管理咨詢公司筆試題目

1、 APPLICANT SUMMARYName:_ ( M / F ) Date of birth :_Current Hukou:_Current employment status:_Work experience in years:_Email address:_Expected Salary:_InstructionsThere are two sections to the testA) Writing testThis section assesses your analytical and writing skills. Please respond in the word doc

2、ument in the laptop provided.Please spend no longer than one hour on this section of the test.B) Numeracy testThis 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 TESTTher

3、e 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:§ Performa

4、nce 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 per

5、form 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 mo

6、re important than quantity.Table 1 Historic sales of Alcoholic Drinks by Sector: Total Volume 2000-2005Million liters200020012002200320042005Alcoholic drinks27,50828,61629,88631,35633,15335,003Beer21,26422,70824,30925,96427,66029,380Wine1,4151,5421,6481,7601,8882,021Spirits4,8294,3663,9293,6323,6053

7、,602Table 2 Historic sales of Alcoholic Drinks by Sector: % Total Volume Growth 2000-2005Sector2004/2005CAGR00-05Total00-05Alcoholic drinks5.64.927.2Beer6.26.738.2Wine7.17.442.8Spirits-0.1-5.7-25.4Table 3 Historic sales of Alcoholic Drinks by Sector: Total Value 2000-2005RMB million20002001200220032

8、0042005Alcoholic drinks333,553339,500347,265356,010384,201415,841Beer131,137140,252149,955158,219167,740177,740Wine47,12151,47355,42959,40463,67168,123Spirits155,295147,775141,881138,387152,790169,978Table 4 Historic sales of Alcoholic Drinks by Sector: % Total Value Growth 2000-2005Sector2004/2005C

9、AGR00-05Total00-05Alcoholic drinks8.24.524.7Beer6.06.335.5Wine7.07.744.6Spirits11.21.89.5Table 5 Sales of Alcoholic Drinks by Sector: Total Volume 2000-2005Million liters200020012002200320042005East China7,245.27,681.38,174.48,654.09,129.59,640.2Mid China4,229.14,461.04,711.25,031.95,337.85,630.2Nor

10、th and Northeast China8,325.58,481.28,690.08,992.49,509.910,029.2Northwest China1,883.71,847.91,812.91,804.41,852.81,904.2South China3,553.63,798.44,064.24,339.94,662.65,010.8Southwest China2,272.72,346.42,436.22,535.72,661.82,790.9TOTAL27,509.828,616.329,888.931,358.433,154.535,005.6Table 6 Sales o

11、f Alcoholic Drinks by Sector: % Total Volume growth 2000-2005% total volume growth2004/2005CAGR00-05Total00-05East China5.65.933.1Mid China5.55.933.1North and Northeast China5.53.820.5Northwest China2.80.21.1South China7.57.141.0Southwest China4.84.222.8TOTAL5.64.927.2Table 7 Shares of Alcoholic Dri

12、nks by National Brand Owner: % Total Volume 2003-2005Company (NBO)2003%2004%2005%China Resources Enterprise Co Ltd8.19.413.3Tsingtao Brewery Co Ltd10.110.911.6Beijing Yanjing Brewery Co Ltd7.98.28.8Harbin Brewery Group Ltd3.73.83.7Henan Jinxing Brewery Group2.53.63.7Guangzhou Zhujiang Brewery Group

13、Co Ltd2.83.13.5Fujian Sedrin Brewery Co Ltd1.62.12.3Chongqing Brewery Co2.91.92.1Lion Brewing Group Co Ltd-2.42.0Asahi Breweries Ltd-0.21.7Others  60.454.447.3Total  100100100Part 2 (20 minutes)This section is based on your observation of the fast moving consumers goods (FMCG) ma

14、rket 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 aimsNOTE:FMCG includes soft drinks, hot drinks, alcoholic drinks, cosmetics and toiletries, household cleaning products, packaged foods, disposable paper products, over-the-counter healthcar