Answer

Company Analysis 

A business plan is an important document for analyzing the allocation of resources for the organization. The second year of the business’s cumulative financial performance was ranked at 26.538, while cumulative market performance was ranked at 0.260. The market effects of the business were ranked at 0.715.  Velo Co took the highest market share at 35.41%, followed by Dunder Mifflin at 23.11%, Magic rides at 20.60%, Bikes R US at 14.19%, and Custom Carbon Cycles at 6.69%. On financial performance, quarter 8 achieved the highest revenues amounting to $14,659,188, and the highest cumulative net profits amounting to $3,139,577. The high revenues and earnings were achieved due to the allocation of more resources on brand promotions, special programs, and an increase in advertising, market research, and internet marketing expenses in the second year. Regionally, NORAM achieved the highest revenues and income, followed closely by the APAC region. The enterprise adopted a differentiated pricing strategy for all its products. Overall, increased budget on branding, advertising, and online channels was key to boosting revenues within the different market segments.

            The business strategy and performance changed in the second year. The organization allocated more budget in budgeting, especially on the internet marketing budget, which resulted in more organic searches, higher search engine marketing clicks, and regional ads. Advertising expenses were also higher in the second year resulting in more sales and income. The number of local ads, regional ads, and paid SEM clicks was also higher in the second year, boosting the organization’s performance.  The brand advertising budget for firm products was also higher in the second year. The cumulative balance scorecard was thus better in the second year as indicated by the financial performance, marketing performance, marketing effectiveness, and the cumulative balance scorecard graphs.