Examination number 1
To carry out market research products listed in the table sostavte12 questions of different types (public and private), aimed at studying consumer preferences
JSC "Rosmyasprom" provides production and supply of its products to the market of the Russian Federation.
Identify the potential size of the market for each item and for the whole year on the region on the basis of data in Table 1.
Performance Area number 3 Milk consumption (mln. Liters)
Population, mln. Persons., Including:
a) the share of the urban population, 2.5%
b) the proportion of persons who are not consumers of goods,% 1.0 47.2
The share of imports, 11.2% 3.0
The share of the largest markets,% 92.0 10.3
Per capita consumption in units. 0.5 liters. day 38.6
Using knowledge of the principles of segmentation help garment factory that produces clothes, to find a buyer. Create a profile for each consumer goods. Goods - pants, skirts.
The company "Crystal", which produces a fairly wide range of detergents is well known in the Russian market. Imports of foreign detergents and effective advertising forced marketers to review the available means of marketing to influence consumers.
Based on the data in Table 3 swipe rank analysis range and suggest measures to improve the structure of the range. To do this, specify the following:
a) The issue of rank;
b) the rank of profitability;
c) The correlation coefficient of rank and rank the issue of profitability.
What elements of the marketing strategy to be implemented for each product?
Name of Product Characteristics of demand share of goods in total output,% Rank release profitability,% Rank profitability difference of ranks Proposals to improve the range of elements of the marketing strategy
A High 40 1 15 March -2 Reducing the cost price study of materials for production, the use of efficient technologies
Used Low May 7 February 20 3 Reduction Advertising rates within the selected segment of the market
The growing February 22 May 6 -3 Replace a quality PR
Mr. Average 18 March -1 April 10 Cost reduction The study of prices for materials
D Unstable August 4 2.5 6 -2 replace PR
E grows May 6 January 23 5 Enlarge output Advertising on points of sale
The company "Argo" has signed a contract with an independent firm "ISMA" to assess the competitiveness of its products in comparison with the ideal model and competing products, as well as the validity of the established price of the washing machine "AR-5" in the amount of 4,800 rubles.
Based on the data of Table 4, represented by "ISMA" Calculated:
a) the level of competitiveness of the washing machine "AR-5" in comparison with the ideal model and the competing products on the products and the selected parameters in the whole product;
b) the price of a washing machine "AR-5", which would correspond to its parameters and would be attractive to buyers as the price of a washing machine, "BR-1". Draw conclusions.
Parameters Estimation of the ideal weighting factor of the sample in points Score compared goods
Reliability 100 0.5 90 88
Revolutions 100 0.1 80 90
Versatility 0.2 100 80 60
Consumption email. energy 0.1 100 70 65
Design 0.1 100 95 100
TOTAL (points) 1.0 500 415 403
The price of the washing machine, "BR-1", rub. 4747.5 4500