STP Assignment

Download this file. The file contains survey response data for $30$ subjects. Chipotle asked these $30$ subjects how important the following six attributes are on a scale of $1-7$: convenience, variety, price, healthiness, taste, and ambience. Your task is to use cluster analysis to separate the subjects into segments for the purposes of differentiated marketing. Go through the steps below, and input your answers in the answer sheet. Be sure to also clearly show your work in Excel.

You'll also need to download the answer sheet; answer the questions there. For a tutorial on how to perform cluster analysis in Excel, go here.

Open Chipotle.xIsx to run a cluster analysis. Do two clusters. Segment the data using the K$-$means in Excel method, as discussed in class. Be sure to include all six variables in the dataset.

Repeat the steps until the clustering process is finished.

List who is in each cluster.

Input the means for all six variables for each of the clusters.

Give each cluster a name and explain why.

If you were asked to pick one cluster to target, which one would you suggest and why? Use numbers$/$charts to justify your point.

For your chosen cluster, what are three marketing tactics you would recommend, based on your analysis of that cluster?

Submit your cluster analysis in Excel format and your answers to the questions in the answer sheet.