Using Google Trends, compare 2 or more competing products or brands. Make sure y

Question

Using Google Trends, compare 2 or more competing products or brands. Make sure you select the most appropriate categories.

Include your graph in the document you submit.

After analyzing the patterns and anomalies in the patterns, state the factors that account for the patterns and anomalies.

Match the factors to the patterns and anomalies

Make a case for causation A good case will be helped by studies, surveys, anecdotal evidence, and expert opinions are not useful

Other opinions, and “facts” that appear to be opinions, are not useful

Use Google Correlate to find an appropriate proxy for one of your search terms (i.e., find a search term that should approximate the results of your search term).

Include your Google Correlate results

Clearly state the reason your proxy is appropriate

Include a Google Trends chart to show that your proxy is appropriate

State the ways that a company can use the your data analysis

For each of the ways, a brief explanation may be needed

Explanation / Answer

We have analyzed the trend of web-search for 'McDonald's'. The analysis is done for the USA only and the trend is represented from 2004 to 2017. From the graph, it becomes apparent that there is an upward trend of web-search from 2008 onwards. However, there were two improvements (in 2011 and in 2016) for the data collection system which must be having some impact on the trend.

Sub-Region wise analysis reveals the following sub-regions as highest contributors of the internet search - Illinois, Michigan, Indiana, Ohio, Kentucky, and Missouri.

We have compared McD with KFC and Subway and the comparison is shown below -

Accordingly, though all the three companies show increasing trends of interest, McD is definitely the winner, especially after 2016 where it has surpassed Subway by a high margin. Sub-region wise analysis shows a dominance of McD in all the sun-regions except in New York, New Jersy, and Connecticut where interest for Subway has been more than McD.

It is not surprising that the fast food restaurants are gaining interest. To me, this interest is a reflection of the daily life of people residing in the USA where most of the people (40% approx) are from the age group of 25 to 54. They are regularly getting exposed to busy work schedules and are often attracted to fast food restaurants. The dominance of Subway near NY is explained by people's awareness of healthy food there while the marketing expenditure distribution of Subway is also responsible for that.

To keep this trend up, the brand managers have to focus on relationship marketing and a further lead to segmentation which will make distinct strategies of brand awareness in distinct segments. For example, the value proposition for the youth and Gen X/ Y group can be entirely different (smart, easygoing) for that offered to the Boomers (healthy and contained environment). The brand managers have to innovate the process of the restaurants as to how to make these changes happen simultaneously.

Related Questions

Navigate

• Browse (All)
• Browse U
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.