Report example
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Fun Report example snapshots – data talks Prepared for whoever as smart as you Jason Xin Strategy Consultant [email protected] 1 Please note: due to limited finance support, all the researches (for class) are not based on big sample size– could be somehow biased. What we showed here is based on limited sample that we are reachable within limited time, but it is
Transcript of Report example
Fun Report example snapshots – data talks
Prepared for whoever as smart as you
Jason XinStrategy Consultant
Please note: due to limited finance support, all the researches (for class) are not based on big sample size– could be somehow biased. What we showed here is based on limited sample that we are reachable within limited time, but it is still fun to see how data works.
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Managerial Summary 1
Brand preference is weak
Finding:In the Perceptual map, we first look at ‘I prefer this brand’, which is one of the most important attribute. Via 90 degree drops, we can find out each brands position in terms of this attribute.
We can find out that McDonald’s preference rank is 4th out of 7, which is too weak compared with other brands.
Recommendation:Usually preference is the consumers’ first impression of the brand. It is very important. With weak preference, brand won’t be the first choice of consumer and it will shrink brand’s market share. To avoid this result, increases relative preference is very necessary.
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Managerial Summary 2
Primary Vectors – 3 important attributes related to preference
Finding:To further dig the preference factors, we find out 3 important attributes related to preference, which are ‘Multiple ways to order’, ‘Very customizable’, and ‘Keep me fit’. Via 90 degree drops, we can easily find out McDonald’s performance bad in these three attributes, which are the reasons McDonald’s got a weak preference. Recommendation:Too boost preference, McDonald’s need to increase these three attributes performance.- ‘Multiple ways to order’Nowadays many consumer want a convenient way to order. They prefer to order online or by phone instead of go to the store by themselves, especially during their busy time. In this view, add more ordering options could solve this problem.
-‘Very customizable’ and ‘Keep me fit’Consumer become more pick and they want to have food exactly follow their will. Also fitness become more and more popular. By add customizable choice in menu and more healthy option could help on this.
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Managerial Summary 3
Good performance on the secondary vectors
Finding:By analysis the secondary vectors, we find out McDonald’s has a good overall performance on it. It achieves 1st rank for ‘Short ordering time’ and ‘Affordable’; 2nd rank for ‘Easy to find’. Although it gets 4th rank for satisfied service’, the gap between these leading brands is pretty small.
Recommendation:Since McDonald’s already achieved these strengths, in terms of strategy, we could suggest McDonald’s to keep these strengths. With improving in primary vectors, these strengths in secondary vectors would leverage McDonald’s to achieve a promising position.
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Managerial Summary 4
Clustering – too close to Dunkin Donuts
Finding:Overall, McDonald’s is perceived as a ‘Yes-Man’ and ‘Dull fatty’. By look at clustering, we can see McDonald’s is very close to Dunkin Donuts. The close the position is, the more intense competition will be.
Recommendation:Distance between McDonald’s and Dunkin Donuts is short than the rest of the clustering. It means from perception point, McDonald’s is perceived very similar to Dunkin Donuts. To avoid this competition, McDonald’s need to reposition itself, to make it more differentiate.
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Managerial Summary 5
Good space to goFinding:By combine all the factors, we find out 4 possible areas for McDonald’s to reposition itself. Recommendation:We recommend McDonald’s to reposition it in Space 1. By focus improving attribute of ‘Multiple ways to order’, ‘Very customizable’, and ‘Keep me fit’. The reasons are:
1. Short Distance,The longer distance means the more changes McDonald’s need to do to reposition itself. From cost effective point of view, getting into space 1 will be the best option.
2. Leverage strength,Move to Space 1, McDonald’s can keep its strength in secondary vectors.
3. Big size and diffuse competitionSpace 1 has really big size, and it is differentiate from the rest of brands. By move into this space, McDonald’s will get a big potential market and achieve its promising flourish there.
Consulting Report
Prepared for
Chicago Consultant Group
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Teamwork
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Respondent Profile
73%
27%1. Chocolate user
Eat 1-2 times per week
Eat more than 3 times per week
2. Young millennials
71%
29%
Age 21-26
Age 27-38
3. All live/work in Great Chicago Area
Sample size: 100
Healthy25%
Point of Purchase
22%
Flavors19%
Price13%
Packaging11%
Media Exposure6%
Chocolate Type4%
Chocolate Overall Feature Importance
Product Strategy Overview
Perceptual Map of Good Taste
New Brand Image
Young
Healthy
Positive
Active
Trendy
Accessible Luxury
Appendix: Perceptual Map - Brand
-1.5 -1.0 -.5 .0 .5 1.0 1.5 2.0
-2.0
-1.5
-1.0
-.5
.0
.5
1.0
1.5
This brand has low calories content
Many of my friends like/buy this brand
This brand has low quality
This brand has good price for value
The product of this brand can relieves hunger
This brand brings me enjoyable experience The package of this
brand looks attractive
The product of this brand has good tasteThis brand makes me
feel joyful
I prefer this brand
Godiva
Hershey's Kiss
M&M
Kit Kat
Snickers
Sample size 100
Thank you
