Magic Foods is a leading manufacturer of pickles, spices, pastes and instant mixes. With quality products and customer satisfaction, the company maintains a leading position in the processed food market in a number of regions. However, very recently, the company has witnessed an increase in competition resulting in a decrease of sales. Company leadership wants to know the critical factors driving sales and what should the company focus on to be able to increase sales.

Generally, the company would like to know how many potential customers are in their market space, how can they be reached and how fierce is the competition? However, the ultimate measure of performance is sales. As