December 21, 2016 at 7:32 am
There must be some publicly available information (e.g. some information that comes up on a Google search) as the marker needs to know you are not making the whole thing up (and yes my marker friend says that the ACO has discovered that some people invent a fictitious entity). If there us no evidence that the organisation exists your project is likely be subject to investigation. However no problem with high profile private organisations.January 24, 2017 at 11:43 am
Similar to the person above (Asda query), I am struggling to source financial data regarding the brand I am looking at. I am looking at a couple of possible brands/marketing strategies but both belong to HUGE parent companies. The brand companies are not separated in their financial statements and the consolidated accounts are so huge so as to render any inference of the parent companies data to my chosen brand ridiculously inaccurate.
Also I was very worried that I would focus on the marketing strategy too much, I was under the impression that this project needed to be a financial analysis primarily and secondarily a discussion of the effectiveness of the financial data in fulfilling the original aims, obviously encompassing non financial factors (public perception, brand recognition etc).
From the above thread, though, it sounds like the project is largely a discussion with only small reference to financial data. Is this the case? Also, if I am unable to find published financial data from the company, how can I trust figures from other websites/sources? It seems without the numbers being verified or audited somehow, they may be complete nonsense. I have come across websites that say “they have doubled their marketing spend…” and “they have increased sales by x%”. So I assume that there must be raw data somewhere….?
So basically my queries are:
1) Is there likely to be a breakdown of the data I need (regarding the brand within the plc)
2) If there’s not, how important is it that I have significant financial analysis i.e. will a few ratios be sufficient
3)How can I verify data from alternate sources (or can I just use it’s unreliability as a discussion point in the project)
Thanks anyone for their help with this.
Cheers WillJanuary 24, 2017 at 11:10 pm
This topic is primarily about how a company positions itself in various markets in relation to its portfolio of products. The financial data is used to demonstrate that marketing costs have been effective in generating sales. If you focus mainly on irrelevant ratios you will fail as the marker will be looking to see that you understand and can apply marketing concepts in the context of your chosen organisation and can identify its various strategies. Brand would only be a small part of the project.
In answering your specific queries:
2) yes but they need to be relevant: marketing costs to sales; market share analysis
3) depends on the organisation but most companies set out the figures for you to be able to do / discuss marketing to sales and market share
I suggest you read up on marketing so that you are clear about the marketing mix and market segmentation as these concepts at the very least will need to be covered in your application.January 26, 2017 at 8:25 pm
Many thanks for your speedy response.
To clarify, I really wasn’t suggesting doing some erroneous ratios as part of my project. Quite the contrary. I really meant, how can I create meaningful financial analysis of a company when it has over 200 brands, each one running it’s own marketing strategy, quite independently of each other, with no breakdown of the sales of each product and no breakdown of the expenditure on marketing of each product. Surely looking at the PLC’s expenditure and sales as a whole, across these 200 brands, is a seriously flawed approach?
Thanks for the advice regarding market segmentation and marketing mix, I haven’t yet studied my P3 so, although I have briefly read around them, I do need to be more familiar with these.
Do you think it would be better (easier to create meaningful analysis) if I tried to source a potential company with a smaller product range, or perhaps a retail brand?
Many thanks for your continued help!
WillJanuary 30, 2017 at 8:32 am
@kernowkid – you comment “Surely looking at the PLC’s expenditure and sales as a whole, across these 200 brands, is a seriously flawed approach?” might be correct if you were a PhD student doing your doctorate thesis but you are doing a Research and Analysis project for a first degree. Again you are quite right that each major brand in the portfolio would have its own marketing manager and team who might be pursuing different strategies. They would be closely monitoring their brand’s individual performance (at least quarterly – possibly even – monthly) because they have the detailed information to do so which unless you work in marketing in the company you do not.
You have to make the best of what you can with the information available. There are other dimensions /approaches you could consider e.g. if selecting brands from the 200 you might first look at the Boston Consulting Group matrix and select them according to this (don’t focus just on the Stars and Cash Cows, look what happened to the Dogs and consider what is being done about the Question Marks). You could also consider Ansoff’s theory in relation to product rejuvenation – however this is possibly not applicable in your organisation as it has 200 brands. It usually applies more to the higher priced goods or technical sector e.g. how car models are updated or TVs or phones have new features added. However it might apply to well know product brands in the basic consumer market e.g. Lucazade – see this link for this and read the short but fascinating history of this product and note how it was once the main earner for Beecham’s and was totally revamped in the 1980s to become a major revenue earner again https://en.m.wikipedia.org/wiki/Lucozade
The above may influence your course of action in relation to your question. The marker will want to see you understand and can apply marketing theory and concepts and do some relevant basic financial analysis in relation to the company and it is how well you do that which influence your gradeFebruary 11, 2017 at 9:37 pm
Many thanks for your above comments. I think maybe I am being too exacting about this. I will check out the theories you mentioned above to see if they can give me some more direction. I think, frankly, as you said it is only a first degree, to make it easier I think I will select a company that allows easier analysis then the ones I am looking at (i.e. smaller). In any case, thank you very much for your candor, it is very much appreciated.
WillFebruary 21, 2017 at 8:43 am
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