Analyze your Customers
Due September 30 at 11:59 PM
This week, you have learned how to analyze your customer, 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. Include the following in your essay:
Summarize your customers in terms of total rank order and segment. You may use a table, chart or graph, or you may describe in essay form for this portion of the assignment.
Identify Key Customer Data including the following suggested information: Product/service, market segment, buying from competition, location of their end use customers, key quality characteristics, sales volume.
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, include the questions you will ask. If using observation, describe specifically what and how you will observe.
Provide a summary paragraph that concludes your primary thoughts on your customers and potential customers.
Support your paper with a minimum of three scholarly resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.
Length: 5-7 pages, not including title and reference pages
Your paper should demonstrate thoughtful consideration of the ideas and concepts presented in the course by providing new thoughts and insights relating directly to this topic. Your paper should reflect scholarly writing and current APA standards. Be sure to adhere to Northcentral University’s Academic Integrity Policy.
External Resource (S): Books and Resources for this Week
1. Tracy, B. (2015). Business strategy (The Brian Tracy success library). New York: AMACOM.
2. Read Chapters 15 and 16
3. Padhye, G., & Sangvikar, B. V. (2016). Understanding the repatronage intentions of supermarket customers: A cluster analysis.
4. Liu, A. H., Chugh, R., & Noel Gould, A. (2016). Working smart to win back lost customers the role of coping choices and justice mechanisms.
5. Jay, J. I. (2016). How to get the feedback you didn’t really want to hear (but really need to know).
6. Simons, R. (2014). Choosing the right customer.
Supplemental (External) Resource
NB: PLEASE BE SURE TO USE THESE RESOURCES (FIRST) ABOVE, IN ADDITION TO OTHERS YOU MAY FIND IMPORTANT
