MARKETING,,,,,

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This problem needs to be solved on Microsoft Excel!

METHODS AND APPLICATIONS 13.17 A marketing research rm wishes to study the relationship between wine consumption and whether a person likes to watch professional tennis on television. One hundred randomly selected people are asked whether they drink wine and whether they watch tennis. The following results are obtained: WineCons a For each row and column total, calculate the corresponding row or column percentage. b For each cell, calculate the corresponding cell, row, and column percentages. I: Test the hypothesis that whether people drink wine is independent of whether people watch tennis. Set a = .05 . d Given the results of the chi-square test, does it make sense to advertise wine during a televised tennis match (assuming that the ratings for the tennis match are high enough)? Explain. Market Forecast After selecting a country to enter and target market(s) within the country, the next step is creating a plan for market entry: SKUs to introduce, price, advertising, distribution channel(s), and support (promotion and sales force). By identifying the levers that drive demand for your product and conducting in-depth analysis of the competition, you can develop a realistic forecast for your brand. Use the following table to guide you in your market forecast. Starting with the SKUs you have chosen, estimate the size of each target market, the share of the largest competitor, and your planned marketing effort relative to the largest competitor. Use your analysis to estimate sales for the SKUs. 1. Market Forecast for SKU #1 SKU #2 SKU #3 SKU #4 SKU Description Target Market Size Largest Competitor Competitor Share Marketing Effort Competitor Effort Sales Forecast 2. What assumptions have you used in making your forecast? What developments might affect your projections?Industry Dashboard Quarter 2 Forecast Process Quarter Restart Logoff Marketing Decisions Marketing Report C Cost Of Goods Sold Financial Decisions Cashflow Income Statement Balance Sheet Financial Ratios Company At A Glance : Forecast Quarter 2 Units Available 6,000 . 13,961 . 13,486 Worker Productivity 967 . 1,000 . 1,000 Net Income -$1,005,598 Stock Outs 3,000 . 0 . 0 Plant Capacity 15,000 . 0 . 0 Cash Balance -$2,048,590 Total SBA Expense $599,754 Warehouse Costs 188,145 COGS per Unit $81.6549 Q1 Actual Demand 6,477 . 886 . 554 Raw Material Inv 0 .0.0 Return On Sales -0.72Quarter 2 Quarter 1 v Price and Promotion R2 R3 R1 R2 R3 Price $52 $70 $80 C70 Quality $10.00 $5.00 $.00 $.00 C.OO You Tube Ads Facebook Ads Web Marketing $2,000 $1,000 Features Development $20 000 Ad Message Service General v Service w Price Quality Service Salespersons R1 RE R1 R.2 Hire Fire Commission Salesperson Lost Next Quarter Available "Drag To Transfers Market Research Prior Purchases Average Demand for Next 4 Qrts Average Demand for Quarteri Salespersons Existing Plant Capacity Facebook Advertising You Tube Advertising Product Quality Web Promotion 13000 Total Product Forlungs Units Sold by Company Une Price by Company Sales Plan 82 R3 Withdraw Region Sales Forecast 7.000 6.509 7.771 7,000 6.500 Actual Demand 6,437 606 551 Follow the MoneyQuarter 2 Quarter 1 v Units R1 R2 R3 R1 R2 R3 Raw Material Ordered 20.000 500 300 0 0 Liquidate Raw Material Subcontract Finish Goods 20,000 31 20 25 31 20 Finished Goods Production 0 16,000 0 Finished Goods Transfer From Region 1 To: 7.000 7.000 7,000 7,000 From Region 2 To: E3 From Region 3 To: 0 0 Workers Hired (#) 2 Discharged (#) 0 0 0 0 Laid Off (#) o Training Expenditure $3,000 $3.000 ED $3,000 $0 CO Plant 5.000 3.000 3.000 Build Plant Units $500,000 Lease Plant Units 1,000 1.000 1.000 Lease Duration (Quarters) 4 Orts y 4 Orts + 4 Orts Y Sell Plant Units 1,000 1,000 $88,000 Maintenance $50 $0 $1,000 $0 9% Check On How Your Company Is DoingFinancial Decisions Quarter 2 Forecast Chart On # BReport Quarter 2 Quarter 1 v Loans and Cash Balance Short-Term i Loan Request $200,000 $50,000 i Extra Payment $5,000 9-14 .... Investment Deposit $1,000 $500 Forichi! 3-3M 01 i Investment Withdrawal 50 -O ST Loan - Emergency Loan - Ending Cash Stocks i Dividends per Share 50.00 Loans Outstanding Issue Shares Forecast ST Investments 1 Retire Shares Bonds Mortgages 54DOK 1 Bond Requested 50 $5,000 i ist Bond Extra Payment $1,000 $2,000 Currency Conversion 1.5000 1.5000 - 151 Bond - 2nd BondCalculating Market Demand The Industry Demand Analysis will help the Marketing and Production Departments understand future demand. Marketing can use the total demand for each segment as it creates a sales forecast. Production can use the results when making capacity buy and sell decisions. You will need: . The Segment Analysis reports (pages 5-9) of the Capstone Courier for Round 0 . The Industry Conditions Report. . At the top of each Segment Analysis page you will find each segment's statistics (see example below). The top line is the total demand for the segment for last year (the Courier reports last years data). The fourth line tells you next years growth rate for the segment. To find out the coming years total demand, simply apply the growth rate to last years total demand. For example, in the High End segment analysis on the left, Total High End Segment Analysis COU Demand is 2554 and next years growth rate is 16.2% High End Statistics Next years demand is calculated as follows: Total Industry Unit Demand 2,554 Actual Industry Unit Sales 2,554 Total demand 2554 Segment % of Total Industry 11.2% + Growth (Total Demand x 16.2%) 414 Next Year's Segment Growth Rate 16.2% * The above growth and demand figures are for example only. Your industry Total Segment Demand next year (rounded to growth rates and demand may differ, but the process to calculate next years 2968 nearest whole number) total segment demand is identical.Industryr Demand Activity For your purposes, complete the form below with the "average" scenario. Assume the Round 1 growth rates will continue into the future unchanged. This will give you some idea for potential market size. If you have time, try a worst case and best case scenario for Rounds 2 through 8. For worst case, assume, say, half the growth rate. For best case assume, say, 1.5 times the growth rate. Use the information in the Courier to calculate the Round 1 demand for each of the segments. Once you have successfully entered the correct demand for Rounds 0 and 1, then the rest of the table will fill automatically. Incomplete Traditional Low End High End Performance Size Rnd Demand Rate (%) Rnd Demand Rate (%) Rnd Demand Rate (%) Rnd Demand Rate (%) Rnd Demand Rate (%) 0 ' Incorrect value entered 0 0 0 i m .n 1 1 1 |:| |:] El [Cl l:l l:] :1 l:] 6:] l:l l:] :1 :1 7D |:| :1 Cl |:] El |:| |:] El 7[1 Q l_J Q l_J Bl:] SCI 3|:1 SCI 8:] While you can calculate the demand for Round 1 from the information on hand, future growth rates are unknown. Can you predict the market size for Rounds 2 to 8? No. On the other hand, you need something for planning purposes to address critical questions like: 7 How much production capacity will we need in the future? How much money do we need to raise? Which segments are most attractive for investment? Planners address this type of issue with scenarios. Typically there are three: worst case, average case, and best case. The average case assumes that the current growth continues indenitely into the future. Worst case assumes a lower growth rate. Best case a higher growth rate. The truth will unfold as the simulation progresses. Next year's growth rate is published in the Courier on each Segment page in the Statistics Box