TO: New Analyst
FROM: Your Name, Your Position
DATE: July 7, 2017
SUBJECT: Business Growth Overview Insights and Commentary
International sales were 11% of the total sales for the company. We must increase efforts with
respect to international marketing. The international Gross Profits average per day presented
3.1%, while the domestic Gross Profit presented 8.9%.
With respect to customer ranking, new customers can be perceived as high value because the
Gross Profit average per day constituted 50.1%. While new customers are creating profit, expand
is barely creating Gross Profit with a Gross Profit average per day of 2.0%; however, Expends
revenue constitutes 58% of revenue. When analyzing retain, it is easy to consider this a
profitable customer. The revenue from retain was 22% and Gross Profit of 7.5%. Additionally,
the serve customer rank experienced 16.3% Gross Profit and revenue of 12%.
"Customer Class" will indicate that Government and Industrial Labs are the top two segments,
which are 10% of the overall business. However, they provide the highest Gross Profit growth of
23.1% and 9.2%, respectively. This indicates that there is room for higher Value in these
segments. The marketing efforts need attention to increase activity. The "Commercial" class
segment had a healthy Gross Profit of 9.2% Gross Profit average per day. We should consider
focusing recourses internationally to increase sales in the Industrial Labs and increase
participations with the government account.
The highest Gross Profit growth figures result from Francios and Sons with 72.1%, Check Gmbh
with 32.8%, Here4U with 37.6% and Fish Limited with 25.2%. While they have the highest
Gross Profit growths, they only account for less than 10% of business revenue.
As a SVP, evaluating cross-selling and up-selling opportunities to expand participation would be
my priority. Allocate more resources from the existing pool to connect the accounts at various
levels to design value propositions. Additionally, the consideration would be segmenting the top
performing accounts. Doing this can provide useful information the SVP can perform. The SVP
should understand the value chain and gaps in the needs of the business. Lastly, the SVP can
create a customer acquisition plan for the markets considered to be of high value and further
expand into the segments.
Additionally, as a SVP it is important to develop a marketing strategy to identify the goals in
order to support strategy. The goals must be specific, measurable, achievable and relevant to the
overall goal. Understanding the market is an important factor that includes knowing the growth,
trends and other statistical information necessary. As the SVP, I would profile the competitors
and keep updated information about their pricing, supply chains and marketing tactics. This will
help identify any competitive advantages within the organization. However, to reverse decline
you must do several different things. First, as SVP, we could examine the current products and
determine if there are different ways to utilize the product. Another way to maintain strategy
while in decline deals with reducing marketing expenses to only the company’s target...
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