Memo by using R and Excel Segmentation Case

Description

Case Study: Segmentation at Sticks Kebab Shop (Venkatesan)
o Students must read and analyze the case and available information. Then,
respond to the case questions with an analytical approach. § Perform your own cluster analysis using the scaled survey questions (1-4
agreement level questions); do not use any other descriptive or
demographic variables of the survey respondent; additionally, do not use
the customer status! (e.g., current consumer vs. non-current consumer) § Which survey questions might help you identify informative segments? § Profile the clusters you have found. How well do they predict a
preference for Sticks? In other words, who wants Sticks, and why? § Finally, using the chart of possible locations given in table 2.8, where do
you think the new location should be? § How would you present your analysis to Sticks management, and
what marketing strategy would your recommend? § This needs to be in memo format.

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Explanation & Answer:
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Memo by using R

Segmentation at Sticks Kebab Shop

scaled survey questions

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