Quality Kitchens Market

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Table of Contents

Executive Summary ................................................................................................... 3  Challenge ................................................................................................................... 3  Data Analysis ............................................................................................................. 3  

Variables identification .......................................................................................................................... 3  Scatter Plots .......................................................................................................................................... 4  Correlation ............................................................................................................................................. 4  Regression ............................................................................................................................................ 4  Answers to Questions ................................................................................................ 6  

Appendices................................................................................................................. 7  

Appendix 1: Scatter Plots ...................................................................................................................... 7  Appendix 2: Correlation ......................................................................................................................... 8  

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Executive Summary

Sally Franklin, who has recently joined AFP (amalgamated Food Products) as a meat loaf brand manager, is asked to prepare a sales forecast and a budget for promotion and advertising for the next year. She collected historical data over the past 24 quarters, which illustrates high sales variability as well as expenditures variations, as a consequence of many factors: general economic index, seasonality, advertising and promotion budget and planning…

Challenge

She has to define as accurately as possible what is the right expenditures mix and timing that would lead the company to a more clear marketing policy and avoid, by the way, all the confused ideas existing among the company’s stakeholders.

Data Analysis

Variables identification

In our approach, we start by identifying the variables to be used to build the best model. In addition to what was provided initially within the case, we introduce a dummy variable to take into account the ‘Delayed effect’ of both promotion and advertising expenditures on sales. The table 1 exhibits all chosen variables that we will use during our data analysis. Variable name Sales Description quarterly sales of Quality Kitchens meat loaf mix (thousands of dollars) Promotion; funds spent on promotion activities in the quarter (thousands of dollars) Advertising; funds spent on advertising during the quarter (thousands of dollars) Delayed prom Delayed adv Delayed promotion, Delayed advertising Comment Dependant Variable