管理咨詢公司筆試題目

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INTERNATIONAL

makingsenseofglobalmarkets

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Instructions

Therearetwosectionstothetest

A)Writingtest

Thissectionassessesyouranalyticalandwritingskills.Pleaserespondintheworddocumentinthelaptopprovided.

Pleasespendnolongerthanonehouronthissectionofthetest.

B)Numeracytest

Thissectionassessesyournumeracyskills.Pleaserespondintheexcelspreadsheetinthelaptopprovided.

Pleasespendnolongerthan30minutesonthispartofthetest.

a)writingtest

Therearetwopartstothistest.

Part1(40minutes)

Basedonthetablesonalcoholicdrinks(AD)salesinChinabelow,youwillfirstwriteanassessmentoftheADmarketinChina.Youranalysesshouldincludeoneparagraphoneachofthefollowingpointsandshouldnotexceedtwopages:

Performanceofthemarketrelativetothepreviousyear

Relativeperformanceofdifferentsubsectors

DifferencesacrosstheterritorieswithinChina

Unitpricemovements

Activitiesofkeyplayersandbrands

Changesindistributionpatterns

Howyouexpectthemarkettoperformovertheperiod2006-2010,statingreasonsforyourassumptions.

Beconciseandanalytical,notwordyanddescriptive.Inotherwords,donotsimplydescribewhatthedataisdoing,butmakearealefforttoexplainwhythemarketmightbebehavinginthisway.Qualityofwrittenanalysisismoreimportantthanquantity.

Table1HistoricsalesofAlcoholicDrinksbySector:TotalVolume20002005

Millionliters

2000

2001

2002

2003

2004

2005

Alcoholicdrinks

27,508

28,616

29,886

31,356

33,153

35,003

Beer

21,264

22,708

24,309

25,964

27,660

29,380

Wine

1,415

1,542

1,648

1,760

1,888

2,021

Spirits

4,829

4,366

3,929

3,632

3,605

3,602

Table2HistoricsalesofAlcoholicDrinksbySector:%TotalVolume

Growth2000-2005

2004/CAGRTotal

Sector200500-0500-05

Alcoholicdrinks

Beer

Wine

Spirits

Table3Historic

2005

salesofAlcoholic

DrinksbySector:Total

Value2000-

RMBmillion

2000

2001

2002

2003

2004

2005

Alcoholicdrinks

333,553

339,500

347,265

356,010

384,201

415,841

Beer

131,137

140,252

149,955

158,219

167,740

177,740

Wine

47,121

51,473

55,429

59,404

63,671

68,123

Spirits

155,295

147,775

141,881

138,387

152,790

169,978

Table4HistoricsalesofAlcoholicDrinksbySector:%Total

Growth2000-2005

Value

2004/

Sector2005

CAGRTotal

00-0500-05

Alcoholicdrinks

Beer

Wine

Spirits

Table5SalesofAlcoholicDrinksbySector:Total

Volume2000-2005

Millionliters

2000

2001

2002

2003

2004

2005

EastChina

7,

7,

8,

8,

9,

9,

MidChina

4,

4,

4,

5,

5,

5,

Northand

NortheastChina

8,

8,

8,

8,

9,

10,

NorthwestChina

1,

1,

1,

1,

1,

1,

SouthChina

3,

3,

4,

4,

4,

5,

SouthwestChina

2,

2,

2,

2,

2,

2,

TOTAL

2Z

坐

22

3!

33

35,

Table6SalesofAlcoholicDrinksbySector:%TotalVolumegrowth2000-

2005

2004/

CAGR

Total

%totalvolumegrowth

2005

00-05

00-05

EastChina

MidChina

NorthandNortheastChina

NorthwestChina

SouthChinaSouthwestChina

TOTAL

Table7SharesofAlcoholicDrinksbyNationalBrandOwner:%Total

Volume2003-2005

Company(NBO)2003%2004%2005%

ChinaResourcesEnterpriseCoLtd

TsingtaoBreweryCoLtd

BeijingYanjingBreweryCoLtd

HarbinBreweryGroupLtd

HenanJinxingBreweryGroup

GuangzhouZhujiangBreweryGroupCoLtd

FujianSedrinBreweryCoLtd

ChongqingBreweryCo

TOC\o"1-5"\h\z

LionBrewingGroupCoLtd-

AsahiBreweriesLtd-

Others??

Total??100100100

Part2(20minutes)

Thissectionisbasedonyourobservationofthefastmovingconsumers'goods(FMCG)marketinShanghai.Pleasewriteanassessmentofanadvertisementyousawrecently,providingadescriptionoftheactualadvertisement.

Youshouldalsobelookingat:

whatistheadvertisementabout(intermsofitsobjective)

howtheadvertisementrelatetothemarketnatureoftheproduct

howeffectiveistheadvertisementinmeetingitsmarketingaims

NOTE:

FMCGincludessoftdrinks,hotdrinks,alcoholicdrinks,cosmeticsandtoiletries,householdcleaningproducts,packagedfoods,disposablepaperproducts,over-the-counterhealthcareandh