Question
(Marketing Class) THIS IS A STUDY GUIDE AND PRACTICE..... Please help double-check my work (THANK YOU VERY MUCH) Sabre and Strategic Marketing Decision-Making: The two
(Marketing Class) THIS IS A STUDY GUIDE AND PRACTICE..... Please help double-check my work (THANK YOU VERY MUCH)
Sabre and Strategic Marketing Decision-Making:
The two following studies are from a hypothetical Sabre simulation in a particular round.
Market Study 2: Purchase Intentions by Segment (%) | |||||||
Company | Product | Alpha | Beta | Gamma | Delta | Epsilon | Overall |
1 Red | Baller | 2.4 | 1.4 | 1.1 | 5.1 | 15.4 | 4.8 |
Banness | 9.3 | 6.1 | 3.5 | 3.2 | 2.5 | 4.6 | |
2 Orange | Caster | 3.2 | 1.9 | 1.7 | 6.2 | 10.6 | 4.8 |
Cloudstar | 12.5 | 10 | 8.6 | 3.9 | 2.8 | 7 | |
Cameler | 14.2 | 12.5 | 8.9 | 3.9 | 2.8 | 7.8 | |
3 Yellow | Danil | 2.9 | 1.7 | 1.4 | 7.5 | 21 | 6.6 |
Dowell | 9.8 | 8.7 | 6.9 | 4.8 | 3.6 | 6.5 | |
Daibi | 15.2 | 27.4 | 44.6 | 7.5 | 5.1 | 19.1 | |
4 Green | Faldo | 3 | 1.8 | 1.5 | 8.2 | 20.7 | 6.9 |
Fano | 19.8 | 22.2 | 14.7 | 4.5 | 3.2 | 11.7 | |
Fame | 7.8 | 6.3 | 7.1 | 45.1 | 12.4 | 20.2 | |
Numbers based on units (not value). |
Market Study 3: Market Share by Segment (%) | |||||||
Company | Product | Alpha | Beta | Gamma | Delta | Epsilon | Overall |
1 Red | Baller | 3.6 | 2.2 | 2 | 12.9 | 24.8 | 9.2 |
Banness | 14 | 9.8 | 6.4 | 8.1 | 4 | 8.4 | |
2 Orange | Caster | 3.3 | 2.1 | 2 | 10.4 | 11.8 | 6.4 |
Cloudstar | 5.5 | 4.5 | 4.6 | 2.9 | 1.2 | 3.7 | |
Cameler | 22.7 | 21.4 | 17.2 | 10.7 | 5.8 | 15.8 | |
3 Yellow | Danil | 4 | 2.5 | 2.5 | 18.5 | 33.4 | 12.6 |
Dowell | 12.3 | 11.6 | 9 | 8.5 | 3.4 | 8.9 | |
Daibi | 8.9 | 16.8 | 34.8 | 8.1 | 3.9 | 14.5 | |
4 Green | Faldo | 0.6 | 0.4 | 0.4 | 3.5 | 7.1 | 2.5 |
Fano | 24.3 | 28.1 | 20.1 | 8.8 | 3.2 | 15 | |
Fame | 0.8 | 0.7 | 0.8 | 7.6 | 1.5 | 3 | |
Numbers based on units (not value). |
1.1. Using information from the two above studies, discuss the nature of the performance result for product "Fame" in this particular round. Name three major reasons why this performance situation may have occurred and discuss their respective strategic marketing decision-making implications for Company 4.
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