You have been staffed today as a consultant for a large Chewing Gum manufacturer in India. You are on the way to the airport, travelling with a friend and you tell him about the staffing. The friend asks you how large is the Chewing Gum market in India in terms of market value. You don’t know the number yet, but can you estimate it for him during the time it takes you to reach the airport?
Suggested case structure
- Assume the total population of India
- Think about the age groups which are likely heavy users of chewing gum and estimate the proportion of people in the different age groups
- Assume the usage per consumer per week/month/year
- Assume the price per pack of a chewing gum
The below structure would be useful to perform the analysis.
This part of the case should be led by the interviewer, introducing the interviewee to the fundamentals of the banking sector.
For the purpose of this solution we have made the following assumptions
- Dallas airport handles 73 mn passengers annually
- 50% of the passengers are transiting to a different destination; 30% gets into Dallas using taxis and the remainder using other modes of transport like personal cars, buses etc.
- Of the customers who use taxis, 40% travel from 12:00 am to 6:00 am and 60% from 6:00 am to 12:00 am
- Average trip duration is one hour
- The taxis operate through the day (24/7), without any breaks for refuelling, maintenance etc.
- The average fare for night time trips are $60
- The average fare for day time trips are $40
2. Other factors
Potential other factors and costs to be considered include (but are not limited to):
- Drivers that affect consumption per person – Age, health
- Some age groups may need to be excluded completely – Infants & toddlers, senior citizens etc.