Baltimore City Population; 452,000

The Coffee Institute estimates that 38% of the population living on the east coast of the United States drinks coffee

A Baltimore Area consumer expenditure survey shows that the Baltimore market has a consumption index of 1.2 over the east coast average

A Mid-Atlantic Coffee Institute survey of grocery store brand purchases shows the following about brand choice;

Brand Share of Market Price

Starbucks 10% $8.00/lbs

Dunkin Do 15 7.00/lbs

Maxwell H 35 6.00/lbs

8 0' clock 25 5.00/lbs

Folgers 10 4.00/lbs

Uban 5 4.00/lbs

Additional Data needed;

The U.S. Government Consumer Expenditure Survey reveals coffee drinkers fall into the following use segments;

40 % of the market constitute Heavy users. This group uses 1 lbs per week

30% moderate users. 1/2 lbs per week

25% light users. 1/3 lbs /week

5% Occasional users, 1/4 lb/week

QUESTIONS

1. What is the unit share of EACH BRAND?

2. What is the $ share of each brand?

3. What is the RELATIVE MARKET SHARE IN UNITS and $ of the FOLGERS brand?

4 What is the DIFFERENCE in revenue generated by Maxwell House versus Starbucks?