Analyze Your Customers
Instructions
This week, you have learned how to analyze your customers, ascertain what theyre thinking from your point of view as well as their point of view, and you have learned about different methods to better understand them (e.g., observations, discussions, focus groups, and surveys).
In this assignment, you will write an essay summarizing your customer analysis for your chosen company. Keep in mind, the attributes you select in your customer analysis will vary given the product that you make or the service you provide. Be sure to include the following in your essay:
Summarize your customers for your chosen company in terms of total rank order and segment. Please be creative and use a table, chart, or graph, or you may describe, in an essay format, this portion of the assignment.
Identify Key Customer Data, including the following, suggested information: Product/service, market segment, buying from the competition, location of their end-use customers, key quality characteristics, sales volume. You will need to conduct some research of similar companies in order to gather this information. Remember, this will be mostly estimated data at this point since you will project information from similar organizations to your company. Include some interesting charts or tables to highlight your data, so that your audience can visualize your information.
Design a high-level plan to gather data from your employees (i.e., observations, discussions, focus groups, and surveys). Summarize how you will gather data. If using a survey, include in your appendix. If using discussions or focus groups, including the questions you will ask. If using observations, describe specifically what and how you will observe.
Length: 5-7 pages, not including title and reference pages
Resources: Support your paper with a minimum of 5 scholarly resources.
RUNNING HEAD: Analyzing DTE Customers 1
Analyzing DTE Customers 10
Week 3 – Assignment: Analyze Your Customers
Instructions
This week, you have learned how to analyze your customers, ascertain what theyre thinking from your point of view as well as their point of view, and you have learned about different methods to better understand them (e.g., observations, discussions, focus groups, and surveys).
In this assignment, you will write an essay summarizing your customer analysis for your chosen company. Keep in mind, the attributes you select in your customer analysis will vary given the product that you make or the service you provide. Be sure to include the following in your essay:
Summarize your customers for your chosen company in terms of total rank order and segment. Please be creative and use a table, chart, or graph, or you may describe, in an essay format, this portion of the assignment.
Identify Key Customer Data, including the following, suggested information: Product/service, market segment, buying from the competition, location of their end-use customers, key quality characteristics, sales volume. You will need to conduct some research of similar companies in order to gather this information. Remember, this will be mostly estimated data at this point since you will project information from similar organizations to your company. Include some interesting charts or tables to highlight your data, so that your audience can visualize your information.
Design a high-level plan to gather data from your employees (i.e., observations, discussions, focus groups, and surveys). Summarize how you will gather data. If using a survey, include in your appendix. If using discussions or focus groups, including the questions you will ask. If using observations, describe specifically what and how you will observe.
Length: 5-7 pages, not including title and reference pages
Resources: Support your paper with a minimum of 5 scholarly resources.
The Chosen company is DTE Energy Company
Berman, R., & Donaldson, C. (2018). Map it: Understanding your customers journey. Dynamic Chiropractic, 36(12), 2432.
Link
Task: View this topic
Jay, J. (2016). How to get the feedback you didnt really want to hear (but really need to know). American Salesman, 61(3), 12.
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Task: View this topic
Liu, A. H., Chugh, R., & Noel Gould, A. (2016). Working smart to win back lost customers the role of coping choices and justice mechanisms.
Link
Task: View this topic
Padhye, G., & Sangvikar, B. V. (2016). Understanding the Repatronage Intentions of Supermarket Customers: A Cluster Analysis. IUP Journal…
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Task: View this topic
Simons, R. (2014). Choosing the right customer.
Link
Task: View this topic
Thakur, R., & Workman, L. (2016). Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers…
Link
Task: View this topic
Tracy, B. (2015). Business strategy (The Brian Tracy success library). New York: AMACOM.
Link
Analyzing DTE Customers
Introduction
The DTE Consumer
Figure
1
DTE-Sempra Energy Consumer Salaries
Figure 2
DTE/Sempra Energy Age Group of Consumers
Figure 3
Sexual Orientation of DTE Consumers
Figure 4
Cultures of DTE Consumers
DTEs Sales Volume
High-Level Strategy
Conclusion
References
10: Analysis of wealthDTE. (2017).Strategic financial management casebook, 293324.
https://doi-org.proxy1.ncu.edu/10.1016/B978-0-12-805475-8.00010-0.
AS.Org. (2019). What is a data collection survey? https://asq.org/quality-resources/survey.
Danziger, P. (2019). Can DTE attract affluent customers? Forbes.
https://www.forbes.com/sites/pamdanziger/2018/06/04/can-DTE-make-its-up-market-move-work/#665b59f978fe.
Higgins, R. C. (2015).Analysis of financial management(11thed.)
McGraw-Hill Higher Education.
Mondrose, P.(2015). Here is a breakdown of DTE shoppers by demographics.
http://www.businesspundit.com/heres-a-breakdown-of-DTE-shoppers-by-demographic/.
Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement, and implications for retailing.Journal of Retailing and Consumer Services,20 (2), 189-199.
Singh, V. P., Hansen, K. T., & Blattberg, R. C. (2006). Market entry and consumer behavior: An
investigation of a DTE supercenter.Marketing Science,25(5), 457476. https://doi- org.proxy1.ncu.edu/10.1287/mksc.1050.0176.
Appendix
Survey on DTE employee satisfaction
DTE Employee satisfaction survey
Top of Form
Bottom of Form
