Relective Case Study Essay

3524 Words Mar 19th, 2014 15 Pages
AMB240 MARKETING PLANNING & MANAGEMENT

Assessment Item 3
Reflective Case Study Report

Student Name: Brenda Pham
Student Number: N8024642
Tutor: Mr Naseer Choudhry
Due Date: 27th October, 2013
Word Count: 2130
Executive summary
This case analysis summarizes the outcomes of the performance, problems, possible solutions and recommendations for Spring Princess based on the results in the Qutopian Market days on the 28th September and 12th October, 2013. Spring Princess made a profit of Q$3,370 by selling out 68 units in total with 1 stock on hand. Spring Princess was the niche player the two competitors which are Thrifty Threads and To Dye For by having a %30.92 of market share.

Spring Princess has used the SMART
…show more content…
of units sold)
Profitability %
Price (Av. price per unit)
Spring Princess
$3,370
30.92% 1,628.72
68
48.33%
$49.56
Thrifty Treads
$4,570
41.93% 3,311.88
119
72.47%
$40.00
To Dye For
$2,960
27.16% 470.64
38
15.90%
$77.89

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Total industry
10,900.00
100.00%
5,411.24
225
49.64%
48.44
Average industry profitability

49.64%

2, Key issues arising from the QUTopia simulation
1, Financial situation
What happened
Positive/ Negative outcomes? Why?
The projected profitability ratio is 0.3168 and the actual one is 0. 4833. The start- up capital is $4000.
The projected breakeven point is 33 units and the actual one is 34 units. The breakeven forecast is fairly accurate.
The projected turnover is $2500 (refer to the projected P&L attached in the appendice) and the actual turnover is $3370. This exceeded the expectation because more products were made and sold. However, at the actual market day, many people were willing to buy our products because the price was too low so we could have increased the

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