Analyze the Week 1 Business Growth Overview dataset.

Part 1:Analyze the Week 1 Business Growth Overview dataset. This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP.Construct a minimum 500-700-word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following:Major areas of increase and decrease in revenue or type and/or category of businessTrends that are evident in terms of revenue or type and/or category of businessInsights that would help formulate marketing strategies to either continue growth or reverse declineAdditional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why) Part 2: Select a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your marketing plan. You should obtain two years of annual reports as well as two years of 10K reports (provides a comprehensive overview of the company’s business and financial condition and includes audited financial statements) for your data source. Once you have selected your product or service, you must define the size and type of your selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Record this information in a summary document as outlined below. Company and product selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in Marketing Management. Prepare a 150-200-word summary document and send it to your instructor as a record of your selection. The summary document should include the following:Name of CompanyLocation of Company HeadquartersName of Product or Service selectedGeneral description of company (number of employees, revenue, type of ownership, web page, etc.)General description of product or service
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Researching Marketing Questions
Grading Guide
MKT/571 Version 10
Marketing
Copyright
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to imply endorsement, sponsorship, or affiliation.
Researching Marketing Questions
Grading Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
Researching Marketing Questions
Grading Guide
MKT/571 Version 10
Individual Assignment: Researching Marketing Questions
Purpose of Assignment
This assignment is designed to help students analyze and interpret primary and/or secondary data and
research. First, students will be provided with a marketing report that allows for preparing basic executive level
data insights. Second, they will be allowed to pick a company and product or service. This assignment will help
prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer
to Marketing Plan and Outline document) so they may want to choose a company and product or service that
has data readily available or where they can use demographic/psychographic data to provide insights.
Resources Required
Week 1 Business Growth Overview
Grading Guide
Content
Student analyzes the dataset and provides insight
and commentary in the form of a memorandum.
Student’s analysis includes major areas of increase
and decrease in revenue or type and/or category of
business.
Student’s analysis includes trends that are evident in
terms of revenue or type and/or category of
business.
Student’s analysis includes insights that would help
formulate marketing strategies to either continue
growth or reverse decline.
Student’s analysis includes additional analysis you
(as SVP) would like (and why) to build a marketing
goal and strategy or strategies.
The memorandum is a minimum of 525 words in
length.
Student selects a global or multi-regional (does
business in more than one country) company and
one of its products or services that will serve as the
basis for your marketing plan.
Students prepares a summary document and sends
it to the instructor that includes but is not limited to:
• Name of Company
Met
Partially
Met
Not Met
Comments:
3
Researching Marketing Questions
Grading Guide
MKT/571 Version 10
Content
•
•
•
•
Met
Partially
Met
Not Met
Total
Available
Total
Earned
3
#/3
Comments:
Location of Company Headquarters
Name of Product or Service selected
General description of company (number of
employees, revenue, type of ownership, web
page, etc.)
General description of product or service.
The summary document is a minimum 175 words in
length.
Writing Guidelines
Met
Partially
Met
Not Met
Total
Available
Total
Earned
1
#/1
4
#/4
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
4
Marketing Plan Outline and Timeline
MKT/571 Version 10
University of Phoenix Material
Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of
your choosing. The product or service must be identified by the end of Week 1. The product or service
you select is used to develop the assignments for Weeks 2 through Week 6. References must be
included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose
complete marketing strategies and provide reliable and valid references and data supporting the
strategies to convince the target audience. The plan must be written in plain language that would be
easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for
each section and subsection. Assignments may include modifications to these lists. Please use lists
provided in assignments only.
•
Executive Summary:
o
o
o
o
•
Situational Analysis:
o
o
o
o
o
o
o
o
•
Vision, Mission, Strategic objectives, Values
Internal Analysis
Strengths/Weaknesses
Capability/Capacity
Competitor’s Strengths/Weaknesses
Technological Competency
Product or Service Analysis
Market Segments
Research
o
o
o
o
o
o
o
o
o
o
o
•
Strategic Objectives
Products or Services
Resources Needed
Projected Outcomes
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Target Market(s):
Copyright © 2017 by University of Phoenix. All rights reserved.
1
Marketing Plan Outline and Timeline
MKT/571 Version 10
o
o
o
o
o
•
Demographics
Psychographics
Ethical Issues
Legal Issues
Social Issues
Product, Place/Distribution, Promotion, and Price Strategies:
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
Product Descriptions and Product/Service Mix Strategies
Product/Service Determinants
Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Distribution Strategies
Channels, Mass, Selective, Exclusive
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Sales Promotion
Direct Marketing
Public Relations/Strategies
Positioning
Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
•
Consider your company and product or service selection in Week 1. You may select an existing
type of product or service or a new product or service but it must be global or multi-regional. Once
you have selected your product or service, you must define the size and type of company that
provides the product or service (available from annual reports). This need not be elaborate but
must include total number of employees, production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of this project. You must ensure your
proposed company can implement the marketing methods discussed in the text.
•
Key to creating an effective marketing plan is the ability to analyze the environment in which the
product or service will be offered. The Week 1 assignment allows you to begin to understand
various reports and how they can be used in your marketing plan.
Week 2: Understanding Target Markets
•
To develop effective relationship marketing, a company must first understand its targeted
consumers’ buying influences and behaviors. In Week 2, create the Research section of your
plan. In addition, create the first two parts of the Target Market section, which includes performing
the demographics and psychographics analysis.
Week 3: Promotion and the product life cycle
•
All products/services go through a life cycle of NPI (new product introduction), growth, maturity
and decline. These various stages affect the marketing strategy and promotional efforts. In Week
3, you will incorporate a promotion strategy that addresses at least three areas of the product life
Copyright © 2017 by University of Phoenix. All rights reserved.
2
Marketing Plan Outline and Timeline
MKT/571 Version 10
cycle.
Week 4: Price and Channel Strategy
•
How one goes to market and the influences of the channel (channel power, strength of channel,
speed of channel, etc.) affects the pricing strategy of the product or service. In Week 4 your
pricing and distribution strategy will be incorporated into the marketing plan.
Week 5: Marketing Communication and Brand Strategy
•
Brand strategy and the communication of the brand is essential to understanding the various
phases of a product or service (viz a viz the life cycle). Brand recognition is based in the
marketing communication efforts of the firm. When you hear or see the word Coke, you
immediately know it is Coca Cola. When you see five interlocking rings of different colors you
know that is the symbol for the Olympics. In Week 5, you will develop a brand and communication
strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues, Final Plan
•
Review your final plan. Does the plan effectively analyze market strategies? Are the social,
ethical, and legal considerations valid and accounted for? What is the relationship among quality,
price, satisfaction, and perceived value within the plan?
Copyright © 2017 by University of Phoenix. All rights reserved.
3
YTD (Jan-June 2016 vs. Jan-June 2015)
129
125
YTD Days
Global Breakout
Revenue
$ 13,644,073
2016
Revenue/Day
$
105,768
Domestic
INTL
$ 12,085,137
$ 1,558,936
$
$
Customer Rank
Acquire
Expand
Retain
Serve
Non-Coded
Revenue
$ 1,312,868
$ 7,634,424
$ 3,026,592
$ 1,666,355
$
3,834
2016
Revenue/Day
$
10,177
$
59,182
$
23,462
$
12,917
$
30
PY2015
Revenue/Day % Total
$
6,427
10%
$
57,566
56%
$
21,759
22%
$
11,225
12%
$
(0)
0%
Customer Class
Commercial
INTL
Municipal
Reseller – Other
Industrial Labs
Government
Resell – Industrial Hygiene
Education
Other
Revenue
$ 7,195,592
$ 1,535,905
$ 1,634,643
$ 1,386,876
$
900,409
$
425,018
$
336,569
$
154,662
$
74,399
2016
Revenue/Day
$
55,780
$
11,906
$
12,672
$
10,751
$
6,980
$
3,295
$
2,609
$
1,199
$
577
PY2015
Revenue/Day
$
50,772
$
11,700
$
12,034
$
9,785
$
6,373
$
2,669
$
2,419
$
1,031
$
194
% Total
53%
11%
12%
10%
7%
3%
2%
1%
1%
Revenue
$
601,368
$
480,717
$
424,678
$
398,347
$
269,038
$
208,819
$
207,066
$
201,704
$
186,532
$
177,660
$ 2,759,521
2016
Revenue/Day
$
4,662
$
3,726
$
3,292
$
3,088
$
2,086
$
1,619
$
1,605
$
1,564
$
1,446
$
1,377
$
21,392
PY2015
Revenue/Day
$
4,208
$
2,889
$
3,478
$
2,877
$
1,568
$
1,362
$
1,561
$
1,023
$
960
$
1,215
$
20,029
% Total
4%
4%
3%
3%
2%
2%
2%
1%
1%
1%
20%
Top Customers
ABC Corp
Fish Limited
Delta Appliance
ALPS Company
Here4U
XYZ Inc
Expert Engineers
Check Gmbh
Francios and Sons
Euro Ltd
Marketing Accounts
93,683
12,085
PY2015
Revenue/Day
$
96,976
$
$
85,181
11,795
% Total
100%
89%
11%
n-June 2015)
QTD (Apr, May, Jun 2016 vs Apr
GPSales – Avg/Day Avg/Day
9.1%
8.3%
PM
59%
V$
V%
60%
50%
$ 8,501.78
$ 290.10
10.0%
2.5%
PM
58%
58%
58%
61%
GPSales – Avg/Day Avg/Day
V$
V%
$ 3,750.74
58.4%
58.4%
50.1%
$ 1,615.50
2.8%
2.8%
2.0%
$ 1,703.45
7.8%
7.8%
7.5%
$ 1,692.46
15.1%
15.1%
16.3%
$
29.73 -371611.6%
PM
61%
50%
62%
62%
59%
60%
32%
59%
PM
64%
66%
53%
61%
59%
29%
52%
49%
49%
54%
63%
V$
$ 5,008.13
$ 206.30
$ 638.02
$ 965.93
$ 607.13
$ 625.70
$ 190.52
$ 167.51
$ 382.63
V$
$ 453.49
$ 837.05
$ (185.91)
$ 210.65
$ 517.81
$ 256.85
$
44.19
$ 540.96
$ 485.84
$ 162.40
$ 1,362.33
10.0%
2.5%
8.9%
3.1%
Global Breakout
Domestic
INTL
Customer Rank
Acquire
Expand
Retain
Serve
Non-Coded
V%
9.9%
1.8%
5.3%
9.9%
9.5%
23.4%
7.9%
16.2%
197.1%
GPSales – Avg/Day Avg/Day
9.9%
9.2%
1.8%
2.3%
5.3%
3.9%
9.9%
5.8%
9.5%
9.2%
23.4%
23.1%
7.9%
6.9%
16.2%
5.1%
197.1%
Customer Class
Commercial
INTL
Municipal
Reseller
Industrial Labs
Government
Resell – Industrial Hygiene
Education
Other
V%
10.8%
29.0%
-5.3%
7.3%
33.0%
18.9%
2.8%
52.9%
50.6%
13.4%
6.8%
GPSales – Avg/Day Avg/Day
10.8%
11.1%
29.0%
25.2%
-5.3%
1.8%
7.3%
12.4%
33.0%
37.6%
18.9%
5.6%
2.8%
-3.6%
52.9%
32.8%
50.6%
72.1%
13.4%
3.0%
6.8%
6.0%
Top Customers
ABC Corp
Fish Limited
Delta Appliance
ALPS Company
Here4U
XYZ Inc
Expert Engineers
Check Gmbh
Francios and Sons
Euro Ltd
Marketing Accounts
QTD (Apr, May, Jun 2016 vs Apr, May, Jun 2015)
Revenue
$
7,024,096
MTD (June 2016 vs. J
% Total
100%
PM
58%
Sales
8.3%
GP
6.5%
Global Breakout
87%
13%
60%
48%
8.0%
11.1%
6.6%
5.7%
Domestic
INTL
Revenue
$
654,170
$
4,017,070
$
1,505,103
$
843,966
$
3,787
% Total
9%
57%
21%
12%
0%
PM
58%
58%
59%
60%
Sales
50.8%
3.0%
10.4%
7.4%
GP
42.7%
0.6%
10.3%
8.0%
Customer Rank
Acquire
Expand
Retain
Serve
Non-Coded
Revenue
$
3,719,525
$
868,634
$
814,624
$
721,253
$
464,827
$
183,030
$
140,804
$
84,981
$
26,418
% Total
53%
12%
12%
10%
7%
3%
2%
1%
0%
PM
61%
48%
63%
61%
58%
58%
32%
61%
Sales
8.5%
10.9%
1.7%
10.9%
14.2%
14.2%
-8.4%
2.1%
GP
6.8%
5.2%
1.7%
6.8%
12.8%
12.8%
-14.2%
-3.8%
Customer Class
Commercial
INTL
Municipal
Reseller – Other
Industrial Labs
Government
Resell – Industrial Hygiene
Education
Other
Revenue
$
332,350
$
239,460
$
230,032
$
226,766
$
119,433
$
117,490
$
104,936
$
100,171
$
96,755
$
75,156
$
1,381,927
% Total
5%
3%
3%
3%
2%
2%
1%
1%
1%
1%
20%
PM
63%
67%
53%
61%
59%
11%
52%
48%
50%
55%
63%
Sales
7.2%
18.1%
-21.0%
8.8%
31.9%
213.1%
22.1%
2835.2%
-7.0%
19.1%
8.9%
GP
4.2%
16.3%
14.7%
12.3%
28.0%
16.8%
8.6%
3186.6%
-16.9%
19.1%
6.3%
$
$
6,145,978
878,119
Top Customers
ABC Corp
Fish Limited
Delta Appliance
ALPS Company
Here4U
XYZ Inc
Expert Engineers
Check Gmbh
Francios and Sons
Euro Ltd
Marketing Accounts
MTD (June 2016 vs. June 2015)
Revenue
$
2,257,102
% Total
100%
PM
56%
Sales
11.2%
GP
6.1%
86%
14%
58%
42%
4.2%
83.4%
2.3%
52.4%
Net Sales
$
219,791
$
1,282,340
$
477,879
$
273,533
$
3,559
% Total
10%
57%
21%
12%
0%
PM
56%
55%
57%
57%
Sales
54.3%
8.1%
18.0%
18.0%
GP
40.2%
0.5%
17.3%
17.3%
Net Sales
$
1,130,973
$
323,990
$
263,030
$
266,066
$
135,694
$
50,261
$
43,642
$
35,846
$
7,600
% Total
50%
14%
12%
12%
6%
2%
2%
2%
0%
PM
60%
51%
60%
57%
59%
61%
29%
60%
Sales
1.0%
83.2%
12.3%
26.4%
-7.4%
30.9%
-39.7%
25.6%
GP
-1.0%
50.8%
3.4%
14.9%
2.6%
33.8%
-50.1%
14.4%
Net Sales
$
87,955
$
76,813
$
75,000
$
60,179
$
56,444
$
51,610
$
35,156
$
31,740
$
29,154
$
28,452
$
447,025
% Total
4%
3%
3%
3%
3%
2%
2%
1%
1%
1%
20%
PM
62%
66%
-1%
59%
52%
56%
57%
45%
54%
58%
56%
Sales
-2.6%
6.4%
5258.2%
-10.7%
100.0%
-23.0%
-8.2%
-7.1%
3.7%
126.6%
6.4%
GP
-10.9%
1.3%
-164.1%
-10.4%
$
$
1,930,466
326,636
-0.5%
-11.3%
-27.9%
5.0%
119.5%
6.8%
YTD
QTD
MTD
Year to Date
Quarter to Date
Month to Date
YTD Days
number of selling days in the current year (or comparable year, depending on location in header)
Days Adj
Domestic
INTL
PM
V$
V%
GP
Customer
Rank
Customer
Class
Days Adjusted—in finance, each month may have a different number of reporting/selling days based on ho
Some companies use a 5 week, 4 week, 4 week quarter to standardize the reporting/selling days. Days adju
comparing different years you are comparing the same number of days.
United States
International or ROW (Rest of World)
Prior Month
Growth in dollars
Growth percent
Gross Profit
Classification schema for determining selling activities. Acquire-gain new customers, Expand-grow within cu
customer, Serve-get service business in addition to product sales, non-coded–not coded
Classification schema by industry or area. Commercial-US/domestic. Used when not classifed by industry t
customers. Municipal-self-explanatory. Reseller-other–resellers of your products to other end users exce
cation in header)
ng/selling days based on how a quarter is measured.
ting/selling days. Days adjusted means that when
mers, Expand-grow within customer, Retain-keep
ot coded
n not classifed by industry type. INTL-international
cts to other end users except where classifed ( i.e.

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