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Essay on Business Analysis of Peak Garage Doors Inc

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Business Analysis of Peak Garage Doors Inc INTRODUCTION Peak Garage Door Inc. has set a goal to increase their sales for 2004. Garage door industry is expecting a growth of 2.4% while the management of Peak is looking to increase company’s sales 26.4%. The company currently has 50 exclusive dealers and 300 non-exclusive dealers. Management has three proposals in front of them. The first suggestion is to increase the number dealers in their existing markets. The second …show more content…

There has been a demand for steel doors from new homes, and from homes looking to replace older wooded doors. Richard Hawly, Peak’s Director of Sales and Marketing, conducted a survey to prospective garage buyers; he also commissioned a study to identify number of dealers that are in the same markets as Peak. The results of the survey found that brand awareness was very low showing that only 10% surveyed were able to provide a brand name. The survey also found that independent dealers did not sell all brands at an equal rate. For the dealers that sold 3 brands, the dominant brand made up 60% of the sales for that store, 2nd brand made 30%, and 3rd brand made 10%.
THE ORGANIZATION Peak Garage Doors Inc. is a privately owned firm and has had 2003 sales of $9.2 million and net profits before taxes of 460,000. Given is a 2003 income statement (pg.411) which states that cost of goods sold was $6.9 million. With the sales and cost of goods sold numbers we can figure out that the contribution margin for Peak’s garage doors is $0.25 for every dollar sold. The company has 2 distribution centers and employs 8 sales representatives for independent dealers and 2 sales reps for the exclusive dealers, each rep with a salary of $80,000. Below is the summary of employee composition.
Employees Monthly Calls Stores/rep Salary ($80,000/rep)
Independent Dealer Reps 8 2 300/8= 37.5 $640,000.00
Exclusive Reps 2 50/2= 25 $160,000.00
The case states

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