case study

MARKETING ANALYTICS: Case Study Name: ____________________

© Stephan Sorger 2013; www.stephansorger.com Date: ________________________

Case No.	Chapters	Case Title
7A	7	Product/ Service Analytics: Conjoint: Acme Espresso Machines

Background:

You are the marketing manager for Acme Espresso Machines, a small manufacturer of premium coffee makers. You are in a market dominated by several large manufacturers, including Breville, DeLonghi, Gaggia, and Rancilio. To improve Acme’s market share, you plan to analyze the market with three objectives in mind:

· Identify specific market segments within the greater market

· Identify specific features desired by different market segments

· Select marketing messages that will resonate with market segments

You plan to conduct a conjoint analysis to address the objectives.

Instructions:

1. Open the “Case 7: Conjoint” spreadsheet available on the Marketing Analytics page of the website www.StephanSorger.com. The spreadsheet supplies the structure and data for 3 attributes at 2 levels each. Extend it to 4 attributes at 3 levels each by adding rows and columns of data as necessary.

2. Work through the steps of conjoint analysis, following the attached Solution as a guide. Interview your teammates to collect the preference data. If time is short, just make up the data.

3. Record your results, comments, and observations in the table below.

Step	Results/ Comments/ Observations
1. Attribute Selection
2. Attribute Level Selection
3. Product Bundles
4. Data Collection Method Selection
5. Data Collection
6. Data Binary Coding
7. Part Worth Calculation
8. Part Worth Segmentation
9. Market Simulation Design
10. Recommendations for Acme Espresso