Dr. Kent Wolfe
Market Analysis and Business Development Specialist

Academic Background

• Ph.D. Applied Economics, University of Tennessee, Knoxville.               1990-1994    
  Concentration:  Consumer demand analysis and marketing.
  Dissertation Title: A Comparison of Alternative Forecasting Techniques: An Application of Scanner Data.
  Advisor: Dr. David B. Eastwood

• M.S. Applied Economics, University of Tennessee, Knoxville.                 1988-1990
  Concentration: Consumer demand analysis and marketing.
  Thesis Title: Scan Data: An Alternative Source of Data for Consumer Demand Research.
  Advisor: Dr. David B. Eastwood

• B.S. Applied Economics, University of Georgia, Athens.                          1984-1988
  Concentration: Microeconomics.
  Advisor: Dr. Ivery Clifton

Kent's primary responsibility is performing market analysis for proposed feasibility projects. The market analysis includes target market identification, estimating market potential, product positioning, developing marketing strategies and identifying marketing channels. He also assists in evaluating the effectiveness of marketing, promotional campaigns and key word identification for search engine optimization.

PROFILE

Business consultant with more that 14 years of experience in market research and analysis, economic feasibility analysis and business plan development for small start-up companies to large international firms. Examples of work:

• Decreased advertising expenditure while increasing consumer ad awareness for largest US brewer.
• Consulted with international automobile company to evaluate and adjust marketing mix resulting in increased customer awareness.
• Redesigned product packaging leading to increased sales of 250%.
• Created business plans resulting in successful loan applications, largest $60 million.
• Introduced new seafood product in the Southeast, reached $400,000 in first year.

Professional Experience Overview

• Develop business plans for small and start-up companies to secure financing. Most recent business plan was developed for a company seeking $60 million for the purchase and operation of a food processing facility in Georgia.
• Evaluated numerous products and services to determine market potential and economic feasibility of introducing the product or line extension. Rely heavily on primary and secondary market analysis to determine product viability.
• Consulted with numerous firms on which marketing channels provide the most effective means of reaching potential and existing customers, then evaluating the effectiveness of the marketing campaign. Extensive experience in ad tracking.
• Developed the measurement tools and evaluation instruments used to evaluate the effectiveness of the “Grown in Georgia” promotional campaign. The results of the 2001 evaluation were used to enhance and expand the program in 2002, including the term “farm fresh.” The 2001 evaluation revealed a cost benefit ratio of 4.37 implying that every dollar spent on promotion returned $4.37 in sales. These results influenced the expansion of the program to $2 million dollars in 2002.
• Estimate economic impact economic activity using IMPLAN.
• Designed and conduct consumer product sampling studies. The studys are used to modify existing products to better align the product’s characteristics with consumers’ tastes and preferences.
• Conducted site analysis to determine the most optimal retail outlet location based on target market demographic and psychographic consumer profiles.
• Designed and analyzed the results of multi-country product segmentation and positioning study for a major soft drink company headquartered in Atlanta. The study results included estimated demand elasticities for different soft drinks competing in the various markets.
• Conducted preliminary statistical analysis on a share-of-mind study for a major brewery operating in the United States. The model’s results were significant and were used to formulate the advertising strategy.
• Conducted a competitive analysis study for a major insurance company. The data was used to formulate a new marketing strategy and reposition the company in the marketplace.

PROFESSIONAL EXPERIENCE

ADC Consultant                                                                           2003 to Present
Currently working as a independent consultant on numerous projects across different industries in the Southeast. Projects include travel centers, convenience stores, condominium developments, fuel jobbers, bottled water facilities, specialty retailing to name a few. The results of these studies were critical in formulating business development decisions and securing financing.

Marketing & Business Development Specialist
University of Georgia and Tennessee                                             1998 to Present

Business consultant for the states of Georgia and Tennessee. Broad scope of responsibilities include directing financial and market analysis, feasibility analysis, business plan development, economic impact analysis, and promotional effectiveness evaluation. In addition, I provide marketing services such as market plan development, target market(s) identification, market potential estimation, and promotional material consultation. 
 
Research Director
The Gallup Organization, - Atlanta, GA                                            1993 to 1998

Directed quantitative and qualitative market research studies. Responsible for managing project team; formulating study methodology, sampling, and design; preparing survey instruments; implementing studies; analyzing data; presenting results; and formulating marketing strategy recommendations based on study findings. Specifically, data analysis involves utilizing multivariate statistical techniques to model relationships between variables as hypothesized in the research. Examples of statistical modeling include estimating new product market potential, forecasting consumer demand, customer satisfaction, advertising recall, product and incentive advertising effectiveness, and consumer purchase intent.

 

Kent Wolf
kent@safeandsoundsolutions.com
(404) 567-6533