Memo by using R and Excel Segmentation Case

Case Study: Segmentation at Sticks Kebab Shop (Venkatesan)o Students must read and analyze the case and available information. Then,respond to the case questions with an analytical approach. § Perform your own cluster analysis using the scaled survey questions (1-4agreement level questions); do not use any other descriptive ordemographic variables of the survey respondent; additionally, do not usethe customer status! (e.g., current consumer vs. non-current consumer)

§ Which survey questions might help you identify informative segments?

§ Profile the clusters you have found. How well do they predict apreference for Sticks? In other words, who wants Sticks, and why? § Finally, using the chart of possible locations given in table 2.8, where doyou think the new location should be? § How would you present your analysis to Sticks management, andwhat marketing strategy would your recommend?

§ This needs to be in memo format.