Question

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 after adding a second store:Revenue for a second store in each marketThe 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.1. Ignoring cannibalization rates for now, what two markets have the highest net revenue increases when adding a second store?a. Dallas and Portlandb. Los Angeles and Orlandoc. Chicago and Dallasd. Orlando and Dallase. Los Angeles and Portland2. 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 Orlandob. Atlanta and Houstonc. Atlanta and Portlandd. Los Angeles and Portlande. Los Angeles and Houston

Answer 1

Question Completion:

Existing Store  Revenue 2nd Store Cannibalization Revenue Net Revenue

                                        Revenue         Estimate      Drop         Increase for

                                                                                                      Market

Los Angeles   1,450,000  1,570,000         10%           145,000    1,425,000

Houston         1,400,000   1,475,000        25%          350,000    1,125,000

Orlando         2,100,000   2,155,000        30%          630,000   1,525,000

Atlanta           1,600,000   1,780,000         55%         880,000     900,000

Chicago         1,950,000   1,730,000         40%         780,000     950,000

San Diego    3,400,000  3,090,000          10%         340,000  2,750,000

Portant          1,000,000   1,075,000         25%         250,000     825,000

Dallas           2,000,000   1,850,000         60%       1,200,000    650,000

Boston         2,300,000  2,200,000         50%        1,150,000  1,050,000

1. Ignoring cannibalization rates for now, what two markets have the highest net revenue increases when adding a second store?

San Diego and Orlando

Atlanta and Dallas

Orlando and Dallas

San Diego and Portland

Dallas and Portland

2. 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 30%

Note: Cannibalization rates and net revenue increase amounts need to be considered when making this determination.

San Diego and Orlando

San Diego and Los Angeles

Chicago and Los Angeles

Chicago and Portland

San Diego and Portland

Answer:

Better Beans Coffee Company

1. San Diego's $2,750,000 and Orlando's $1,525,000 presented the highest net revenue increases when adding a second store.

2. Based on management's criteria that the cannibalization rate for the existing store should be less than 30%, San Diego with 10% and Los with 10% Cannibalization rates should be chosen.

Explanation:

Cannibalization Rate is a measure of the impact of new products or the presence of new stores on sales revenue for existing products or stores.  Cannibalization happens when a business, like the Better Beans Coffee Company, opens a new store in a town where there is an existing store. It can also happen when Better Beans releases new coffee products.  Consumers' attention and demand for existing products can decrease, as a switch to new products or new stores takes place.