Strategic Case Analysis
52
Summary of Solved Case#2
Analysis of Frameworks Applied + Interviewing Tips
This was not an easy case. However, the consultant cracked
the case by showing enthusiasm and applying the needed
energy; in particular, he dug deeper in a very friendly and
personable manner to get to the numbers. For example, he
was not intimidated / thrown off-track when he wanted to find
out the margins on the existing channels and the interviewer
quipped: not relevant to the case. Frequently, interviewers
will do that either to throw you off-balance or to test if you
can persevere under stress. The consultant persisted and got
all the margin numbers and could successfully tie those to the
brand dilution dilemma of Nike.
(Note: Sometimes, the interviewer will gently guide you back
into the right track, when you veer off-course. The more the
interviewer likes a candidate, the more helpful he can be, for
this is human nature. So, it always helps to approach the
interviewer as if he was your best friend, without
compromising your innate intelligence, analytical abilities,
and forcefulness.)
While it is not obvious that the consultant used the five C’s,
he used four of the Five C’s as a backdrop while finding out
more about Company (Nike), Costs (margins), Competition
(Adidas), and Channels (Costco and other existing channels).
He unearthed enough data points and used those as pointers to
articulate how Nike could effectively measure brand dilution
or a lack thereof, if it went ahead with pushing its hiking
shoes through the Costco channel like its competitor Adidas.
The extensive summary also demonstrates that the consultant
was not tongue-tied.
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