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A dairy brand in Saudi Arabia wants 20 percent more revenue

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.

A fictional dairy brand in Saudi Arabia sells a yoghurt drink to 2 million households, each buying 20 times a year at SAR 5 net to the brand: SAR 200 million of revenue at a 30 percent contribution margin. It wants 20 percent more revenue within two years. Three ideas are on the table. A: get into 3,000 more convenience stores, winning 250,000 new buying households at 12 purchases a year, with SAR 1.5 million of listing fees. B: a loyalty and multipack offer that lifts existing households from 20 to 22 purchases a year, costing SAR 2.5 million. C: a protein drink for gym-goers, bought by 300,000 households 15 times a year at SAR 8, with a 35 percent margin, SAR 6 million of launch cost, and 25 percent of its revenue taken from the existing drink. Which ideas should it back? (Figures are illustrative.)

Format note: This structure comes from the goal maths: revenue = buying households x purchases per household x price. Idea A adds households through a channel, idea B adds purchases per household, idea C adds a new product for a new segment.

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.

Revenue gap = 20 percent of SAR 200 million; close it at the best contribution
- More buyers: wider distribution (A)
- More purchases per buyer: loyalty (B)
- Key: New segment and product: protein drink, net of cannibalization (C)

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: The gap
What a strong candidate does: 20 percent of SAR 200 million.
Revenue gap (SAR millions): 200 × 0.2 = 40
Step 2: A: revenue
What a strong candidate does: 250,000 households x 12 purchases x SAR 5, in SAR millions.
Idea A revenue (SAR millions): 0.25 × 12 × 5 = 15
Step 3: A: net contribution
What a strong candidate does: 30 percent margin minus SAR 1.5 million of listing fees.
Idea A net contribution (SAR millions): 15 × 0.3 - 1.5 = 3
Step 4: B: revenue
What a strong candidate does: 2 million households x 2 extra purchases x SAR 5.
Idea B revenue (SAR millions): 2 × 2 × 5 = 20
Step 5: B: net contribution
What a strong candidate does: 30 percent margin minus SAR 2.5 million.
Idea B net contribution (SAR millions): 20 × 0.3 - 2.5 = 3.5
Step 6: C: gross revenue
What a strong candidate does: 300,000 households x 15 purchases x SAR 8.
Idea C revenue (SAR millions): 0.3 × 15 × 8 = 36
Step 7: C: net new revenue
What a strong candidate does: Minus the 25 percent taken from the existing drink.
Idea C net new revenue (SAR millions): 36 - 36 × 0.25 = 27
Step 8: C: net contribution
What a strong candidate does: 35 percent on the new drink, minus 30 percent on the SAR 9 million lost, minus SAR 6 million launch cost.
Idea C net contribution (SAR millions): 36 × 0.35 - 9 × 0.3 - 6 = 3.9
Step 9: Ideas A and C together
What a strong candidate does: Net new revenue from both.
A plus C net new revenue (SAR millions): 15 + 27 = 42

The recommendation to listen for

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

The brand should back the protein drink and the convenience store push, which together add about SAR 42 million of revenue, enough to close the SAR 40 million gap. First, the protein drink is the largest prize at SAR 27 million of net new revenue and SAR 3.9 million of contribution in year one, even after the launch cost and the sales it takes from the existing drink; from year two, without the launch cost, it earns about SAR 9.9 million a year. Second, more stores add SAR 15 million and SAR 3 million of contribution at low risk. The loyalty offer earns a similar SAR 3.5 million on paper, but making existing buyers buy more often is the hardest lever to move, so test it in one region first. The main risk is that gym-goers try the protein drink and do not come back. As a next step, run a three-month test in Riyadh gyms and stores and track the repeat rate before the national launch.

Next steps: Test the protein drink in one city and track repeat purchase, not only trial; Check which convenience chains reach households we do not reach today; Run the loyalty offer in one region against a region without it.

Score the candidate

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

This case has no exhibit. Score Exhibit reading on how the candidate used the data you gave them: did they pick out the number that matters and say what it means?

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.