Researching Marketing Questions No Plagiarism

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Question description

I am currently in a master's graduate course needing some help on a written report that is a combination of a memorandum and a summary report to include both an introduction and conclusion, along with proper APA citations used and references with direct web links of proper cited material. Also, no plagiarism per instructor request and will be checked. If any plagiarism is found, either points will be taken off or will fail the assignment project. Here are the following assignment instructions:

Purpose of Assignment

This assignment is designed to help students analyze and interpret primary and/or secondary data and research. First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to Marketing Plan and Outline documents-attached below) so they may want to choose a company and product or service that has data readily available or where they can use demographic/psychographic data to provide insights.

Assignment Steps (Include both an Introduction & Conclusion for memorandum and summary report topics)

Part 1:

Analyze the Week 1 Business Growth Overview dataset. (Attached below) This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP.

Construct a minimum 525-word or more memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following:

  • Major areas of increase and decrease in revenue or type and/or category of business
  • Trends that are evident in terms of revenue or type and/or category of business
  • Insights that would help formulate marketing strategies to either continue growth or reverse decline
  • Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)

Part 2:

Select a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your marketing plan. You should obtain two years of annual reports as well as two years of 10K reports (provides a comprehensive overview of the company's business and financial condition and includes audited financial statements) for your data source. Once you have selected your product or service, you must define the size and type of your selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Record this information in a summary document as outlined below.

Company and product selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in Marketing Management.

Prepare a minimum 175-word summary or more document and send it to your instructor as a record of your selection. The summary document should include the following:

  • Name of Company
  • Location of Company Headquarters
  • Name of Product or Service selected
  • General description of company (number of employees, revenue, type of ownership, web page, etc.)
  • General description of product or service

Format your assignment consistent with APA guidelines. Include APA citations and web links of professional references that are used.

Most importantly. No plagiarism per instructor and will be checked!

YTD (Jan-June 2016 vs. Jan-June 2015) 129 125 YTD Days Global Breakout Revenue $ 13.644.073 2016 Revenue/Day $ 105.768 Domestic INTL $ 12.085.137 $ 1.558.936 $ $ Customer Rank Acquire Expand Retain Serve Non-Coded Revenue $ 1.312.868 $ 7.634.424 $ 3.026.592 $ 1.666.355 $ 3.834 2016 Revenue/Day $ 10.177 $ 59.182 $ 23.462 $ 12.917 $ 30 PY2015 Revenue/Day % Total $ 6.427 10% $ 57.566 56% $ 21.759 22% $ 11.225 12% $ (0) 0% Customer Class Commercial INTL Municipal Reseller - Other Industrial Labs Government Resell - Industrial Hygiene Education Other Revenue $ 7.195.592 $ 1.535.905 $ 1.634.643 $ 1.386.876 $ 900.409 $ 425.018 $ 336.569 $ 154.662 $ 74.399 2016 Revenue/Day $ 55.780 $ 11.906 $ 12.672 $ 10.751 $ 6.980 $ 3.295 $ 2.609 $ 1.199 $ 577 PY2015 Revenue/Day $ 50.772 $ 11.700 $ 12.034 $ 9.785 $ 6.373 $ 2.669 $ 2.419 $ 1.031 $ 194 % Total 53% 11% 12% 10% 7% 3% 2% 1% 1% Revenue $ 601.368 $ 480.717 $ 424.678 $ 398.347 $ 269.038 $ 208.819 $ 207.066 $ 201.704 $ 186.532 $ 177.660 $ 2.759.521 2016 Revenue/Day $ 4.662 $ 3.726 $ 3.292 $ 3.088 $ 2.086 $ 1.619 $ 1.605 $ 1.564 $ 1.446 $ 1.377 $ 21.392 PY2015 Revenue/Day $ 4.208 $ 2.889 $ 3.478 $ 2.877 $ 1.568 $ 1.362 $ 1.561 $ 1.023 $ 960 $ 1.215 $ 20.029 % Total 4% 4% 3% 3% 2% 2% 2% 1% 1% 1% 20% Top Customers ABC Corp Fish Limited Delta Appliance ALPS Company Here4U XYZ Inc Expert Engineers Check Gmbh Francios and Sons Euro Ltd Marketing Accounts 93.683 12.085 PY2015 Revenue/Day $ 96.976 $ $ 85.181 11.795 % Total 100% 89% 11% n-June 2015) QTD (Apr, May, Jun 2016 vs Apr GPSales - Avg/Day Avg/Day 9,1% 8,3% PM 59% V$ V% 60% 50% $ 8.501,78 $ 290,10 10,0% 2,5% PM 58% 58% 58% 61% GPSales - Avg/Day Avg/Day V$ V% $ 3.750,74 58,4% 58,4% 50,1% $ 1.615,50 2,8% 2,8% 2,0% $ 1.703,45 7,8% 7,8% 7,5% $ 1.692,46 15,1% 15,1% 16,3% $ 29,73 -371611,6% PM 61% 50% 62% 62% 59% 60% 32% 59% PM 64% 66% 53% 61% 59% 29% 52% 49% 49% 54% 63% V$ $ 5.008,13 $ 206,30 $ 638,02 $ 965,93 $ 607,13 $ 625,70 $ 190,52 $ 167,51 $ 382,63 V$ $ 453,49 $ 837,05 $ (185,91) $ 210,65 $ 517,81 $ 256,85 $ 44,19 $ 540,96 $ 485,84 $ 162,40 $ 1.362,33 10,0% 2,5% 8,9% 3,1% Global Breakout Domestic INTL Customer Rank Acquire Expand Retain Serve Non-Coded V% 9,9% 1,8% 5,3% 9,9% 9,5% 23,4% 7,9% 16,2% 197,1% GPSales - Avg/Day Avg/Day 9,9% 9,2% 1,8% 2,3% 5,3% 3,9% 9,9% 5,8% 9,5% 9,2% 23,4% 23,1% 7,9% 6,9% 16,2% 5,1% 197,1% Customer Class Commercial INTL Municipal Reseller Industrial Labs Government Resell - Industrial Hygiene Education Other V% 10,8% 29,0% -5,3% 7,3% 33,0% 18,9% 2,8% 52,9% 50,6% 13,4% 6,8% GPSales - Avg/Day Avg/Day 10,8% 11,1% 29,0% 25,2% -5,3% 1,8% 7,3% 12,4% 33,0% 37,6% 18,9% 5,6% 2,8% -3,6% 52,9% 32,8% 50,6% 72,1% 13,4% 3,0% 6,8% 6,0% Top Customers ABC Corp Fish Limited Delta Appliance ALPS Company Here4U XYZ Inc Expert Engineers Check Gmbh Francios and Sons Euro Ltd Marketing Accounts QTD (Apr, May, Jun 2016 vs Apr, May, Jun 2015) Revenue $ 7.024.096 MTD (June 2016 vs. J % Total 100% PM 58% Sales 8,3% GP 6,5% Global Breakout 87% 13% 60% 48% 8,0% 11,1% 6,6% 5,7% Domestic INTL Revenue $ 654.170 $ 4.017.070 $ 1.505.103 $ 843.966 $ 3.787 % Total 9% 57% 21% 12% 0% PM 58% 58% 59% 60% Sales 50,8% 3,0% 10,4% 7,4% GP 42,7% 0,6% 10,3% 8,0% Customer Rank Acquire Expand Retain Serve Non-Coded Revenue $ 3.719.525 $ 868.634 $ 814.624 $ 721.253 $ 464.827 $ 183.030 $ 140.804 $ 84.981 $ 26.418 % Total 53% 12% 12% 10% 7% 3% 2% 1% 0% PM 61% 48% 63% 61% 58% 58% 32% 61% Sales 8,5% 10,9% 1,7% 10,9% 14,2% 14,2% -8,4% 2,1% GP 6,8% 5,2% 1,7% 6,8% 12,8% 12,8% -14,2% -3,8% Customer Class Commercial INTL Municipal Reseller - Other Industrial Labs Government Resell - Industrial Hygiene Education Other Revenue $ 332.350 $ 239.460 $ 230.032 $ 226.766 $ 119.433 $ 117.490 $ 104.936 $ 100.171 $ 96.755 $ 75.156 $ 1.381.927 % Total 5% 3% 3% 3% 2% 2% 1% 1% 1% 1% 20% PM 63% 67% 53% 61% 59% 11% 52% 48% 50% 55% 63% Sales 7,2% 18,1% -21,0% 8,8% 31,9% 213,1% 22,1% 2835,2% -7,0% 19,1% 8,9% GP 4,2% 16,3% 14,7% 12,3% 28,0% 16,8% 8,6% 3186,6% -16,9% 19,1% 6,3% $ $ 6.145.978 878.119 Top Customers ABC Corp Fish Limited Delta Appliance ALPS Company Here4U XYZ Inc Expert Engineers Check Gmbh Francios and Sons Euro Ltd Marketing Accounts MTD (June 2016 vs. June 2015) Revenue $ 2.257.102 % Total 100% PM 56% Sales 11,2% GP 6,1% 86% 14% 58% 42% 4,2% 83,4% 2,3% 52,4% Net Sales $ 219.791 $ 1.282.340 $ 477.879 $ 273.533 $ 3.559 % Total 10% 57% 21% 12% 0% PM 56% 55% 57% 57% Sales 54,3% 8,1% 18,0% 18,0% GP 40,2% 0,5% 17,3% 17,3% Net Sales $ 1.130.973 $ 323.990 $ 263.030 $ 266.066 $ 135.694 $ 50.261 $ 43.642 $ 35.846 $ 7.600 % Total 50% 14% 12% 12% 6% 2% 2% 2% 0% PM 60% 51% 60% 57% 59% 61% 29% 60% Sales 1,0% 83,2% 12,3% 26,4% -7,4% 30,9% -39,7% 25,6% GP -1,0% 50,8% 3,4% 14,9% 2,6% 33,8% -50,1% 14,4% Net Sales $ 87.955 $ 76.813 $ 75.000 $ 60.179 $ 56.444 $ 51.610 $ 35.156 $ 31.740 $ 29.154 $ 28.452 $ 447.025 % Total 4% 3% 3% 3% 3% 2% 2% 1% 1% 1% 20% PM 62% 66% -1% 59% 52% 56% 57% 45% 54% 58% 56% Sales -2,6% 6,4% 5258,2% -10,7% 100,0% -23,0% -8,2% -7,1% 3,7% 126,6% 6,4% GP -10,9% 1,3% -164,1% -10,4% $ $ 1.930.466 326.636 -0,5% -11,3% -27,9% 5,0% 119,5% 6,8% YTD QTD MTD Year to Date Quarter to Date Month to Date YTD Days number of selling days in the current year (or comparable year, depending on location in header) Days Adj Domestic INTL PM V$ V% GP Customer Rank Customer Class Days Adjusted---in finance, each month may have a different number of reporting/selling days based on ho Some companies use a 5 week, 4 week, 4 week quarter to standardize the reporting/selling days. Days adju comparing different years you are comparing the same number of days. United States International or ROW (Rest of World) Prior Month Growth in dollars Growth percent Gross Profit Classification schema for determining selling activities. Acquire-gain new customers, Expand-grow within cu customer, Serve-get service business in addition to product sales, non-coded--not coded Classification schema by industry or area. Commercial-US/domestic. Used when not classifed by industry t customers. Municipal-self-explanatory. Reseller-other--resellers of your products to other end users exce cation in header) ng/selling days based on how a quarter is measured. ting/selling days. Days adjusted means that when mers, Expand-grow within customer, Retain-keep ot coded n not classifed by industry type. INTL-international cts to other end users except where classifed ( i.e.
Marketing Plan Outline and Timeline MKT/571 Version 10 University of Phoenix Material Marketing Plan Outline and Timeline Marketing Plan You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section. There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders. Marketing Plan Outline Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only. • Executive Summary: o o o o • Situational Analysis: o o o o o o o o • Vision, Mission, Strategic objectives, Values Internal Analysis Strengths/Weaknesses Capability/Capacity Competitor’s Strengths/Weaknesses Technological Competency Product or Service Analysis Market Segments Research o o o o o o o o o o o • Strategic Objectives Products or Services Resources Needed Projected Outcomes Primary Research Secondary Research Consumer Analysis Customer Profile Continuous Consumer Monitoring & Research Environmental Scanning Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces Current Opportunities Potential Future Opportunities Current Threats Potential Future Threat Target Market(s): Copyright © 2017 by University of Phoenix. All rights reserved. 1 Marketing Plan Outline and Timeline MKT/571 Version 10 o o o o o • Demographics Psychographics Ethical Issues Legal Issues Social Issues Product, Place/Distribution, Promotion, and Price Strategies: o o o o o o o o o o o o o o o o o Product Descriptions and Product/Service Mix Strategies Product/Service Determinants Creating a Brand Image Maintaining Brand Image Branding Concerns Distribution Strategies Channels, Mass, Selective, Exclusive Promotion/Integrated Marketing Communication Advertising Strategy/Objectives Push and Pull Media Strategy Advertising Execution Sales Promotion Direct Marketing Public Relations/Strategies Positioning Dynamic/Static Pricing Strategies Marketing Plan Timeline Week 1: Marketing Plan Topic • Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Company and product or service selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in the text. • Key to creating an effective marketing plan is the ability to analyze the environment in which the product or service will be offered. The Week 1 assignment allows you to begin to understand various reports and how they can be used in your marketing plan. Week 2: Understanding Target Markets • To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. In Week 2, create the Research section of your plan. In addition, create the first two parts of the Target Market section, which includes performing the demographics and psychographics analysis. Week 3: Promotion and the product life cycle • All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a promotion strategy that addresses at least three areas of the product life Copyright © 2017 by University of Phoenix. All rights reserved. 2 Marketing Plan Outline and Timeline MKT/571 Version 10 cycle. Week 4: Price and Channel Strategy • How one goes to market and the influences of the channel (channel power, strength of channel, speed of channel, etc.) affects the pricing strategy of the product or service. In Week 4 your pricing and distribution strategy will be incorporated into the marketing plan. Week 5: Marketing Communication and Brand Strategy • Brand strategy and the communication of the brand is essential to understanding the various phases of a product or service (viz a viz the life cycle). Brand recognition is based in the marketing communication efforts of the firm. When you hear or see the word Coke, you immediately know it is Coca Cola. When you see five interlocking rings of different colors you know that is the symbol for the Olympics. In Week 5, you will develop a brand and communication strategy for your product. Week 6: Executive Summary, Legal, Social and Ethical Issues, Final Plan • Review your final plan. Does the plan effectively analyze market strategies? Are the social, ethical, and legal considerations valid and accounted for? What is the relationship among quality, price, satisfaction, and perceived value within the plan? Copyright © 2017 by University of Phoenix. All rights reserved. 3

Tutor Answer

masterjoe
School: University of Maryland

Thank you for working with me

Running head: RESEARCH MARKETING QUESTIONS

Research Marketing Questions
Name:
Institution:

1

RESEARCH MARKETING QUESTIONS

2

Memorandum
To:
From:
Date:
Ref: Research Marketing Questions

Part 1
This memorandum gives an insight into the business growth overview dataset. It
compares year to date (YTD) data from January to June of 2015 with information from January
to June of 2016. There is also quarter to date (QTD) data for April, May, and June of 2015 to
2016 and month to date (MTD) data from June 2015 to June 2016. The information has been
interpreted to identify the main areas of importance regarding increases or reductions, insights
for continued growth, and trends. The business growth overview dataset indicates several areas
that illustrate a major increase or decrease.
Year to date (YTD) dataset. The global breakout revenue per day for 2015 was $96,976
while that of 2016 stood at $105,768, an increase of $8,792. There was also an increase in the
domestic and international markets. The domestic revenue per day for 2015 was $85,181 while
that of 2016 was $93,683, an increase of $8,502. Customer ranking selling activities showed an
improvement, with expansion and retention generating the highest revenue of $7,634,424 and
3,026,592 respectively. There was revenue growth in the customer class industries with

RESEARCH MARKETING QUESTIONS

3

commercial and municipal generating the highest revenue. International and municipal customer
class industries had the lowest sales and gross profit averages per day. International customer
class a sales average per day of 1.8% and a gross profit average per day of 2.3% while municipal
customer class had a sales average per day of 5.3% and a gross profit average per day of
3.9%.The organization should implement a marketing strategy that can help them attract
international customers to generate foreign exchange revenue.
Quarter to date (QTD) dataset. In the quarter to date dataset for April, May, and June
of 2015 and 2016 most areas indicate growth although some still have deficits. For instance, the
customer class industry of education shows a loss in gross profit of -3.8% whereas resellindustrial hygiene has a decline in sales and loss in gross profit of -8.4% and -14.2%
respectively. The data about top customers Delta Appliance and Francios and Sons are very
alarming. In the case of Delta Appliance, there is a decline in sales o...

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