Question: PART 1 : PANEL DATA ANALYSIS (10 pts) You have just been appointed as a chief marketing officier for Fruita - a company which sells
PART 1 : PANEL DATA ANALYSIS (10 pts)
You have just been appointed as a chief marketing officier for Fruita - a company which sells fruit compotes. In its brand portfolio, Fruita combines:
- Les Classiques: its range of products is composed of compotes made with popular ingredients;
- Les Gourmandes: is composed of products made with small pieces of fruits to offer a pleasurable experience to consumers;
- Les Saveurs dAilleurs is a new brand launched in 2021 and is composed of compotes made with unique ingredients coming from exotic places.
Compotelle is the main Fruitas competitor and offers a range of products similar to Les Classiques. Stylea proposes healthy compotes with no added sugar. Private labels offer compotes with popular ingredients favored by the greatest number of consumers.
As soon as you arrived in the company, the CEO of the company asked you to analyze the performance of Les Gourmandes and provide recommendations to improve the situation.
- Based on the tables available in Appendice 1, compute market shares for each brand and fill in the table below (2 pts).
| MARKET SHARE (VOLUME) | MARKET SHARE (VALUE) | |||
| 2020 | 2021 | 2020 | 2021 | |
| TOTAL |
|
|
|
|
| FRUITA |
|
|
|
|
| Classiques |
|
|
|
|
| Gourmandes |
|
|
|
|
| Saveurs d'Ailleurs |
|
|
|
|
| COMPOTELLE |
|
|
|
|
| STYLEA |
|
|
|
|
| PRIVATE LABEL |
|
|
|
|
- Then, analyze the data at the market and brand levels by using the numbers you computed and the indicators available in Appendice 1. (5 pts)
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- Based on your analysis, you will provide recommendations about Les
Gourmandes. Each recommendation must be illustrated and supported by the market analysis. (3 pts)
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