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Faculty of Business Environment and Society
Module learning outcomes being assessed
1. Analyse realistic management problems based on analysis of data sets and case materials.
2. Apply the techniques studied to interpret and communicate findings on data analysis.
Your coursework consists of the following four tasks based on Cocoa-Delight case study and data supplied inmoodle. Some similar tasks will be performed in seminars with the tutors guidance. However some parts of these tasks will require independent study.Your work will have to be submitted on the designated section of the modules Moodle pageAS A SINGLE EXCEL FILEcontaining all four tasks.
The Case Study&Tasks
Cocoa-Delight is a chocolate and bakery company based in the UK. They have been operating very successfully in the snacks industry for many years. Catering for consumers needs and demand is the key to their success and sustainability. They collect consumer data on a regular basis and analyse it to identify the growing trend in snacks consumption.
Recently they have identified that the British population is increasingly choosing healthier snacks with low sugar content. They have also established that this is strongly correlated with an Olympic spirit. To exploit this new trend Cocoa-Delight is planning to launch a newproduct after the Brazil Summer Olympic event. Cocoa-Delights innovation and product design team plan to market a chocolate bar for keeping weight under control with average calories of 189per unit.
Cocoa-Delight has hired you for your analytical insights. Your job is to collate and analyse a range of data to recommend a competitive product for the healthy snack food market. See Excel file CW2 Raw Data.xls for raw data.
Task 1: [30 Marks]
Using the food table in the dataset provided prepare a list of alternative snacks i.e. direct competitors to the new product. You are required to:
1.Sort list & format the dataset into appropriate categories related to food groups e.g. chocolate-based snacks baked food processed food fast food healthier snacks etc.
2.Prepare appropriate graphs displaying & comparing calories of the categories.
3.Calculate summary statistics such as the mean median and standard deviations of the categories.
4.Give a brief critical discussion of the summary statistics from part 3.
5.What advice would you give for weight-loss purposes which snacks have to be chosen? Is the chocolate bar going to be competitive in the market?
Task 2[25 Marks]
Cocoa-Delight is now interested in trying to estimate how sales are influenced by the price of their products. To do this the company randomly chooses 8UK cities and offers the candy bar at different prices and run a regression analysis on price and sales data.
[Continued on next page]
1.Using sales as the dependent variable conduct linear regression analysis*.
2.Generate the scatterplot.
3.Write the regression equation using the results of the excel table.
4.Determine & interpret the slope and the intercept.
5.Determine what percentage of the total variation in candy bar sales is explained by prices?
*[Perform using Excel Data Analysis Pack Regression functionthe regressionanalysi
Task 3: [30 Marks]
Cocoa-Delight wantsto prepareacompanyeventto launchits newcandy bar.The following table gives the key activities required for the project.
Identify suitable marketing companies
Agree detailed brieffor event
Circulatebriefto marketing companies
Agree contract with marketing companies
Select marketing company
Send confirmationof eventtoemployees of Cocoa-Delight
Agree content of marketing event
Prepare content for marketing event
Preparevenue for event
Launch marketing campaign
Using the above table determine:
[Continued on next page]
1.Using the above table construct a network diagram for the project.
2.Now construct a precedence diagram for the project.
3.Determine and state the critical path
4.List and state the float associated with each activity
5.What is the complete duration of the project?
Task 4 [15 Marks]
Write a summary reportbased on the results of the threetasks above.
Guidelines for completing task:
You are to follow the procedures techniques and Excel based & long hand formula taught in seminars to answer questions related to categorising tabling central tendency variance and regression analysis calculations. Theories delivered in lectures will help you to answer descriptive questions.