36%(25)9 out of 25 people found this document helpful
This preview shows page 1 - 3 out of 3 pages.
50 Given the following data from a Comparative Competitive Efforts page in the CIR: Your Industry Your Company WHOLESALE SEGMENT Company Average vs. Ind. Avg. Wholesale Price ($ per pair) $74.50 $53.83 +38.4% S/Q Rating (1 to 10 stars) 9.9 6.3 +57.1% Model Availability 300 -83.3% Brand Advertising ($000s) 16,500 14,350 +15.0%Rebate Offer ($ per pair) 0.00 3.40 -100.0% Delivery Time (weeks) 1 wks 2.8 wks -64.3% Retailer Support ($ per outlet)5,000 4,675 +7.0% Retail Outlets 3,282 1,538 +113.4% Celebrity Appeal 345 111 +210.8% Brand Reputation (prior-year average) 94 76 +23.7% Pairs Demanded 2,024 2,413 -16.1% Gained/Lost (due to stockouts) Pairs Sold (000s) 2,024 2,413 -16.1% Market Share (%) 8.4% 10.0% -1.6 pts Based on the above data for your company, which of the following statements is false? Your company had three very sizable negative percentage competitive disadvantages in the Wholesale segment -- one of these related to delivery time. Your company's branded sales volume and market share in theWholesale segment were positively impacted by your company's brand reputation, S/Q rating, and number of retail outlets. Your company's biggest percentage competitive advantage in the Wholesale Segment related to celebrity appeal. Your company's branded sales volume and market share in the Wholesale segment were negatively impacted by your company's competitive effort in model availability and the lack of a rebate offer Your companyTMs percentage competitive advantages and disadvantages on the 10 �
competitive factors affecting Wholesale sales and market share resulted in a net overall competitive disadvantage of a size that resulted in a below-average 8.4% market share for your company.