MK650 Marketing Analysis

MK650 Marketing Analysis

Farris Chapter 2 – Written Assignment 1 – Rev. 8-13-17

 

In this assignment, you will calculate metrics associated with market share, brand development, and category development as discussed in Chapter 2 of the Farris book where the formula are presented.  Using the information provided, compute the following metrics.  After computing these metrics, write a memo assessing the market strength of the brand of the product presented in the exercise.

 

Brand Market Share in the Total Market

Brand Market Share in the Target Market

Relative Market Share in the Total Market

Relative Market Share in the Target Market

Herfindahl Index of Market Concentration for the Total Market

Herfindahl Index of Market Concentration for the Target Market

Brand Total Market Penetration

Brand Target Market Penetration

Brand Total Market Penetration Share

Brand Target Market Penetration Share

Product Category Total Market Penetration

Product Category Target Market Penetration

Brand Development Index (BDI) for Target Market

Category Development Index (CDI) for the Target Market

Brand Unit Share of Requirements (Units)

Heavy Usage Index for Brand

 

Although most of these computations could be made using units or revenue, all computations in this exercise should be made in units unless otherwise stated.

 

In this exercise, you will study a company (Competitor D) that makes a first aid ointment.  The company sells 800,000 units a year to the total market and 60,000 sales to a target market of families with young children.  These are rather small, amounts so you should use four decimal places.  All of the information that you will need to compute and interpret the various statistics are provided in the upper part of the table below.  I suggest that you do the calculations by and or with a calculator rather than try to create an Excel spreadsheet.  After you have done the calculation and filled in the table, write a brief memo interpreting the statistics assessing the company’s position in the market and its implications for future market strategy.  For example, is the company doing well in the target market?  Should the company try to promote the product more heavily in the target market?  How well is the company doing in the total market?  Is the market very concentrated?  Remember, the purpose of this exercise is to give you practice computing and interpreting the types of statistics used to determine the strength of a brand in selected markets.  Please call me if you have any problems.

 

 

 

 

MK650 – Market Analysis
Dr. Kimball P. Marshall
Revised 8-13-17
Learning Assignment – Farris Chapter 2
BDI and CDI Applied to Consumer Products
Given Data for Competitor D and Total Market Enter
Brand Sales to the Target Market 60,000.00
Total Brand Sales 800,000.00
Size of Target Market 20,000,000.00
Size of Total Market 100,000,000.00
Total Product Category Sales Total Market 40,000,000.00
Total Category Sales by Brand Buyers – Units 1,600,000.00
Total Product Category Sales to Target Market 10,000,000.00
Number of Customers Who Have Tried the Brand – Target Market 200,000.00
Number of Customers Who Have Tried the Product Category – Target Market 4,000,000.00
Number of Customers Who Have Tried the Brand – Total Market 300,000.00
Number of Customers Who Have Tried the Product Category – Total Market 20,000,000.00
Competitor Specific Data
Competitor A Market Share Total Market 20%
Competitor B Market Share Total Market 30%
Competitor C Market Share Total Market 48%
Competitor A Market Share Target Market 30%
Competitor B Market Share Target Market 50%
Competitor C Market Share Target Market 19%
Compute Actual As %
Brand Market Share Total Market  800,000/40,000,000
Brand Market Share Among Target Market  60,000/10,000,000
Relative Market Share in the Total Market  .02/.48
Relative Market Share in the Target Market    .006/.50
Herfindahl Index for Total Market
Herfindahl Index for Target Market
Brand Total Market Penetration     300,000 / 100,000,000
Brand Target Market Penetration   200,000 / 20,000,000
Product Category Total Market Penetration    20,000,000 / 100,000,000
Product Category Target Market Penetration   4,000,000 / 20,000,000
Brand Penetration Share Total Market     .003  / .2
Brand Penetration Share Target Market    .01 /  .2
Brand BDI (Brand Development Index) for Target Market   .01 / .003
CDI (Total Category Development Index) for Target Market   .2  /  .2
Brand Unit Share of Requirements (Units) Total Market   800,000 / 1,600,000
Brand Market Share Total Market / (Brand Penetration Share Total Market

X Brand Unit Share of Requirements)  =  .02 / (.015 x .5) =

 

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