The Examiner's Answers – September 2011 E3 - Enterprise Strategy

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The Examiner's Answers – September 2011 E3 - Enterprise Strategy SECTION A Answer to Question One Requirement (a) Desserts Division proposed Freezer Deals: Year 1 Freezer Deal Freezer net cost Retailers: take-up Total freezer cost Marketing cost Year 1 total cost

Exclusive £ 500 5,000 2,500,000 960,000 3,460,000

Half-Way House £ 300 2,700 810,000 324,000 1,134,000

Free and Easy £ 300 135 40,500 0 40,500

Additional monthly sales Retailers Monthly sales Contribution margin

800 5,000 4,000,000 5.5%

500 2,700 1,350,000 7.5%

200 135 27,000 10.0%

Monthly contribution margin Yearly additional contribution margin

220,000 2,640,000

101,250 1,215,000

2,700 32,400

Year 1 Profit/(Loss)

(820,000)

81,000

(8,100)

4/50 8%

1.35/50 2.7%

0.27/50 <0.65%

£16x12x5,000

£10x12x2,700

Nil

Market share per month Total market = £50,000,000 Market share increase

Marketing cost

The criteria against which the freezer deals should be judged are:

• 'any spending must have a payback period of 1 year' and • 'an increase in market share' These criteria should also be judged against the strategic aim 'increase profitability of each division through increased market share in both domestic and overseas markets'. The

Enterprise Strategy

1

September 2011


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