GoodBelly: Using Statistics to Justify the Marketing Expense

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Supplementary software

Reference no. W92S73

Subject category: Production and Operations Management

Authors: Hyun-Soo Ahn (Ross School of Business, University of Michigan); Caroline Dickerson (Ross School of Business, University of Michigan)

Published by: WDI Publishing, William Davidson Institute (EDI), University of Michigan

Originally published in: 2012

Version: 1 August 2012

Format: .xlsx

Data source: Published sources

Topics: Operations management

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Abstract

This supplementary software is to accompany the case. GoodBelly is trying to boost its sales at grocery stores like Whole Foods Market. As a small start-up, GoodBelly must optimize the allocation of its limited marketing budget. It currently promotes through in-person demonstrations in stores, but management is concerned that these demonstrations are not effective enough to justify the cost. It is up to GoodBelly's student intern, Caroline Dickerson, to evaluate its promotional programs using statistical evidence. Dickerson will need to apply regression analysis to a GoodBelly - Excel Spreadsheet to determine whether or not the company should continue its promotional programs.