The CMO of electronics retailer The Good Guys has commissioned a marketing study to analyse its performance and identify opportunities for growth. Your marketing consultancy firm has been given this project and you have been assigned the task of analysing the data and developing recommendations to be presented to the CMO of The Good Guys.
The Good Guys is one of the leading electronics retailers in Australia and New Zealand, with its national headquarters is in Essendon Fields, Victoria. In the recent years, increased competition has reduced its profitability and the retailer is working on a major restructuring plan aimed at increasing its market share. As a first step towards restructuring, this study has been commissioned to provide insights about The Good Guys’ customers, their attitudes and their spending habits. Two other retailers – JB Hi Fi and Harvey Norman have been identified as the major competitors to The Good Guys.
For this study, a survey was sent to 500 randomly selected consumers in Melbourne metro area asking about their electronics purchases in The Good Guys and its two major competitors, in the past one year. Besides their spending habits, the survey also measured their perception of The Good Guys and its competitors in three main store attributes – price level, service quality and range of products carried. These three factors were identified as the most important determinants of consumers’ electronic goods purchases. The responses were collected on a 5-point Likert scale for the following survey questions.
1. On a scale of 1 (very unattractive) to 5 (very attractive), how attractive is the price charged by each of the three electronics retailers.
2. On a scale of 1 (very bad) to 5 (very good), how would rate the in-store and post purchase service provided at each of the three electronics retailers.
3. On a scale of 1 (very bad) to 5 (very good), how would rate the product variety (products and brands) carried by each of the three electronics retailers.
Out of 500 survey questionnaires, 322 responses were obtained at an astounding response rate of 64%. The data from the survey are given in the Case 1 excel file in Moodle.
Dataset Key/Description
Identifier -Person/ Respondent Identifier
Retailer- Retailer Identifier – 1: JB Hi-Fi, 2: Harvey Norman, 3: The Good Guys
Spending – Amount spent (in $)
Price – How attractive is the price charged by each of the three electronics retailers? (5-points Likert Scale – 1: very unattractive and 5: very attractive)
Service – How would rate the in-store and post purchase service provided at each of the three electronics retailers (5-points Likert Scale – 1: extremely bad and 5: extremely good)
Assortment – How would rate product variety (products and brands) provided at each of the three electronics retailers (5-points Likert Scale – 1: extremely bad and 5: extremely good)
Case Tasks
1) Analyse the market position of The Good Guys relative to its competitors.
(Hint: Compute and compare the market shares of the three companies)
2) Identify the drivers of The Good Guys’ performance relative to its competitors.
(Hint: Decompose the market share and compare them for the three companies)
3) Analyse your findings and identify opportunities for increasing The Good Guys’s market share.
(Hint: Based on the decomposition, identify the strengths and weakness of The Good Guys)
4) Develop recommendations for The Good Guys using your findings from the market share analysis and attitudinal survey.
(Hint: Use survey data to find if there is any difference between the three retailers in the price, service or assortment perception. You can compare average perception of each attribute (price, service, assortment) across 3 retailers. Develop recommendations based on your findings).
