2. Total Market Sales
Total Market sales are $87,288,000
$0.00
$5,000,000.00
$10,000,000.00
$15,000,000.00
$20,000,000.00
$25,000,000.00
$30,000,000.00
$35,000,000.00
$40,000,000.00
3. Sales Comparison
Bob has the most Sales $15,839,200
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
$10,000,000.00
$12,000,000.00
$14,000,000.00
$16,000,000.00
$18,000,000.00
Bob's Sales
Dave's
Sales
Sam's Sales
4. Market Share
Bob owns 20% of the motorcycles
sold in Miami-Dade County
Units Dollar
Bob owns 18.15% of the dollar
market share amongst his
competitors in the Miami-Dade
18.15%
13.43%
13.95%
54.47%
20.94%
12.40%
13.95%
52.71%
Bob
Dave
Sam
Other
In the current market Honda is the leading brand followed by Harley- Davidson which leads to our suggestion to why Bob should invest in Harley- Davidson.-Honda is highest contributor-Followed by Harley-Davidson (get rid of total)Despite Harley Davidson not being carried by the dealership with the highest market share, it still made up $25,000,000 in sales which means Harley Davidson has a higher price per unit lets understand why. VALENTINA
To further emphasize our point lets look at Bob’s major competitors and Bob’s brand sales. Bob currently holds 60% of Honda compared to Dave and Sam which hold 50%. Since Bob has a high end store and invests in Harley-Davidson he should be able to at least mimic his competitors or surpass them by at least 5% -Honda is the biggest contributor-Bob could look into expanding to Harley-Davidson which is the next highest contributor VALENTINA
As you can see, Bob has the highest market share of motorcycles purchased in Miami-Dade. Bob owns 20% of the market based on the total number of bikes he has sold.As for the dollar market share, Bob holds the highest dollar market share of motorcycles purchased. He currently holds 18.15% compared to his competitors who are floating around the 13% dollar share range. This could mean that Bob is selling his bikes at a premium when compared to the other dealers. He is attracting higher-end clientele. This could be a great opportunity to introduce a high-end motorcycle brand to service his high end clients. Put other slice in unit pie chart. SEAN
Bob has the strongest brand penetration amongst his competitors for the Honda brand. He has opportunity for better brand penetration if he focused on his Suzuki motorcycles as well as his Harley Davidson motorcycles. Since he has no Harley Davidson motorcycles in his inventory currently, it would be a good business opportunity for him to enter this market in order to gain more share. You take Bob’s Honda inventory (.60*1523=913.8) Sam’s Honda inventory (.5*1015=507.5) and Dave’s Honda inventory at (.50*902=451) In order to find Bob’s penetration rate of the Honda brand you take [(913.8)/(913.8+913.8+507.5)] is 48.8%. ANNA You are already a High end store why not sell a high end bike.
REBECCA
(James) As you can see, this graph displays the cost of owning four of the top brands sold in the Miami-Dade County area for the consumer. Closely studying the graph, you will notice that Harley-Davidson carries the highest cost of ownership at $19,500. This is $6,900 higher than Suzuki; the second highest cost of ownership. This means that the average Harley-Davidson customer is more valuable to Bob than the customers of other brands from a dollar perspective.
(Claudine) Without Harley Davidson, at this rate, Bob’s sales growth per year for the past three years on average is 20%. Assuming all factors remain constant, this is how his sale’s projections will continue in the future. Now let’s look at how Bob’s sales growth per year changes when he choose to invest in Harley Davidson. Despite Bob’s sales growth being relatively healthy, we want to take Bob’s business to the next level. Taking his business from what Mysapce was in it’s glory day, to what Facebook has grown to in recent years.
Assume that Bob replaces his 10% of sales from Kawasaki, withHarley-Davidson. This is what his sales per year would look like compared to his current sales. Bob would see a $1,523,000 increase or in other words, an 8.8% increase. In this example, we assume Bob does have Kawasaki in “current total sales” but does have Harley for the projected total sales.
