Overview: Customer Analysis
For several reasons, this section is the most important component of your overall
Situation Analysis because all your communication and promotional strategies rest on
your ability to identify your target market and have an
in‐depth
understanding of these
consumers.
I am outlining the information that should be included in this section below. Be sure
that you provide a mix of visuals and text to further illustrate your research.
Remember, PetSmart
has hired your group to research and further define the term
“pet parent.”
Your team should spend time in the Consumer Analysis section providing
justification
for
how
you
have
defined
the
term. Provide secondary sources and possible
quotes from our guest speaker to rationalize your decision.
Keep
in
mind
that
all
primary
research
will
be
conducted
with
individuals
that
comprise your target audience. Try not to limit yourself too much in terms of how
you will recruit participants.
This
preview
has intentionally blurred sections.
Sign up to view the full version.
This is the end of the preview.
Sign up
to
access the rest of the document.
- Fall '11
- Dr.Hong
- Marketing, Simmons
-
Click to edit the document details
