Fire Proof Inc.
Practice this intermediate market entry case interview question from EY in the Manufacturing sector. Includes detailed problem prompt, clarifying questions, structured framework, and expert recommendation. Part of ProHub's 835+ consulting case library.
This case tests market attractiveness analysis using multiple criteria (production overlap, market size, growth rate, and competition). The structured approach requires candidates to evaluate trade-offs between different opportunities and perform revenue projections with compounding growth calculations. Strong candidates will recognize that bullet proof vests offer the optimal balance of overlap with existing capabilities and market opportunity.
Clarifying Information
- How does Fire Proof Inc. make money? They sign contracts with municipalities and cities to supply fire proof apparel to fire departments
- How large is Fire Proof Inc.? Fire Proof Inc. does $500M in annual sales and has been growing at 4% yearly over the last 5 years
- How many competitors do they have / Market position? Fire Proof is number 1 in the fire equipment market but they have 3 main competitors that compete for government contracts
- How diversified are their competitors: Fire equipment makes up no more than 25% of all 3 competitor’s revenue.
- Why haven’t Fire Proof diversified their business before? The company focused on mastering what they knew and improving their operations in building fire equipment
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