Use annotated screenshots to display the information you used to make decisions.

Address the following:

$1.$ To begin the analysis, determine the number of distinct segments present in this market, as

represented in the current sample of respondents. $(20$ pts$)$

Compare the output of a three, four, and five segment $($clusters$)$ description. Re$-$run the

analysis for each in new tabs to make comparison easier.

Specifically identify the segments are split into new groups going from $3$ to $4,$ and $4$ to $5$

segments. Consider both the $$distances$$ separating the segments $($e$.$g$.$ Dendogram, Scree

Plot, Segment Space$)$ and the different characteristics of the separate segments $($e$.$g$.$

Segment descriptors$).$

Based on your prior understanding of the personal technology industry, decide if the

differences across $3,4,$ and $5$ segments are important enough to justify the added

complexity of $$adding$$ additional segments. Are the additional segment$($s$)$useful$$ from a

marketing perspective?

$2.$ After finalizing your decision for the three, four, or five segment solution, carefully study each

unique segment. $(20$ pts$)$

Based on the characteristics of each segment$$s descriptors, create a name for each segment

that capture the essence of what makes it unique $($Soccer Moms,$$ for example$).$ In one

sentence, explain why the name you chose is descriptive and appropriate.

Then, rate the attractiveness of each segment on a scale of $1-7($worst$-$best$)$ for the smart

watch industry in general. Explain what factors played into your rating.

$3.$ For each of the variables used for the segmentation, rate the strength of competing Apple Watch,

Fitbit, and Samsung offerings available on the market. Use an internet search and YOUR personal

assessment of these competitor products $($e$.$g$.$ Task Management, Photos, etc.$).(20$ pts$)$

Identify which of your segments that each of these competitor watch brands is best

positioned. A chart may be useful to present this information.

Rate Intel$$s pervious watch $($the Basis Peak, see class slides for details$)$ and identify the

segment that you believe is the best target for Intel to go after and explain why.

Continued on next page.

$4.$ Consider the information in the $$discriminant$$ section $(20$ pts$)$

Come up with a $$go$-$to$-$market$$ plan and basic information on your potential marketing mix

$(4$ P$$s$).$

Which brand would you include as a partner $($choose from the brands listed as potential

partners in the case background, Google, Aetna, or Amazon$).$

What would you offer the partner to bring them on board? Provide some specific

information about the product features of the watch, the price point, the distribution plan,

the advertising$/$promotional plan including the main launch message$/$slogan to emphasize

and what advertising channels to use. Finish with a few sentences that explain why these

decisions make sense for the segment you chose to target.

$5.$ What concerns do you have with the approach Intel has taken, specifically regarding the survey

construction and the sample of respondents used in the survey data collection? Anything else you

might want to know? $(10$ pts$)$

$6.$ If this data were real, do you think Intel should follow your suggestions and launch this watch?

Briefly explain why or why not? $(10$ pts$)$