Reference no: EM133220574

1. From your review of the market information and consumer dynamics in contained in your completed excel spreadsheet, provide five insights about the beer market, its average consumer and its level of competitiveness. Remember that this question is about the overall market and the consumer NOT about individual brands.

2. Using the information contained in the entire " Beer - Base" spreadsheet , what can you learn about Dalek-table Draft customers from analyzing their purchase behaviour for their TOTAL beer purchases and comparing them to the other three brands and the overall market? Please provide a minimum of six insights and remember that to be relevant, metrics need to be compared to other metrics.

3. What can you learn about Dalek-table Draft customers from analyzing their purchase behaviour when they ONLY buy Dalek-table Draft and comparing it their buying behaviour for their TOTAL beer purchases and the buying behavior of consumers of the other three brands (for their brand and/or their total beer purchases) and buying behavior for the overall market? Please provide a minimum of six insights and remember that to be relevant, metrics need to be compared to other metrics.

4. Based on the information in the spreadsheet and your analysis, what do you believe are the TWO biggest opportunities for Dalek-table Draft to improve their sales performance and why? Remember to appropriately justify the recommendation with relevant metrics and facts and to limit yourself to only two opportunities.

5. Quantify the annual increase in sales for each of the TWO biggest opportunities for Dalek-table Draft that you identified. Ensure that you provide justification for the new objective for each of the two metrics that you have identified.

6. In an age of personalization and relevance, some marketers believe that CLTV is a critical metric for a marketer to use to determine both marketing strategies and tactics. Do you agree or disagree, and why?