A small stationery shop recorded its diary sales for the years 2007 to 2011 in two tables provided
Dairy Sales
Year Units sold Sales value Average unit Value Average unit profit
2007 135 $1,300.75 $9.64 $5.78
2008 98 $988.82 $10.09 $5.05
2009 80 $897.58 $11.22 $4.82
2010 48 $803.3 $16.74 $7.03
2011 37 $421.8 $11.4 $4.21
Percentage diary Sales by customer age group
Age group 2007 2008 2009 2010 2011
<30 32% 29% 16% 11% 6%
31-50 40% 40% 51% 52% 61%
>51 28% 31% 33% 37% 33%
1. What further information would you need to analyse information on market and business needs to identify marketing opportunities?
Good information is the foundation for good marketing, in order to identify marketing opportunities three main sources of information will be needed. Firstly, an organisation's own record of their performance, in this case is the daily sales report. Secondly, specially commissioned market research conducted by the organisation itself, in this case is the percentage diary sales by customer age group. In additional, information from research organisations will be needed to identify marketing opportunities. Further information can be get from research organisations including comparative market information, competitor performance, customer requirements, legal requirements, ethical requirements, market trends and developments, new and emerging markets.
2. What trends are revealed by the diary sales data?
Dairy sales report provided us with the units sold, sales value, average unit value and average unit profit from year 2007 to 2011. Form this report, there is a significant drop in the number of dairy sold from 2007 to 2011. By looking at the number, we can tell that the consumer demand of dairy has decreased significantly. For the year 2007, the stationary shop has the highest sales and highest units sold. For the year 2010 it has the highest average unit value and average unit profit, even though that number of units sold was only 48, the net profit maintain good.
3. What trends are revealed by the percentage by age group data?
The table of percentage diary sales by customer age group provided market shares of three different age groups from 2007 to 2011. For all time from 2007 to 2011, the age group of 31 to 50 year old hold the major market share and keep increase from year to year. The demand of dairy has decreased by 22 percent for the age group below 30 years old. On the other hand, the demand of dairy has increased for the age group above 51 years old. The main reason of the dramatically decreasing demand of dairy for people below 30 years old is the technology improving during recent years, young people are changing their habits of using paper dairy to electronic dairy.
4. You are contracted by an organisation (of your choice) to analyse information on market and business needs to identify marketing opportunities. Briefly describe the organisation and its current markets and then present your analysis in the table provided McDonald's is one of the best-known fast food restaurant chain all over the world. As one of the success example of marketing, McDonald's develops a personality for their organisation, product and service.
Information Analysis Value to the organization
Comparative market information To compare performances in different market segments;
Compare product popularity in different age group, Kids, Teenage, Young Adults and Older People. Compare performance and profitability in different market segments and plan accordingly.