Baltimore City Population; 452,000 The Coffee Institute estimates that 38% of the population living on the east
Question:
Baltimore City Population; 452,000
The Coffee Institute estimates that 38% of the population living on the east coast of the United States drinks coffee
A Baltimore Area consumer expenditure survey shows that the Baltimore market has a consumption index of 1.2 over the east coast average
A Mid-Atlantic Coffee Institute survey of grocery store brand purchases shows the following about brand choice;
Brand Share of Market Price
Starbucks 10% $8.00/lbs
Dunkin Do 15 7.00/lbs
Maxwell H 35 6.00/lbs
8 0' clock 25 5.00/lbs
Folgers 10 4.00/lbs
Uban 5 4.00/lbs
Additional Data needed;
The U.S. Government Consumer Expenditure Survey reveals coffee drinkers fall into the following use segments;
40 % of the market constitute Heavy users. This group uses 1 lbs per week
30% moderate users. 1/2 lbs per week
25% light users. 1/3 lbs /week
5% Occasional users, 1/4 lb/week
QUESTIONS
1. What is the unit share of EACH BRAND?
2. What is the $ share of each brand?
3. What is the RELATIVE MARKET SHARE IN UNITS and $ of the FOLGERS brand?
4 What is the DIFFERENCE in revenue generated by Maxwell House versus Starbucks?
Macroeconomics Principles Applications And Tools
ISBN: 9780134089034
7th Edition
Authors: Arthur O Sullivan, Steven M. Sheffrin, Stephen J. Perez