Case Discussion
Q1.
a. Calculate MNC, Marketing ROS and Marketing ROI for both Business A and B, separately. (18 points)
Business A
NMC= $315,000,000
ROS= 39.375%
Business B
NMC= $340,000,000
ROS= 37.77%
ROI= 2.125%
b. Which business is performing better overall and with respect to marketing? (6 points)
Business B is performing better overall because it has hire Net Sales but Business A is performing better with respect to marketing because it has seen more of a Return on sales an Investments
Q2.
Which company has the smallest market share? (3 points) Baldwin has the smallest market share.
Q3.
Which company has the largest variable costs in terms of percent of sales? (3 points)
Erie has the largest variable costs
Q4.
Which company has the largest market share in Size market? (3 points)
Ferris has the largest market share
Q5.
Which car is positioned as extreme Luxury-Oriented and Relative Low Price? (3 points)
Infinity QX56
Which two cars have the smallest market share in this market? (4 points)
The Escalade Hybrid and the Hummer H2 SUT
Since 1926, Boston Harbor Cruises has been providing customers with memorable experiences on ocean-going vessels in and around the Boston area. But these days, the term cruise has different meanings to those operating the four-generation family business. To thrive in both strong economic times and in bad ones, Boston Harbor Cruises has progressively targeted various types of customers with its different boats and different services.
Sight-seeing trips around Boston Harbor, whale-watching tours, fast ferry service to Cape Cod, dinner and wedding cruises, and a high-speed thrill ride are among Boston Harbor Cruises' offerings. It even offers commuter services and offshore construction support. Targeting this diverse customer base has become even more challenging as Boston Harbor Cruises has further differentiated the market into local customers, domestic vacationers, and international
a. Calculate MNC, Marketing ROS and Marketing ROI for both Business A and B, separately. (18 points)
Business A
NMC= $315,000,000
ROS= 39.375%
Business B
NMC= $340,000,000
ROS= 37.77%
ROI= 2.125%
b. Which business is performing better overall and with respect to marketing? (6 points)
Business B is performing better overall because it has hire Net Sales but Business A is performing better with respect to marketing because it has seen more of a Return on sales an Investments
Q2.
Which company has the smallest market share? (3 points) Baldwin has the smallest market share.
Q3.
Which company has the largest variable costs in terms of percent of sales? (3 points)
Erie has the largest variable costs
Q4.
Which company has the largest market share in Size market? (3 points)
Ferris has the largest market share
Q5.
Which car is positioned as extreme Luxury-Oriented and Relative Low Price? (3 points)
Infinity QX56
Which two cars have the smallest market share in this market? (4 points)
The Escalade Hybrid and the Hummer H2 SUT
Since 1926, Boston Harbor Cruises has been providing customers with memorable experiences on ocean-going vessels in and around the Boston area. But these days, the term cruise has different meanings to those operating the four-generation family business. To thrive in both strong economic times and in bad ones, Boston Harbor Cruises has progressively targeted various types of customers with its different boats and different services.
Sight-seeing trips around Boston Harbor, whale-watching tours, fast ferry service to Cape Cod, dinner and wedding cruises, and a high-speed thrill ride are among Boston Harbor Cruises' offerings. It even offers commuter services and offshore construction support. Targeting this diverse customer base has become even more challenging as Boston Harbor Cruises has further differentiated the market into local customers, domestic vacationers, and international