Finding a New Market for Cattle

Posted: Dec 10 2009 12:00:00:000AM
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Larry O'Malley is a cattle producer who would like to sell a branded beef product to high-end consumers. Larry thinks the best potential customers would be households where income is in excess of $100,000.

Larry wants to use MarketMaker to learn two things:

1) Where are the highest concentrations of high-income households?
2) What are the names of the grocery stores that serve those high-end neighborhoods and where are they located?

Step by step directions to select household data and to id stores.

1) Where are the highest concentrations of high-income households?

  • From the homepage, select Income from the first dropdown box under Market Research.

  • In drop box under Income choose Household income $100,000 and over. Click Search.

  • A map of the state will show the census data requested. The legend indicates the number of households in each census tract. To change the search region to county, choose County from the dropdown box in the Demography Variables and Maps Legend and click Map It.

  • Larry wants to focus on the census tracts with the highest concentration of high-income households. He can use the Zoom tool in the map to zoom in or out of the map.

  • Using the Census Tract button right of the map (click on it to activate), Larry can click on a specific census tract within the map to collect census data. Data for the selected census tract appears in Census Profile area to the right.

2) What are the names of the grocery stores that serve those high-end neighborhoods and where are they located?

  • Larry chooses an area for a target market of grocery stores with high-end consumers.To search for grocers, Larry clicks on the Business Search tab located above the map. He clicks on Begin New Business Search selects Food Retailers.and selects Grocery/Convenience Store. Larry can change the Search area by clicking on the Business Results tab to the right of the map and selecting County.

  • Once the grocery stores appear on the map, Larry will notice Orange pins and blue dots. Yellow dots represent businesses included in thefirst 10 results listed below the map.Red dots are for other businesses in the search results but not currently in the results list. Clicking on an orange pin causes a small window to appear that tells the business name. Click on it for more information.

  • Below the map, is the results table. Larry can click on the numbers below the results to move through the list. Within the same area, Larry can find out more about the specific store by clicking on View Details which provides information about a business that includes the name, address, telephone number, website address, sales volume, number of employees, business type and industry classification.

  • If he wants additional information on a particular grocery store, Larry can click on the business name within results list.

  • Larry has decided to contact a small grocer to market his beef. Even though there are larger ones in

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