2016 Deloitte Foundation/fsa faculty Consortium Advisory Case/Assignment: Huskie Motor Corporation: Where do we go from here?



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2016 Deloitte Foundation/FSA Faculty Consortium

Advisory Case/Assignment:

Huskie Motor Corporation: Where do we go from here?

Huskie Motor Corporation (HMC) is automobile manufacturing company with production and sales throughout the world. HMC has asked your project team to assist in analyzing their performance and make suggestions to improve their revenue stream and optimize their product line.

Automobile manufacturing and sales is a complex and highly competitive business. The automotive industry has a broad global sales reach yet only 15 countries produce 88% of the world’s vehicles (http://marketrealist.com/2015/02/intense-competition-leads-low-profit-margins-automakers/). HMC is a fairly new and a smaller player in the automotive manufacturing market. However, they have some very popular brands and high customer satisfaction.

HMC currently offers four brands: Apechete, Jackson, Special, and Tatra. Each brand has several models and are listed below:



Brand

Models Available

Apechete

Chare, Island, Pebble, Rack, Sparro, Stork, Summet, Trido

Jackson

Baller, Clock, Core, Crux, Elevator, Fraction, Mud, Roof, Salsa, Wood

Special

Gazelle, Performance, Sprinkles

Tatra

Advantage, Blooper, Jespie, Mortimer, Rambler

Contribution Margin and Sales Volume from January – September 2015 are reflected below:

Contribution Margin:

Brand

Q1

Q2

Q3

Grand Total

Apechete

$ 1,441,796.25

$ 784,707.25

$ 717,039.95

$ 2,943,543.45

Jackson

$ 819,042.25

$ 418,069.85

$ 443,079.90

$ 1,680,192.00

Special

$ 183,537.70

$ 95,224.50

$ 90,445.90

$ 369,208.10

Tatra

$ 738,760.01

$ 522,609.37

$ 924,124.21

$ 2,185,493.59

Grand Total

$ 3,183,136.21

$ 1,820,610.97

$ 2,174,689.96

$ 7,178,437.14

Sales Volume:

Brand

Q1

Q2

Q3

Grand Total

Apechete

144

75

72

291

Jackson

120

60

60

240

Special

36

17

16

69

Tatra

123

104

188

415

Grand Total

423

256

336

1015

HMC is concerned that they have spread themselves too thin by selling in 30 countries. In addition, they would like to improve the margin on their current models and be sure they are optimizing their product lines.

To assist you with your analysis HMC has provided you with an Excel spreadsheet that reflects their sales and costs from January 2015 to September 2015. They have also provided you with their plan data and their marketing plan data. The worksheet titled “Information” in the file provides additional background information about the spreadsheet.



Exercise I: Critical Thinking (15 minutes)

Split into groups of 5 people. Meet with your team members and do the following:



  • Review the Excel file: Huskie_Motor_Corporation_Student_Version_FSA.

  • Review the Automotive Industry Background Information provided in the “Auto Industry Analysis” folder.

  • Your team should discuss the following:

    • What is the purpose of this analysis?

    • What is the key question, problem, or issue?

    • What data will be needed to answer the key question/problem/issue?

    • What are the relevant key concepts?

    • What assumptions are we making?

Exercise II: Data Analysis (30 minutes)

Your team should answer the following questions using the Tableau file “HMC_Tableau_FSA” and/or the Excel above.



  • Overall Performance Analytics:

    • How is HMC performing globally?

    • How are various HMC brands performing?

    • How are the various sales channels performing?

    • What are the most & least profitable models?

  • Financial Analytics:

    • What is the current contribution cost per model?

    • What is the average change in cost per model?

    • What is the current contribution margin and sales volume per channel?



  • Operations Analytics

    • What model options are the top and bottom sellers?

    • How many days on the lot are the various models?

  • Forecast:

    • Sales Volume (Q4 2015 – Q2 2016)

    • Contribution Margin (Q4 2015 – Q2 2016)

Exercise III – Presentation: (20 mins)

  • Your team should elect a representative to present your answers to Exercises I & II.

  • Five teams will be randomly chosen to present their findings.

The right to use this material without explicit written permission is hereby granted to faculty in connection with classroom use and other educational endeavors of a not for profit nature.

Copyright 2016 Deloitte Development LLC. All rights reserved.






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