This case tests the candidate's ability to structure a complex business decision using a profitability framework (Net Present Value impact). The sample response demonstrates strong analytical thinking by systematically evaluating both cost structure and demand generation impacts, while identifying key assumptions that can be tested. The candidate correctly recognizes that intuitive appeal (simplicity of one key) does not translate to real customer value when two keys are typically carried together.
The director of marketing at an automobile manufacturer suggests changing the current design, where two separate keys operate the ignition and the doors to a design where one key operates all lock mechanisms.
How do you think about whether this a good idea or not?