only need you help me calculate the 1 year financial model, I will send you the whole case and data when you take this question.CHANGES TO & CLARIFICATIONS OF CASE ASSUMPTIONSFor the purpose of this case analysis, the following changes are to be made to the assumptions contained in the case:Reed SupermarketsIncrease in Same Store Traffic With Dollar Specials Program5.00%Dollar Specials – % of Store/Columbus Sales2.75%Dollar Specials Products – Average Price Per Item Before Price Reduction$2.50Dollar Specials Products – Average Price Per Item After Price Reduction$1.50All other facts and aspects of the case are as outlined in the case document.You can assume that the increase in same store traffic with the dollar specials program had the same average sales per transaction as the existing business.BMK710 – Brand Strategy I and BMK711 – Brand Metrics I
Reed Supermarkets – Case Instructions
REMINDER
This is an individual case and, as such, must demonstrate your knowledge of the
appropriate course material and your ability to effectively communicate. It is not
to be worked on as a “team” effort.
THE MANDATE
This case takes place in 2010 and your analysis, alternatives &
recommendations must reflect the situation at that point in time. You are
Meredith Collins, VP of Marketing for Reed Supermarkets, and your business
decision deck must be written from that perspective. You are preparing a deck
that will be discussed with Jack Morissey, CEO of Reed’s Supermarket.
Your are required to identify and clearly state “the” problem. Once that is done,
you are to provide a recommendation on how to solve the problem which
includes identifying & evaluating relevant alternatives using appropriate closeended criteria. This requires you to do the following:






Situation analysis including relevant insights
Problem statement
Identification of alternatives to address the problem
Analysis of the alternatives based on relevant criteria
Recommendation with supporting rationale
Appendix (financial analysis)
This is not a suggested direction on the flow of your deck. You need to
determine the appropriate flow for the story and recommendation that you are
trying to communicate.
CHANGES TO & CLARIFICATIONS OF CASE ASSUMPTIONS
For the purpose of this case analysis, the following changes
are to be made to the assumptions contained in the case:
DR
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BMK710 – Brand Strategy I and BMK711 – Brand Metrics I
Reed Supermarkets – Case Instructions
Reed Supermarkets
Increase in Same Store Traffic With Dollar Specials
5.00%
Program
Dollar Specials – % of Store/Columbus Sales
2.75%
Dollar Specials Products – Average Price Per Item
$2.50
Before Price Reduction
Dollar Specials Products – Average Price Per Item
$1.50
After Price Reduction
All other facts and aspects of the case are as outlined in the case document.
• You can assume that the increase in same store traffic with the dollar specials
program had the same average sales per transaction as the existing business.
GRADE ALLOCATION
This assignment represents 20.0% of your final grade in BMK710 – Brand Strategy
I. The assignment will be graded out of 60 marks as follows:
• Situation Analysis & Insights
10 marks
o This includes providing relevant background, a complete analysis of the
situation and appropriate insights and conclusions
o Reed’s competitive advantages and business objectives should be
included as part of the situation analysis
• Problem identification and statement
10 marks
o This includes your analysis & justification for the problem you’ve
identified, identifying the correct problem at the right level as well as
the construction of the actual problem statement.
o Note that I should not find the words “Problem Statement” anywhere in
your deck. It should be absolutely obvious to the reader of your deck
what the problem is and, if it isn’t, it indicates an issue with the flow of
your deck, the problem you’ve identified and/or your actual problem
statement.
• Identification of alternatives
5 marks
o A minimum of 4 quality alternatives are required (i.e. will they solve the
problem)
DR
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BMK710 – Brand Strategy I and BMK711 – Brand Metrics I
Reed Supermarkets – Case Instructions





o A short description of each alternative should be provided so that the
reader is absolutely clear on what it is
Assessment of alternatives
10 marks
o A thorough selection of appropriate close-ended criteria must be used.
o Each close-ended criteria must be assessed for each alternative.
o A summary assessment must be provided for each alternative.
Final recommendation & summary rationale
10 marks
o This assesses the quality of your recommended solution and your
rationale for selecting that alternative.
Defining the market (what business is Reeds in?)
5 marks
o This is not specifically required to solve this case but if you want to
include it as part of your main business decision deck, you are free to do
so, otherwise, you can provide this as an appendix.
o Provide a minimum of 4 ways to define the market that Reed’s
participates in with a rationale on why Reeds could (and perhaps should)
define their business that way.
o You are not required to assess the different market definition
alternatives and decide on the best one but if you want to do so, you
can earn up to 5 bonus marks.
Competitive Advantage Analysis
5 marks
o Identify Reeds’ core competencies and through a VRIO analysis
determine which ones are competitive advantages.
o This should be included as an appendix in your business decision deck
submission.
6 Forces Analysis
5 marks
o Analyze the market that Reeds’ participates in using the 6 Forces
framework.
o A conclusion on the overall attractiveness of the market is required.
o This should be included as an appendix in your business decision deck
submission.
This assignment represents 5.0% of your final grade in BMK710 – Brand Strategy I.
The assignment will be graded out of 20 marks as follows:
• Financial analysis of the Dollar Specials program
10 marks
o A financial analysis of the Dollar Specials program is an absolutely
requirement but may not be the only financial analysis required.
DR
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BMK710 – Brand Strategy I and BMK711 – Brand Metrics I
Reed Supermarkets – Case Instructions
o The analysis of the Dollar Specials program is a simplified version of the
Marketing Business Case II (base, innovation – dollar specials, change).
o You are to prepare a 1-year financial model which compares a year
without dollar specials to a year with dollar specials. Calculating NPV or
IRR is not required, nor is it possible.
o Do not prepare a multi-year model as it is not relevant in this situation.
o You will need to accurately determine from the facts in the case which
costs are variable and which ones are fixed. You can assume “all other
expenses” are fixed expenses for this particular financial analysis.
o Your models must be presented with sufficient information around
assumptions and calculations that the reader of the deck can quickly
understand what you are presenting and how you arrived at the metrics
you are presenting.
• Sensitivity Analysis
5 marks
o There are 4 variables at play between the “No Dollar Specials” and
“With Dollar Specials” scenarios: change in store traffic, dollar sales % of
total sales, gross margin % and total variable cost %.
o Which of these variables has the biggest impact on the projected
financial performance of the dollar specials program and why?
o This, of course, requires that you look at the impact on Reed’s operating
profit of varying each of the 4 variables.
• Other financial analyses
5 marks
o There are several other financial analyses that could be done as part of
your situation analysis with 1 of these analyses being fairly important in
establishing an accurate view of the situation and what can and can’t be
done.
All the necessary information for the reader to evaluate your recommendation
must be included in your business decision deck and its appendices:
• Any excerpts from your spreadsheet included in your presentation must be
formatted properly and presented so that it looks like it is an integrated part
of your presentation.
• The financial information presented in your actual deck (versus what is in the
appendices) must be a summarized version of the detailed financial models
that are contained in your appendices. Do not waste the reader’s time by
putting the exact same information in two places in your deck.
DR
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BMK710 – Brand Strategy I and BMK711 – Brand Metrics I
Reed Supermarkets – Case Instructions
• Your spreadsheet must be submitted to the professor at the same time as
you submit your powerpoint file. You must also upload a pdf of your
business decision deck to SafeAssign by the designated time.
As with all cases in this course, all the information required to solve the case is in
the case unless otherwise stated in the specific case instruction document.
Searching for information and answers on the internet is not required, nor is it
permitted unless specifically required in the case instructions.
You are free to flow the content in your deck in whatever way best communicates
the “story” you want to tell. The allocation of space for each of the required
areas is up to you as long as the assignment requirements are appropriately
covered. Your deck is to be no more than 7 pages long, excluding the cover page
and no more than 4 pages of appendices; decks longer than this will not be read
and will receive a 0 grade. Your soft copy and hard copy submissions must be
absolutely identical; if that is not the case, a grade of “0” will be given for the
assignment.
Detailed submission instructions and requirements, and submission deadlines are
outlined in the “Case Assignments – Overview and Instructions” document that
has already been posted on blackboard.
As a reminder, your overall grade on the case can be adjusted +/- 10% of the total
marks available for the case by the professor to reflect the quality and quantity of
your participation in our class discussions.
The overall quality, flow, consistency & professionalism of your submission
must meet an appropriate standard for a business deck in the “real world”.
Marks, up to 25% of the total grade for this assignment can be deducted if the
following expectations are not met or if too much irrelevant content is included:
DR
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