Take Home Exam - Marketing Strategy
apere884
ABCCompetitiveAnalysisFALL2018MONMMCSOLUTION.docxFALL 2018 MAR 4804/U01 (MON) Dr. B. Seaton
ABC Door, Inc.
ANALYSIS#2: COMPETITIVE DATA & ANALYSIS
A. Sales in ABC’s served market (150 locations):
i) 2005 sales (total) = $348.5M
# Dealers (total) =3002
AVERAGE SALES/DEALER =$116.1
ii) Typical dealer sales breakdown (3 brands)
dominant : 60% $69.7K
second : 30% $34.8
third : 10% $11.6K
iii) No. of ABC dealers = 350
iv) No. of exclusive dealers = 50
v) No. of non-exclusive dealers = 300
B. ABC SALES
Total sales = $9.2M
Total no. of dealers = 350
i.e $/DEALER (combined) = $26.3K
Total no. of markets = 150
i.e. $/MARKET (combined) = $61.33K
Sales of exclusive dealers (markets) =$6.44M ($6.44M)
No. of exclusive dealers (markets) =50 (50)
i.e. SALES PER EXCLUSIVE DEALER (MARKET) =$128.8K ($128.8K)
Sales of non-exclusive dealers (markets) = $2.76M ($2.76M)
No. of non-exclusive dealers (markets) = 300 (100)
i.e. SALES PER NON-EXCLUSIVE DEALER (MARKET) = $9.2K($27.6K)
Q1. How effectively does ABC compete in the non-exclusive dealerships? Use market share
analysis!
Q2. How effectively does ABC compete in exclusive dealerships? Compare with served market data.
Q3. Compare the difference in effectiveness of ABC in exclusive and non-exclusive dealerships. What in-store market share would you expect for ABC in the non-exclusive dealers? Hypothesize as to the reason(s) for the discrepancies from the observed market share.
FALL
201
8
MAR 4804
/U0
1
(M
ON
)
Dr. B. Seaton
ABC
Door
, Inc.
ANALYSIS#2:
COMPETITIVE
DATA &
ANALYSIS
A.
Sales in
ABC
’s
served market
(150 locations):
i)
2005
sales (total)
=
$
348.5M
#
Dealers
(total)
=3002
AVERAGE SALES/DEALER =$116.1
ii)
Typical dealer sales breakdown (3 brands)
dominant
:
60
%
$
second
:
30
%
$
34.8
third
: 10
%
$
11.6
K
iii)
No. of
ABC
dealers
=
350
iv)
No. of exclusive dealers
=
50
v)
No. of non
-
exclusive dealers
=
300
B.
ABC
SALES
Total sales
=
$
9.2M
Total
no. of dealers
=
350
i.e
$/DEALER
(combined)
=
$26.3K
Total no. of
markets
=
150
i.e.
$/MARKET
(combined)
=
$
61.33K
Sales of
exclusive
dealers
(
markets
)
=
$
6.44
M
($
6.44
M
)
No. of exclusive
dealers
(
markets
)
=
50
(
50
)
i.e.
SALES PER EXCLUSIVE
DEALER
(
MARKET
)
=$
128.8K
($
128.8K
)
Sales of
non
-
exclusive
dealers
(
markets
)
=
$
2.76M
(
$2.76
M
)
No. of
non
-
exclusive
dealers
(
markets
)
=
300
(
100
)
i.e.
SALES PER
NON
-
EXCLUSIVE
DEALER
(
MARKET
)
=
$9.2K(
$27.6K
)
FALL 2018 MAR 4804/U01 (MON) Dr. B. Seaton
ABC Door, Inc.
ANALYSIS#2: COMPETITIVE DATA & ANALYSIS
A. Sales in ABC’s served market (150 locations):
i) 2005 sales (total) = $348.5M
# Dealers (total) =3002
AVERAGE SALES/DEALER =$116.1
ii) Typical dealer sales breakdown (3 brands)
dominant : 60% $
second : 30% $34.8
third : 10% $11.6K
iii) No. of ABC dealers = 350
iv) No. of exclusive dealers = 50
v) No. of non-exclusive dealers = 300
B. ABC SALES
Total sales = $9.2M
Total no. of dealers = 350
i.e $/DEALER (combined) = $26.3K
Total no. of markets = 150
i.e. $/MARKET (combined) = $61.33K
Sales of exclusive dealers (markets) =$6.44M ($6.44M)
No. of exclusive dealers (markets) =50 (50)
i.e. SALES PER EXCLUSIVE DEALER (MARKET) =$128.8K ($128.8K)
Sales of non-exclusive dealers (markets) = $2.76M ($2.76M)
No. of non-exclusive dealers (markets) = 300 (100)
i.e. SALES PER NON-EXCLUSIVE DEALER (MARKET) = $9.2K($27.6K)
