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Provide a rationale that explains the benefits for the chosen industry / company. Explain how collecting and analyzing sales data in the manner identified allows the company to act strategically. How might the data be used? Provide examples and cite your sources. Sales by Product Line Industry: Company: Specific examples within company: How might data be used strategically? Sales by Sales Representative Industry: Company: Specific examples within company: How might data be used strategically? Sales by Location Industry: Company: Specific examples within company: How might data be used strategically? SAP 9 - Chapter 3 - Q3 Geodemographic Segmentation MARK 210 F23 10 1) Review the Chapter 3 section on geodemographic segmentation tools. In your own words, explain geodemographic segmentation and how it differs from other forms of market segmentation. 2) Using the MARK 210 Research guide off the Camosun library, find the Prizm or Claritis segmentation tool. a. On the site, click “postal Code Lookup.” b. Choose a postal code you would like to explore (google to find one). Enter the postal code and click “submit”. c. Using the “PRIZM Premier” tab, review the top five segments returned. These segments are the most highly concentrated PRIZM segments in the postal code. d. Click on each of the five segments and review the descriptions along with the “SnapShot” data. e. List and briefly summarize each segment. 3) Having reviewed the top five segments, think of a new product or business concept that would meet the needs of those living within the postal code. Be sure to relate your answer to the segment data you reviewed. Week of Oct 2 SAP 10 - Chapter 4 - Q1 ASSIGNMENT 4.1 Conducting Secondary Research

You own a smoothie shop in Saanich. Lately you have been considering adding a drive-thru window in hopes of increasing sales. The construction costs are quite high, so you decide to conduct some quick secondary research to determine if you should further pursue the idea. You’re also interested in any innovations in drive-thrus so you can get the most of the potential investment. 1) Find at least 3 reputable sources that will help you (a) identify the impact of a drive-thru window on an establishment as well as (b) discover the latest drive-thru innovations. Share the key highlights of each of your sources/papers. 2) In your presentation, briefly: a. Summarize your findings using in-text citations where appropriate. MARK 210 F23 11 b. Provide a concluding statement that addresses the research objectives and provides a recommendation on whether or not to further pursue the idea. 3) Cite your sources in a cited page using appropriate citation format. Explain your citation process and how it shaped the research process. SAP 11 - Chapter 4 - Q2 Product and Pricing Intelligence Understanding competitors involves monitoring their product and service offerings as well as associated pricing strategies. Step 1: Choose an Industry From the options below, choose an industry you will conduct product and pricing intelligence on. ● Ride sharing ● Meal kit delivery ● Streaming services Step 2: Identify Top Players For your chosen industry, identify the top competitors using a source. Search for industry market share or top competitors. List the competitors in order of industry dominance. Step 3: Report Product and Pricing Strategies Focusing on the top three or four players in the industry, conduct some brief research. Report on their (1) product/service offerings (report types of plans available) and (2) pricing structure associated with those offerings. Step 4: Suggest Strategy for New Entry Based on the intelligence you gathered, how would you suggest a new entry approach the market? To help with your recommendations, think about what products/services are missing or weak. Are there opportunities in the high or low price categories? Be sure to reference your intelligence from Step 3 in your response. MARK 210 F23

12 SAP 12 - Chapter 4- Q3 Industry Trends Keeping track of the latest best practices, opportunities, and constraints in a company’s industry is a core component of external secondary research. Step 1: Choose an Industry From the options below, choose an industry you will compile trends on. ● Ride sharing ● Meal kit delivery ● Streaming services Step 2: Report Emerging Industry Trends For your chosen industry, conduct research using articles and your institution's library sources that focus on industry trends. Report at least three trends that are either emerging in the industry or are forecasted to occur at some point in the next five years. Trends are to be isolated to the inner workings of the industry. For example, technological advances, changes in supply chains, new ways of doing business, etc. Step 3: Suggest Strategy for a Current Firm

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