company is GFX

This assignment has two parts. Please prepare the two parts as a single Word document, formatted according to the APA style. The assignment is designed to help students analyze and interpret primary and/or secondary data and research for the purpose of identifying marketing-related findings and making recommendations for changes in the business approach and marketing strategies. This assignment also will help prepare students for the development of their revised/enhanced marketing plan, which is a course-long assignment.

First (Part A), students are provided with an EXCEL dataset to be analyzed for basic executive-level busness and marketing insights. Second (Part B), students are required to pick an international/multi-regional company that operates in the US and at least one foreign country with a distinctly different culture and language base, ONE and only one of its products or services, and the second country besides the US. Throughout the six weeks, students will be creating a marketing plan (refer to Marketing Plan and Outline document) so they will want to choose a company (publicly-traded) and one of its products or services for which data are readily available. Such data should include but not be limited to: current marketing strategy and tactics, associated demographic, psychographic, behavioral, and/or geographical data for the company’s or brand management’s targeting efforts, distribution methods, communication methods, messages, and venues, pricing strategies, pricing strategies, actual and competitive pricing, product description and benefits, etc.

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Assignment Steps

Part A:

Analyze the Week 1 Business Growth Overview dataset. provided by the University via a link in this week’s Assignment This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data on clients but no findings or marketing-related insights or recommendations for the SVP to consider. When analyzing this document, students should pay attention to marketing principles and concepts included in the first week’s readings, coupled with additional relevant research, and pay attention to the client categories and business strategies into which those clients have been classified in the dataset.

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Construct a minimum 525-word memorandum for the SVP providing insights and commentary. The memorandum should include analysis of the following:

  • Major areas of increase and decrease in revenues by type(s) of clients and business strategies
  • Trends that are evident in terms of revenue generation for specific clients, type(s) of clients and business strategies
  • Insights that would help formulate marketing strategies to either foster or continue growth or reverse declines
  • Insights and recommendations should be based on text readings and expert marketing resources, especially peer-reviewed journal articles and case histories and not on personal hypotheses or guessing.

This document should be part of the APA-formatted report, with this section being in the form of a memo. Remember to include references and to cite the location of data pulled from the EXCEL spreadsheet. Since page or paragraph numbers are not available for this document, please use column and row designations for the data (Ex: B, 18) instead. Be sure to show the data in the discussion so that the reader understands exactly which figures are being considered.

Part B -This is the basis for each student’s course-long enhanced marketing plan.

Select a for-profit, global or multi-regional (does business in more than one country) company (preferably one that is publicly-traded so that financial and other statistical information are readily available) and ONLY one of its products or services that will serve as the basis for YOUR marketing plan to be developed over the six weeks of this course. Each week’s individual assignment enables students to work on one or more specific sections of this plan. Team assignments should provide the background on specific topics that each student will build from for their own plan.

Select and specify the domestic (home-based) country and one international country (not a region) for your product/service. One of these countries must be the US and the other country must be a country that is different from the US (NOT Canada, the UK, or Australia). These two markets will be kept for the entire six weeks and marketing elements/principles covered in each week’s assignment must include information(concepts/principles) anddecisions/recommendations for both of these two markets.

Each week’s assignment (individual and team) helps students learn relevant concepts, conduct necessary research, and make marketing decisions that will be related to this marketing plan. Your goal through this marketing plan is to improve upon the strategies and tactics currently in use for the product or service you select.

Note carefully, simply sticking with what is currently done will not show any learning, creativity, or ability to apply marketing concepts and principles to a real-world situation. You must, each week, discuss and show what is currently done, explain the shortcomings of the approach(es), and make informed decisions/recommendations that should ensure greater success for the product or service selected. Imagine that you are the brand manager for the company and product you select and that your next year’s contract is dependent on your revised marketing plan and your ability to defend your decisions.

Each student should obtain two years of annual reports as well as two years of 10K reports (They provide a comprehensive overview of the company’s business and financial condition and include audited financial statements. These are only available for publicly-traded companies.) for the company selected. Once you have selected your product or service, you must define the size and type of your selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, revenues and profits, and so forth. Record this information in a summary document as outlined below.

Company and product selection critical parts of this project. You must ensure your proposed company can implement the marketing methods discussed in your text, Marketing Management. Since you need to improve upon current marketing efforts, please DO NOT select a company that is considered an exemplary marketer (Apple, Coca-Cola, Pepsi, Nike, Budweiser, or GEICO). Hint: find a publicly-traded company and one of its products or services for which there has been a serious decline in business, and/or a scandal or product/business failure of some sort. That will guarantee media and business analyst coverage from which you will learn a great deal.

Prepare a minimum 175-word summary document and send it to your instructor as a record of your selection. The summary document should include the following:

  • Name of Company
  • Location of Company Headquarters
  • General description of company (number of employees, revenue, type of ownership, web page, etc.)
  • Name of Product or Service selected
  • General description of product or service
  • Rationale for selecting this company and its product or service (in other words, why do you think that you believe that the marketing efforts may be improved upon).

Format your assignment consistent with APA guidelines

Data

YTD Revenues and Other Financials for GFX Company (Jan-June 2017 vs. Jan-June 2016) QTD (Apr, May, Jun 2017 vs Apr, May, Jun 2016) MTD (June 2017 vs. June 2016)
YTD Days 129 125
Global Breakout Revenue 2017 Revenue/Day PY Revenue 2016 Revenue/Day % Total PM Sales Amt (+/-) V$ V% Sales – Avg/Day Amt(+/-) Days 2016 GP $ 2016 GP/Day 2015 GP$ 2015 GP/Day GP- Avg/Day Global Breakout Revenue % Total PM Sales Amt (+/-) GP Global Breakout Revenue % Total PM Sales Amt (+/-) GP
$ 13,644,073 $ 105,768 $ 12,122,016 $ 96,976 100% 59% 12.6% 1,526,779 9.1% 8,792 7,994,127 61,970 7,154,574 57,237 8.3% $ 7,024,096 100% 58% 8.3% 538,319 6.5% $ 2,257,102 100% 56% 11.2% 227,334 6.1%
0
Domestic Companies $ 12,085,137 $ 93,683 $ 10,647,682 $ 85,181 89% 60% 13.5% 1,437,439 $ 8,501.78 10.0% 10.0% 8,502 7,214,564 55,927 6,421,904 51,375 8.9% Domestic $ 6,145,978 87% 60% 8.0% 455,258 6.6% Domestic $ 1,930,466 86% 58% 4.2% 77,811 2.3%
INTL Companies $ 1,558,936 $ 12,085 $ 1,474,334 $ 11,795 11% 50% 5.7% 84,068 $ 290.10 2.5% 2.5% 290 779,563 6,043 732,670 5,861 3.1% INTL $ 878,119 13% 48% 11.1% 87,733 5.7% INTL $ 326,636 14% 42% 83.4% 148,536 52.4%
Customer Strategy Revenue 2017 Revenue/Day PY Revenue 2016 Revenue/Day % Total PM Sales V$ V% Sales – Avg/Day Amt(+/-) Days 2016 GP $ 2016 GP/Day 2015 GP$ 2015 GP/Day GP- Avg/Day Customer Strategy Revenue % Total PM Sales Amt (+/-) GP Customer Strategy Net Sales % Total PM Sales GP
Acquire $ 1,312,868 $ 10,177 $ 803,316 $ 6,427 10% 58% 63.4% 509,399 $ 3,750.74 58.4% 58.4% 3,751 762,875 5,914 492,426 3,939 50.1% Acquire $ 654,170 9% 58% 50.8% 220,370 42.7% Acquire $ 219,791 10% 56% 54.3% 77,347 40.2%
Expand $ 7,634,424 $ 59,182 $ 7,195,760 $ 57,566 56% 58% 6.1% 438,925 $ 1,615.50 2.8% 2.8% 1,616 4,447,300 34,475 4,225,329 33,803 2.0% Expand $ 4,017,070 57% 58% 3.0% 117,002 0.6% Expand $ 1,282,340 57% 55% 8.1% 96,087 0.5%
Retain $ 3,026,592 $ 23,462 $ 2,719,813 $ 21,759 22% 58% 11.3% 307,282 $ 1,703.45 7.8% 7.8% 1,703 1,764,242 13,676 1,589,546 12,716 7.5% Retain $ 1,505,103 21% 59% 10.4% 141,785 10.3% Retain $ 477,879 21% 57% 18.0% 72,897 17.3%
Serve $ 1,666,355 $ 12,917 $ 1,403,128 $ 11,225 12% 61% 18.8% 263,699 $ 1,692.46 15.1% 15.1% 1,692 1,017,238 7,886 847,273 6,778 16.3% Serve $ 843,966 12% 60% 7.4% 58,150 8.0% Serve $ 273,533 12% 57% 18.0% 41,725 17.3%
Non-Coded $ 3,834 $ 30 $ (1) $ (0) 0% $ 29.73 -371611.6% 30 2,472 19 0 0 Non-Coded $ 3,787 0% Non-Coded $ 3,559 0%
Customer Category/Industry Revenue 2017 Revenue/Day PY Revenue 2016 Revenue/Day % Total PM Sales V$ V% Sales – Avg/Day Amt(+/-) Days 2016 GP $ 2016 GP/Day 2015 GP$ 2015 GP/Day GP- Avg/Day Customer Category/Industry Revenue % Total PM Sales Amt (+/-) GP Customer Category/Industry Net Sales % Total PM Sales GP
Commercial $ 7,195,592 $ 55,780 $ 6,346,456 $ 50,772 53% 61% 13.4% 850,273 $ 5,008.13 9.9% 9.9% 5,008 4,357,276 33,777 3,866,369 30,931 9.2% Commercial $ 3,719,525 53% 61% 8.5% 291,391 6.8% Commercial $ 1,130,973 50% 60% 1.0% 11,198 -1.0%
INTL $ 1,535,905 $ 11,906 $ 1,462,492 $ 11,700 11% 50% 5.0% 73,138 $ 206.30 1.8% 1.8% 206 767,499 5,950 727,297 5,818 2.3% INTL $ 868,634 12% 48% 10.9% 85,375 5.2% INTL $ 323,990 14% 51% 83.2% 147,140 50.8%
Municipal $ 1,634,643 $ 12,672 $ 1,504,204 $ 12,034 12% 62% 8.7% 130,832 $ 638.02 5.3% 5.3% 638 1,011,609 7,842 943,414 7,547 3.9% Municipal $ 814,624 12% 63% 1.7% 13,617 1.7% Municipal $ 263,030 12% 60% 12.3% 28,809 3.4%
Reseller – Other $ 1,386,876 $ 10,751 $ 1,223,131 $ 9,785 10% 62% 13.4% 163,881 $ 965.93 9.9% 9.9% 966 856,222 6,637 783,902 6,271 5.8% Reseller $ 721,253 10% 61% 10.9% 70,890 6.8% Reseller – Other $ 266,066 12% 57% 26.4% 55,571 14.9%
Industrial Labs $ 900,409 $ 6,980 $ 796,598 $ 6,373 7% 59% 13.0% 103,587 $ 607.13 9.5% 9.5% 607 529,808 4,107 470,311 3,762 9.2% Industrial Labs $ 464,827 7% 58% 14.2% 57,798 12.8% Industrial Labs $ 135,694 6% 59% -7.4% -10,844 2.6%
Government $ 425,018 $ 3,295 $ 333,627 $ 2,669 3% 60% 27.4% 91,409 $ 625.70 23.4% 23.4% 626 255,667 1,982 201,215 1,610 23.1% Government $ 183,030 3% 58% 14.2% 22,759 12.8% Government $ 50,261 2% 61% 30.9% 11,865 33.8%
Resell – Industrial Hygiene $ 336,569 $ 2,609 $ 302,318 $ 2,419 2% 32% 11.3% 34,171 $ 190.52 7.9% 7.9% 191 106,638 827 96,704 774 6.9% Resell – Industrial Hygiene $ 140,804 2% 32% -8.4% -12,912 -14.2% Resell – Industrial Hygiene $ 43,642 2% 29% -39.7% -28,733 -50.1%
Education $ 154,662 $ 1,199 $ 128,927 $ 1,031 1% 59% 20.0% 25,777 $ 167.51 16.2% 16.2% 168 90,896 705 83,840 671 5.1% Education $ 84,981 1% 61% 2.1% 1,748 -3.8% Education $ 35,846 2% 60% 25.6% 7,306 14.4%
Other $ 74,399 $ 577 $ 24,263 $ 194 1% $ 382.63 197.1% 197.1% 383 18,512 144 -18,478 -148 Other $ 26,418 0% Other $ 7,600 0%
Top 10 Customers Revenue 2017 Revenue/Day PY Revenue 2016 Revenue/Day % Total PM Sales V$ V% Sales – Avg/Day Amt(+/-) Days 2016 GP $ 2016 GP/Day 2015 GP$ 2015 GP/Day GP- Avg/Day Top 10 Customers Revenue % Total PM Sales Amt (+/-) GP Top 10 Customers Net Sales % Total PM Sales GP
ABC Corp $ 601,368 $ 4,662 $ 526,035 $ 4,208 4% 64% 14.3% 75,237 $ 453.49 10.8% 10.8% 453 383,326 2,972 334,312 2,674 11.1% ABC Corp $ 332,350 5% 63% 7.2% 22,322 4.2% ABC Corp $ 87,955 4% 62% -2.6% -2,348 -10.9%
Fish Limited $ 480,717 $ 3,726 $ 361,180 $ 2,889 4% 66% 33.1% 119,547 $ 837.05 29.0% 29.0% 837 317,156 2,459 245,501 1,964 25.2% Fish Limited $ 239,460 3% 67% 18.1% 36,700 16.3% Fish Limited $ 76,813 3% 66% 6.4% 4,620 1.3%
Delta Appliance $ 424,678 $ 3,292 $ 434,749 $ 3,478 3% 53% -2.3% -9,998 $ (185.91) -5.3% -5.3% -186 223,804 1,735 213,003 1,704 1.8% Delta Appliance $ 230,032 3% 53% -21.0% -61,148 14.7% Delta Appliance $ 75,000 3% -1% 5258.2% 73,600 -164.1%
ALPS Company $ 398,347 $ 3,088 $ 359,664 $ 2,877 3% 61% 10.8% 38,828 $ 210.65 7.3% 7.3% 211 242,652 1,881 209,246 1,674 12.4% ALPS Company $ 226,766 3% 61% 8.8% 18,341 12.3% ALPS Company $ 60,179 3% 59% -10.7% -7,211 -10.4%
Here4U $ 269,038 $ 2,086 $ 195,970 $ 1,568 2% 59% 37.3% 73,089 $ 517.81 33.0% 33.0% 518 159,324 1,235 112,163 897 37.6% Here4U $ 119,433 2% 59% 31.9% 28,885 28.0% Here4U $ 56,444 3% 52% 100.0% 28,222
XYZ Inc $ 208,819 $ 1,619 $ 170,238 $ 1,362 2% 29% 22.7% 38,632 $ 256.85 18.9% 18.9% 257 61,160 474 56,107 449 5.6% XYZ Inc $ 117,490 2% 11% 213.1% 79,965 16.8% XYZ Inc $ 51,610 2% 56% -23.0% -15,416 -0.5%
Expert Engineers $ 207,066 $ 1,605 $ 195,121 $ 1,561 2% 52% 6.1% 11,905 $ 44.19 2.8% 2.8% 44 108,392 840 108,975 872 -3.6% Expert Engineers $ 104,936 1% 52% 22.1% 18,993 8.6% Expert Engineers $ 35,156 2% 57% -8.2% -3,140 -11.3%
Check Gmbh $ 201,704 $ 1,564 $ 127,829 $ 1,023 1% 49% 57.8% 73,881 $ 540.96 52.9% 52.9% 541 99,645 772 72,724 582 32.8% Check Gmbh $ 100,171 1% 48% 2835.2% 96,758 3186.6% Check Gmbh $ 31,740 1% 45% -7.1% -2,426 -27.9%
Francios and Sons $ 186,532 $ 1,446 $ 120,018 $ 960 1% 49% 55.4% 66,499 $ 485.84 50.6% 50.6% 486 90,407 701 50,892 407 72.1% Francios and Sons $ 96,755 1% 50% -7.0% -7,283 -16.9% Francios and Sons $ 29,154 1% 54% 3.7% 1,040 5.0%
Euro Ltd $ 177,660 $ 1,377 $ 151,851 $ 1,215 1% 54% 17.0% 25,814 $ 162.40 13.4% 13.4% 162 96,319 747 90,627 725 3.0% Euro Ltd $ 75,156 1% 55% 19.1% 12,053 19.1% Euro Ltd $ 28,452 1% 58% 126.6% 15,896 119.5%
Marketing Accounts $ 2,759,521 $ 21,392 $ 2,503,663 $ 20,029 20% 63% 10.2% 255,418 $ 1,362.33 6.8% 6.8% 1,362 1,741,295 13,498 1,591,269 12,730 6.0% Marketing Accounts $ 1,381,927 20% 63% 8.9% 112,940 6.3% Marketing Accounts $ 447,025 20% 56% 6.4% 26,889 6.8%

Definitions

YTD Year to Date
QTD Quarter to Date
MTD Month to Date
YTD Days number of selling days in the current year (or comparable year, depending on location in header)
Days Adj Days Adjusted—in finance, each month may have a different number of reporting/selling days based on how a quarter is measured. Some companies use a 5 week, 4 week, 4 week quarter to standardize the reporting/selling days. Days adjusted means that when comparing different years you are comparing the same number of days.
Domestic United States
INTL International or ROW (Rest of World)
PM Prior Month
V$ Growth in dollars
V% Growth percent
GP Gross Profit
Customer Rank Classification schema for determining selling activities. Acquire-gain new customers, Expand-grow within customer, Retain-keep customer, Serve-get service business in addition to product sales, non-coded–not coded
Customer Class Classification schema by industry or area. Commercial-US/domestic. Used when not classifed by industry type. INTL-international customers. Municipal-self-explanatory. Reseller-other–resellers of your products to other end users except where classifed ( i.e. Reseller-Industrial hygiene). Industrial labs, Governement, Education–specific classifications. Other–catch all when not a company cannot be classified in one of the previous categories.