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