Asschi2

AssChi2

revised Jan 20 2000

Babson College
F.W. Olin Graduate School of Business MARKETS & MARKETING
MARKETING SYSTEMS STREAM

Case: Chicago Fashion, Team Presentations Workshop

In this class your Team will make an informal presentation of its findings regarding the Chicago Fashion data.

Your Task: Do one of the following:

1. Assume you are doing a project for a major European clothing manufacturer that is considering marketing one or more of their products through American retail chains. The company has asked you to analyze the market for four product lines: dressy blouses; casual blouses; special occasion dresses; and jeans. Your analysis will be the basis for a report that describes and explains the segments for one of these four product classes. You have learned that you can purchase access to the Chicago Fashion Study – a multi-sponsor market study. The data appear useful and you have purchased the right to use them.

Your analysis and presentation will focus on segmenting the market for one of these products on the basis of price, and more specifically, the range of prices paid, from low to high, for one of the categories.

You believe you should address two basic questions:

What meaningful price segments exist, and
How do the customers in each of these segments differ from the others?

2. Focus on the shopping behaviors, attitudes and demographics of shoppers of each store by comparing the responses of non-shoppers, infrequent and frequent shoppers at each store. This presentation should be oriented to management and should answer a management question of your choice such as:

(As a Retailer): How can I best attract more customers away from my competition?
(As a Supplier): How can I best penetrate Chain X?

This class will get you launched on your preparation for the Saturday class at which your Team will make an informal presentation of your findings to date with regard to segmentation of the market. The purpose of this first presentation is to familiarize you with the data and with MiniTab, in preparation for your second, more formal presentation.

PRESENTATION

Build a very brief presentation -- 3 to 5 slides -- that:

States an objective, and
Uses a series of MiniTab Tables and Graphs to show your results.
Uses the titles of your tables to "tell your story".

The Saturday class will focus on your presentations – and on working with you to see how MiniTab can be used to produce worthwhile analyses. So please view this session as a "workshop", not a "final presentation". About 2 1/2 hours will be devoted to your Team informal presentations and discussion. It is likely that some teams may not get the chance to present -- even if we succeed in holding each Team to 5 or 6 minutes. If so, I would like to invite you to make the presentation to me outside of class time.

In preparation for this class you will need to meet with your team to develop your presentation. Some teams do this principally by electronic means. One good way to do at least part of the work is to use the course Website Discussion Base to set up a secure private Internet work area in which you can exchange information and messages. Just e-mail me your team member names and I will set up your Team Discussion workspace.

These presentations will provide the opportunity to show your understanding of market segmentation, targeting, positioning, and the application of economics tools to these data.