Procter and Gamble $($P&G$)$ wants to select one or two target segments to launch the new breakfast cereal. The description of the new cereal can be found below.

Brand name: Sweet Potato Cereal

Highlights

Net wt $8$ OZ $(227$ g$),10$g protein, $4$g coconut sugar

Gluten$-$free

Vegetarians and Vegan favorite

No Salt added

Crispy and crunchy texture

Recyclable packaging

There are $49$ of America$$s largest cities. The data from these cities include six variables: $1)$ the percentage of blacks, $2)$ Hispanics, $3)$ Asians, $4)$Median Age, $5)$ the Unemployment rate, and $6)$ per capita income. Cluster analysis is used to explore the potential target segments.

$[5$ Questions$]$

Based on the SPSS output $($See Appendix A and B$),$ answer all questions below.

Q$1),$ based on Appendix A$,$ how many segments can you develop? $(1$ point$)$

Minium $\_\_\_\_\_\_$ segments & Maxium $\_\_\_\_\_\_\_\_\_\_$ segements

Q$2)$ based on Appendix B$,$ describe the key characteristics of each of these segments. $(1$ point$)$

Segment $1$ can be defined as $\_\_\_\_\_\_\_\_\_\_\_\_\_\_|$ Segment $2$ can be defined as $\_\_\_\_\_\_\_\_\_\_\_\_\_\_|$ Segment $3$ can be defined as $\_\_\_\_\_\_\_\_\_\_\_\_\_\_$

Q$3)$ based on Appendix A$,$ choose only one target segment that can best handle P&G$$s business problem. And write down all city names belonging to the target segment. $(2$ points$)$

Q$4),$ based on Appendix A$,$ explain why the segment you selected $($Target segment$)$ is better than the other three segments $(1$ point$)$

Q$5)$ based on Appendix A&B$,$ suggest a relevant marketing strategy for the new Breakfast cereal sales, particularly in the target segment you selected. $(5$ points$)$

$[$Appendix A$]$

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$[$Appnedix B$]$

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