Question

1.Short Case A

In December 2019, Donald Trench, the CMO of Green Light Trucks, identified three new segments that the company wanted to enter in 2020. As the third quarter comes to an end, Donald would like to assess their performance in each of the new segments they penetrated. Donald needs your help!

1. Let’s say that the company has a Marketing Information System. What information do you need to extract from the system for you to analyze the third quarter performance?
2. For each segment, how would you know if it performed well or not?

                                                                       

2. Short Case B

You are a marketing consultant. A client of yours, a CMO wants your advice. Her project is to create a dashboard of indicators that show the contribution of marketing to the performance of the business. She wants to create this but unsure on the criteria she should use in designing the dashboard to make it effective.

What would you advise her?

Answer 1

2. SHORT CASE B

i. Sales revenue earned by the executives in the marketing department.

ii. Number of new customers acquired by the executives.

iii. Number of old customers who do not purchase from us anymore.

iv. Total number of customers during this quarter.

v. Cost incurred per sale acquired or customer won.

vi. Social Media or brand awareness rates.

vii. ROI (Return on Investment) earned for the amount spend on ads or marketing.

viii. A section for market analysis and the positioning of the brand in the same.

1. SHORT CASE A

a. Information to be extracted from the system to analyses the 3^rd quarter performance would be as follows.

i. The sales which has been earned by each segment in the quarter.

ii. And the expenses/cost incurred for running the business in the said segment.

iii. If it has earned a profit or a loss. And the contribution earned after reducing the variable expense is also to be checked.

iv. The performance ratio of comparison of the new 3 segments in order to have an understanding of the success ratio of these 3.

v. Also obtain the external data like the change in consumer behavior, the movement of rivals and changes in technology with respect to the new segment.

b. For each segment in order to know if they performed well or not the following shall be considered.

i. The acceptance ratio of the product with respect to the similar products from other brands.

ii. Analyze the market share of the product and their brand in that particular market.

iii. Consider or analyze which demographic or geographic segment has given more response to the product of the entity.

iv. The sales data which has been depicted by the MkIS in graphical format making it easier to understand.

v. The price that has been quoted for the products as a part of penetration if the same is good or need to be increased/reduced.