Students must read and analyze the case and available information. Then,
respond to the case questions with an analytical approach.
1. 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)
2. Which survey questions might help you identify informative segments?
3. Profile the clusters you have found. How well do they predict a
preference for Sticks? In other words, who wants Sticks, and why?
4. Finally, using the chart of possible locations given in table 2.8, where do
you think the new location should be?
5. How would you present your analysis to Sticks management, and
what marketing strategy would your recommend?
6. This needs to be in memo format.
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