MARK1027 - Secondary Research Assignment - Updated Feb 2024

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George Brown College Canada *

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1020

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Marketing

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Feb 20, 2024

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MARK1027 Secondary Research Assignment Page 1 of 4 Note: It is the Course Instructor’s responsibility to check the library resources each semester to ensure the same reports are available, or if the assignment needs updating. Please contact your Liaison Librarian for additional support as needed. Winter 2024 Individual Assignment: Secondary Data & Databases Worth: 5% / Graded out of 40 A library research session will be booked by the Course Instructor, and scheduled with the Liaison Librarian as part of the Week 4/5 lesson. Part I – Syndicated Research - Market Line (15 marks) Before you begin, ensure you understand the concept of ‘compound annual growth rate’ or ‘CAGR’. It is the growth rate over a multiple year period. Using the library data base Business Source Complete (EBSCO) , find the November 2022 MarketLine Industry Profile entitled “ Confectionery in Canada ” and answer the following questions. 1. Fill in the following chart, then outline one possible reason to explain the difference in dollar value and kilogram volume growth rates. (5 marks) Confectionery Market Dollar market value ( C$ million ) in 2021 $4710.9 Market Value - CAGR, 2016-2021 2.7 % Kilogram (millions) volume in 2021 217.1 Kilogram - CAGR, 2016 – 2021 1.3 % Possible Reason: Inflation and product price differentiation 2. Fill in the following chart to answer what four companies accounted for the majority of dollars sold in 2021 and what market share did each have? (5 marks) Company Market Share % The Hershey Co. 16.8% Nestle 14.5% Mondelez International, Inc 13.5% Mars, Incorporated 11.4% 3. What is the 2026 market value forecast? (2 marks) $ 4,454.7 million 18.6% increase since 2021

MARK1027 Secondary Research Assignment Page 2 of 4 Note: It is the Course Instructor’s responsibility to check the library resources each semester to ensure the same reports are available, or if the assignment needs updating. Please contact your Liaison Librarian for additional support as needed. 4. Using APA Citation Style - list below the citation for this report. (3 marks) MarketLine Industry Profile: Confectionery in Canada. (2022). Confectionery Industry Profile: Canada, 1-47. Part II – IBISWorld Database (5 marks) Using the library database IBISWorld , find the most recent IBISWorld Industry Report 31134CA titled Candy Production in Canada and answer the following questions. 1. Find the Products & Services section then list the percentages attributed to each category segmentation (3 marks): • Soft Candy – 42% • Hard Candy- 40.9% • Chewing gum, with and without sugar – 12.7% • Candied nuts and fruits – 4.4% 2. Locate the Key Success Factors, identify the two you believe are most relevant to this industry and explain why. (2 marks) • Quality Control and Ability to pass on cost increases to consumers Successful companies have brands that consumers consider to be of superior quality. Therefore, as the price of sugar swells, these companies are able to pass cost hikes on to consumers. • Ability to adapt to change Successful companies have the ability to anticipate and respond to changes in consumer preferences in a timely manner, given the seasonal nature of confectionery demand. Part III – Syndicated Research - Passport GMID (10 marks) Using the library database Passport GMID , find the “Retail in Canada” country report for March 2023 and find the answers to the following questions. 1. Name one factor influencing a current slowdown in retail e-commerce. What specific category of stores have been impacted? (2 marks)

MARK1027 Secondary Research Assignment Page 3 of 4 Note: It is the Course Instructor’s responsibility to check the library resources each semester to ensure the same reports are available, or if the assignment needs updating. Please contact your Liaison Librarian for additional support as needed. The fact that customers started going back to physical stores is one reason for the slowdown in retail e-commerce. The lack of in-store shopping experiences (because of the pandemic period of 2020-2021), for many Canadian consumers presents an important challenge for retail e-commerce, particularly in the apparel and footwear industries. 2. What categories of stores are expected to perform better over the forecasted period moving forward? (1 marks) E-commerce stores 3. Locate the Brand Shares of Retail graph, then click the related stats icon to locate the data set for Historical Brand Shares to complete the following chart for the Canadian market. (6 marks) Brand (not company) Share Retailing % (Retail Value RSP excl Sales Tax) Brand Name 2020 2021 2022 Costco 5.2% 5.6% 6.2% Walmart Supercenter 4.8% 4.5% 4.5% Amazon Marketplace 2.9% 3.3% 3.7% Shoppers Drug Mart/Pharmaprix 3.1% 2.9% 2.9% Home Depot 2.1% 2.3% 2.3% Using the library database Passport GMID , find the “ Consumer Lifestyle ” section and then the “ Consumer Values & Behavior in Canada ” report for June 2023 to answer the following question. 4. According to the report, seeking food and drinks with health benefits is of high importance to all generations. What percentage of respondents in Canada “look for healthy ingredients in the food they eat? ” (1 mark) 51% of respondents in Canada look for healthy ingredients in the food they eat. Part IV – Statista Database (6 marks) Using the library database Statista , locate the graph on the leading social media platforms used by marketers worldwide as of January 2023 .

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MARK1027 Secondary Research Assignment Page 4 of 4 Note: It is the Course Instructor’s responsibility to check the library resources each semester to ensure the same reports are available, or if the assignment needs updating. Please contact your Liaison Librarian for additional support as needed. 1. What were the top two platforms listed? Are you surprised by any of the results? (3 marks) Facebook and Instagram with 89% and 80% respectively. Yes, I thought Instagram and youtube would be on top. 2. This survey was administered by Social Media Examiner and published by Frank watching: What was the number of respondents? What percentage of respondents live in Canada? (3 marks) There were 2133 respondents. 5% of respondents live in Canada. Ease of Marking and conciseness (4 marks) − Where possible, please submit answers on this worksheet, with any additional answers clearly written on a separate, attached sheet.

MARK1027 - Secondary Research Assignment - Updated Feb 2024

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