麦肯锡公司价值评估方法详解和案例

麦肯锡公司价值评估方法详解和案例
麦肯锡公司价值评估方法详解和案例

A Tutorial on the McKinsey Model for

V aluation of Companies

L.Peter Jennergren?

Fourth revision,August26,2002

SSE/EFI Working Paper Series in Business Administration No.1998:1

Abstract

All steps of the McKinsey model are outlined.Essential steps are:calculation of free cash?ow,forecasting of future accounting data(pro?t and loss accounts and

balance sheets),and discounting of free cash?ow.There is particular emphasis on

forecasting those balance sheet items which relate to Property,Plant,and Equip-

ment.There is an exemplifying valuation included(of a company called McKay),

as an illustration.

Key words:Valuation,free cash?ow,discounting,accounting data

JEL classi?cation:G31,M41,C60

?Stockholm School of Economics,Box6501,S-11383Stockholm,Sweden.The author is indebted to Joakim Levin,Per Olsson,and Kenth Skogsvik for discussions and comments.

1Introduction

This tutorial explains all the steps of the McKinsey valuation model,also referred to as the discounted cash?ow model and described in Tom Copeland,Tim Koller,and Jack Murrin:Valuation:Measuring and Managing the Value of Companies(Wiley,New York; 1st ed.1990,2nd ed.1994,3rd ed.2000).The purpose is to enable the reader to set up a complete valuation model of his/her own,at least for a company with a simple structure (e.g.,a company that does not consist of several business units and is not involved in extensive foreign operations).The discussion proceeds by means of an extended valuation example.The company that is subject to the valuation exercise is the McKay company.

The McKay example in this tutorial is somewhat similar to the Preston example(con-cerning a trucking company)in Copeland et al.1990,Copeland et al.1994.However, certain simpli?cations have been made,for easier understanding of the model.In par-ticular,the capital structure of McKay is composed only of equity and debt(i.e.,no convertible bonds,etc.).The purpose of the McKay example is merely to present all essential aspects of the McKinsey model as simply as possible.Some of the historical income statement and balance sheet data have been taken from the Preston example. However,the forecasted income statements and balance sheets are totally di?erent from Preston’s.All monetary units are unspeci?ed in this tutorial(in the Preston example in Copeland et al.1990,Copeland et al.1994,they are millions of US dollars).

This tutorial is intended as a guided tour through one particular implementation of the McKinsey model and should therefore be viewed only as exemplifying:This is one way to set up a valuation model.Some modelling choices that have been made will be pointed out later on.However,it should be noted right away that the speci?cation given below of net Property,Plant,and Equipment(PPE)as driven by revenues is actually taken from Copeland et al.2000.The previous editions of this book contain two alternative model speci?cations relating to investment in PPE(cf.Section15below;cf.also Levin and Olsson1995).

In one respect,this tutorial is an extension of Copeland et al.2000:It contains a more detailed discussion of capital expenditures,i.e.,the mechanism whereby cash is absorbed by investments in PPE.This mechanism centers on two particular forecast assumptions, [this year’s net PPE/revenues]and[depreciation/last year’s net PPE].1It is explained below how those assumptions can be speci?ed at least somewhat consistently.On a related note,the treatment of deferred income taxes is somewhat di?erent,and also more detailed,compared to Copeland et al.2000.In particular,deferred income taxes are related to a forecast ratio[timing di?erences/this year’s net PPE],and it is suggested how to set that ratio.

1Square brackets are used to indicate speci?c ratios that appear in tables in the spreadsheet?le.

There is also another extension in this tutorial:An alternative valuation model is included,too,the abnormal earnings model.That is,McKay is valued through that model as well.

The McKay valuation is set up as a spreadsheet?le in Excel named MCK1.XLS. That?le is an integral part of this tutorial.The model consists of the following parts(as can be seen by loading the?le):

Table1.Historical income statements,

Table2.Historical balance sheets,

Table3.Historical free cash?ow,

Table4.Historical ratios for forecast assumptions,

Table5.Forecasted income statements,

Table6.Forecasted balance sheets,

Table7.Forecasted free cash?ow,

Table8.Forecast assumptions,

Value calculations.

Tables in the spreadsheet?le and in the?le printout that is included in this tutorial are hence indicated by numerals,like Table1.Tables in the tutorial text are indicated by capital letters,like Table A.

The outline of this tutorial is as follows:Section2gives an overview of essential model features.Section3summarizes the calculation of free cash?ow.Section4is an introduc-tion to forecasting?nancial statements and also discusses forecast assumptions relating to operations and working capital.Sections5,6,and7deal with the speci?cation of the forecast ratios[this year’s net PPE/revenues],[depreciation/last year’s net PPE],and [retirements/last year’s net PPE].Section8considers forecast assumptions about taxes. Further forecast assumptions,relating to discount rates and?nancing,are discussed in Section9.Section10outlines the construction of forecasted?nancial statements and free cash?ow,given that all forecast assumptions have been?xed.Section11outlines a slightly di?erent version of the McKay example,with another system for accounting for deferred income taxes.2The discounting procedure is explained in Section12.Section13 gives results from a sensitivity analysis,i.e.,computed values of McKay’s equity when cer-tain forecast assumptions are revised.Section14discusses the abnormal earnings model and indicates how McKay’s equity can be valued by that model.Section15discusses two further discounted cash?ow model versions,one of which may in a certain sense be considered“exact”.The purpose is to get a feeling for the goodness of valuations derived

2This version of the McKay example is contained in the Excel?le MCK1B.XLS.A printout from that ?le is also included in this tutorial.The two versions of the McKay example are equivalent as regards cash?ow and resulting value.In other words,it is only the procedure for computing free cash?ow that di?ers(slightly)between them.

by means of the McKinsey model,in particular the sensitivity to changes in certain model parameters.Section16contains concluding remarks.There are two appendices.Appen-dix1discusses how a data base from Statistics Sweden can be used as an aid in specifying parameters related to the forecast ratios[this year’s net PPE/revenues],[depreciation/last year’s net PPE]and[retirements/last year’s net PPE].Appendix2is a note on leasing. The point is that payments associated with leases can be viewed as pertaining either to the?rm’s operations,or to its?nancing.If one is consistent,both views lead to the same valuation result.A similar remark also applies to payments associated with pensions.

2Model Overview

Essential features of the McKinsey model are the following:

1.The model uses published accounting data as input.Historical income statements and balance sheets are used to derive certain critical?nancial ratios.Those historical ratios are used as a starting point in making predictions for the same ratios in future years.

2.The object of the McKinsey model is to value the equity of a going concern.Even so, the asset side of the balance sheet is initially valued.The value of the interest-bearing debt is then subtracted to get the value of the equity.Interest-bearing debt does not include deferred income taxes and trade credit(accounts payable and other current liabilities). Credit in the form of accounts payable is paid for not in interest but in higher operating expenses(i.e.,higher purchase prices of raw materials)and is therefore part of operations rather than?nancing.Deferred income taxes are viewed as part of equity;cf.Sections9 and10.It may seem like an indirect approach to value the assets and deduct interest-bearing debt to arrive at the equity(i.e.,it may seem more straight-forward to value the equity directly,by discounting future expected dividends).However,this indirect approach is the recommended one,since it leads to greater clarity and fewer errors in the valuation process(cf.Copeland et al.2000,pp.150-152).

3.The value of the asset side is the value of operations plus excess marketable secu-rities.The latter can usually be valued using book values or published market values. Excess marketable securities include cash that is not necessary for operations.For valu-ation purposes,the cash account may hence have to be divided into two parts,operating cash(which is used for facilitating transactions relating to actual operations),and ex-cess cash.(In the case of McKay,excess marketable securities have been netted against interest-bearing debt at the date of valuation.Hence there are actually no excess mar-ketable securities in the McKay valuation.This is one of the modelling choices that were alluded to in the introduction.)

4.The operations of the?rm,i.e.,the total asset side minus excess marketable secu-

rities,are valued by the WACC method.In other words,free cash?ow from operations is discounted to a present value using the W ACC.There is then a simultaneity problem (actually quite trivial)concerning the WACC.More precisely,the debt and equity values enter into the WACC weights.However,equity value is what the model aims to determine.

5.The asset side valuation is done in two parts:Free cash?ow from operations is forecasted for a number of individual years in the explicit forecast period.After that, there is a continuing value derived from free cash?ow in the?rst year of the post-horizon period(and hence individual yearly forecasts must be made for each year in the explicit forecast period and for one further year,the?rst one immediately following the explicit forecast period).The explicit forecast period should consist of at least7-10years(cf. Copeland et al.2000,p.234).The explicit forecast period can be thought of as a transient phase during a turn-around or after a take-over.The post-horizon period,on the other hand,is characterized by steady-state development.This means that the explicit forecast period should as a minimal requirement be su?ciently long to capture transitory e?ects,

e.g.,during a turn-around operation.

6.For any future year,free cash?ow from operations is calculated from forecasted income statements and balance sheets.This means that free cash?ow is derived from a consistent scenario,de?ned by forecasted?nancial statements.This is probably the main strength of the McKinsey model,since it is di?cult to make reasonable forecasts of free cash?ow in a direct fashion.Financial statements are forecasted in nominal terms(which implies that nominal free cash?ow is discounted using a nominal discount rate).

7.Continuing(post-horizon)value is computed through an in?nite discounting for-mula.In this tutorial,the Gordon formula is used(cf.Brealey and Myers2002,pp.38 and64-65).In other words,free cash?ow in the post-horizon period increases by some constant percentage from year to year,hence satisfying a necessary condition for in?nite discounting.(The Gordon formula is another one of the modelling choices made in this tutorial.)

As can be inferred from this list of features,and as will be explained below,the McKinsey model combines three rather di?erent tasks:The?rst one is the production of forecasted?nancial statements.This is not trivial.In particular,it involves issues relating to capital expenditures that are fairly complex.(The abnormal earnings model uses forecasted?nancial statements,just like the McKinsey model,so the?rst task is actually the same for that model as well).

The second task is deriving free cash?ow from operations from?nancial statements. At least in principle,this is rather trivial.In fairness,it is not always easy to calculate free cash?ow from complicated historical income statements and balance sheets.However,all ?nancial statements in this tutorial are very simple(and there is,in any case,no reason to forecast accounting complexities if the purpose is one of valuation).The third task is

discounting forecasted free cash?ow to a present value.While not exactly trivial,this task is nevertheless one that has been discussed extensively in the corporate?nance literature, so there is guidance available.This tutorial will explain the mechanics of discounting in the McKinsey model.However,issues relating to how the relevant discount rates are determined will largely be brushed aside.Instead,the reader is referred to standard text books(for instance,Brealey and Myers2002,chapters9,17,and19).

3Historical Financial Statements and the Calcula-tion of Free Cash Flow

The valuation of McKay is as of Jan.1year1.Historical input data are the income statements and balance sheets for the years?6to0,Tables1and2.Table1also includes statements of retained earnings.It may be noted in Table1that operating expenses do not include depreciation.At the bottom of Table2,there are a couple of?nancial ratio calculations based on historical data for the given years.Short-term debt in the balance sheets(Table2)is that portion of last year’s long-term debt which matures within a year.It is clear from Tables1and2that McKay’s?nancial statements are very simple, and consequently the forecasted statements will also have a simple structure.As already mentioned earlier,McKay has no excess marketable securities in the last historical balance sheet,i.e.,at the date of valuation.

From the data in Tables1and2,historical free cash?ow for the years?5to0 is computed in Table3.Each annual free cash?ow computation involves two balance sheets,that of the present year and the previous one,so no free cash?ow can be obtained for year?6.Essentially the same operations are used to forecast free cash?ow for year1and later years(in Table7).The free cash?ow calculations assume that the clean surplus relationship holds.This implies that the change in book equity(including retained earnings)equals net income minus net dividends(the latter could be negative, if there is an issue of common equity).The clean surplus relationship does not hold, if PPE is written down(or up)directly against common equity(for instance).Such accounting operations may complicate the calculation of free cash?ow from historical ?nancial statements(and if so,that calculation may not be trivial).However,there is no reason to forecast deviations from the clean surplus relationship in a valuation situation.

EBIT in Table3means Earnings Before Interest and Taxes.NOPLAT means Net Op-erating Pro?ts Less Adjusted Taxes.Taxes on EBIT consist of calculated taxes according to the income statement(from Table1)plus[this year’s tax rate]×(interest expense) minus[this year’s tax rate]×(interest income).Interest income and interest expense are taken from Table1.The tax rate is given in Table4.Calculated taxes according to the income statement re?ect depreciation of PPE over the economic life.Change in deferred

income taxes is this year’s deferred income taxes minus last year’s deferred income taxes. In the McKay valuation example,it is assumed that deferred income taxes come about for one reason only,timing di?erences in depreciation of PPE.That is,?scal depreciation takes place over a period shorter than the economic life.

Working capital is de?ned net.Hence,working capital consists of the following balance sheet items:Operating cash plus trade receivables plus other receivables plus inventories plus prepaid expenses minus accounts payable minus other current liabilities.Accounts payable and other current liabilities are apparently considered to be part of the operations of the?rm,not part of the?nancing(they are not interest-bearing debt items).Change in working capital in Table3is hence this year’s working capital minus last year’s working capital.Capital expenditures are this year’s net PPE minus last year’s net PPE plus this year’s depreciation.Depreciation is taken from Table1,net PPE from Table2.

Free cash?ow in Table3is hence cash generated by the operations of the?rm,after paying taxes on operations only,and after expenditures for additional working capital and after capital expenditures.(“Additional working capital”could of course be negative.If so,free cash?ow is generated rather than absorbed by working capital.)Hence,free cash ?ow represents cash that is available for distribution to the holders of debt and equity in the?rm,and for investment in additional excess marketable securities.Stated somewhat di?erently,free cash?ow is equal to?nancial cash?ow,which is the utilization of free cash?ow for?nancial purposes.Table3also includes a break-down of?nancial cash?ow. By de?nition,free cash?ow must be exactly equal to?nancial cash?ow.

As suggested in the introduction(Section1),certain payments may be classi?ed as pertaining either to free cash?ow(from operations),or to?nancial cash?ow.In other words,those payments may be thought of as belonging either to the operations or the ?nancing of the?rm.This holds,in particular,for payments associated with capital leases.If one is consistent,the resulting valuation should of course not depend on that classi?cation.This issue is further discussed in Appendix2.

We now return brie?y to the?nancial ratios at the end of Table2.Invested capi-tal is equal to working capital plus net PPE.Debt at the end of Table2in the ratio [debt/invested capital]is interest-bearing(short-term and long-term).The?nancial ratio [NOPLAT/invested capital]is also referred to as ROIC(Return on Invested Capital).It is a better analytical tool for understanding the company’s performance than other return measures such as return on equity or return on assets,according to Copeland et al.(2000, pp.165-166).Invested capital in the ratio[NOPLAT/invested capital]is the average of last year’s and this year’s.It is seen that McKay has on average provided a fairly modest rate of return in recent years.It can also be seen from Table3that the free cash?ow has been negative,and that the company has handled this situation by increasing its debt. It is also evident from the bottom of Table2that the ratio of interest-bearing debt to

invested capital has increased substantially from year?6to year0.

Table4contains a set of historical?nancial ratios.Those ratios are important,since forecasts of the same ratios will be used to produce forecasted income statements and balance sheets.Most of the items in Table4are self-explanatory,but a few observations are called https://www.360docs.net/doc/8f16873625.html, PPE(which is taken from Table2)enters into four ratios.In two of those cases,[depreciation/net PPE]and[retirements/net PPE],the net PPE in question is last year’s.In the other two cases,[net PPE/revenues]and[timing di?erences/net PPE],the net PPE in question is this year’s.Retirements are de?ned as depreciation minus change in accumulated depreciation between this year and last year(accumulated depreciation is taken from Table2).This must hold,since last year’s accumulated de-preciation plus this year’s depreciation minus this year’s retirements equals this year’s accumulated depreciation.

The timing di?erences for a given year are measured between accumulated?scal depre-ciation of PPE and accumulated depreciation according to PPE economic life.For a given piece of PPE that is about to be retired,accumulated?scal depreciation and accumulated depreciation according to economic life are both equal to the original acquisition value. Consequently,non-zero timing di?erences are related to non-retired PPE only.The ratio [timing di?erences/net PPE]in Table4has been calculated by?rst dividing the deferred income taxes for a given year by the same year’s corporate tax rate(also given in Table 4).This gives that year’s timing di?erences.After that,there is a second division by that year’s net PPE.

4Forecast Assumptions Relating to Operations and Working Capital

Having recorded the historical performance of McKay in Tables1-4,we now turn to the task of forecasting free cash?ow for years1and later.Individual free cash?ow forecasts are produced for each year1to12.The free cash?ow amounts for years1to 11are discounted individually to a present value.The free cash?ow for year12and all later years is discounted through the Gordon formula,with the free cash?ow in year12 as a starting value.Years1to11are therefore the explicit forecast period,and year12 and all later years the post-horizon period.

Tables5-8have the same format as Tables1-4.In fact,Table5may be seen as a continuation of Table1,Table6as a continuation of Table2,and so on.We start the forecasting job by setting up Table8,the forecast https://www.360docs.net/doc/8f16873625.html,ing assumptions (?nancial ratios and others)in that table,and using a couple of further direct forecasts of individual items,we can set up the forecasted income statements,Table5,and the forecasted balance sheets,Table6.From Tables5and6,we can then in Table7derive

the forecasted free cash?ow(just like we derived the historical free cash?ow in Table3, using information in Tables1and2).

Consider now the individual items in Table8.It should be noted in Table8that all items are the same for year12,the?rst year of the post-horizon period,as for year11, the last year of the explicit forecast period.Since the?rst year in the post-horizon period is representative of all subsequent post-horizon years,all items are the same for every post-horizon year as for the last year of the explicit forecast period.This is actually an important condition(cf.Levin and Olsson1995,p.38):If that condition holds,then free cash?ow increases by the same percentage(the nominal revenue growth rate for year 12in Table8,cell T137)between all successive years in the post-horizon period.This means that a necessary condition for discounting by means of the Gordon formula in the post-horizon period is satis?ed.

The revenue growth in each future year is seen to be a combination of in?ation and real growth.Actually,in years10and11there is no real growth,and the same assumption holds for all later years as well(in the application of the Gordon formula).The underlying assumption in Table8is apparently that real operations will initially expand but will eventually(in year10)settle down to a steady state with no further real growth.In?ation, on the other hand,is assumed to be3%in all coming years(including after year11).The ratio of operating expenses to revenues is assumed to improve immediately,e.g.,as a consequence of a determined turn-around e?ort.Apparently,it is set to90%year1 and all later years.To avoid misunderstandings,this forecast assumption(and the other ones displayed in Table8)are not necessarily intended to be the most realistic ones that can be imagined.The purpose is merely to demonstrate the mechanics of the McKinsey model for one particular scenario.A table in Levin and Olsson1995(p.124;based on accounting data from Statistics Sweden)contains information about typical values of the ratio between operating expenses and revenues in various Swedish industries(cf.also Appendix1for a further discussion of the Statistics Sweden data base).

A number of items in the forecasted income statements and balance sheets are di-rectly driven by revenues.That is,those items are forecasted as percentages of revenues. In particular,this holds for the working capital items.It is thus assumed that as rev-enues increase,the required amounts of working capital of di?erent categories increase correspondingly.It is not important whether revenues increase due to in?ation or real growth,or a combination of both.Working capital turns over very quickly,and therefore it is a reasonable assumption that the working capital items are simply proportional to revenues.The ratios between the di?erent categories of working capital and revenues for future years in Table8have been set equal to the average values of the corresponding historical percentages in Table4.Again,this is only for illustrative purposes.Another table in Levin and Olsson1995(p.125),again based on data from Statistics Sweden,

reports average values of the ratio between(aggregate)working capital and revenues in di?erent Swedish industries.

5Forecast Assumptions Relating to Property,Plant, and Equipment

The forecast assumptions relating to PPE will be considered next(this section and the following two).The equations that determine capital expenditures may be stated as follows(subscripts denote years):

(capital expenditures)t=(net PPE)t?(net PPE)t?1+depreciation t,

(net PPE)t=revenues t×[this year’s net PPE/revenues],

depreciation t=(net PPE)t?1×[depreciation/last year’s net PPE].

To this set of equations,we may add three more that are actually not necessary for the model:

retirements t=(net PPE)t?1×[retirements/last year’s net PPE],

(accumulated depreciation)t

=(accumulated depreciation)t?1+depreciation t?retirements t, (gross PPE)t=(net PPE)t+(accumulated depreciation)t.

In particular,this second set of three equations is needed only if one wants to produce forecasted balance sheets showing how net PPE is related to gross PPE minus accumulated depreciation.It should be noted that such detail is not necessary,since the?rst set of three equations su?ces for determining net PPE,depreciation,and consequently also capital expenditures.3

It is clear from the?rst three equations that forecasts have to be made for two partic-ular ratios,[this year’s net PPE/revenues]and[depreciation/last year’s net PPE].Setting those ratios in a consistent fashion involves somewhat technical considerations.In this section and the following one,one way of proceeding,consistent with the idea of the company developing in a steady-state fashion in the post-horizon period,will be outlined.

To begin with,the idea of the company developing in a steady-state fashion has to be made more precise.As indicated in Section4,the forecast assumptions should be speci?ed in such a manner that nominal free cash?ow increases by a constant percentage every year in the post-horizon period.This is a necessary condition for in?nite discounting 3If the historical?nancial statements do not show gross PPE and accumulated depreciation,only net PPE,then it seems pointless to try to include these items in the forecasted?nancial statements.If so, the second set of three equations is deleted.In the McKay case,the historical statements do indicate gross PPE and accumulated depreciation.For that(aesthetic)reason,those items will also be included in the forecasted statements.

by the Gordon formula.But if so,capital expenditures must also increase by the same constant percentage in every post-horizon year.For this condition on capital expenditures to hold,there must be an even age distribution of nominal acquisition values of successive PPE cohorts.More precisely,it must hold that the acquisition value of each PPE cohort develops in line with the assumed constant growth percentage that is applicable to the post-horizon period.As also mentioned in Section4,that constant percentage is the same as the assumed nominal revenue growth in the post-horizon period,3%in the McKay example.

The general idea is now to set steady-state values of the two ratios[this year’s net PPE/revenues]and[depreciation/last year’s net PPE]for the last year of the explicit forecast period(year11in the McKay example).Those steady-state values will then also hold for every year in the post-horizon period(since all forecast assumptions have to be the same in the?rst year of the post-horizon period as in the last year of the explicit forecast period,as already explained in Section4).

During the preceding years of the explicit forecast period,steady-state values of[this year’s net PPE/revenues]and[depreciation/last year’s net PPE]are not assumed.Values for these two ratios in the preceding explicit forecast period years are?xed in the following heuristic fashion in the McKay example:For the?rst year of the explicit forecast period, they are set as averages of the corresponding values for the historical years.4Values for intermediate(between the?rst and last)years in the explicit forecast period are then determined by linear interpolation.

6The Ratios[this year’s net PPE/revenues]and[de-preciation/last year’s net PPE]

It is helpful at this point to proceed more formally and introduce the following notation:

g real growth rate in the last year of the explicit forecast period and in the

post-horizon period,

i in?ation rate in the last year of the explicit forecast period and in the

post-horizon period,

c nominal(composite)growth rate=(1+g)(1+i)?1,

4The value for the last year of the explicit forecast period of[retirements/last year’s net PPE]is also set as a steady-state value.For the?rst year of the explicit forecast period,that ratio is set equal to the corresponding value for the last historical year.An average of corresponding values for all historical years is not used in this case,since[retirements/last year’s net PPE]appears to have been unstable during years?5to0.The negative value of that ratio in year-2could have come about through purchases of used(second-hand)PPE.It is again noted that the ratio[retirements/last year’s net PPE]is actually not necessary for the valuation model.

n economic life of PPE(assumed to be integer),

q life of PPE for?scal depreciation;see Section8(assumed to be integer),

K required real gross PPE divided by(real)revenues in the last year of the explicit forecast period and in the post-horizon period,

M ratio between this year’s nominal gross PPE and(nominal)revenues in the last year of the explicit forecast period and in the post-horizon period,

F g backwards summation factor expressing real gross PPE,

F c backwards summation factor expressing nominal gross PPE,

a acquisition value of last PPE cohort(nominal and real;real=nominal now),

H steady-state accumulated depreciation as a fraction of gross PPE,

J factor expressing timing di?erences;see Section8.

It is assumed in this tutorial that g and i are non-negative.To assume negative in?ation over an in?nite number of years is simply not credible.Negative real growth of the?rm over an in?nite number of years is also not realistic in connection with the McKinsey model.If such a situation were really foreseen,then a break-up valuation would be more relevant than a going concern valuation(as implied by the McKinsey model).Apparently, in the McKay example g=0.00,i=0.03,and consequently c=0.03in the last year of the explicit forecast period and from then on.

The main task in this section is to set the steady-state value of the ratio[this year’s net PPE/revenues].As before,by steady state is meant that the acquisition values of successive PPE cohorts increase by c,the nominal growth rate of revenues.Also as noted before,steady-state values of all forecast ratios must be attained already in the last year of the explicit forecast period.

At this point,there is a need for some model of the relationship between revenues and PPE,that is,a model of the?rm’s production.It is assumed here that revenues are related to real gross PPE through a capital intensity factor K.In other words,in the last year of the explicit forecast period and from then on,real gross PPE must be equal to revenues multiplied by K.Real means expressed in the value of money of the current year in question.Real revenues are equal to nominal revenues for the current year.Real gross PPE means nominal gross PPE adjusted for in?ation.Such an adjustment implies revaluing each PPE cohort,through multiplication by a factor that expresses accumulated in?ation since that cohort was acquired.By relating revenues to real gross PPE,one eliminates e?ects due to in?ation.The assumption that revenues are related to gross rather than net PPE implies that each piece of PPE is100%productive until the end of its economic life.At that point in time,it suddenly ceases to function and is retired.This seems like a somewhat more intuitive hypothesis than the alternative,relating revenues to net PPE,since that would mean that the productivity of each piece of PPE is proportional to its remaining economic life.

It is the steady-state value of the ratio[this year’s net PPE/revenues]that is the object here,but initially M will be derived,that is,the ratio between this year’s nominal gross PPE and(nominal)revenues in the last year of the explicit forecast period and in the post-horizon period.After that,M is multiplied by a factor(1?H)expressing steady-state net PPE as a fraction of steady-state gross PPE,hence providing steady-state[this year’s net PPE/revenues].

Suppose now that a is the acquisition value of the last PPE cohort,which has just been purchased at the end of the current year.That acquisition value is the real one, expressed in current monetary units.Given the steady-state assumption,which implies that the acquisition values of previous cohorts have increased in real terms by the real growth rate g from year to year,the real value of gross PPE(in current monetary units and at the end of the current year)is hence F g·a,where5

F g=n?1

X v=0?11+g!v=1+g?(1+g)?(n?1)

g

if g>0;F g=n if g=0.

The physical requirement for gross PPE then implies that

F g·a=K·revenues.

Similarly,the nominal value of gross PPE at the end of the current year,under the steady-state assumption,is F c·a,where

F c=n?1

X v=0μ11+c?v=1+c?(1+c)?(n?1)

c

if c>0;F c=n if c=0.

Consequently,

F c·a=M·revenues.

The formulas for F g and F c are contained in cells S153and S154in Table8.It follows that(cell S156)

M=(F c/F g)·K.

5The formulas for F g and F c use the summation

κ

X v=0x v=1?xκ+11?x(x=1).

The following summation formula is also used below

κ

X v=0x v v=d?κX v=0x v!·x=?(κ+1)xκ(1?x)+(1?xκ+1)·x(x=1).(1)

Accumulated depreciation as a fraction of gross PPE in a steady state,H,can be written as(using(1)withκ=n?1;cf.also Levin and Olsson1995,pp.37and51):

H=?n(1+c)?(n?1)(1?(1+c)?1)+(1?(1+c)?n)

(1?(1+c)?1)2·1·1

F c

=

1+c?(nc+1)(1+c)?(n?1)

c2n

c =

1

?1if c>0;H=n?1if c=0.(2)

The formula for H is contained in cell S157.The desired steady-state ratio[this year’s net PPE/revenues]is then

M(1?H).(3)

This is the formula in cell S158of Table8.

The steady-state ratio[depreciation/last year’s net PPE]is

1

·1.

This is the formula in cell S159of Table8.6

The steady-state ratios derived in this section apparently depend on four parameters, the real growth rate g,the in?ation rate i(since c depends on g and i),the capital intensity factor K,and the economic life n of the PPE.7Armed with the formulas derived here, one can(to a limited extent;cf.Section15below)perform sensitivity analyses of how calculated equity value varies due to changes in these four parameters.

7On the Implementation of Assumptions Relating to PPE

The forecast for the ratio[this year’s net PPE/revenues]in the last year of the explicit forecast period can hence be obtained as equation(3)in the previous section,given that n,g,i,and K have been speci?ed.One parameter that may be di?cult to specify is K.

6The steady-state formula for[retirements/last year’s net PPE]is

(1+c)?n c ·1=1

c

·1.

This is the formula in cell S160in Table8.

7Actually,steady-state[depreciation/last year’s net PPE]and steady-state[retirements/last year’s net PPE]depend on two parameters only,c and n.That is,they do not depend on g and i separately.All that matters for these two ratios is nominal growth c,not how that growth comes about due to di?erent combinations of real growth g and expected in?ation i.

At least in principle,an estimate of K can be obtained from historical?nancial state-ments of the company being valued.For each one of the last n historical years,one determines the capital expenditures,like in Table3.Apparently,this means that n+1 sets of historical?nancial statements must be available.Each such amount except the last one is then in?ated to the price level that is valid for the last historical year.This is done using some suitable time series of historical in?ation rates during the n?1last historical years.After that,all n amounts are summed,and the sum is divided by revenues in the last historical year.The result is an estimate of K at the end of the historical pe-riod.A forecast of K in the last year of the explicit forecast period can then be obtained by assuming,e.g.,a slightly lower value,re?ecting some improvement in capital usage e?ciency.In the McKay example,this procedure is not immediately applicable,since n+1=11sets of historical?nancial statements are not available(?nancial statements are available only for7historical years).A somewhat similar procedure is actually used in the exact model in Section15below.

A more heuristic approach would be to set K so as to obtain a“reasonable”value of the ratio[this year’s net PPE/revenues]in the last year of the explicit forecast period, reasonable meaning in relation to what has actually been observed in historical years.It is assumed here that g,i,and n have already been?xed.That is,K is set after these other three.Under this more heuristic approach,there is no attempt to ascertain what K has actually been in the historical period.One merely uses K as a free parameter to obtain a forecasted value of the ratio[this year’s net PPE/revenues]in the last year of the explicit forecast period that seems acceptable.

Another approach to setting K is to take as a starting point the data base from Statistics Sweden that was mentioned in Section4.It is indicated below,in Appendix1, how that data base can be used to provide rough estimates of K.Table C in Appendix 1contains suggested K values for various industries.It has been noted in a number of valuation projects,though,that the K values in that table often appear rather high. For instance,K is seen to be equal to0.81for the land transportation industry(using data pertaining to1994-1998).But that seems too high for the McKay example,even though it refers to a trucking company,and hence to the land transportation industry. One reason why it is too high could be that land transportation also includes railways,i.

e.,more capital intensive activities than trucking.

Without further justi?cation,it is simply assumed here that K is equal to0.58in the McKay case.This is the value for K in year11that is shown in Table8(cell S155).Using equation(3),the value of[this year’s net PPE/revenues]in the same year(cell S158)is then found to be29.3%.

The McKay example considers only one homogeneous category of PPE with an as-sumed economic life of n=10years(cell S152).One can of course set up a valuation

model with di?erent categories of PPE,e.g.,machinery and buildings.The economic life of each category is sometimes mentioned in company annual reports.To cite only one example,the1996annual report of the Swedish company R¨o rviksgruppen states economic lives between5and10years for di?erent types of machinery,and between20and25years for buildings and land improvements.The assumption that n is integer is not restrictive, if di?erent categories of PPE are considered,since individual categories can be thought of as having di?erent integer economic lives.

To recapitulate,this section and the previous two have considered forecasts for three particular ratios,[this year’s net PPE/revenues],[depreciation/last year’s net PPE],and [retirements/last year’s net PPE].Steady-state values of these ratios can be speci?ed for the last year of the explicit forecast period.Those steady-state values depend on real growth g,in?ation i,PPE economic life n,and required real gross PPE divided by revenues K.They are consistent with the company developing in a steady-state fashion in the post-horizon period,and consequently with the general idea of dividing the future into explicit forecast and post-horizon periods.The steady-state assumption is obviously only an approximation:Successive PPE cohorts when entering the post-horizon period, as resulting from capital expenditures in the explicit forecast period,cannot be expected to satisfy precisely the even age distribution requirement.Also,real gross PPE when entering the post-horizon period cannot be expected to correspond exactly to what is needed according to the capital intensity factor K.

For the earlier years in the explicit forecast period,[this year’s net PPE/revenues], [depreciation/last year’s net PPE]and[retirements/last year’s net PPE]have been set in a heuristic fashion in the McKay example(see Table8):Values for the?rst year of the explicit forecast period have been set equal to the average of all corresponding historical ratios,or equal to the immediately preceding historical ratio.Values for intermediate years have been determined by interpolation between the?rst and last years of the explicit forecast period.This is an easy way of making forecasts for the earlier years of the explicit forecast period.It is proposed here as a simple-minded alternative to bottom-up forecasting of individual expenditures(new and replacement).The latter alternative is more accurate but also more complex,since it can usually only be done using information available within a company,i.e.,not on the basis of published accounting data(Copeland et al.2000,p.256).

8Forecast Assumptions Relating to Taxes

The next set of forecast assumptions in Table8refers to taxes.The corporate tax rate has apparently been39%in all historical years and is forecasted to remain at that level in the future.The further tax assumption that must be?xed for future years is

the ratio[timing di?erences/this year’s net PPE].This ratio relates to the balance sheet item deferred income taxes.That is,deferred income taxes are equal to(this year’s net PPE)×[timing di?erences/this year’s net PPE]×(this year’s tax rate).It may be noted that deferred income taxes are revalued when the tax rate changes(the so-called liability method of accounting for deferred taxes).The precise steps of that revaluation will be mentioned in Section10below.In the base case McKay scenario,there is actually no need for such a revaluation,since the tax rate is the same in all historical and future years. However,in a sensitivity analysis one may wish to assume a di?erent tax rate for future years,e.g.,starting with year1(cf.Section13below).If so,there will be an error in the free cash?ow calculation,unless deferred income taxes are revalued.

The ratio[timing di?erences/this year’s net PPE]can be set in the same fashion as in the previous three sections.That is,a value for the?rst year of the explicit forecast period is set as an average of the corresponding historical values.A value for the last year of the explicit forecast period is speci?ed through steady-state considerations,like the values for the ratios relating to PPE.Values for intermediate years are then?xed by linear interpolation.This procedure has been followed in the McKay example.

As already indicated in Section6,the life of the PPE for depreciation for tax purposes is denoted by q.It is obviously assumed that q≤n.Also,it is assumed that each piece of PPE is depreciated linearly for tax purposes,i.e.,by1/q of the acquisition value each year.

If the steady-state condition holds,i.e.,the acquisition values of successive PPE cohorts increase by c,then the ratio[timing di?erences/this year’s net PPE]in the last year of the explicit forecast period can be written as

J

F c(1?H)

,(4)

where

J=1+c?(qc+1)(1+c)?(q?1)

+

1+c?(1+c)?(n?q?1)

·1?1+c?(nc+1)(1+c)?(n?1)

if c>0.The?rst term in J represents accumulated?scal depreciation for PPE cohorts that have not yet been written down to zero for tax purposes,the second term accumulated ?scal depreciation for those PPE cohorts that have already been written down to zero for tax purposes but have not yet been retired,and the third term accumulated depreciation over the economic lives for PPE cohorts that have not yet been retired.(Cf.the remark at the end of Section3to the e?ect that non-zero timing di?erences are related to non-retired PPE cohorts only;cf.also equation(2)in Section6for part of the derivation.)If c=0,then

J=0.5(q?1)+(n?q)?0.5(n?1).

The formula for J is contained in cell S165in Table8.Equation(4),the steady-state ratio [timing di?erences/this year’s net PPE]in the last year of the explicit forecast period,is contained in cell S166.

9Forecast Assumptions Relating to Discount Rates and Financing

Consider now the interest rate items in Table8.McKay’s real borrowing rate is appar-ently forecasted to be6%in all future years.The nominal borrowing rate is the sum of the real rate and expected in?ation.8The latter has already earlier been forecasted to remain at3%in future years,so the nominal borrowing rate is9%throughout.Incidentally,the forecasted nominal borrowing rate is assumed to be the going market rate for companies in McKay’s risk class.This means that the market value of the interest-bearing debt is equal to the book value.In the valuation of the equity as a residual,the book value of the interest-bearing debt is subtracted from the value of the?rm’s assets.This procedure is correct only because of the equality between market and book debt values when the nominal borrowing rate is the same as the going market rate.

For calculating the WACC,the cost of equity capital is also needed.The real cost of equity capital is apparently assumed to be11.8%.By adding assumed in?ation,one obtains the nominal cost of equity capital14.8%.It should be emphasized that the cost of equity capital,as well as the borrowing rate,is not independent of the debt and equity weights that enter into the WACC.9If those debt and equity weights are varied,then the borrowing rate and cost of equity capital should be varied as well.However,the precise

8It is assumed that the before-tax real borrowing rate remains constant under varying in?ation ex-pectations.The nominal borrowing rate in the example is then(1+0.06)×(1+0.03)?1.A di?erent relationship between the nominal borrowing rate and expected in?ation is obtained,if one assumes that it is the after-tax real borrowing rate that stays constant under varying in?ation expectations.See Howe 1992for a discussion of this issue.The assumption made here,that the before-tax real borrowing rate remains constant as in?ation expectations change,seems to agree with empirical?ndings(Howe1992, p.34).The nominal borrowing rate(1+0.06)×(1+0.03)?1is actually simpli?ed to0.06+0.03,since the additive calculation agrees with how nominal interest rates are sometimes presented in elementary corporate?nance courses.A similar remark applies to the manner in which in?ation enters into the cost of equity(in the following paragraph).

9As will be seen below(Section12),those weights are speci?ed in terms of a target capital structure in market value terms in the?rst year of the post-horizon period.The same weights are then applied in all of the years of the explicit forecast period,and in all later years of the post-horizon period.

relationship between,on the one hand,the debt and equity weights entering into the WACC and,on the other hand,the borrowing rate and cost of equity capital that also enter into the W ACC is left unspeci?ed in this tutorial.Hence,there is not much explicit modelling of the borrowing rate and cost of equity capital in Table8.It should be noted, though,that both of these interest rate items depend on assumed in?ation.If in?ation increases,then so do the nominal borrowing rate and nominal cost of equity capital.

The next-to-last item in Table8is[book value target for?nancial strength].Financial strength is de?ned as(invested capital minus interest-bearing debt)divided by invested capital(it is recalled from Section3that invested capital equals working capital plus net PPE).This ratio apparently refers to McKay’s?nancing policy.The?nancing policy is the means to guarantee that there will be an equality between the assets and liabilities sides of the forecasted balance sheets.More precisely,total common equity or interest-bearing debt must be determined as the residual.Stated somewhat di?erently,dividends or net borrowing become the residual.

The following?nancing policy has been assumed for McKay:The company’s re-cent performance has been rather shaky,as also evidenced by the fact that the ratio [interest-bearing debt/invested capital]at the bottom of Table2has increased substan-tially.McKay should try to reduce that ratio and hence improve its?nancial strength over the coming years(as viewed from the date of valuation,Jan.1of year1).For that purpose,no dividends will be paid at all,as long as?nancial strength is below the target in row175of Table8.Otherwise,maximal dividends are paid out,while still keeping ?nancial strength as required.Obviously,this is only intended as one example of a?-nancing policy that can be incorporated into the McKinsey model.A book value target for?nancial strength can conveniently be adjusted to provide a target capital structure in market value terms in the?rst year of the post-horizon period.10

Consequently,there is a book value target for?nancial strength.Borrowing as well as dividends are adjusted to reach that target(however,negative dividends are not allowed). Deferred income taxes are viewed as part of equity in the McKinsey model(cf.also Brealey and Myers2002,p.528).Deferred income taxes are hence not subtracted in the calculation of equity value as a residual.McKay’s book value target for?nancial strength in row175 in Table8can therefore be restated as follows:The sum of the three items deferred income taxes,common stock,and retained earnings on the liabilities side of the balance sheet should equal57.2%of invested capital.Equivalently,interest-bearing debt should be42.8%of invested capital.Apparently,the assumption is that book value?nancial strength should be the same each year.

10In fact,the book value target for?nancial strength57.2%mentioned below has been selected so as to reach a target capital structure in market value terms in year12of50%equity and50%debt(cf.Section 12).

The?nancial structure of the?rm,including the dividend policy,actually does not a?ect the computed free cash?ow.The?nancial structure does a?ect the valuation of free cash?ow,though,through the W ACC computation.11

The?nal item in Table8is[this year’s short-term interest-bearing debt/last year’s long-term interest-bearing debt].This ratio only serves to divide total interest-bearing debt in the forecasted balance sheets into short-term and long-term.It does not have any e?ect on the valuation in the McKay example,since the nominal borrowing rate does not depend on loan contract length.

There are no further assumptions for forecasting income statements and balance sheets in Table8.However,a couple of additional assumptions have been incorporated directly into the forecasted?nancial statements,i.e.,not by way of ratios in Table8.It is directly assumed that there will be no new issue of equity(i.e.,the item common stock in the balance sheets remains at the same level as in the last historical year).Also,the excess marketable securities are assumed to remain at zero in all forecasted balance sheets. Consequently,there is zero interest income in all forecasted income statements.

10Forecasted Income Statements,Balance Sheets, and Free Cash Flow

With the forecast assumptions in Table8and the additional assumptions that were noted in the previous section,we can now construct the forecasted income statements in Table5and forecasted balance sheets in Table6for years1to12.Revenues in Table5are (last year’s revenues)×(1plus[revenue growth])([revenue growth]is taken from Table8). Operating expenses are revenues multiplied by[operating expenses/revenues](also from Table8).Depreciation in Table5is last year’s net PPE multiplied by[depreciation/last year’s net PPE](from Table8).Interest income is set to zero in all years as a direct forecast,as already mentioned in the previous section.Interest expense is the assumed nominal borrowing rate(from Table8)applied to the sum of last year’s short-term and long-term debt.

The item revaluation of deferred income taxes in Table5is obtained by recomputing last year’s deferred income taxes in accordance with this year’s tax rate and subtracting the result from last year’s deferred income taxes as stated in last year’s balance sheet.The recomputation part consists of dividing last year’s deferred income taxes by last year’s tax rate(from Table4when the last year is year0and otherwise from Table8)to obtain last year’s timing di?erences,and then multiplying those timing di?erences by this year’s

11Financial structure may a?ect computed free cash?ow in more complex situations,for instance if the company has tax-loss carry-forwards.

麦肯锡案例面试题:Great Burger 案例分析(英文,有答案)

麦肯锡案例面试题:Great Burger 案例分析(英文,有答案) Practice Cases Great Burger Introduction To step through this case example, we will give you some information, ask a question, and then, when you are ready, give you a sample answer. We hope that the exercise will give you a sense of the flow of a case interview. (Please note, you can stop this exercise and pick up where you left off later. Your cookies must be on to use this feature). In this exercise, you will answer a series of questions as the case unfolds. We provide our recommended answers after each question, with which you can compare your own answers. We want to emphasize that most questions in a case study do not have a single right answer. In a live case interview, we are more interested in your explanation of how you arrived at your answer, not just the answer itself. An interviewer can always assess different but equally valid ways of approaching an issue, and then bring you back to the particular line of inquiry that he or she wants to pursue. You should also keep in mind that in a live case, there will be far more interaction with the interviewer than this exercise allows. For example, you will have the opportunity to ask clarifying questions. Finally, a live case interview would typically be completed in 30 - 45 minutes, depending on how the case evolves. In this on-line exercise, there is no time limit. There are six questions in this on-line case study. This case study is designed to roughly simulate one during your interview, so you will not be able to skip ahead to the next question until you have answered the one you are on. You can refresh your memory of previous answers by clicking the highlighted Q&A links to the left. To print the answer, click on the print icon that appears in the TOP RIGHT corner.

麦肯锡七步分析法

麦肯锡七步分析法 集团文件版本号:(M928-T898-M248-WU2669-I2896-DQ586-M1988)

麦肯锡七步分析法 “七步分析法”是麦肯锡公司根据他们做过的大量案例,总结出的一套对商业机遇的分析方法。它是一种在实际运用中,对新创公司及成熟公司都很重要的思维、工作方法。 对于多数商业计划来讲没有可遵循的东西,尤其是新创行业的商业计划,一般都是外延式的,而不是传统的、有可寻的市场。比方说自行车市场、汽车市场,这些传统行业的市场大家都是很清楚的;但一些新创的服务性市场,市场到底是什么大家都还搞不清楚。如许多高科技公司在做软件,是套装软件还是服务性软件要界定出你是做的哪一块。这里一是要搞清楚市场是什么再一个是在市场中的价值链的哪一端如要给企业提供一个管理软件,或叫管理方案,是软件的集成商,还是套装软件商,或是平台提供商确定自己的市场在哪里,才能比较谁和你,你的机遇在哪里如是一家软件提供商,它的市场是中国的企业,它先是企业软件的集成商,现在又做到了套装软件商。 第一步:确定新创公司的市场在哪里 这里一是要搞清楚市场是什么?再一个是在市场中的价值链的哪一端?确定自己的市场在哪里,才能比较谁和你竞争,你的机遇在哪里? 第二步:分析影响市场的每一种因素

知道自己的市场定位后,就要分析该市场的抑制、驱动因素。要意识到影响这个市场的环境因素是什么?哪些因素是抑制的,哪些因素是驱动的。此外还要找出哪些因素是长期的?哪些因素是短期的?如果这个抑制因素是长期的,那就要考虑这个市场是否还要不要做?还要考虑这个抑制因素是强还是弱? 对一般新创公司来讲,它找的多是新兴的市场,这就不如一些传统的市场如汽车市场那样成熟,大家可以用一些成型的模式或数据来进行分析,如平均每年增长多少。当然一些老的模式今天也都面临着新的挑战。如WTO就是一个有可能是驱动、有可能是抑制的因素,目前大家谁都不知道,而且它对每个行业的影响是不一样的。要意识到影响这个市场的环境因素是什么哪些因素是抑制的,哪些因素是驱动的。此外还要找出哪些因素是长期的哪些因素是短期的如果这个抑制因素是长期的,那就要考虑这个市场是否还要不要做还要考虑这个抑制因素是强还是弱如一家外国想在中国开公司,但中国的规管制度对它是一个抑制因素,不让它做。但随着WTO的实施,这项制度就成为一个短期的抑制因素,短到7年,所以从长期来看,外国银行还是要进入这个市场,虽然现在还存在一个很强的抑制因素。 第三步:找出市场的需求点 在对市场各种因素进行分析之后,就很容易找出该市场的需求点在哪里,这就要对市场进行分析,要对市场客户进行分类,了解每一类客户的增长趋势。如中国的房屋消费市场增长很快,但有些房屋消

麦肯锡七步分析法

麦肯锡七步分析法 “七步分析法”是麦肯锡公司根据他们做过的大量案例,总结出的一套对商业机遇的分析方法。 它是一种在实际运用中,对新创公司及成熟公司都很重要的思维、工作方法。 第一步:确定新创公司的市场在哪里? 这里一是要搞清楚市场是什么?再一个是在市场中的价值链的哪一端?确定自己的市场在哪里, 才能比较谁和你竞争,你的机遇在哪里。 第二步:分析影响市场的每一种因素 知道自己的市场定位后,就要分析该市场的抑制、驱动因素。要意识到影响这个市场的环境因 素是什么?哪些因素是抑制的,哪些因素是驱动的。此外还要找出哪些因素是长期的?哪些因素是短 期的?如果这个抑制因素是长期的,那就要考虑这个市场是否还要不要做?还要考虑这个抑制因素是 强还是弱? 第三步:找出市场的需求点 在对市场各种因素进行分析之后,就很容易找出该市场的需求点在哪里,这就要对市场进行分 析,要对市场客户进行分类,了解每一类客户的增长趋势。如中国的房屋消费市场增长很快,但有 些房屋消费市场却增长很慢。这就要对哪段价位的房屋市场增长快,哪段价位的房屋市场增长慢做 出分析,哪个阶层的人是在买这一价位的,它的驱动因素在哪里?要在需求分析中把它弄清楚,要了 解客户的关键购买因素,即客户来买这件东西时,最关心的头三件事情、头五件事情是什么? 第四步:做市场供应分析 即多少人在为这一市场提供服务,在这一整个的价值链中,所有的人都在为企业提供服务,因 位置不同,很多人是你的合作伙伴而不是竞争对手。如奶制品市场中,有养奶牛的,有做奶产品的, 有做奶制品分销的。如公司要做奶制品分销,那前两个上游企业都是合作伙伴。不仅如此,还要结 合对市场需求的分析,找出供应伙伴在供应市场中的优劣势。

【企业咨询】麦肯锡咨询公司案例分析经典和规律总结

一.Case Interview 1.类型介绍 (1) 什么是Case Interview? 一般来说,Case Interview主要针对咨询公司面试而言。也有一些公司如Dell二面会用一些小case来考察面试者的应变能力、考虑问题的全面性以及逻辑分析能力。咨询公司的Case Interview可以分成两个部分,一开始先是Warm-up。在这一部分,你可能需要自我介绍,然后大致回答一下面试官针对简历以及个人选择提出的一些问题。接下来才是真正的Case Interview。简而言之,Case Interview就是现场对一个商业问题进行分析的面试。但是和大多数其他面试不同,这是一个互动的过程。你的面试官会给你提出一个Business Issue,并且会让你给出分析和意见。而你的任务是向面试官有逻辑的提出一些问题以使得你能够对这个Business Issue有更全面,更细致的了解,并且通过系统的分析最后给出建议。一般而言,Case Interview是没有绝对正确的答案的。面试官看重的不是答案,而是从面试过程当中你表现出来的分析能力和创造力。对于大学毕业,没有工作经验的学生来说,大多数情况下Case不会很难,也不会需要你对那个行业有系统的了解。 Case Interview一般是一对一的,一轮会有两个Case Interview,由两个不同的面试官来负责,每个Interview持续45分钟,包括10-15分钟的warm-up以及一些Behavior questions,剩下的30分钟就是讨论Case。10-15分钟的Warm-up一般用英文,Case可能是英文,也有可能是中文,不同的公司以及不同的面试官对语言是有不同的偏好的。 (2) 为什么使用Case Interview? 由于咨询师在工作上的不少时间都是在和客户以及同事进行相互的沟通,同时咨询工作本身的特点要求咨询师必须具备一系列的特质才能够成功。这些特质包括:在压力之下保持冷静,对问题能够很快的根据细节建立假设,并且运用很强的逻辑分析能力来解决问题等等。因此,一个互动性很强,和实际联系很紧以及要求分析能力较高的Case Interview可以很好的衡量面试者的这些素质。 (3) Case Interview考察哪些能力和素质 2领导能力 咨询师常常需要独立工作,并且带领团队和客户去达成共同的目标,因此领导力对于一个成功的咨询师来说是很重要的。在面试当中,你需要通过主动掌握整个面试,有信心的提问题来表现你的领导力。 2分析能力 咨询业的核心就是分析-根据事实提出假设,把数据break down,然后形成一套分析框架,并且最后得出结论和建议。在面试过程当中,你需要通过有效,有目的性的提问等来反映你的分析能力。 2Presentation Skill 一旦咨询师对案例进行了完备的分析并且想好了相应的策略,他们就需要把他们的发现和建议展现给整个案例小组和他们的客户。因此,这个能力对咨询工作也是十分关键的。所以在面试当中,宁愿说慢一点,花点时间思考,也不要结结巴巴的做陈词。 2精力 咨询公司往往希望他们的咨询师能够在10小时的飞机之后依然精力充沛的出现在客户面前。所以有力的握手,真诚的笑容,自信的眼神以及整洁的外表都是他们所看重的。 2冷静

麦肯锡招聘面试案例分析样题和答案(英文).doc

McKiney On line case study To step through this case example, we will give you some information, ask a question, and then, when you are ready, give you a sample answer. We hope that the exercise will give you a sense of the flow of a case interview. (Please note, you can stop this exercise and pick up where you left off later. Your cookies must be on to use this feature). In this exercise, you will answer a series of questions as the case unfolds. We provide our recommended answers after each question, with which you can compare your own answers. We want to emphasize that most questions in a case study do not have a single right answer. In a live case interview, we are more interested in your explanation of how you arrived at your answer, not just the answer itself. An interviewer can always assess different but equally valid ways of approaching an issue, and then bring you back to the particular line of inquiry that he or she wants to pursue. You should also keep in mind that in a live case, there will be far more interaction with the interviewer than this exercise allows. For example, you will have the opportunity to ask clarifying questions. Finally, a live case interview would typically be completed in 30 - 45 minutes, depending on how the case evolves. In this on-line exercise, there is no time limit. There are eight questions in this on-line case study. This case study is designed to roughly simulate one during your interview, so you will not be able to skip ahead to the next question until you have answered the one you are on. You can refresh your memory of previous answers by clicking the highlighted Q&A links to the left. To print the answer, click on the print icon that appears in the TOP RIGHT corner. At the end, you can print the entire on-line case study at once.

麦肯锡:中国消费行为的四种变化趋势案例分析

麦肯锡:中国消费行为的四种变化趋势 2008年9 月16 日,全球管理咨询公司麦肯锡在上海发布了最新的消费者调查,并发现日渐富有的中国消费者正变得越来越自信,这对消费产品的营销和零售企业提出了新的挑战。 麦肯锡公司全球董事合伙人陈有钢表示:“我们见证了日渐成熟和精明的消费群体的崛起,调查还表明,在华运作的企业应根据消费者的独特偏好,调整其市场营销计划的重要性。” 麦肯锡对中国消费者行为进行的第三次年度调查显示,四种趋势正在重塑着中国消费市场格局,即消费者行为的地区差异日益重要、富裕的消费者对高端产品的偏好加强、消费者对品牌忠诚度的下降,以及与消费者建立联系的新途径。 一、地区差异日趋重要 现时,中国许多企业依然按照城市级别来细分客户,他们假设着全国各地富裕的一线城市居民,有相似的消费态度和行为,尽管这一趋势在分析以收入为基础的消费者行为,例如购买高端产品的意愿时依然有效。但最新调查显示,消费者态度和行为的地区特点,正变得比城市级别差异重要得多。例如,中国西南地区的消费者在购买某一产品前,对其口碑的依赖度(42%) 要远远高于国内平均水平的37%。而漂亮的外观设计对西南地区的手机用户来说,是他们购买的最重要因素,占被访者的32%,国内平均水平却仅为18%。 过去,企业一直可以按照各城市的相对经济地位来划分市场,即依靠“城市分级”体系。但随着中国财富向各地区的扩散和城市化的

持续进展( 到2030 年,中国中心城市的总人口将达到或超过10 亿人),在确定最佳市场战略时,地区特点已变得比城市级别差异更为重要。在麦肯锡研究的八大主要购买因素中,有六项地区差别比城市等级差异显得更为重要,如影响力来源的因素以及有关新产品接受度的因素等。 在考察花钱购买高端品牌意愿等收入驱动因素时,城市等级依然十分重要。因此,企业需要重新考虑战略选择,重新评估地域扩张、资源配置所采用的标准,投资开发满足不同顾客需求的新产品,完善营销信息传递方式和优化营销组合。 二、高收入者对高端产品的偏好加强 随着高收入人群可支配收入水平的提高,这些消费者正表现出对高端商品的购买倾向。这些消费者中的15% 表示,他们愿意花高出商品平均价格一倍以上的钱来购买很多产品,包括牙膏、剃须刀等,商品包括手机、电视及电子产品。 在某些极端案例中,高收入个人甚至愿意花平均价格 3 倍以上的钱,来购买个人护理产品。这些高端消费者并没有被限制在中国的一、二线城市,即使在三线城市,高收入者甚至愿意支付相当于平均价格4.5 倍的价格购买某些个人护理产品。 事实上,当被问及什么促使消费者购买一款新的面霜时,有近2/3 的受访者表示,亲友的推荐起到决定作用,而这一比例在美国和英国则仅为38%。相反,英国和美国的消费者会有2/3 被免费发放的试用装所左右,而在中国这一比例仅为1/5。

麦肯锡案例分析技巧

As part of the interview process, we will ask you to discuss a business problem. As you work through the business case with your interviewer, you will also become better informed about our firm and the kinds of problems we solve. Most candidates enjoy the cases and the business issues they raise. Your approach to the case and the insights you reach will give you an opportunity to demonstrate your problem solving abilities and help us get a sense of your potential. The following questions are addressed in this section: Why we use case studies How you should approach the problem What we are looking for Case study tips Some common mistakes If you want to practice, please try our on-line case study. Why We Use Case Studies Your ability to deal creatively with complex or ambiguous problems in unfamiliar businesses, to structure your thinking, and to reach sensible conclusions with the available facts in a short time is a critical skill as a consultant. Since no particular background or set of qualifications necessarily prepares you to do this, we've come to rely upon the case study as an integral part of our interview process. The case study gives us an opportunity to see how you think about problems and whether you can reach a well-supported conclusion. Back to Top How You Should Approach the Problem The cases you discuss in each of your interviews will be different. Generally, they are based on the interviewer's professional experiences and will usually describe situations with which you are not

麦肯锡公司招聘案例分析

麦肯锡公司招聘案例分析 麦肯锡公司招聘的理念是注重招聘“尖子”员工,所谓的“尖子”员工就是指在一个方面具有突出能力或者拥有特殊技能的员工,然而,在众多的选拔标准中,分析能力被摆在了第一位。 公司招聘的方式是用问题解答的形式进行的,公司所选择的问题考察的是整体的分析能力,根据案例查找到了该形式:麦肯锡的面试有2-3轮,主要是case study。咨询公司的案例涉及各个行业,案例分析要求你有很强的逻辑分析能力,能把一个问题分解成多个小的问题。准备面试是需要付出很大努力的事情,最好要提前准备。至晚到九月十月也要开始准备了。咨询公司的案例考的分析能力,并不希望你照搬书本。但是首先你看看管理学方面的书会 有好处,另外多看和练习案例分析都是对发展自己的思路有帮助的。相关的案例可以从网络得到。也许是公司网站,也许是bbs, 也许是哈佛商业案例或者其他案例丛书。另外,找有相同目标的partner平时多做模拟练习。他当时就先后同几个partner演练过。 面试中,忌不假思索就jump to answer,因为以麦肯锡案例的难度,很快就答出的答案往往不是正确的。你可以思索三分钟都没有问题,不会被认为反应迟钝。你思考比较成熟之后,也许可以从多个角度给出问题的答案,你的英语口语也可避免因为思考不成熟而愈加磕磕绊绊。剩下的,就得由运气来解决了。 日本人说的尖子员工并不是最好的,70分就可以了。我认为日本公司主要考虑了员工的发展,而尖子员工对公司的发展则更为有利。东西方的理念在这上面也有所体现,东方依然以人为本,而西方注重的是公司利益。我认为,70分的观念是比较好的,因为这个比较客观和实际,在唯一一个领域内顶尖的人才是存在的,但是同样的成本也是巨大的,流动性强对于并没有十分实力的公司是负担。再一,人才也有成长期,在工作中成长才能够使得人才与公司的文化目标更加融合更加适应。 我出一道题目:如果要在上海开发一个新的新生儿保险险种要招聘多少业务员?分析:先要了解上海地区地方近几年的出生率,在调查近几年的怀孕妇女数目,了解分布的情况,得出适用的数据,再调查可能购买保险的比率,从而得到招聘的人数。 麦肯锡公司与SGM公司的招聘有共同点就是1、外部招聘;2、招聘程序类似。不同点:SGM公司比麦肯锡公司更注重员工心理素质和品德。 06行政管理2班胡逸群 060140842

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《麦肯锡卓越工作方法》读后感 最近读了《麦肯锡卓越工作方法》这本书,我决定,说它是一本书,不如说它是一篇十分有内涵的文章,在并不算长的篇幅中,包涵了许多对工作十分有益处的理念。其中所阐述的道理,非常值得我们用心去揣摩与推敲,并运用到实际工作中去。全书共分五章,应该说囊括了绝大部分我们日常工作中所能遇到的问题,并提出了提纲挈领解决方法。 总结起来,主要有以下几点: 首先,要明白该做的是什么事。这就要求我们确定明确的目标。“正确做事,更要做正确的事。”“做要事,而不是做急事”的确,我们每天都会遇到好多事情,或许,这些事情都需要我们去处理,又或许我们可以经过筛选再做处理,这就要求我们对事情有准确的判断。书中讲到,事情可以分为四个层次:一、重要而且紧迫。二、重要但不紧迫。三、紧迫但不重要。四、既不重要又不紧迫。在处理事情的时候应该依据其重要程度进行选择,而非紧迫程度,这正纠正了我在以往的工作中所犯的错误。在今后的工作中,应对事情做出正确的判断,有重点地去做事情,而不是盲目地去忙。到头来很可能忙而无功。 其次,应有条理。确定了该做的事情,接下来便是考虑如何去做了,杂乱无章地做事必然导致效率低下,而且事情可能也被处理得很糟,因此,做事情要有条理就显得十分重要了。书中提出,可以利用制作图表、计划等方式对所要做的事情进行规划。这会使工作变得更有效率,更加富有成效。 再次,团队合作。个人的知识和能力是有限的,依靠和利用团队成员的知识、经验和能力共同完成项目是明智的选择,正所谓“术业有专攻”一个人再强也不可能精通全部,团队才是个人所能依靠和倚重的最强大的力量。因此在工作中我们应该放心自私,具有团队合作精神。 最后,力处理一件事。“一次只能解决一件事,让你的工作变得简单而富有效能”,人的精力是有限的,在同一时间内,既要做这件事,又想去处理那件事,这样必然导致两件事都不能高质高量地完成,因此,在工作中应注意,将全部精力集中用于当下所做的事情上,切忌“眉毛胡子一把抓”,这样才能高能高效地完成工作。 书虽然读完了,可对它的思考还应继续,更重要的是把收获到的东西运用到工作中去。

麦肯锡:中国消费行为的四种变化趋势案例分析

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