How to answer Why this Firm

Whatever reasons you pick, just make sure it is a genuine reason, so don't say international exposure if you don't want to travel or the firm is not known for staffing international projects often (e.g., Bain).
 

When I went through it for Bain (accepted offer) and BCG (pulled out couple of weeks before R2 once I got my Bain offer) I had the following, which were both true and specific to me in terms of my interests. Now if these speak to you, feel free to reuse, but I'm sure you get the gist.

• Bain

1. Culture: (a) emphasis on supporting and helping each other, (b) focus on results over reports, and (c) drive toward giving the right answer even if it disagreed with client's initial idea (which I have seen a couple of times already since starting)
2. People: (a) current Bainies I reached out to were friendliest consultants I had spoken to and took time during their schedule to answer my questions even before I started applying, and (b) former Bainies I spoke to similarly were supportive and generous with their time.
3. PEG: undisputed leader in the private equity space, which was one industry I wanted to work closer to and perhaps jump to later on (no longer the case)
4. Staffing model: role of staffing manager in buffering demands from juniors and partners on cases + emphasis on local office staffing (you work with people in your office 95% of the time)

• BCG

1. Problem solving approach: emphasis on building new answers and new insights from the ground up to ensure uniqueness of the solution and avoiding blind spots
2. Most academic of the three (since I have a PhD): (a) valuing of advanced degree candidates and their experience and (b) a first place in thought leadership helping to advance our understanding of management and business for 6 decades
3. Leader in France (where I was applying): #1 management consultancy in FR with a staffing model that meant you often worked in and around the Paris region
4. BCG extras (GAMMA, Platinion, etc.): possibility of working alongside auxiliary BCG houses in the digital space where it was leading many of the advances being made in the field