Skip to the beginning of the images gallery

Salty Snacks

Reference: IVEY-9B10A015-E
Year: 2010
Number of pages: 17
Geographic Setting: New Zealand
Publication Date: Jul 5, 2010
Source: Ivey Business School (Canada)
Type of Document: Exercise
Industry Setting: Manufacturing;

Grouped product items
Format	Language	Reference	Use	Qty	Price	Preview
pdf	English	IVEY-9B10A015-E			As low as €8.20	Preview

You already have a subscription

To order please contact the person in charge of academic purchases in your university.

You'll be able to order once your profile has been validated.

Description

The Salty Snacks case is a data analysis exercise using Excel. The case uses real data from a consumer goods panel. It presents the student with a table of purchase duplications for a set of salty snack brands, and the student's task is to identify the competitive structure of the market, that is, which brands compete more intensely with each other. The task is similar to what brand managers in consumer goods companies face on a regular basis. The case provides excellent skill development in Excel, is instructive about how to analyze competition and informs students about an empirical generalization in marketing: the Duplication of Purchase Law.

Keywords

Brand management Competition Consumer Behaviour data analysis