marketing management assignment 1

marketing management assignment 1 - Sarah Anderson...

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Sarah Anderson Marketing Management Profitability and Cost-Effectiveness Analysis A. What is the company's overall profitability and how does that compare its 2 largest competitors? B. What is the profitability of its business units? C. How do the company's costs compare with its 2 largest competitors? D. Are there any indications of cost cutting in the firm and its industry? If so, how? A. I want to see your firm's profit over the last 5 years - Gross and Net - as well as the profitability of its two largest competitors. You will need information from the firm's annual reports or SEC filings. Give percentage increases or decreases and your firm's profit as a percentage of its two largest competitors. B. You will first have to determine its SBUs based on the firm's profile, annual report, or information given in its Form 10-Q. There may be no separate SBUs listed; if you believe that is correct, say why; if it isn't, give the reasons as well. C. Compare its costs over the last 5 years with its two largest competitors. Give percentage increases and trends. You will need information from the firm's annual reports or SEC filings. D. You will have to review the 10-Qs of your firm and its two largest competitors for specifics on this; you may have to look for words like "restructuring" or "charges". Also look at employment trends among the three firms. Lastly, review the news items about the firms for a better picture of industry trends. A. The most obvious competitor of Caribou would be Starbucks. The second one is a harder one to determine, so I'll go with another well known coffee seller in America: Dunkin' Donuts. Dunkin Donuts happens to have NO annual report information, so I am unable to provide their comparisons at this time. I plan on digging further and seeing why they do not provide an annual report, and if I still can't come to a conclusion, then I will change to a different company. However, Starbucks and Dunkin' are the lead competitors with Caribou Coffee so I am going to try and stick with them for the remainder of this project. Caribou Coffee: Key numbers for fiscal year ending December, 2009: Sales : $262.5M One year growth : 3.4% Net income : $5.1M Year Ended December 28, 2008 Fiscal Quarters First Second Third Fourth Net sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $61,757 $63,183 $60,910 $68,049 This segment of our business continues to expand. During our fiscal year ending December 28, 2008, the commercial segment experienced sales growth of 44% versus the prior fiscal year. In 2008, Caribou was “the nation’s second largest U.S. specialty coffee company with 490 coffehouses
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marketing management assignment 1 - Sarah Anderson...

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