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Home appliances in Saudi Arabia: size and share by segment

You run the case. Read the prompt, answer questions from the notes below, and share data only when the candidate asks for it or gets stuck. Score at the end.

Case timer

00:00

Target length:

1. Read the prompt aloud

Read it slowly, then pause. Let the candidate ask questions before they structure.

The home appliance market in Saudi Arabia has three segments: premium (SAR 400 million, our share 30 percent), mid-range (SAR 800 million, our share 10 percent), and budget (SAR 800 million, our share 5 percent). What are our sales and overall share?

2. Answers to clarifying questions

This case has no scripted clarifying answers. Answer from the prompt, and say "assume what you think is reasonable" if the prompt does not cover it.

3. A model structure

Compare the candidate's structure with this one. A different split can be just as good if it is clean and fits the problem.

Our sales = sum over segments of segment size x our share
- Sales in each segment
- Total sales and overall share

Exhibit 1

Reveal to candidate: when they ask for this data, say "Open Exhibit 1" (they press "Show exhibit 1" on their screen).

Segment size and our share (Marimekko data)(SAR millions)

Segment size and our share (Marimekko data)
Segment	Segment size	Our share
Premium	400	30%
Mid-range	800	10%
Budget	800	5%

4. The working, step by step

Each step shows how a strong candidate works it out. Share a new fact from it only when the candidate asks or is stuck, and let them do the math: the result in the dark box is what they should reach.

Step 1: Premium sales
What a strong candidate does: 400 times 30 percent.
Premium sales (SAR millions): 400 × 0.3 = 120
Step 2: Mid-range sales
What a strong candidate does: 800 times 10 percent.
Mid-range sales (SAR millions): 800 × 0.1 = 80
Step 3: Budget sales
What a strong candidate does: 800 times 5 percent.
Budget sales (SAR millions): 800 × 0.05 = 40
Step 4: Overall share
What a strong candidate does: Total sales 240 out of a market of 2,000.
Overall share (percent): (120 + 80 + 40) ÷ (400 + 800 + 800) × 100 = 12

The recommendation to listen for

At the end, say: "The CEO walks in. What is your recommendation?"

We should focus growth on the mid-range and budget segments, because they hold 80 percent of the market but give us only SAR 120 million of our SAR 240 million in sales. First, our overall share is only 12 percent, and premium, at a 30 percent share, already gives half our sales. Second, one point of share in mid-range is worth SAR 8 million, twice a point in premium. The risk is that moving into cheaper segments weakens the premium brand. As a next step, find out why our mid-range share is only 10 percent: product, price or distribution.

Score the candidate

Score each criterion from 1 to 5. A 2 or a 4 sits between the descriptions.

Structuring

1: No clear structure, or a memorized framework that does not fit the problem.
3: A sensible structure, but with some overlap, a gap, or no clear priority.
5: A structure built for this problem, with no overlap and no gaps, a stated hypothesis, and a clear first step.

Math

1: Frequent errors, no units, or needed heavy help to finish.
3: Right answers but slow or messy working, or one error caught late.
5: Accurate and clearly narrated, with units, a sense check, and what the number means.

Exhibit reading

1: Read the chart aloud without finding the number that matters.
3: Found the key number but gave only part of the so-what.
5: Pulled the right number quickly and said what it means for the case.

Synthesis

1: Summarized what was done, with no clear answer.
3: Gave an answer, but with weak reasons or no next step.
5: Answer first, then two or three reasons with numbers, the main risk, and next steps.

Communication

1: Hard to follow: long silences, no signposting.
3: Clear most of the time, with some rambling.
5: Calm and concise, signposted each step, and checked in with the interviewer.

Total

0 out of 25

Score all five criteria to see the band and the feedback template.