P
ProHub
English 简体中文 繁體中文
McKinsey Medium Revenue Growth Sales Growth

North Sun

#Electric Cars #Automotive #Electric Vehicles #B2B Sales
ProHub Comment

This is an interviewer-driven revenue growth case focused on North Sun's B2B market penetration challenges. The case uses a sales funnel framework (4 stages from lead capture to contract conversion) and includes a quantitative math exercise on marketing event break-even analysis. The structured approach requires candidates to diagnose low market share causes, propose conversion rate improvements, and calculate customer acquisition economics.

Estimated Time 15 minutes
Difficulty Medium
Source PeterK
50 / 100
North Sun, a Japanese leading manufacturer of electric passenger vehicles, has been struggling with a low market share in the B2B segment. North Sun enjoys strong positions in the B2C space, both domestically and in the international market. However, North Sun’s sales to small and medium size businesses continue staying far below expectations. The CEO has invited you to help them out.

Clarifying Information

  1. North Sun accounts for 65% of all Japanese battery-electric vehicles sold
  2. Japanese cars capture 5% of pure electric vehicles sold worldwide
  3. The e-vehicle global market size is projected to grow from 4M units in 2021 to 35M units by 2030 (27% CAGR)
  4. Rental car firms, corporations and government agencies (e.g. police) are among major B2B client groups for electric cars
  5. North Sun’s model range of electric vehicles includes only passenger cars (not buses or trucks)
  6. There is no specific revenue goal