MKTG-320 Market Research – Week 3 Case Study: Eddie Bauer, A+ Tutorial

Case Study: Eddie Bauer

The Eddie Bauer Case Study and Grading Rubric are in Doc Sharing. You have been hired by Eddie Bauer to examine how they can better employ secondary marketing data in selecting future store locations. Eddie Bauer has asked the following questions:

·       

Who are their best prospects?

·        What are they like?

·        Where can they find them?

Write a 3 to 5 page report addressing the following questions:

·        What demographic and geographic information should Eddie Bauer collect to select store locations?

·        What information on the competitive environment should Eddie Bauer collect?

·        Suggest methods by which Eddie Bauer can conduct marketing research to identify the shared characteristics of those customers who frequent Eddie Bauer stores versus the characteristics of customers who frequent the stores of competitors at various locations?