Market Analysis Data Form

Section I: US population characteristics

Instructions:

1.Go to www.census.gov.

2.Using the data found there, fill in prompts A & B of Section I

3.Using google.scholar.com, search for the term "food trends" to fill in prompt C (note: use the quotation marks to help limit the number of articles).

4.Use the Citations & Bibliography feature of MS word or RefWorks - found under the References tab to manage your references.

Section I:

A.Total estimated (US) population ___________

B.Total number of (US) households _______________

C.Three to five notable US consumer food trends in past one to two years

1.

2.

3.

4.

5.

Section II: US ready-to-eat cereal industry data

Instructions:

1.Go to: www.franklin.edu/library.

2.Navigate to the "IBISWorld" database.

3.Using data found there, fill in prompts D through J of Section II.

4.Use the Citations & Bibliography feature of MS word or RefWorks - found under the References tab to manage your references.

Section II:

D.Industry total annual Revenue $______ billion

E.Industry total annual profit $______ billion

F.Industry annual growth rate over most recent 5 years ____%

G.Projected industry growth rate over next five years ____%

H.Top producers - company name, most current market share, signature products

1.#1 _______________share ____% Signature products___________________________

2.#2 _______________share ____% Signature products___________________________

3.#3 _______________share ____% Signature products___________________________

4.#4 _______________share ____% Signature products___________________________

I.Product segments & share

1.

2.

3.

4.

5.

6.

J.List briefly, three to five important industry trends

1.

2.

3.

4.

5.

Section III: References

Instructions:

1.Using APA format, insert your References section here. Be sure to include a listing of each source for all data collected above: A-J.

Section IV: Retail Observational study

Instructions:

1.Visit the cereal aisle of a local grocery store (expect to spend at least 60 minutes there).

2.Carefully examine the number, types, layout, packaging of the cereals for sale there, keeping in mind each of the four Ps - Product, Price, Promotion, and Place.

3.Observe shopper behaviors.

4.Take notes.

5.Based on your own observations, fill in prompts K through Q of Section IV.

Section IV

K.Date and time(s) of observation:

L.Name and location of store:

M.Approximately how many varieties?

N.How are they arranged?

O.Any social trends being addressed:

P.Shopper behaviors observed:

Q.List any "surprises."