Assignment help_Market Analysis SP2-17


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MARK 2010: Market Analysis SP2-17

Group Assignment

Task:

The Group Assignment consists of two key tasks (and corresponding parts

within each task). These cover key market analysis techniques that require:

v Technical Analysis using Excel (refer Excel file: Assignment_Data_SP2-17)

v Discussion of results according to assignment tasks, and

v Linking findings, particularly the results of data processing, to relevant

theory and appropriate literature using Harvard Style Referencing

Structure:

v Team size: 2 or 3 maximum members from the same tutorial class

v Present answers and discussions in the form of a concise report

v There is no need to include an executive summary and table of contents

v Use 12-point Ariel or Times New Roman font with 1.5 line spacing

v Maximum length is 3,500 words OR 12-pages, whichever is reached first.

The UniSA cover page and the reference page are not included within

this limitation. Also note that ‘quality of content’ and relevance of your

discussion and explanations are more important than the ‘quantity of

words’.

v Include page numbers on every page of the report

v Individual members receiving peer ratings of Contribution Levels C

(below average) or D (substantially below average), may have their

marks moderated accordingly.

v Nominate one member to submit the assignment via Learnonline (it is the

responsibility of the member who submits the assignment to forward the

marker’s Feedback Form to all members in their group).

v Every member is expected to demonstrate the highest standards of

academic integrity. Submissions will be tested using the text comparison

software, Turnitin. One of the main principles is respecting other people’s

ideas and not claiming them as your own. So, any identified use of past

student work will be referred to UniSA’s Academic Integrity Officer for

further investigation.

Key Assessment Criterions:

1) Answering the questions: provide sound arguments and appropriate

explanations to make informed recommendations

2) Clarity of verbal argument: every group member is expected to carefully

proof and revise the final report before submission, to avoid typing errors,

inconsistent use of English, poor sentence structures, grammar and spelling

mistakes, etc

3) Integration of data into verbal argument: use results from the data in your

discussion to support your findings

4) Presentation of results using Principles of Data Reduction: extract only

relevant information from your working-out to present within the main report,

avoid inserting raw data and screenshots of working-out from excel files

5) Evidence of technical analysis – logical calculations & correct working-out

6) Use of references: Provide appropriate acknowledgement of original

academic sources using Harvard Style Referencing (as a minimum, 3

relevant academic references per task is expected, but 4 is more ideal)

2

Task 1

Sunny Pty Ltd (“The Client”) plans to expand its business into the detergent

category by taking over an existing brand in the category.

In the detergent market, there are six brands that compete with each other. The

Client is interested in the brand that currently ranks 5th in terms of market share.

Your team have been given a data set of 2,000 shoppers (refer Data for Task

1), which reports for each shopper his/her purchases of a set of brands over one

year.

To generate an informed report for The Client, your team need to:

(a) Calculate the observed market share (%), penetration (%), purchase

frequency, share of category requirements (SCR %) and 100% loyals (%).

(b) Run the Dirichlet Model to generate theoretical brand performance

benchmarks in order to answer the following questions;

(c) Does the fifth brand that The Client is interested in have ‘normal’

customer loyalty? Please use the results of data processing to support

your answer.

(d) Based on your technical analysis of the data, can you see any evidence of

niche brand(s) in the detergent category?

(e) What marketing strategy would you recommend for The Client to increase

its market share? In other words, should The Client focus on selling more

to existing customers or attracting new and light customers? [Use theories

covered in your UniSA Market Analysis course as well as the results of

data processing to support your recommendations]

3

Task 2

“Distinctive” and “Premium” are two competing brands in the iPhone

market in Australia. The “Distinctive” iPhone is market leader and its brand

is more attractive relative to the “Premium” iPhone.

Facing intense competition in the Australian market, the Marketing

Director of “Premium” wants to increase the brand’s market share by

modifying screen size and/or price. He has conducted a choice-based

Conjoint Analysis and collected data from 1,500 respondents (refer Data

for Task 2). The alternatives in the questionnaire are presented in Table 1.

Currently “Distinctive” offers two models with different screen sizes and

prices (Alternatives 2 and 5), while “Premium” offers only one model with

a 5-inch screen at a cost of $400 (Alternative 4).

Table 1: Alternatives in Conjoint Analysis for ‘Premium” and “Distinctive” iPhones

Alternatives Price ($’00) Brand Screen size (inch)

b0 b1 b2 b3

1 4 Distinctive 7

2* 4 Distinctive 5

3 4 Premium 7

4* 4 Premium 5

5* 6 Distinctive 7

6 6 Distinctive 5

7 6 Premium 7

8 6 Premium 5

Note: *existing product structures

To generate an informed report for the Marketing Director of “Premium”,

your team need to:

(a) Calculate the partworths and convert the partworths to dollar values for

a brand of “Premium” and a screen size of 7-inch.

Explain the partworth values and comment on any marketing

implications based on your results.

(b) Estimate the market shares (i.e. choice probabilities) for all eight

alternatives.

(c) Does “Premium” need to change its product structure (i.e the screen size

and/or price of Alternative 4) to make its offer more attractive?

(d) Identify two best product attribute structures for “Premium” based on

the estimated market shares.

(e) Assume that “Premium” can only offer up to two product alternatives in

the market at any one time;

Based on the estimated market shares, provide informed

recommendations to the best of your marketing knowledge about the

most appropriate and realistic product strategies for “Premium”.

In other words, should “Premium”:

(1) keep the current product (Alternative 4);

(2) introduce a new product alternative to replace Alternative 4;

(3) introduce a new product alternative and keep Alternative 4;

(4) introduce two new product alternatives concurrently and remove

Alternative 4?

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