Upload your completed SPSS output PDF AND analysis worksheet

you will need to download and install SPSS on your computer from the KSU software download page $($see syllabus for link$).$ This assignment requires the licensed version so that you have access to the Discriminant Analysis. Data and a step$-$by$-$step powerpoint are provided so that you can do the analysis. In addition to the primary data I have given you, you will have to do some secondary research to understand the competitive landscape and market attractiveness.

Situation Analysis answer sheet

You will need to download and install SPSS on your computer from the KSU software download page. This assignment requires the licensed version so that you have access to the Discriminant Analysis. Data and a step$-$by$-$step PowerPoint are provided so that you can do the analysis. In addition to the primary data, I have given you, you will have to do some secondary research to understand the competitive landscape and market attractiveness. You will submit a PDF of your SPSS output with your name typed in at the beginning. Watch the Case Analysis Walkthrough Video for full step$-$by$-$step instructions.

$1.$ Based on the information obtained from the Cluster Analysis, interpret and describe what each segment wants. Focus on the aspects that make each segment unique from the others.

$2.$ Based on the information obtained from the Discriminant Analysis, interpret and describe each of the segments. Who are these people and how would you identify them?

a$.$ Assuming the sampling was random, what percentage of the market is represented by each of the clusters?

b$.$ Come up with a unique name for each of your segments that captures their relevant differences.

$3.$ Competitor Analysis: Find the top competitor for each of the segments discussed above. Evaluate their offering using the template below. How good of a job are they doing on delivering what the segment wants?

a$.$ Competitor name:

i$.$ Strengths of their marketing mix for the segment.

ii$.$ Weaknesses of their marketing mix for the segment.

$4.$ Evaluate Market Attractiveness of each of the segments using the template below. This is just an overly simplified way to quantify the attractiveness of the segments. Based on the analysis you did and additional secondary research online, come up with these four ratings for each of the segments and don$$t forget to explain what you based it on$.$ Please provide a sentence explaining each evaluation making sure to refer to your research.

a$.\_\_$Segment $1\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_$

i$.$ Size of the segment: $1($tiny$)$ to $10($huge$).10$ Based on the cluster distribution, segment $1$ represents the largest segment in the market at $36\%$ of total customers. Explain

ii$.$ Potential profit margin $($price$-$costs$)$: $1($low profits$)$ to $10($large profits$).$ Explain

iii. Competitive Intensity: $1($highly competitive$)$ to $10($no competition$).$ Explain

iv$.$ Overall market Attractiveness: Sum the numbers: $\_16\_\_\_\_\_$

a$.$ Do you agree or disagree with these numbers and why? Use critical thinking here...sometimes numbers don$$t tell the whole story.