12.3 Offensive Strategies-Core Strategy III: Diversify Growth

Starting Data Scale
Analysis Analysis  
Unit of Analysis
Customer
Served
Market
New Segment
or New Channel
Overall
Performance
Performance Current 3-Year Goal 3-Year Goal Year 3
Growth Rate  
0
%
 
0
Market Demand
100000
100000
0
100000
Market Share
10
%
10
%
0
%
10.0
Volume (units)
1000
1000
0
1000
Average Revenue per Customer
$5000
$
$5000
$
$5000
$
5000
Channel Discount
20
%
20
%
20
%
20.0
Sales Commissions
0
%
0
%
0
%
0.0
Transactions Costs
2
%
2
%
2
%
2.0
Net Revenue per Customer
3900
3900
0
3900
Sales Revenues
3900000
3900000
0
3900000
Percent Margin
40.0
%
40.0
%
40.0
%
40.0
Gross Profit
1560000
1560000
0
1560000
Marketing & Sales Expenses
Marketing Administration (% sales)
3
%
3
%
3
%
3.0
Marketing Administration ($)
117000
117000
0
117000
Sales & Service (% sales)
5
%
5
%
5
%
5.0
Sales & Service ($)
195000
195000
0
195000
Marketing Communications (% sales)
7
%
7
%
7
%
7.0
Marketing Communications ($)
273000
273000
0
273000
Marketing Budget (% sales)
15.0
15.0
0.0
15.0
Marketing Budget ($)
585000
585000
0
585000
Net Marketing Contribution
975000
975000
0
975000
Marketing ROS
25.0
25.0
0.0
25.0
Marketing ROI
167
167
0
167
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