Advertising Metric
m911on
bobs_motorcycles_marketing_metrics.pptxBob’s Motorcycles Marketing Metrics
Roberto E Nunez
Sarah D’Antoni
Franki Barnes
Apply Jephte
Robyn Weiniger
Alyssa Jones
Market Share Metric
This metric shows that Bob had 20.94% of the market share for motorcycles in Miami–Dade County. It also shows his two largest competitors being Sam’s Motorcycles(13.95%) and Dave’s Motorcycles (12.40%). One important fact to point out is that there is a huge(52.71%) percentage of the market that seems to be held by many small competitors. This is a great sign for Bob, as he could tap into this part of the market and potentially increase his market share. This could potentially be done through a sales campaign.
Motorcycle Market Share in Miami-Dade county in 2012
Sales Bob Sam's Motorcycles Dave's Motorcycles Other Competitors 0.2093758592246357 0.13953808083585373 0.12400329942260105 0.5270827605169095
Dollar Contribution Margin Metric
This metric shows in terms of dollars the margin contribution that each motorcycle generates. This is very important metric, as it shows two things. One, it shows what motorcycle gives Bob more room for negotiation and which motorcycle brand generates the most revenue per sale. Two, it shows Bob that it may be a good idea to consider adding Harley-Davidson as part of his inventory. The reason being that Harley-Davidson provides a great dollar margin per sale. It would take Bob right now the sale of over 2 Kawasaki bikes, in order to produce the same revenue as the sale of 1 single Harley-Davidson bike would.
Dollar Margin Contribution Harley-Davidson Suzuki Honda Kawasaki 3600 2400 2000 1600
