By now you should have completed your own cluster analysis of the DentMax Company case study. To make it simpler, the case includes details about the cluster analysis the company conducted to segment respondents. From the soft copy PDF, you will also see the included tables detailing the 18 variables or attributes to segment customers, as well as the results of the cluster analysis conducted.
Your Task
Read the DentMax case study and determine critical answers to the followings questions. In all cases explain and justify your reasoning:
Which of the segment(s) do you believe DentMAX should focus on most?
Identify and evaluate the major differentiators between respondents in the ‘switchable’ segment vs. respondents in the ‘loyalists’ segment.
What should be done so the customers in the switchable segment can move to the loyalists segment?
After submitting your post, identify a peer’s post with whom you agree or disagree and comment back, either consolidating their stance or constructively arguing an alternative point.
Sample Solution