管理咨询公司笔试题目
APPLICANT SUMMARY
、
Name : _______________________________ ( M / F ) Date of birth : _______________________________
Current Hukou : _______________________________
Current employment status : _______________________________
Work experience in years : _______________________________
：
Email address : _______________________________ Expected Salary : _______________________________
Instructions
—
There are two sections to the test
A)Writing test
This section assesses your analytical and writing skills. Please respond in the word document in the laptop provided.
Please spend no longer than one hour on this section of the test.
B)Numeracy test
。
This section assesses your numeracy skills. Please respond in the excel
spreadsheet in the laptop provided.
Please spend no longer than 30 minutes on this part of the test.
A) WRITING TEST
There are two parts to this test.
Part 1 (40 minutes)
Based on the tables on alcoholic drinks (AD) sales in China below, you will first write an assessment of the AD market in China. Your analyses should include one paragraph on each of the following points and should not exceed two pages:
}
Performance of the market relative to the previous year
Relative performance of different subsectors
Differences across the territories within China
Unit price movements
Activities of key players and brands
Changes in distribution patterns
How you expect the market to perform over the period 2006-2010, stating reasons for
your assumptions.
。
Be concise and analytical, not wordy and descriptive. In other words, do not simply describe what the data is doing, but make a real effort to explain why the market might be behaving in this way. Quality of written analysis is more important than quantity.
Table 1 Historic sales of Alcoholic Drinks by Sector: Total Volume 2000-2005
Million liters20002001200220032004
. 2005
Alcoholic drinks27,50828,61629,88631,35633,15335,003 Beer21,264`
22,708
24,30925,96427,66029,380
Wine1,4151,5421,6481,760、
1,888
2,021 Spirits4,8294,3663,9293,6323,6053,602 @
Table 3 Historic sales of Alcoholic Drinks by Sector: Total Value 2000-2005
'
RMB million200020012002200320042005
Alcoholic drinks333,553339,500~
347,265
356,010384,201415,841
Beer131,137140,252149,955158,219167,740`
177,740 Wine47,12151,47355,42959,40463,67168,123 Spirits155,295】
147,775
141,881138,387152,790169,978 Table 4 Historic sales of Alcoholic Drinks by Sector: % Total Value Growth 2000-2005
Sector
&
2004/
2005
CAGR
00-05
Total
00-05
Alcoholic drinks
?
Beer
Wine
Spirits- Table 5 Sales of Alcoholic Drinks by Sector: Total Volume 2000-2005
Million liters200020012002
\
200320042005
East China7,7,8,8,9,9, )
Mid China
4,4,4,5,5,5,
North and Northeast China 8,8,、
8,
8,9,10,
Northwest China1,1,1,1,1,—
1, South China3,3,4,4,4,5, Southwest China2,—
2,
2,2,2,2,
TOTAL27,28,29,31,/
33,
35,
Table 6 Sales of Alcoholic Drinks by Sector: % Total Volume growth 2000-2005
% total volume growth 2004/
2005
CAGR
00-05
]
Total
00-05
East China
Mid China
~
North and Northeast China
Northwest China
South China、Southwest China
TOTAL
。
Table 7 Shares of Alcoholic Drinks by National Brand Owner: % Total Volume 2003-2005 Company (NBO)2003%2004%2005% ?
China Resources Enterprise Co Ltd
Tsingtao Brewery Co Ltd（
Beijing Yanjing Brewery Co Ltd
Harbin Brewery Group Ltd:
Henan Jinxing Brewery Group
`
Guangzhou Zhujiang Brewery Group Co Ltd
Fujian Sedrin Brewery Co Ltd( Chongqing Brewery Co
Lion Brewing Group Co Ltd《-
Asahi Breweries Ltd-
Others
Total100100100
Part 2 (20 minutes)
This section is based on your observation of the fast moving consumers’ goods (FMCG) market in Shanghai. Please write an assessment of an advertisement you saw recently, providing a description of the actual advertisement.
You should also be looking at:
-what is the advertisement about (in terms of its objective)
-how the advertisement relate to the market nature of the product
-how effective is the advertisement in meeting its marketing aims
NOTE:
FMCG includes soft drinks, hot drinks, alcoholic drinks, cosmetics and toiletries, household cleaning products, packaged foods, disposable paper products, over-the-counter healthcare and household cleaning products.
There is no restriction on your selection of the media platform for the advertisement.
B) Numeracy Test
There are two questions to this test
The questions are found in the excel spreadsheet in the laptop