Marketing Analytics (MKTG D76) Assignment 2: Conglomerate Inc.’s New PDA Dr. Pavitra Jindahra By Kom Bijaisoradat D590054 Pawee Udomittipong D590070
1. Run Segmentation from the Segmentation and Classification tool in ME>XL (without Discrimination) on the data to try to identify the number of distinct segments present in this market. Consider both the distances separating the segments and the characteristics of the resulting segments. Answer: From the data, there is about 5 different segments. The characteristic of segment 1 (cluster 1&6), the average joe, is average user, their neither rank features highly nor do they rank price highly so they are definitely not the early adopter. The characteristic of segment 2 (cluster 3&7) is the bargain hunter who does not care as much about the feature, they care more about the low-price point which is as low as $197 - $107. The characteristic of segment 3 (Cluster 2&9), the fashionista, is similar to segment 1 however they are demanding less feature putting more emphasis on the ergonomic of the design and are willing to pay a decent price for it. The Characteristic of segment 4 (cluster 5), traveling employee, is probably people who wants to use product to work off site such as sales and field engineers who require fast speed of information transfer but is also willing to pay for it. The characteristic of segment 5 (cluster 4&8) is the techie who like to try new product, use a lot of the features and are preparing to spend big for the product.
- Spring '17
- Pavitra Jindahra
- Marketing, Netlink