How can I identify key business trends?
And how do I develop strategies to address them?
Case:
Hiking Boots Co. reviewed sales of its lines in Denver to search for emerging trends.
Findings:
Shoppers began to adopt this company’s Light Hikers line in 2007. Share increased from 9.7 percent to 22.5 percent in just 12 months.
Action:
Hiking Boots Co. modified its product portfolio mix to include more of the Light Hiker boot models.
Hiking Boots Co. Dollar Share
Denver, CO;
Dec 2006 - Dec 2007 Monthly Trend
|
Product Dollar Share |
Segment |
Dec
|
Jan |
Feb |
Mar |
Apr |
May |
Jun |
Jul |
Aug |
Sep |
Oct |
Nov |
Dec |
| Total Outdoor |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
100 |
| Hiking |
34.8 |
27.3 |
18 |
8 |
6.3 |
4.7 |
5.2 |
6.9 |
10.2 |
18.5 |
25.1 |
25.8 |
30.7 |
| Recreational |
29.2 |
33.3 |
39.2 |
41.6 |
41 |
43.5 |
45.5 |
45.7 |
42.2 |
33.4 |
25.8 |
26.5 |
26.1 |
| Light Hiking
|
9.7 |
10.2 |
12.1 |
15.1 |
14.5 |
13.7 |
14.9 |
14.9 |
15 |
19.1 |
24.9 |
26.3 |
22.5 |
| Sports Sandal |
20.8 |
23 |
24 |
27.9 |
30.6 |
29.4 |
26.2 |
24.1 |
24.1 |
22.4 |
20.4 |
17.7 |
17.9 |
| All Other |
5.5 |
6.2 |
6.7 |
7.4 |
7.6 |
8.6 |
8.2 |
8.4 |
8.5 |
6.7 |
3.7 |
3.6 |
2.8 |
For more information, please contact Charles Camaroto at 866-444-1411 (contactnpd@npd.com).
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