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Segmentation

In: Business and Management

Submitted By jnf6201
Words 263
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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. -Judging by the Dendogram, we should have 4 different clusters. 0 2. Identify and profile (name) the clusters that you select. Given the attributes of ConneCtor, which clusters would you target for your marketing campaign? 0 I would target cluster 3 since they are not innovators (not going to the new tech quickly, and PDAs are old), the PDA has good inf passive, inf active, remote access to information, and sharing info. Also, they do not need lots of multimedia which the pda struggles at. Furthermore, the PDA is more ergonomic than the new pocket PCs. I would also target cluster 2. Since PDA’s are good for messaging, remote access to information. Cluster 2 also does not contain innovators. Lastly, cluster two wants cheaper prices and PDAs are the cheaper option.

3. Rerun the analysis in Exercise 1 with Discrimination. How would you go about targeting the segments you picked in question 2? Cluster 3: Advertise in field and stream? Cluster 2: Since they are younger I would target them on social media. 4. How has this analysis helped you to segment the market for ConneCtor? 5. What concerns do you have with the approach (data collection, analysis, etc.) so far? 6. What are the next steps you would recommend for Netlink and the development of

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