咨询面试系列（3）：A[1].T.Kearney案例分析－2

Firm:A.T.KearneyCaseNumber:Casesetup(factsofferedbyinterviewer):·YourclientisaU.S.basedmanufacturerofbrandedcookies(cookiesthatcarrythenameofthemanufacturer)·Recentlyprivatelabelcookies(thosecarryingthenameoftheretailer)haveemergedandthreatenedbrandedcookies·Privatelabelcookiesemergedfiveyearsago·Twoandone-halfyearsagotheymadeup10%oftheoverallcookiemarket(brandbeingtheother90%)·Todaytheymakeupapproximately20%oftheoverallcookiemarket(i.e.,therehasbeenasteady,linearincreaseofprivatelabelportionoftheoverallcookiemarketduringthepastfiveyears)·Theoverallcookiemarkethasbeenrelativelyflatoverthepastfiveyears·Privatelabelcookiesaremadebythesamemanufacturerswhomakebrandedcookies,theyarejustsoldunderthenameoftheretailer·Thereareessentiallythreemajorcompetitorstoconsider:·Yourclient,whomakesonlybrandedcookies·Asecondmajo