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Run Segmentation analysis with “Standardized” data, setting the number of segments to 4, and including Discriminant analysis.

Second Case Write-Up (Required)

Course MKTG 4110-203 (Marketing Analytics)

Fall 2020 / Professor Tony Gao

 

Deadline: Due at Noon (12 pm) on Thursday, October 15, 2020 via Blackboard (in the Assignments section). Please upload your answers using the assignment link given in Blackboard. No late submissions will be accepted. This is a required assignment.

 

Format requirement: Please give key, pertinent, complete information as required in your answers, using about 2 to 3 single-spaced pages to show your net answers (using size 12 of the Times New Roman font and keeping a 1-inch margin on all four sides of the pages). It is important that you provide enough details on your analytical process and results to support your answers. Please insert your answers into this document and as my own questions and instructions already occupy about 3 pages, please limit the length of the whole completed document to about 5-6 pages. Please type your answers in blue.

 

You may add a couple of key exhibits at the end of the document to show your detailed analysis and they will not count toward the page limit for the assignment.

 

By submitting your answers, you attest that your write-up is the result of your original analysis and no outside help was used from anyone in and outside of our Marketing 4110 class.

 

Kirin USA Inc.: Ichiban Shiboro Case (Using the Segmentation, Positioning, and Conjoint analysis tools; see tool tutorials for more information).

 

Question 1:

Run Segmentation analysis with “Standardized” data, setting the number of segments to 4, and including Discriminant analysis.

 

Show the key segmentation results here and discuss the key characteristics of each segment. Which segment(s) seem(s) to be highly suitable for targeting with the current Kirin formulation (e.g., based on Ichiban Shibori, via case pp. 2-3)? (10 points)

Your answer:

 

Question 2:

Explain the key findings from the discriminant analysis. What key, statistically significant differences between the segments along the profile variables can you observe? What does this finding suggest as to how Kirin should define and target the market segments for its new product? (10 points)

Your answer:

 

Question 3: What is the global hit rate of the model? What does it specifically mean in this example? Would you say that this is a good hit rate? Why? (10 points)

Your answer:

 

Question 4: Run Positioning analysis as below. Would you recommend a 2-dimensional or 3-dimensional solution? Why? (10 points)

Your answer:

 

Question 5: Assuming a 3-dimensional solution and based on the collective information in all three versions of the perceptual maps showing Objects (brands) and dimension, which one particular brand stands out as the closest competitor for Kirin? Why did you say so? (10 points)

Your answer:

 

 

Question 6: Run Conjoint analysis as below.

 

Based on the results of your conjoint analysis, rank order all the specific “product attribute and performance level combinations” by their relative importance to the consumers. Show the rankings in a table. Which one particular “attribute and performance level combination” has the highest partworth? What does this result (on highest partworth) mean? (10 points)

Your answer:

 

Question 7: Based on the results of your conjoint analysis, specifically show the relative importance of the 7 product attributes. Which three attributes are most important to the consumers? (10 points)

Your answer:

 

Question 8: Calculate the adjusted conjoint analysis market share results for the all the products in the market (including all current products and the new product by Kirin). Show your results in a table for format (e.g., Exhibit 6.7 in Chapter 6). (15 points)

Your answer:

 

Question 9: Based on the results of your conjoint analysis, evaluate the size of the cannibalization to the sales of Kirin’s existing products in the U.S. market caused by the new product introduction. Show the result of your calculation. (15 points)

Your answer:

 

 

 

 

 

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