Potato Opportunity Analysis

Assignment The section on segmentation & measures will equip you for the analysis ahead. Read through the material carefully. The descriptors on each slide define what is being measured. Your assignment is to pull together a story for a client who happens to be QSR Burger Operator (for example McDonald’s), who is interested in the potato market. You are required to create headings for each slide. The heading should relate to the trends depicted in the slide. Finally, create a summary of implications relevant to this particular client based on the data trends reported.

Segment Definitions QSR FAMILY/MIDSCALE CASUAL FINE DINING ALL OTHER Counter service, inexpensive and usually specializes in one food. Off-premise strong and could have drive-through counter. QSR is made up of the following segments QSR Burger, Other Sandwich, Coffee/Donut/Specialty, Chicken and Varied/Menu Other FAMILY/MIDSCALE Table or self-service, moderately priced, could have take-out. Usually specializes in one type of food. CASUAL Full table service, usually no take-out, moderate to expensively priced. Includes pub, tavern, bar. FINE DINING Table cloths with fine silverware and china. Usually premium priced with extensive table service. Often independent. ALL OTHER Grocery and Convenience Department and Discount Stores Vending Machine

Measures Eater Occasions (000’s) also know as Customer Traffic One eater occasion is one meal or snack eaten by one person. Total eater occasions is the projected number of eater occasions over an average 8 week period.

Market Overview

%Percent Change in Volume versus. Year Ago Descriptor How to read this chart: QSR (64% share) Family/Midscale (14% share) Total Casual (11% share) Traffic PCYA SON’99 DJF ‘00 MAM ‘00 JJA ‘00 SON ‘00 QSR 3 2 2 NC -1 Midscale 2 2 NC NC -3 Casual Dining 5 4 4 3 3 ReCount: O-S ‘00 QSR 2% Midscale -3% Casual Dining 5% Total Other (9% share) 1999 2000 2001 2002 2003

%Share of QSR Eater Occasions %Percent Change in Volume versus Year Ago (PCYA) QSR Traffic: +1% How to read this chart:

%Share of QSR Eater Occasions %Percent Change in Volume versus Year Ago (PCYA)

Potato Review

Volume of Total Potato Occasions in (000’s) –Average 8 weeks Incidence %Share of Total Market Eater Occasions Total Market: +2% How to read this chart: PCYA: -3%

%Share of Total Potato Occasions %Percent Change in Volume versus Year Ago (PCYA) Total Potatoes: -3% How to read this chart:

% Share of Total Potato Eater Occasions How to read this chart:

Potato Incidence %Share of Total Market Eater Occasions %Percent Change in Volume versus Year Ago (PCYA)

%Share of QSR Eater Occasions %Percent Change in Volume versus Year Ago (PCYA)

%Share of QSR Segment Potato Occasions %Percent Change versus Year Ago (PCYA) QSR Potatoes: -6%

Burger/Fries/Combo Incidence % Share of QSR Burger Eater Occasions How to read this chart:

% Share of QSR Burger Eater Occasions %Percent Change versus Year Ago (PCYA)

%Distribution of QSR Burger Eater Occasions by Daypart %Percent Change in Volume versus Year Ago (PCYA)

Summary Place your summary of insights here

Questions What other questions come to mind?