z3442848 - Major project Customers of CCResort Executive...

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Major project: Customers of CCResort Executive Summary The following report was prepared by the Business Analytics Department (BAD). After collecting a random sample of 200 observations who have participated in CCResort, the data has been acquired and analysed. In this report, the business was to position the resort as an “upmarket” complex that would appeal to families. The objectives of this report is to investigate what types of customers have been attracted to CCResort, how long they stayed and how much they spend, and has CCResort been successful in meeting their key performance indicators(KPI’s) stated in the business plan as: 1. More than 40% of their customers stay for a full week 2. The average customer spends more than $255 per day in excess of accommodation costs Key points: 69% of customer’s family income above $100,000. The major age groups of 41 to 50 and 51 to 60 were 34% and 30% . Number of people in a booking was mainly 2 or 4 Only 25% of the customers stay for a full week The average customer spending in excess of accommodation costs was $237.72 Strong correlation is set between the amount of expenditure and number of nights stayed The KPIs were less likely to be achieved from the analysis of hypothesis test WAN, Cheuk Wing z3442848 Page | 1
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Report Part A Evaluations of data Types of customers - Income Figure 1 From figure 1, it is found that there are 138 families earning more than $100,000, which has 69% among the sample size. Whereas the 62 families receive less than $80,000, it only has 31% of the total. By those supporting figures, CCResort can set those 69% families as the target customers. First, the high income families are the main consumers. Second, the high income families have higher potential expenditure than the low income families. Therefore, the positioning of an ‘upmarket’ can be achieved.
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