Value of US door market

Value of US door market

Table of Contents

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Instructions

Value of US door market

FALL 2018

Take Home Exam#1 Name: _____________

Answer the Take Home Exam question below. It is the first of 2 THE’s. For course grading purposes the higher grade will be weighted 60% and the lower grade 40%.

You are to submit electronically via CANVAS. The exam is open book, open note and may be attempted on an individual basis or in cooperation with one other fellow student. In the latter circumstance equal contribution is assumed. While you may consult written materials, you are not to discuss your answers with anyone other than your collaborator, if there is one. If you quote substantially from a source it should be cited! Submission of your exam attests to your acceptance of these conditions. Please submit your exam in a unified file, i.e. not a single question in a file. You may submit a scanned copy but .JPEG is not acceptable. MSWord is also welcomed! Include your name on the file itself. Best of luck!

QUESTIONS TO ANSWER (1-3):

The following questions are based on the ABC Door case. In each response explain your reasoning.

1. How effectively does ABCcompete in the non-exclusive dealerships? Use market share analysis!
2. How effectively does ABCcompete in exclusivedealerships? Compare with served market data.
3. Compare the difference in effectiveness of ABCin exclusive and non-exclusive dealerships. What in-store market share would you expect for ABCin the non-exclusive dealers? Hypothesize as to the reason(s) for the discrepancies from the observed market shares in the 2 distribution modes. (This is a creative process, there is no “right” answer).

CASE:

ABC SLIDING GLASS DOOR

ABC Glass is a small company which specializes in the manufacture of sliding glass doors. These doors are predominantly installed as a replacement item in existing residential item in existing residential housing although ABC does participate in new residential construction.

Selected Industry Data

Value of US door market (at manufacturer Prices) = $90B

Value of US sliding door market (5% of the above) = $4.5B

Value of the sliding door market in ABC’s served market = $348.5M

Total # of dealers in ABC’s served market = 3002

Market research indicates that less than 10% of prospective glass door buyers (i.e. homeowners) could name any brand of sliding glass doors. The vast majority of glass door buyers had their new doors installed by the dealer.

Most buyers obtained at least 2 bids before installing sliding glass doors. The dealer choice dominated brand selection.

 

The Company

Value of US door market

The most recent Income Statement for ABC Glass doors is given below: Value of US door market

Value of US door market

Net Sales $9,200,000

Value of US door market

CGS $6,900,000

Value of US door market

Gross profit $2,300,000

Value of US door market

SGA (fixed) expenses $1,840,000

Value of US door market

Net Profit $ 460,000

 

DISTRIBUTION:

 

MSA’s in the ABC served market = 150

 

# of exclusive markets (dealers) = 50 (50)

 

Sales in Exclusive Markets = 70% of total = $6.44M

 

# of non-exclusive markets (dealers) = 100 (300)

 

Sales in non-Exclusive Markets = 30% of total = $2.76M

 

The typical breakdown of sliding glass door in-store market shares in non-exclusive dealers is:

 

60% for the leading brand;

 

30% for the second brand;

 

10% for the third brand.

 

As noted above, ABC distributes its doors to 150 locations (MSA’s) in the western United States. It has 2 distinct patterns that have evolved to represent a distribution strategy.

 

Pattern#1: “reciprocal exclusivity”. This means that ABC sells through a single dealer in a MSA, and this dealer in turn sells only ABC brand sliding glass doors. ABC has 50 such markets.

 

Pattern#2: “mutual non-exclusivity”. In this circumstance ABC has 3 independent dealers in each market. Each dealer carries 3 brands of sliding doors. ABC has 100 of such markets.

 

Note: the above are somewhat simplified but are sufficient for our purpose.

 

SALES OBJECTIVE

 

ABC management has set the ambitious sales goal of $12.5M for the upcoming fiscal year (beginning September 1, 2018). This represents a 36% increase in sales from the current year. The forecast growth rate in the sliding

door market next year is estimated at 2.4%.

 

Value of US door market

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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Value of US door market

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