiing ta cé Igi thé dé canh tranh véi céc 46i tha khong?[Zr TOMORROW M_} MARKETERS een con = Li thé vé sin phim nhur Innovation? = Ugi thé Brand: Bén tir Hairstylists (828)? Chau Au? Thuong higu = Chinh sch cho ben i tiéng? phan phdi dé ho quang | = Loi thé kénh_ phan ba cho sin phim (Trade hai doc quyén? Expenses) NUE NGL A Lan = Chon kénh phan phéi Ban 18 (B2C) hay Ban buén cho nha phan phéi, Pree ia: - Benefit & Positioning ciia sin pham cé phi hop véi Needs/Segment cia Chau A khng? Needs 46 06 di rong? = Thi trying 43 dang thiu_ gist php cho Needs/Segment dé khong? ~ Market size: 06 di len va tinh hin phat trign? = Thi truéng c6 mang lai Igi nhudn khong? Mei trueng —canh tranh: Gia? Marketing? Sales, Growth, Market Segment, Competitive behavior. So sénh Benefit & Propositio eda stin phd Céng ty va Bi thd véi Needs cia thi truéng. Company resource, market culture.NUE NGL A Lan Goi y két luan: ‘THA: Néu thi truéng hap dn, sin phém phis hop véi nhu cu thi ‘ruréng, 6 khd ning mé réng kénh phan phdi va cé loi thé canh tranh lau dai => Nén tham gia vao thi truéng nay TH2: Néu c6 diu kign nao trong 4 DK trén déu khéng thod man, ‘cin cn nhac Gn ru ro c6 thé xdy ra va quyét dinh Céng ty c6 rnén mao hiém vao thi truzing nay khong? Do dé, cin tra lai thém 2 cau héi vé Loi nhuan & Co’ hOi-RUi ro inhur sau: 5. Vige dau tur vao thi trudng nay cé Igi ich thé nao? 6, Néu Cong ty khOng tham gia vao thi truzng thi sao? Peo tw = Can chim bao nhiéu thi phn trong thoi gian bao lau dé hoan vén? (ROI due an) [Zr TOMORROW M_} MARKETERS gia - Hu qua néu khong tham gia va0 thi trudng bay git ho8c trong nding nam t ~ Xu huéng phat trién thi trvdng trong twong lai? (long-term)THANK YOU! "7 | TOMORROW M_| MARKETERS