marketing matrix

MKT356 Extra Credit mini-project (s2018):

Please complete the following:

1) You are given a transaction dataset that is very similar to your term project but smaller – all the variables names have the same meaning. Please complete the industry analysis (on industry level sales trend across 3 years, seasonality, pricing pattern, and channel use). (20 marks)

2) Please identify the top 3 companies and compare their sales trend, pricing patterns, channel uses on a monthly level. (20 marks)

3) Please add zipcode level median income information to this dataset (with a vlookup function), and then describe each of the top 3 companies’ customer base. Which of them are selling to more affluent neighborhood? (20 marks)

4) Please use each of the top 3 companies’ 2005 data to label their top, medium and bottom group of customers (you need to do this one by one for each company).

a. For the 2006-07 period, what proportion of sales were from old vs. new customers for each firm? (20 marks)

b. For the 2006-07 period, where did each firm’s top group of customers go? Did they leave the industry? Or they were still buying but just buying from others? (20 marks)

You need to show good and complete work to earn credits. Your earned marks will be added to your midterm grade according to the half discount rule. For example, if you have earned 50 points for midterm, your maximum possible additional points from this mini-project will be (100 – 50)/2=25 points. Your final additional points for midterm will be (% earned in mini-project)*25 points.

You will have about three weeks for this mini-project. Your work is due on May 11 (Friday) midnight. Any delay will result in NO extra credits. Please email me ONLY a word document with your comments and supporting charts (no supporting charts, no marks). Altogether 3-4 pages of comments are expected (excluding charts).