The company "Cookies&Chips" sold snacks (chips, peanuts etc.) for €50 mill. in 2014. All their competitors sold snacks for €450 mill. in the same year. Out of this, the largest competitor alone reached sales revenues of €75 mill. The consulting company "Delphi's Oracle" found out that if marketing measures were ideally applied, total revenues of €1 bn. could be reached in the snack market. 1. What is Cookies&Chips' market share and relative market share? 2. Which other base could be used to calculate the market share?

Question 2 To enhance its position in a very competitive market, Harley-Davidson, the US motorcycle producer, recently purchased some sophisticated manufacturing equipment for several million dollars, and thus increased production speed and quality. Describe the concept of the industrial buying center in general. Which functional units of Harley- Davidson's were likely to have been represented in the buying center for this purchasing decision, and which roles might they have occupied? Give reasons.