SBS MBA – VALUE- BASED MARKETING STRATEGY

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MARK 6305-

VALUE- BASED MARKETING STRATEGY

ASSIGNMENT ANSWERS

Assignment

Five brands are competing in the market.

  1. Company A has 35,000 units sold at $5.00/unit. It sold to 7,000 households in market size of 84,000.
  2. Company B has 12,000 units sold and revenues of $54,000 for these units. It sold to 3,000 households in market size of 21,000.
  3. Company C has 14,000 units sold at $5.50/unit. The average household purchase was 2 units. Its market size of 105,000.
  4. Company D has 5,000 units sold at $6.00/unit. It sold to 833 households in market size of 5,000.
  5. Company E has 22,000 units sold and revenues of $126,500 for these units. It sold to 5,500 households in market size of 22,000.

Questions

  1. What is the volume (unit) market share for Company A? (Show as xx%)
  2. What is the Herfindahl unit index score value? (Show as x.xxxx)
  3. What is the market penetration percentage value for Company C? .(Show as xx.xx%)
  4. What is the “three firm” concentration revenue ratio value? (Show as xx.xx%
  5. What is the market penetration share percentage for Company D? (Show as xx.xx%)

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