Market growth rate high star problem child low cash

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Business Analytics: Data Analysis & Decision Making
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Chapter 9 / Exercise 48
Business Analytics: Data Analysis & Decision Making
Albright/Winston
Expert Verified
Market Growth Rate HIGH STAR PROBLEM CHILD LOW CASH COW DOG HIGH LOW Relative Market Share 42
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Business Analytics: Data Analysis & Decision Making
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Chapter 9 / Exercise 48
Business Analytics: Data Analysis & Decision Making
Albright/Winston
Expert Verified
STAR : A product in this segment denotes to have high market share when the industry is experiencing high market growth. CASH COW : Product in this segment tends to have maximum market share when the industry is floating in low market growth PROBLEM CHILD : Product in this segment tends to make least market share when there is high market growth in the industry DOG : Product in this segment trends to be a burden for the company as there is low market growth and the product avails limited market share. Graphical presentation of AFBL’s Brands as per growth share matrix: HIGH MOJO SPEED FRUTIKA LEMU CLEMON FARMFRESH SPA LOW CASH COW WILD BREW HIGH LOW Relative Market Share AFBL is operating in the beverage industry for only 3 years and within this time span it has the following three brands in the STAR grid which reflects a great prosperity for the company. MOJO: (Market share: 27% & Market position: 02) SPEED: (Market share: 36% & Market position: 02) FRUTIKA: (Market share: 32% & Market position: 01) 43
5.1: Findings from a survey by AFBL: From the analysis it can be deduced that among all the eight brands of AFBL, most consumed and preferred brand is MOJO followed by FRUTIKA and SPEED. As the influencing factors for the consumption of AFBL’s CSD products, packaging plays a vital role, then finally the taste. The full silver packaged pet bottle turn out to be a great success for AFBL’s CSD products. For the consumption of the mineral water SPA, availability played a vital role and this was because of the wide range dual distribution channel. Price of SPA is less then few other brands in the market, thus it also played a supportive role. The brand FARM FRESH is another least consumed product and the influencing factor for consumption were the taste and branding. The product didn’t seem to be highly accepted by the audience. After conducting my survey on the consumer perception of Energy Drink I found some good clue which helps the company to make their product more familiar which means more perceived by the consumer than now. The results which I found through my research are given below, and I want to mention again that I conducted my research based on 30 respondents. *Gender * Who uses Energy Drink more (Male or Female)? Particulars Respondent Percent male 29 96.7 female 1 3.3 Total 30 100.0 44
Figure 30: Year: 2012 There are young male and female malt beverage drinker respondent are given on the basis of the percentage. On the graph the young male malt beverage drinker respondents are 96.7% and young female malt beverage drinker respondents are 3.3 %. Age *which age people uses more? Particulars Respondent Percent 16-18 1 3.3 19-21 2 6.7 22-24 13 43.3 25-27 9 30.0 28-30 3 10.0 31-above 2 6.7 Total 30 100.0 45
Figure 31: Year: 2012 The above Bar-chart is showing the age of the respondents. Among the respondents,3% are from the age of 16-18 years, 7% are from 19-21 years, 43% are from 22-24 years; 30%,10%,6.7% are from the respondent of 25-27 years 28-30 years 31-above respectively.

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