MARKETING CONCEPTS 301 Homework Assignment HW #4 – 5% of total course grade DUE 03/01 at 10:15 AM BDI/CDI Analysis You must show your work. You are the new Marketing intern at Coca Cola’s Headquarters...

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MARKETING CONCEPTS 301 Homework Assignment HW #4 – 5% of total course grade DUE 03/01 at 10:15 AM BDI/CDI Analysis You must show your work. You are the new Marketing intern at Coca Cola’s Headquarters in Atlanta. CONGRATULATIONS! You have been asked to help the Powerade team determine in which cities they should add more Marketing resources. These might be advertising spending, hiring new salespeople, increasing distribution locations, even introducing line extensions. Coca Cola does not have unlimited dollars and will have to make choices about which cities might be good choices. You elect to use your knowledge of BDI/CDI analysis to develop your recommendation. 1) Marketers use many inputs to help in decision making. Among these processes is a BDI/CDI analysis. Why is this better than a BDI analysis alone? ____/20 points 2) Using the information below on Brand, Category and Population, Compute the BDI/CDI for San Diego, Denver, Boise_ You must show your work to receive full credit _____/ 30 points If you are using excel, attach it as a separate file in your submission. This must be a “live” file. You may upload your work in the space provided in Canvas as follows: Start Assignment > File Upload > Choose File > Select Document > Click Open > Submit Assignment. Brand information: 3.5% of all its US $ sales are from the San Diego, California market 1.9% of all its US $ sales are from the Boise, Idaho market 1.7% of all its US $ sales are from the Denver, Colorado market Category information: 2.8% of all US $ sales for sports drinks are from the San Diego, California market 2.2% of all US $ sales for sports drinks are from the Boise, Idaho market 3.3% of all US $ sales for sports drinks are from Denver, Colorado market Population information: San Diego represents 3.2% of the U. S. population Boise represents 1.4% of the U.S. population Denver represents 2.1% of the U.S. population San Diego Boise Denver BDI _________ BDI __________ BDI __________ CDI ________ CDI ________ CDI _________ BDI/CDI _________________ _________________ _______________ RECOMMENDATION 3) Based on your calculations, which ONE of the 3 markets would you recommend that Coca Cola increase overall Marketing spending? ___/5 points 4) WHY DID YOU CHOOSE THAT CITY? ___/45 points A good answer uses the results of your calculations AND shows an understanding of what they mean (30 Points). An excellent answer also gives a brief reason for why you did not choose the other two cities (15 Points). Marketing Concepts 301 BDI/CDI Analysis 4) WHY DID YOU CHOOSE THAT CITY? ___/45 points A good answer uses the results of your calculations AND shows an understanding of what they mean (30 Points). An excellent answer also gives a brief reason for why you did not choose the other two cities (15 Points).