...a p p e n d i x C DEMAND FORECASTING IN MARKETING * When you finish this appendix you should • Understand the principles of forecasting. • Know the differences between Time Series and Regression Analyses. • Understand how expert opinion, sales forces and consumer opinions can all contribute to better forecasts. * by Beverley Thompson, The University of Western Sydney, Nepean Demand Forecasting in Mar keting w 689 An important part of the marketing planning process is the setting of goals that are realistic and achievable, given a particular marketing environment and level of marketing commitment. In marketing, such goals are usually based on market share objectives and sales targets, both of which require accurate forecasts of total market size, market size of target segments and likely market share within a targeted segment. W H AT A R E W E F O R E C A S T I N G ? Accurate forecasting requires a clear definition of the market in question. Markets may be differentiated on the basis of the following variables. GEOGRAPHY A market may be defined at world, country, state, region, sales territory, town, store or customer level. When formulating a forecast or other marketing plans, the geographical dimension must be clearly indicated. Planning Coca Cola consumption for the year 2000 Sydney Olympics for example, will necessitate the forecasting of increased consumption for the Sydney sales region, but not necessarily for Brisbane...
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...used it for the internet, texts, address books, schedule management, and so on. Blackberry’s phones were stylish and revolutionary with high technologies and lots of tools in that period. However, there are few opportunities to see those who are using it recently. People shifted to iPhones or smartphones of other companies, such as, Samsung, LG, and Nokia. Then, why is not blackberry popular anymore? Are there any exact reasons or factors for that it failed in the market? These questions are important and necessary for the company to make the company stable and set it back to the market again. The reason why the sales of Blackberry declined greatly must not be only because of the change of the trends. It is essential to analyze the factors of sales decrease to survive in the competitive market. One of the important factors is adaption to the external environment which is necessary for all of the industries. Apple is one of the best examples that could adapt to the market pretty well. Steve Jobs placed emphasis on small devices, such as iPods instead of large products. Moreover, he recognized that iPods alone would not be enough to survive in the market because he expected that modern phones would be able to have a system to play as much music as iPods at the same time of one makes a phone call. Therefore, Apple developed the smartphones as one of the main products. If Apple did not shift to produce iPhones instead of iPods, it would...
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...turn affect a number of vital variables that are likely to influence the organization’s supply and demand levels and its costs (Kotter and Schlesinger, 1991; Johnson and Scholes, 1993). The "radical and ongoing changes occurring in society create an uncertain environment and have an impact on the function of the whole organization" (Tsiakkiros, 2002). A number of checklists have been developed as ways of cataloguing the vast number of possible issues that might affect an industry. A PEST analysis is one of them that is merely a framework that categorizes environmental influences as political, economic, social and technological forces. Sometimes two additional factors, environmental and legal, will be added to make a PESTEL analysis, but these themes can easily be subsumed in the others. The analysis examines the impact of each of these factors (and their interplay with each other) on the business. The results can then be used to take advantage of opportunities and to make contingency plans for threats when preparing business and strategic plans (Byars, 1991; Cooper, 2000). Kotler (1998) claims that PEST analysis is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations. The headings of PEST are a framework for reviewing a situation, and can in addition to SWOT and Porter’s Five Forces models, be applied by companies to review a strategic directions, including marketing proposition. The use of PEST analysis can...
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...Whole Foods Market By Larry Davis Discuss the trends in the retailing of organic foods and the impact of these trends on Whole Foods Market. A growing appetite for Organic foods have been observed as a recent trend in the markets of United States in specific and the rest of the global market in general. This has been observed due to the change in the thinking process of the people in terms of remaining healthy and staying fit. The retailing of organic foods as traditional suppliers of organic foods faced competition from companies new to this sector (Plunkett, 2007). The organic foods are now not only sold in the natural product stores such as Whole Foods and food cooperatives but also in supermarkets such as big box stores like Wal-Mart, Costco and the like. These foods do not contain artificial flavors and harmful elements. The rise in the health consciousness has resulted in rise in the demand of such foods. These being healthier as compared to the in comparison to the other fast food this is the reason for the increasing demand and boom in this sector of the industry. However in the earlier times, the increase in demand was not aided by equal supply by the suppliers and thus it became necessary to adopt a proper strategy for supplying and fulfilling demand of the market. The organic handlers responsible for purchasing organic foods from the farmers can be held responsible for boosting and supplying to the retailers and made it available at supermarkets, formal retails...
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...External Factor Evaluation Paper Example 1: Dell Computer Key External Factors Opportunities Increasing demand for Speed, Memory and Graphic Capability Increasing demand for Portability Emergence and early popularity of "Tablet" Products Improving outlook for PC sales Increasing focus on cost reduction Increased Use of Wireless Technology Increase in Strategic Acquisition Increasing Demand for Green Products Threats Increase in Competition Increasing interest in longer battery life Expansion of Business Models to incorporate new lines of business (Related Diversification) as the core business matures Decline in Netbook Sales Total Analysis of the External Environment Every company deals with internal and external factors that affect their business. These external factors involve trends related to things such as oil price changes, political instability, government regulation and many more. External environment impacts every company; it’s all about how every company adjusts to external trends and prepares for them before they occur. The best companies always try to anticipate these external factors and respond strategically to them. There are two types of trends: the ones that can offer the company strategic opportunities and the ones that provide threats. By identifying opportunities and threats, companies can protect themselves from future harm and take advantage of opportunities as they emerge. There is a set 0.1 0.06 0.07 0.08 1 2 2 4 3 35 0.2 0.12 0.28 0.24 2.92 Weight Rating...
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...Weaver: BUSINESS INNOVATION PLAN FOR GOLD’S GYM Gold’s Gym International has been credited as one of the best performing companies in the fitness industry. The company has been able to cope well with changing trends, while remaining competitive. However, due to an increase in the number of fitness clubs, it is currently faced with a lot of competition. In response to this competition, Gold’s Gym International has opened new facilities in various locations, and has also renovated existing gyms to provide its members with cutting-edge equipment and a better environment. I believe that this is a critical time for you and for the company in order to continue to enjoy long-lasting success well into the future. On behalf of Sage Consultants, I have done some research and found various ways that the company can improve its performance through innovation and adapt to the changing market. Thank you in advance for taking the time to read this report. Sincerely, xxxxxxxxxxxxx Lead Consultant Current Situation Gold’s Gym International (Gold’s) is an international fitness company that was established by Joe Gold in 1965, and has evolved to become one of the largest in its industry. The company focuses on offering body building and fitness services to both men and women, and currently has a worldwide subscription of over four million people. The company has established centers in different countries across the globe, and has seen its subscription rate increase daily as people...
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...retirement of CEO Owen Jones, the potential takeovers of Nivea and Shu Uemura, their trouble gaining a presence in the Japanese market, and the lack of revenue in certain areas of their products offerings. There is also some loss in business for high demand products during turnover time as buyers wait for new shipments. Condensed Recommendation: L’Oreal should carefully select a CEO candidate who has experience in global management and the ability to spot trends. L’Oreal should proceed with the potential takeover of Japanese Shu Uemura, but they should reconsider the Nivea takeover as it may open them to a potential takeover threat. They should continue with their global expansion by developing new brands to meet particular ethnicities, perhaps aiming to catch the South American market as they have done with the African market. They should also flesh out their dermocosmetics products lines to increase the low 6% revenue in that area. Problem L’Oreal has experienced unprecedented success through global expansion into new beauty-product markets, under the direction of Owen Jones, who became a chairman in 1988. In 2006, Owen Jones plans to retire, so there is some speculation on how things may change with his successor. Currently there are a number of business maneuvers L’Oreal is considering: the friendly takeover of Japanese brand Shu Uemura, the bid for German Nivea, and the sale of their 19.5% interest in Sanofi-Synthelabo. There is also a potential takeover threat from Nestle...
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...Implementing situation analysis to identify marketing opportunity For a marketer, the most important aspect of marketing management is to analyze the recent and changing trends in the market, conduct a situational analysis and meet the demands of their consumers. Trend Analysis is the practice of collecting information, analyzing it and them attempting to spot a pattern or ‘trend’ in the information. After spotting the trend in the information, marketers follow it to come up with ideas in order to meet the demands of what their consumers want. Trend analysis is used to predict future events based on events happening in the present or the past. While conducting a trend analysis, marketers are actually conducting a situational analysis. A situation analysis, according to the American Marketing Association (AMA), is “the systematic collection and study of past and present data to identify trends, forces, and conditions with the potential to influence the performance of the business and the choice of appropriate strategies.” The situation analysis involves a thorough review of the industry, the market and the marketer’s competition. A thorough analysis of the situation in which the firm finds itself serves as the basis for identifying opportunities to satisfy unfulfilled customer needs. In addition to identifying the customer needs, the firm must understand its own capabilities and the environment in which it is operating. The situational analysis can be viewed as the analysis...
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...BUSINESS INSIGHTS Future Flavor Trends in Soft Drinks New opportunities for natural, healthy, and exotic flavors New Ingredients Report - Published November 2008 Importance of health trends in the drinks industry over the next 5 years Source: Future Flavor Trends in Soft Drinks Key questions answered by this report... • • • • • • What are the key emerging trends and opportunities in soft drinks flavors? Which drinks and flavor manufacturers drive innovation in this area? What are the most common and fastest growing flavors in the soft drinks categories? Which new product launches featured emerging flavors and how were they marketed? What are the top flavors in new products claiming to be natural, organic or high in antioxidants? Which drinks industry trends within health and indulgence do industry executives consider the most important? Identify and anticipate the key innovation trends and new product opportunities in soft drinks flavors with this new management report... Business Insights’ Ingredients Series Business Insights is developing a unique new series of reports that identifies key trends in ingredients, future innovation and growth opportunities. We are using our strengths in analysis of the food and drinks markets to provide new insight on developments in ingredients. Ingredients companies are facing a new set of challenges as ongoing consumer demand for healthy and indulgent products creates both new growth opportunities and commercial pressures...
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...Market analysis From Wikipedia, the free encyclopedia Jump to: navigation, search | This article has multiple issues. Please help improve it or discuss these issues on the talk page. * It needs additional citations for verification. Tagged since September 2010. * It includes a list of references, related reading or external links, but its sources remain unclear because it lacks inline citations. Tagged since September 2010. * It may require cleanup to meet Wikipedia's quality standards. Tagged since September 2010. | A market analysis studies the attractiveness and the dynamics of a special market within a special industry. It is part of the industry analysis and this in turn of the global environmental analysis. Through all these analyses the opportunities, strengths, weaknesses and threats of a company can be identified. Finally, with the help of a SWOT analysis, adequate business strategies of a company will be defined.[1] The market analysis is also known as a documented investigation of a market that is used to inform a firm's planning activities, particularly around decisions of inventory, purchase, work force expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, and many other aspects of a company. Contents [hide] * 1 Market segmentation * 2 Dimensions of market analysis * 3 Elements * 3.1 Market size * 3.2 Market trends * 3.3 Market growth rate * 3.4 Market opportunity * 3.5 Market...
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...com Global and China Functional beverages Industry 2013 Market Research Report The report firstly introduced Functional beverages basic information included Functional beverages definition classification application industry chain structure industry overview; international market analysis, China domestic market analysis, Macroeconomic environment and economic situation analysis and influence, Functional beverages industry policy and plan, Functional beverages product specification, manufacturing process, product cost structure etc. then statistics Global and China key manufacturers Functional beverages capacity production cost price profit production value gross margin etc details information, at the same time, statistics these manufacturers Functional beverages products customers application capacity market position Activationontact information etc company related information, then collect all these manufacturers data and listed Global and China Functional beverages capacity production capacity market share production market share supply demand shortage import export consumption etc data statistics, and then introduced Global and China Functional beverages 2009-2013 capacity production price cost profit production value gross margin etc information. And also listed Functional beverages upstream raw materials equipments and down stream clients survey analysis and Functional beverages marketing channels industry development trend and proposals. In the end, this report introduced...
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...Industry Environment: The computer industry includes all of the world's businesses that are involved in manufacturing, developing, selling, and maintaining computer hardware and software, computer accessories, and network infrastructures. Many economic and financial experts believe this to be one of the most quickly growing and profitable industries in existence. Computer industry analysis is the practice of monitoring the industry for trends, technological developments, and potential risk. The monitoring of trends is an important part of computer industry analysis. Trends can refer to a number of different factors that impact pricing, manufacturing, and investments related to the industry. The world PC industry expanded 6% in 2010 to exceed $175 billion, according to MarketLine. The market is expected to fall to just over $174 billion in 2015, marking more than a 0.5% decline. The industry is expected to exceed 446 million units in terms of volume in 2015, representing a near 52% increase compared with 2010. The Americas represent almost 40% of the overall market, which is highly competitive due to large scale outfits and a diverse market environment. The computer industry market also has trends that can be monitored and recorded in computer industry analysis. Factors such as stocks, investments, and pricing may be taken into account. This information can serve relevant businesses in forming business plans and strategies concerning when to introduce products, how to price...
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...Abstract An external analysis has been conducted at Ben & Jerry’s. Our company is a leader in super premium ice cream industry. This report will analyze the company’s profitability margins and what major opportunities and threats that are facing the industry today. In addition, the report will take you through a brief history of Ben & Jerry’s and general information about the ice cream industry itself. The strategic plan is to identify and suggest the optimal solution for Ben & Jerry’s to get an even stronger competitive position. General Description of Industry History: It was 1978 when Ben and Jerry decided to open up their own ice cream shop in Burlington, Vermont with only a $12,000 investment. After one successful year, Ben and Jerry decided to hold free cone day, a tradition that still continues today. Within the next ten years, Ben and Jerry’s took off like wildfire. They started packaging in pints and in 1984 created the first stock for ice cream so that they could raise money for more franchises. By 1988 President Reagan had given Ben and Jerry’s the “US Small Business Persons of the Year” award. Through the 90’s, Ben and Jerry’s focused on using their ice cream as a symbol to raise money for various non-profit organizations and announced their ice cream as rBGH free. In 2000, a board of directors was created to provide leadership focused on expanding their social mission and product quality. Ben and Jerry have...
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...on the potential attractiveness of all strategies. The auditor may wish to look into the balance sheet and financial supporting documents to see if the company report has taken this external factor into account. Both inflation and interest rates and a given country's...
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...Internal Forces and Trends Strengths Weaknesses Opportunities Threats Trends Strategy Providing reliable, low cost and fuel efficient automobiles that comply with health and safety environmental regulations Limited flexibility in processes Improvement in process’s are easily identified Strategies similar to competitors, need to identify Staying abreast of current technology trends Structures Stationary and mobile services Mobile units don’t possess many capabilities to serve Acquire space in optimal location Need more than one service location for customers Small Offices, (no big offices) backup operating locations Processes and Systems Value, quality and competitive pricing Data reliability New ideas to service client Drastic changes in process could deter major clients Cloud computing and Process improvement Resources List of local area business to target Small start-up budget Acquire better supplies Supplies may be limited due to many competitors Subject matter experts stay abreast of current resources needed Goals Attainable goals based on industry Fast growing threats and vulnerabilities To expand beyond initial goals as business grows Competitors may want to feed off of success Set short term goals to leave room for change in strategy Strategic Capabilities Service differentiation advantages Reputation not developed Acquire more satellite offices Corporations may be downsizing, creating less of a need for services Be prepared for more market demand Culture Type of...
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