Scenario 7 Marketing

Level 1:

1. Michelle Kim is an analyst in the marketing department at TheZones corporate

headquarters in Colorado. Michelle monitors company performance and assists the
president and CEO by gathering the data necessary for managing the company.
Michelle works with counterparts in each of the companys three divisions
Equipment, Footwear, and Apparelto monitor how well the company implements its
corporate strategy. Una Baatar, president and CEO of TheZone, has asked Michelle for a
report and presentation on the companys performance compared with other industry
competitors. The presentation will cover industry trends and the companys overall
performance with specific information from each of the divisions. Una is particularly
interested in the Footwear divisions work in bringing the new TZEdge athletic shoe line to
market. Michelle will use Excel to create the necessary charts for the report and
presentation.

2. Michelle is more interested in the amount of each years sales of equipment, footwear, and
apparel, so she chooses to plot the data by columns.

3. Michelle now wants to examine the contribution that the categories made to 2016 sales as a
percentage.

Level 2:
4. Now she wants to modify the consumer purchases chart to show the total sales for each
year and how much each category contributes to that total. The current chart shows the
sales amount for each category, but does not show the total sales amount for each year.

5. Michelle is still concerned that the cumulative totals could be misinterpreted. She is more
interested in showing the relative contribution to the total sales than the actual total sales.

6. Further Michelle wants to analyse which sports generate the most equipment purchases
every year by displaying the data in a pie chart format to show the percent contribution of
each sport for 2016.

7. Michelle wants to show the percentages of consumer purchases for the three divisions have
changed from year to year.

8. Michelle decides that even if she charted only two numeric data series, the doughnut charts
would be difficult to understand. She thinks that multiple pie chartsone for each year, for
examplewould be much easier for decision makers to interpret.

9. On a regular basis, Michelle compares TheZones performance in the stock market with that
of other competitors in the sporting goods industry. Michelle needs to create a chart that
summarizes the companys stock prices for the last year.

Level 3:
10. After further reviewing both the Pie of Pie chart showing consumer equipment purchase
data, she doesnt feel this chart adequately conveys the information. She decides to look
into radar charts as an alternative way to chart the consumer purchase data.
11. She has been working with another data set for the Footwear Division of the company. This
market share data has three data points for each category. Charting on three axes can be
very challenging. Some options for handling this type of data include a 3-D column chart or a
bubble chart.