Abb Case

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ABB Electric Segmentation - Group Case Analysis Team Members: Emeka Ejika John Marceaux Brandon McNabb Todd Teepell Brandon Woods Suppose you are the regional sales manager for ABB Electric, and you have been given a budget for a supplementary direct marketing campaign aimed at 20% of the companies in your region 1. At present, you have information on the Descriptor Data Tab of the ABB Electric Data (Customer Choice).xls spreadsheet about the location of customers (districts 1, 2, and 3) and the sales potential of each account of prospect. Based on this information alone, to what companies would you direct the new direct marketing program? Specify the accounts and customer or prospect types. In order to determine which…show more content…
If ABB is able to convert Customer 35 from Edison to its customer base, the conversion would expand ABB’s total annual revenue in the three Districts by over sixty-five percent. The final step of our analysis was to narrow those results to the top eighteen Customers using APV as the measurement (twenty percent of eighty-eight companies equals eighteen). The results of the ABB District analysis and the eighteen potential marketing targets are illustrated in the tables below. Firm Abbreviations: A = ABB B = GE C = Westinghouse D = Edison | | Ann. Purchase | | Firm | | | | Customer | Volume ($ K) | District | Chosen | | | 1 | 24 | $322 | 1 | A | | | 2 | 41 | $444 | 1 | A | | | 3 | 42 | $752 | 1 | A | | | 4 | 45 | $415 | 1 | A | | | 5 | 54 | $660 | 1 | A | | | 6 | 57 | $736 | 1 | A | | | 7 | 69 | $528 | 1 | A | Total in D1 | $3,857 | 8 | 3 | $643 | 2 | A | | | 9 | 13 | $466 | 2 | A | | | 10 | 37 | $767 | 2 | A | | | 11 | 38 | $182 | 2 | A | | | 12 | 44 | $10,997 | 2 | A | | | 13 | 87 | $395 | 2 | A | Total in D2 | $13,450 | 14 | 11 | $1,722 | 3 | A | | | 15 | 21 | $749 | 3 | A | | | 16 | 50 | $584 | 3 | A | | | 17 | 58 | $700 | 3 | A | | | 18 | 61 | $462 | 3 | A | Total in D3 | $4,217 | Customer | Volume ($ K) Annual Purchase | District | Chosen Firm

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