Mckinsey Practice Case Interview Essay

Words: 1822
Pages: 8
Open Document
Client goal
Our client is RefreshNow! Soda. RefreshNow! is a top 3 beverage producer in the U.S. and has approached McKinsey for help in designing a product launch strategy.

Description of RefreshNow! Soda

As an integrated beverage company, RefreshNow! leads its own brand design, marketing and sales efforts. In addition, the company owns the entire beverage supply chain, including production of concentrates, bottling and packaging, and distribution to retail outlets. RefreshNow! has a considerable number of brands across carbonated and non-carbonated drinks, 5 large bottling plants throughout the country and distribution agreements with most major retailers.

McKinsey study

RefreshNow! is evaluating the launch of a new product, …show more content…
products. (Note: In marketing, the decreased demand for an existing product that occurs when its vendor releases a new or similar product is called “cannibalization”. It is not important for you to use this business terminiology.)
Operational Capabilities. Ensure access to preferred distribution channels. Ensure sales force capabilties to sell the new product. Ensure production ramp-up that allows response to increased demand.
QUESTION 4: Within the key drivers for market share, RefreshNow! wants to know which to tackle first and what the strategy should be. Therefore McKinsey helped RefreshNow! design and run a study to understand branding and distribution. The following information shows results from the study, based on a sample of target consumers. What can you conclude from the study in regards to the preferred marketing image and strategy of O-Natura?
[pic]
A very good answer would include the following insights:
Branding should emphasize sports drink identity. “Healthy” identity is dominated by Cool product, “Leisure” by O2Flavor and “Sports” fragmented in other products. Clear niche within “Sports” identity, with top 2 brands currently occupying only 30% of share of mind. Sports branding should also determine thinking around the sales channels (e.g., sales during sports events or at sports facilities).
Distribution differs from current outlets and needs new agreements/research. Major shifts
Show More

Related Documents: Mckinsey Practice Case Interview Essay

BADM 590 Case Disscussion 1 Essay

Chatman DATE: Jan. 28, 2015 SUBJECT: McKinsey and Company 1. What should be McKinsey’s path forward? Could the firm continue to grow successfully with its current strategy and organization? McKinsey’s path forward should incorporate its previous strategy and organization in order to grow further globally. The company focuses on hiring the best professionals and works with them so that they can ultimately succeed in the company. Furthermore, McKinsey believes in charging its clients higher fees…

Words 1138 - Pages 5

Managerial Challenges In The Workplace

Abstract: This paper discusses common problems that managers often face when dealing with employees, as well as the the solutions that the manager(s) attempt to utilize to solve theese problems. This paper discusses the authors in depth Interview with the manager (Brandon Skwirsk) of a local footlocker store. This paper explores the managerial problems Brandon faces on a regular basis with his employees. This paper lists and explains in details the problems and ways Brandon handles problems…

Words 2374 - Pages 10

Essay on Qualitative Research Methods

Question 1 Compare and contrast the following qualitative research methods: case study, phenomenological, and grounded theory. Synthesize the findings and determine which is best suited to a study on your potential dissertation topic. Analyze the issues associated with sample selection, validity, and bias in such a study. Qualitative Research Methods Introduction It is common for researchers to compare qualitative and quantitative research methods. Quantitative methods originate from…

Words 13344 - Pages 54

Company Introduction and Analysis Paper

Company Introduction and Analysis Paper on Wal-Mart By: Team A ECONOMICS FOR BUSINESS I - ECO/360 June 13, 2005 Abstract Wal-Mart has grown to be one of the biggest corporations in the world, employing 1.3 million workers worldwide in 2003 in over 4,300 stores with sales around $256 billion. They sell everything from clothing, tools, toys, electronic goods, appliances and groceries. A major force behind its success was the vision, enterprise and daring of its founder, Sam Walton…

Words 2547 - Pages 11

Essay on Procurement in Oil and Gas Industry in Developing Countries Nigeria Agip

Procurement in Oil and Gas Industry in Developing Countries A Case of AGIP Nigeria Name Course Professor Date Abstract This is a thesis about procurement process in the oil and gas industry in Nigeria with specific stress on AGIP Nigerian AGIP Energy and Natural Resource.” The report starts with an introduction to the country Nigeria itself. It develops with the research on the oil and gas sector in the country and then focuses on the AGIP and its operations. Thus the first section comprises…

Words 12230 - Pages 49

Ethics And Corporate Responsibility In The Workplace And The World

After researching the product, investors are usually required to ease the financial strain of funding the company. Once the company has investors and a product, a relationship is formed with the supplier and/or manufacturer of said product. In the case of PharmaCARE, the product is quality pharmaceuticals. The suppliers of many of the products for PharmaCARE are the indigenous people of Colberia. Being that they are compensated $1.00 per day, they are also included in the classification of stakeholders…

Words 3577 - Pages 15

Pepsi: Corporate Social Responsibility Essay

Boston College Center for Corporate Citizenship 55 Lee Rd. Chestnut Hill, MA 02467 Sylvia.Kinnicutt@bc.edu 1 Executive Summary There are daunting gaps between what most companies say about the importance of sustainability and their operating practices. Stronger leadership, firmer accountability, and more expertise could all help to reduce the gap. But behind the gaps are more foundational considerations: how sustainability features in a company’s vision, mission, and values. This paper examines…

Words 7744 - Pages 31

Managing People & Organisation Essay

Managing People and Organization Assignment: Baker & McKenzie (A): A New Framework for Talent Management Content Executive Summary 3 Part I. External environment of global legal industry 4 1.1. Political 4 1.2. Economic 5 1…

Words 4949 - Pages 20

Essay on Corporate Strategy Syllabus BSS 2014

occasional reference to sociological and psychological insights, apply the concepts in the context of case analyses, and discuss implications for corporate strategy. Required Readings Some of the required readings are provided on the course portal; the others are available for purchase from Ivey Publishing here: TBD very soon. If you have technical difficulties, then please contact Ivey directly: cases@ivey.ca, or 519-661-3208. This is copyrighted material. Please do not distribute or post. There is…

Words 3283 - Pages 14

Final Bench Market Term Paper

(Pilnick, 2005). Creating a mission statement is one of the several factors essential for efficient team building, among clarifying the roles of each team member, and emphasizing the significance of effective communication (Pilnick, 2005). In the case of Gene One, the vision formed by the CEO, Don Ruiz was not distinct among the other key players and an agreement on this vision was necessary to realize the strategy and make the IPO happen. The vision of the company was undergoing a transformation…

Words 2886 - Pages 12