ANALYSIS ASSIGNMENT: COMPETITIVE DATA & ANALYSIS
A. Sales in ABC's served market (150 locations):
i) 2005 sales (total) = $348.5M
# Dealers(total) =3002
AVERAGE SALES/DEALER =$116.1
ii) Typical dealer sales breakdown (3 brands)
dominant : 60% $69.7K
second : 30% $34.8
third : 10% $11.6K
iii) No. of ABC dealers =350
iv) No. of exclusive dealers =50
v) No. of non-exclusive dealers =300
B. ABCSALES
Total sales = $9.2M
Total no. of dealers = 350
i.e $/DEALER (combined) = $26.3K
Total no. of markets = 150
i.e. $/MARKET (combined) = $61.33K
Sales of exclusivedealers(markets) =$6.44M ($6.44M)
No. of exclusive dealers(markets) =50 (50)
i.e. SALES PER EXCLUSIVE DEALER(MARKET) =$128.8K ($128.8K)
Sales of non-exclusive dealers(markets)=$2.76M($2.76M)
No. of non-exclusivedealers(markets) =300(100)
i.e. SALES PER NON-EXCLUSIVEDEALER(MARKET)=$9.2K($27.6K)
Q1. How effectively does ABC compete in the non-exclusive dealerships? Use market share analysis!
Q2. How effectively does ABC compete in exclusive dealerships? Compare with served market data.
Q3. Compare the difference in effectiveness of ABC in exclusive and non-exclusive dealerships. What in-store market share would you expect for ABC in the non-exclusive dealers? Hypothesize as to the reason(s) for the discrepancies from the observed market share.
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