Market Analysis and Survey Report for Duque Stationery

The report presents a comprehensive market analysis and survey results for Duque stationery. The survey aimed to assess customer perceptions of Duque's services and products. The report highlights the importance of product quality in the German market, where customers have high expectations. It also emphasizes the need for Duque to improve its pricing strategy to meet customer value expectations. The report concludes by suggesting that establishing a business presence in Germany could be beneficial for Duque.

Duque Papeteries

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
Presenting the overview of German wholesale stationery market.........................................3
TASK 2......................................................................................................................................4
Presenting annual spending data pertaining to writing / drawing materials per capita
through graphs........................................................................................................................4
TASK 3......................................................................................................................................5
a. Stating Duque’s last three year’s financial performance in relation to Europe’s wholesale
stationery market....................................................................................................................5
b. Representing 2016 & 2017 sales as per the product item through mixed pie chart...........6
c. Computing correlation co-efficient and presenting sales trend via scatter diagram..........6
d. Forecasting total sales for the year of 2018 & 2019 using scatter diagram.......................7
TASK 4......................................................................................................................................7
1. Assessing whether duque should expand business in Germany using pros and cons table
................................................................................................................................................7
b. Presenting international standards with which Duque should comply while operating at
global level.............................................................................................................................8
TASK 5......................................................................................................................................9
a. Calculating monthly cost of 30 year repayment mortgage.................................................9
b. Computation of monthly cost on the basis of assumption that interest rate is applied to
every month............................................................................................................................9
TASK 6....................................................................................................................................10
Testing hypothesis at 5% significance level........................................................................10
TASK 7....................................................................................................................................11
a. Defining ways to improve survey response.....................................................................11
b. Calculating descriptive statistics of concerned four variables.........................................11

TASK 8....................................................................................................................................12
Summarizing information in a briefly..................................................................................12
REFERENCES.........................................................................................................................13

INTRODUCTION
Data analysis implies for the process of evaluating gathered information in a
structured way. With the motive to derive suitable information now companies make focus on
applying statistical tools in the context of large data set. In the recent times, aspects
pertaining to data analysis and evaluation are highly significant for the purpose of effectual
decision making. This report is based on the case scenario of Duque which offers stationary
products or services to the customers. Company has established its business in the wholesale
market of Northern France. Now, business unit is planning to explore operations in European
countries like Germany. In this, report will provide deeper insight about the trend of
wholesale stationary market. It will also shed light on the manner through which survey
response rate can be enhanced. Further,
TASK 1
Presenting the overview of German wholesale stationery market
MGCC report clearly presents that, under stationary market, Germany has secured
leading position. In Germany, several companies are operating such as Lamy, Stadbilo etc
which offers quality stationary products to the customers. Graph mentioned below exhibit
that, in 2015 number of stationary businesses declined from 7973 to 5200 significantly
(Developments, trends and potentials in the stationery market – Malaysia and Germany,
2016). For meeting customer needs and enhancing sales retailers are making focus on
offering quality as well as innovative products to the customers. Further, for improving
recognition aspect wholesalers are focusing on using their own labels. In Germany, online
marketing and product offering trend is contributing in sales to the significant level. For
attaining success in German market Duque should keep in mind all such market trend or
aspects.

TASK 2
Presenting annual spending data pertaining to writing / drawing materials per capita through
graphs
Data pertaining to the spending of 7 European countries are as follows:
Country Annual spending per capita (regarding
writing and drawing material)
Switzerland 35.5
Germany 35.2
Austria 35
France 28.3
Italy 18.6
Spain 8.9
Poland 8.5
The below depicted graph clearly shows that annual spending per capita in regards to
writing and drawing material is higher mainly in three countries such as Switzerland,
Germany and Austria. Hyper and super markets have made significant contribution in
building such position by maintaining wide varieties of stationary products. In addition to
this, under such countries, suppliers focus on placing advertisements in newspapers etc. In
addition to this, technological advancements have also increased the level of online offering

to a great extent. This in turn provides high level of convenience to the customers and thereby
enhances sales (Developments, trends and potentials in the stationery market – Malaysia and
Germany, 2016). Moreover, with the rise in technological aspects or innovation, now
customer makes order for products through online mode. MGCC report clearly presents that
mail order as well as online stationary business have increased by 17% and currently holding
17% market share. On the basis of such report, for raising sales level retailers are placing
emphasis on product customization as per the needs and expectation of customers. However,
HBS data shows declining trend in the number of pupils by 11.9% respectively. Further,
number of first graders is also declined by 0.3% significantly. Hence, competent framework
need to be developed for dealing with such decreasing demographic trend.
Czech Republic
Croatia
Poland
Spain
Hungary
Slovakia
Italy
Slovenia
France
Austria
Germany
Sitzerland
€0.00 €5.00 €10.00 €15.00 €20.00 €25.00 €30.00 €35.00 €40.00
7.6
7.9
8.5
8.9
9.6
9.8
18.6
20.4
28.3
35
35.2
35.5
Per capita annual spending on writing and
drawing material
TASK 3
a. Stating Duque’s last three year’s financial performance in relation to Europe’s wholesale
stationery market
Data enclosed in appendix 1.
For the assessment of total sales, sum of all the items related to the product portfolio
has been done. In addition to this, comparison of current year sales has been done with the

prior period for presenting the clear view of trend. Further, in 2016, sales level inclined from
$165000 to $182000 respectively. It clearly shows 10.30% growth in the sales pertaining to
the year of 2016 over the prior time. However, in 2017, sales level declined by 2.20% which
is not a good indicator. Further, under the category of product items, low-cost printers were
assessed with less sales figure over others. Hence, emphasis needs to be placed by Duque on
enhancing the sales of low-cost printers. By this, firm would become able to the enhance
overall sales level to a great extent.
b. Representing 2016 & 2017 sales as per the product item through mixed pie chart
14%
15%
10%
14%
16%
15%
16%
12%
13%
10%
15%16%
15%
18%
Mixed Pie Graph
printer cartridges
general office supplies
low-cost printers
office furniture
shredders
paper-based supplies
writing/drawing materials
c. Computing correlation co-efficient and presenting sales trend via scatter diagram
Year Total sales (in €)
2015 165,000.00
2016 182,000.00
2017 178,000.00
Correlation coefficient 0.73

2014.5 2015 2015.5 2016 2016.5 2017 2017.5
155000
160000
165000
170000
175000
180000
185000
165000
182000
178000
f(x) = 6500 x − 12929000
R² = 0.534810126582278
Scatter chart
Total sales
Linear (Total sales)
Graphical presentation shows that moderate and positive correlation takes place
between both the variables such as year and sales. Such statistical outcome shows that over
the years sales will be inclined significantly. Moreover, both the variables share moderate
relationship with each other.
d. Forecasting total sales for the year of 2018 & 2019 using scatter diagram
Year Sales
2018 €6500 x + €162000
= €6500 (4) + €162000
= €188000
2019 €6500 x + €162000
= €6500 (5) + €162000
= €194500
TASK 4
1. Assessing whether duque should expand business in Germany using pros and cons table
Cited case presents that currently Duque is operating in Northern France. Hence, now
with the motive to generate high margin and attain success Duque is planning to explore

operations in Germany. For this purpose, pros and cons analysis has been done in the
following manner:
Pros Score/10 Cons Score/10
Cost reduction and profit
maximization 8 More funding requirements 6
Presence of competent
workforce 7 Legal framework: laws and
policies 5
Incline in existing customer
base 7
Pressure pertaining to
sustainable business
operations
7
Better relocation
opportunities 5
Total Pros 27 Total Cons 18
Net Results (Total pros –
total cons)
27 – 18
= 9
By doing analysis, it has found that expansion option in Germany proves to be more
beneficial for Duque. As, in comparison to cons, pros are higher with 9 points which in turn
recognized as good indicator. Further, as per the above tabular presentation, with the help of
competent strategic and policy framework cons can be reduced significantly. Thus, referring
all such aspects it can be presented that Duque will generate positive return by establishing
or expanding business in Germany.
b. Presenting international standards with which Duque should comply while operating at
global level
On the basis of cited case situation European companies need to comply with
international standards in the context of business activities and functions. Hence, there are
some specific international standards with which Duque should comply while carry out
business activities such as:

 Environmental management (ISO 14001): As per this standard Duque needs to
perform business activities in an eco-friendly manner which in turn place places
positive impact on its operations (ISO 14000 family - Environmental management,
2018).
 Occupational health & safety (ISO 45001): In accordance with such standard,
business unit should focus on creating better and safe working conditions by
measuring the risk level. This in turn helps in reducing the level of occupational
injuries as well as diseases and thereby ensures employee safety (ISO 45001 -
Occupational health and safety, 2018).
 Social responsibility (ISO 26000): It emphasizes on performing business activities in
a socially responsible manner. Hence, as per this company needs to perform in an
ethical and transparent way that contributes in the society’s health as well as welfare
(ISO 26000 - Social responsibility, 2018).
 Risk management (ISO 31000): Duque can attain objectives by using risk
management strategies and principle as per ISO 31000. As it helps in improving the
assessment of opportunities as well as threats and thereby facilitates optimal resource
allocation (ISO 31000 - Risk management, 2018).
TASK 5
a. Calculating monthly cost of 30 year repayment mortgage
Particulars Formula Figures
Time period 30 years
Loan payment Total loan amount /
Discounting factor
¿ € 200,000/({[(1+0.10)30 ]−1 }/[0.10(1+.10)30 ]
= € 200,000/9.42
= € 21215.85
Monthly repayment Loan payment
amount / 12
€ 21215.85 / 12
= €1767.98
b. Computation of monthly cost on the basis of assumption that interest rate is applied to
every month
Particulars Figures

Time period (n) 30 years * 12 months (each year) = 360 times
Interest rate per month (R ) 10% / 12 = 0.00833
Monthly repayment ¿ € 200,000/(1+.00833)360−1}/[.00833(1+.00833)360]¿
¿ € 200,000/113.99
¿ € 1754.55
TASK 6
Testing hypothesis at 5% significance level
H0 (Null hypothesis): There is no statistical significant difference in the mean
average order value of both expected and actual figures.
H1 (alternative hypothesis): There is a statistical significant difference in the
mean average order value of both expected and actual figures.
Particulars Formula Outcome
Average of the entire
population
240
Sample mean 230
Standard deviation 43
Z score assessment [ (Population mean –
sample mean) / standard
deviation ]
(240 – 230 ) / 43
= 10 / 43
= 0.23
Criteria’s pertaining to the selection and rejection of hypothesis
P > 0.05: Null hypothesis acceptance
P < 0.05: Alternative hypothesis proved
Outcome of statistical evaluation clearly presents that null hypothesis is true and other
one false. Moreover, Z score accounts for .23 respectively which in turn higher as compared
to the standard figure. By taking into account such result it can be presented that both average

expected and actual order value is similar to the significant level. In other words, average
value of expected and actual order is not differing.
TASK 7
a. Defining ways to improve survey response
Given case presents that with the motive to get information about customer’s needs
and expectations Duque sent questionnaire at the end of each December. However, only
around 5% respondents fill questionnaire completely. Hence, Duque can improve survey
response rate through applying below mentioned strategies or framework such as:
 Keep survey short and relevant: By including questions as per the research aim &
objectives survey response rate can be improved by Duque. Moreover, long and
irrelevant questions negatively impacts respondents’ interest towards survey (4
effective ways to Increase Survey Response Rates, 2018). Thus, by undertaking cron
batch alpha test researcher of Duque can assess the reliability and validity of
questionnaire. This in turn helps in developing specific questionnaire and keeping
survey short as well as relevant.
 Explain respondents about survey’s motive: Duque can improve response rate by
informing respondents about the motive behind initiating survey.
 Sending notifications: Through sending notification about the delivery and due date
of survey completion response rate can be improved to a great extent. This in turn
keep informs them about completion of questionnaire.
 Providing incentives: Duque can encourage respondents in relation to filing
questionnaire by providing them either financial or non-financial incentives.
b. Calculating descriptive statistics of concerned four variables
For effectual decision making, respondents were asked to give their viewpoints
regarding the aspects of customer service, product quality, sales staff and price or value.
Hence, for summarizing information descriptive statistics has been calculated such as:
Particulars CUST_SERV QUAL_P&S
SALES_STAF
F PRICE_VALUE

Mean or average 3.5 3.15 3.45 1.95
Standard Error 0.17 0.08 0.18 0.11
Median 4 3 4 2
Mode 4 3 4 2
Standard Deviation 0.76 0.37 0.83 0.51
Results of descriptive statistics shows, out of 20 selected respondents, average
number of people considered customer service or support and sales staff as excellent. Further,
50% and majority of respondents rated customer service aspect of Duque as good. On the
other side, under the category of product or service quality average and median rating found
as good. Further, price or value of Duque rated as fair by the large number of respondents.
Thus, considering results it can be stated that Duque should focus on revising pricing policies
or framework. Hence, by setting prices as per the expectation level of customers Duque can
ensure aspect in relation to high value for money.
TASK 8
Summarizing information in a briefly
Conclusion
In conclusion to this report, it can be presented that German stationary market is
growing with the very high pace. It can be seen in the report that, in Germany, product
quality is one of the main focal point of suppliers. Further, it can be inferred from the
evaluation that annual spend per capita of Switzerland and German people are higher under
the category of writing and drawing material. Besides this, it can be stated from the
evaluation that Duque will get the desired level of outcome or success by establishing
business in the leading countries namely Germany. It also has been articulated that Duque
can improve survey response rate through undertaking relevant and specific questionnaire.
For ensuring smooth functioning of operations Duque also needs to make focus on
compliance with international laws or standards.

REFERENCES
Online
4 Effective methods to increase survey response rates. 2018. [Online]. Available through: <
https://blog.marketo.com/2017/01/4-effective-methods-to-increase-your-survey-response-
rates.html>.
Developments, trends and potentials in the stationery market – Malaysia and Germany. 2016.
[Online]. Available through:
<file:///C:/Users/user/Downloads/MGCCReport2016_1540897300.pdf>.
ISO 14000 family - Environmental management. 2018. [Online]. Available through:
<https://www.iso.org/iso-14001-environmental-management.html>.
ISO 26000 - Social responsibility. 2018. [Online]. Available through:
<https://www.iso.org/iso-26000-social-responsibility.html>.
ISO 31000 - Risk management. 2018. [Online]. Available through: <https://www.iso.org/iso-
31000-risk-management.html>.
ISO 45001 - Occupational health and safety. 2018. [Online]. Available through:
<https://www.iso.org/iso-45001-occupational-health-and-safety.html>.

APPENDIX