Analyze Your Customers

Instructions

This week, you have learned how to analyze your customers, ascertain what they’re thinking from your point of view as well as their point of view, and you have learned about different methods to better understand them (e.g., observations, discussions, focus groups, and surveys).

In this assignment, you will write an essay summarizing your customer analysis for your chosen company. Keep in mind, the attributes you select in your customer analysis will vary given the product that you make or the service you provide. Be sure to include the following in your essay:

• Summarize your customers for your chosen company in terms of total rank order and segment. Please be creative and use a table, chart, or graph, or you may describe, in an essay format, this portion of the assignment.


• Identify Key Customer Data, including the following, suggested information: Product/service, market segment, buying from the competition, location of their end-use customers, key quality characteristics, sales volume. You will need to conduct some research of similar companies in order to gather this information. Remember, this will be mostly estimated data at this point since you will project information from similar organizations to your company. Include some interesting charts or tables to highlight your data, so that your audience can visualize your information.


• Design a high-level plan to gather data from your employees (i.e., observations, discussions, focus groups, and surveys). Summarize how you will gather data. If using a survey, include in your appendix. If using discussions or focus groups, including the questions you will ask. If using observations, describe specifically what and how you will observe.

Length: 5-7 pages, not including title and reference pages

Resources:  Support your paper with a minimum of 5 scholarly resources.