Scenario
You are the marketing analyst for Better Beans Coffee Company, which has nine stores nationwide. The company wants to build two additional stores. Your executive team has decided that rather than expand to new markets, they want Better Beans to begin opening additional stores in existing markets. While this will create cannibalization in the short term, it will create marketing and operating efficiencies as more stores are opened in each city.
As a scrappy and growing startup, Better Beans does not yet have access to complex marketing analytics software. Fortunately, you are an expert at gathering market data from inside and outside the company and crunching accurate numbers with nothing more than an Excel spreadsheet.
You have been tasked with calculating the two best markets for opening an additional store. You have already calculated two things that allow you to estimate the net additional revenue in each market ueafter adding a second store:
Revenue for a second store in each market
The revenue lost from estimated cannibalization at the first store.
Important note: Due to the high investments already made in existing stores, management has specified that any market where cannibalization is 25% or more should be eliminated from consideration.
Ignoring cannibalization rates for now, what two markets have the highest net revenue increases when adding a second store?
A. Dallas and Portland
B. Los Angeles and Orlando
C. Chicago and Dallas
D. Orlando and Dallas
E. Los Angeles and Portland
What two markets should be chosen for a second store based on management's criteria that the cannibalization rate for the existing store should be less than 25%? Note: Cannibalization rates and net revenue increase amounts need to be considered when making this determination.
A. Los Angeles and Orlando
B. Atlanta and Houston
C. Atlanta and Portland
D. Los Angeles and Portland
E. Los Angeles and Houston
Existing Revenue Second store Cannibalization Revenue Net Revenue
Store Revenue Estimate Drop Due Increase for
Estimate to cannibalization Market(
Second
Store
Revenue
Cannibalization)
Los Angeles 4,050,000 $2,677,500 5% $202,500 2,475,000
Houston 1,950,000 1,522,500 5% 97,500 1,425,000
Orlando 2,800,000 2,175,000 25% 700,000 1,475,000
Atlanta 2,240,000 1,695,000 30% 720,000 975,000
Chicago 2,150,000 1,735,000 40% 860,000 875,000
San Diego 1,900,000 1,505,000 20% 380,000 1,125,000
Portland 1,500,000 1,050,000 20% 300,000 750,000
Dallas 2,450,000 1,702,500 45% 1,102,500 600,000
Boston 3,150,000 2,177,500 35% 1,102,500 1,075,000