Expert answer:Researching marketing questions
Solved by verified expert:Part 1:Analyze the Week 1 Business Growth Overview dataset. 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 but no insights or commentary for the SVP.Construct a minimum 525-word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following:
Major areas of increase and decrease in revenue or type and/or category of business
Trends that are evident in terms of revenue or type and/or category of business
Insights that would help formulate marketing strategies to either continue growth or reverse decline
Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)
data.xlsx
Unformatted Attachment Preview
YTD (Jan-June 2016 vs. Jan-June 2015)
129
125
YTD Days
Global Breakout
Revenue
$ 13,644,073
2016
Revenue/Day
$
105,768
Domestic
INTL
$ 12,085,137
$ 1,558,936
$
$
Customer Rank
Acquire
Expand
Retain
Serve
Non-Coded
Revenue
$ 1,312,868
$ 7,634,424
$ 3,026,592
$ 1,666,355
$
3,834
2016
Revenue/Day
$
10,177
$
59,182
$
23,462
$
12,917
$
30
PY2015
Revenue/Day % Total
$
6,427
10%
$
57,566
56%
$
21,759
22%
$
11,225
12%
$
(0)
0%
Customer Class
Commercial
INTL
Municipal
Reseller – Other
Industrial Labs
Government
Resell – Industrial Hygiene
Education
Other
Revenue
$ 7,195,592
$ 1,535,905
$ 1,634,643
$ 1,386,876
$
900,409
$
425,018
$
336,569
$
154,662
$
74,399
2016
Revenue/Day
$
55,780
$
11,906
$
12,672
$
10,751
$
6,980
$
3,295
$
2,609
$
1,199
$
577
PY2015
Revenue/Day
$
50,772
$
11,700
$
12,034
$
9,785
$
6,373
$
2,669
$
2,419
$
1,031
$
194
% Total
53%
11%
12%
10%
7%
3%
2%
1%
1%
Revenue
$
601,368
$
480,717
$
424,678
$
398,347
$
269,038
$
208,819
$
207,066
$
201,704
$
186,532
$
177,660
$ 2,759,521
2016
Revenue/Day
$
4,662
$
3,726
$
3,292
$
3,088
$
2,086
$
1,619
$
1,605
$
1,564
$
1,446
$
1,377
$
21,392
PY2015
Revenue/Day
$
4,208
$
2,889
$
3,478
$
2,877
$
1,568
$
1,362
$
1,561
$
1,023
$
960
$
1,215
$
20,029
% Total
4%
4%
3%
3%
2%
2%
2%
1%
1%
1%
20%
Top Customers
ABC Corp
Fish Limited
Delta Appliance
ALPS Company
Here4U
XYZ Inc
Expert Engineers
Check Gmbh
Francios and Sons
Euro Ltd
Marketing Accounts
93,683
12,085
PY2015
Revenue/Day
$
96,976
$
$
85,181
11,795
% Total
100%
89%
11%
n-June 2015)
QTD (Apr, May, Jun 2016 vs Apr
GPSales – Avg/Day Avg/Day
9.1%
8.3%
PM
59%
V$
V%
60%
50%
$ 8,501.78
$ 290.10
10.0%
2.5%
PM
58%
58%
58%
61%
GPSales – Avg/Day Avg/Day
V$
V%
$ 3,750.74
58.4%
58.4%
50.1%
$ 1,615.50
2.8%
2.8%
2.0%
$ 1,703.45
7.8%
7.8%
7.5%
$ 1,692.46
15.1%
15.1%
16.3%
$
29.73 -371611.6%
PM
61%
50%
62%
62%
59%
60%
32%
59%
PM
64%
66%
53%
61%
59%
29%
52%
49%
49%
54%
63%
V$
$ 5,008.13
$ 206.30
$ 638.02
$ 965.93
$ 607.13
$ 625.70
$ 190.52
$ 167.51
$ 382.63
V$
$ 453.49
$ 837.05
$ (185.91)
$ 210.65
$ 517.81
$ 256.85
$
44.19
$ 540.96
$ 485.84
$ 162.40
$ 1,362.33
10.0%
2.5%
8.9%
3.1%
Global Breakout
Domestic
INTL
Customer Rank
Acquire
Expand
Retain
Serve
Non-Coded
V%
9.9%
1.8%
5.3%
9.9%
9.5%
23.4%
7.9%
16.2%
197.1%
GPSales – Avg/Day Avg/Day
9.9%
9.2%
1.8%
2.3%
5.3%
3.9%
9.9%
5.8%
9.5%
9.2%
23.4%
23.1%
7.9%
6.9%
16.2%
5.1%
197.1%
Customer Class
Commercial
INTL
Municipal
Reseller
Industrial Labs
Government
Resell – Industrial Hygiene
Education
Other
V%
10.8%
29.0%
-5.3%
7.3%
33.0%
18.9%
2.8%
52.9%
50.6%
13.4%
6.8%
GPSales – Avg/Day Avg/Day
10.8%
11.1%
29.0%
25.2%
-5.3%
1.8%
7.3%
12.4%
33.0%
37.6%
18.9%
5.6%
2.8%
-3.6%
52.9%
32.8%
50.6%
72.1%
13.4%
3.0%
6.8%
6.0%
Top Customers
ABC Corp
Fish Limited
Delta Appliance
ALPS Company
Here4U
XYZ Inc
Expert Engineers
Check Gmbh
Francios and Sons
Euro Ltd
Marketing Accounts
QTD (Apr, May, Jun 2016 vs Apr, May, Jun 2015)
Revenue
$
7,024,096
MTD (June 2016 vs. J
% Total
100%
PM
58%
Sales
8.3%
GP
6.5%
Global Breakout
87%
13%
60%
48%
8.0%
11.1%
6.6%
5.7%
Domestic
INTL
Revenue
$
654,170
$
4,017,070
$
1,505,103
$
843,966
$
3,787
% Total
9%
57%
21%
12%
0%
PM
58%
58%
59%
60%
Sales
50.8%
3.0%
10.4%
7.4%
GP
42.7%
0.6%
10.3%
8.0%
Customer Rank
Acquire
Expand
Retain
Serve
Non-Coded
Revenue
$
3,719,525
$
868,634
$
814,624
$
721,253
$
464,827
$
183,030
$
140,804
$
84,981
$
26,418
% Total
53%
12%
12%
10%
7%
3%
2%
1%
0%
PM
61%
48%
63%
61%
58%
58%
32%
61%
Sales
8.5%
10.9%
1.7%
10.9%
14.2%
14.2%
-8.4%
2.1%
GP
6.8%
5.2%
1.7%
6.8%
12.8%
12.8%
-14.2%
-3.8%
Customer Class
Commercial
INTL
Municipal
Reseller – Other
Industrial Labs
Government
Resell – Industrial Hygiene
Education
Other
Revenue
$
332,350
$
239,460
$
230,032
$
226,766
$
119,433
$
117,490
$
104,936
$
100,171
$
96,755
$
75,156
$
1,381,927
% Total
5%
3%
3%
3%
2%
2%
1%
1%
1%
1%
20%
PM
63%
67%
53%
61%
59%
11%
52%
48%
50%
55%
63%
Sales
7.2%
18.1%
-21.0%
8.8%
31.9%
213.1%
22.1%
2835.2%
-7.0%
19.1%
8.9%
GP
4.2%
16.3%
14.7%
12.3%
28.0%
16.8%
8.6%
3186.6%
-16.9%
19.1%
6.3%
$
$
6,145,978
878,119
Top Customers
ABC Corp
Fish Limited
Delta Appliance
ALPS Company
Here4U
XYZ Inc
Expert Engineers
Check Gmbh
Francios and Sons
Euro Ltd
Marketing Accounts
MTD (June 2016 vs. June 2015)
Revenue
$
2,257,102
% Total
100%
PM
56%
Sales
11.2%
GP
6.1%
86%
14%
58%
42%
4.2%
83.4%
2.3%
52.4%
Net Sales
$
219,791
$
1,282,340
$
477,879
$
273,533
$
3,559
% Total
10%
57%
21%
12%
0%
PM
56%
55%
57%
57%
Sales
54.3%
8.1%
18.0%
18.0%
GP
40.2%
0.5%
17.3%
17.3%
Net Sales
$
1,130,973
$
323,990
$
263,030
$
266,066
$
135,694
$
50,261
$
43,642
$
35,846
$
7,600
% Total
50%
14%
12%
12%
6%
2%
2%
2%
0%
PM
60%
51%
60%
57%
59%
61%
29%
60%
Sales
1.0%
83.2%
12.3%
26.4%
-7.4%
30.9%
-39.7%
25.6%
GP
-1.0%
50.8%
3.4%
14.9%
2.6%
33.8%
-50.1%
14.4%
Net Sales
$
87,955
$
76,813
$
75,000
$
60,179
$
56,444
$
51,610
$
35,156
$
31,740
$
29,154
$
28,452
$
447,025
% Total
4%
3%
3%
3%
3%
2%
2%
1%
1%
1%
20%
PM
62%
66%
-1%
59%
52%
56%
57%
45%
54%
58%
56%
Sales
-2.6%
6.4%
5258.2%
-10.7%
100.0%
-23.0%
-8.2%
-7.1%
3.7%
126.6%
6.4%
GP
-10.9%
1.3%
-164.1%
-10.4%
$
$
1,930,466
326,636
-0.5%
-11.3%
-27.9%
5.0%
119.5%
6.8%
YTD
QTD
MTD
Year to Date
Quarter to Date
Month to Date
YTD Days
number of selling days in the current year (or comparable year, depending on location in header)
Days Adj
Domestic
INTL
PM
V$
V%
GP
Customer
Rank
Customer
Class
Days Adjusted—in finance, each month may have a different number of reporting/selling days based on ho
Some companies use a 5 week, 4 week, 4 week quarter to standardize the reporting/selling days. Days adju
comparing different years you are comparing the same number of days.
United States
International or ROW (Rest of World)
Prior Month
Growth in dollars
Growth percent
Gross Profit
Classification schema for determining selling activities. Acquire-gain new customers, Expand-grow within cu
customer, Serve-get service business in addition to product sales, non-coded–not coded
Classification schema by industry or area. Commercial-US/domestic. Used when not classifed by industry t
customers. Municipal-self-explanatory. Reseller-other–resellers of your products to other end users exce
cation in header)
ng/selling days based on how a quarter is measured.
ting/selling days. Days adjusted means that when
mers, Expand-grow within customer, Retain-keep
ot coded
n not classifed by industry type. INTL-international
cts to other end users except where classifed ( i.e.
…
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