SEASON 5
CASE STUDY
Akshay was a partner in a large consulting firm based out of Mumbai. He was a specialist in the FMCG industry
with an experience of around 15 years.
Sipping his favorite cup of coffee, he glanced at the sheets lying on his desk.
Bharti, Chandrasekhar and Dhananjay were three of his brightest consultants working with FMCGs across the
country on a variety of projects.
Today, they came up with a benchmark of sorts comparing similar parameters for the three companies in
question (Refer Table 1).
Bharti: I am at present working with company ABC which shows a lot of promise with its volume growth.
However, I believe in the long run company XYZ will triumph due to its focus on working capital.
Chandrasekhar: During my client interaction with company XYZ, I found their focus on customer satisfaction
index encouraging. Still its difficult to compete with company MNO considering its high acceptance among the
masses.
Dhananjay: Well, my client company MNO is a leader in the market and it sets the standards for others to
follow. Company ABC is fast catching up with its high projected volume growth.
Akshay was pondering on the points mentioned by his colleagues and all of them had valid arguments. Now with
all three comparisons in front of him, he set out to determine the company with the best Health Quotient; a
company which even though is not the best in all but still manages to triumph in important parameters.
Akshay is now in the process of identifying answers to the following questions. If you were in his place, how
Sr.
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Parameters
ABC
XYZ
MNO
14%
9%
17%
9:1
5%
45%
2:1
9%
8%
21%
12:1
3%
75%
All Local
12%
11%
33%
14:1
4%
80%
1:1
80%
82%
70%
75%
78%
80%
85%
72%
75%
98%
96%
90%
280
360
90%
0.3%
85%
200
3%
20
150
180
95%
4%
75%
500
-2%
7
210
360
75%
0.50%
90%
350
4%
45