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The Kirin case data analysis can be done using Enginius and answer the following nine questions:
KIRIN CASE BACKGROUND: The case describes the strategic situation facing Kirin brewery in Japan. You are challenged to come up with a product design (beer!) that will deliver the desired incremental volume, net of cannibalization of the current product. Also, because Kirin is a niche product, it probably does not appeal to everyone. Therefore, your analysis should also include consideration of segmentation and targeting issues. The case involves multiple data sets and ME tools: segmentation, targeting and positioning as well as product design/conjoint. A complete analysis of the case will use cluster analysis, discriminant analysis, perceptual mapping and conjoint analysis.
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