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Assignment 5: Conjoint Analysis Case: Kirin USA, Inc.

Note: In the case, competing brands are presented as

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Assignment 5: Conjoint Analysis Case: Kirin USA, Inc.

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    1. Please read the case. Do not answer questions provided in the case; follow directions in these slides. Key Points: (1) Kirin has an existing product in the US market. (2) Kirin is proposing a new product in the US market with the following attributes: (3) You will attempt to see if the above proposed new product is “optimal” for the market, and if not, what changes should be made to the above attributes to ensure that it is “optimal” for the market. (4) You will estimate the degree of cannibalization (if any) between the proposed “optimal” product and the existing Kirin product in the market. Note: The graphics/images seen in the attached slides are to guide your analysis; they are not necessarily “correct”. Assignment 5: Conjoint Analysis Case: Kirin USA, Inc.

    2. Note: In the case, competing brands are presented as “groups”. Thus, the existing Kirin brand is perceived in the market to be indifferent from the Sapporo brand. Similarly, Corona, Dos Equis, and Tecate can be perceived as interchangeable.

    3. 1. Identify segments in the existing market, using cluster analysis and discriminant analysis. Dataset: MEXLKirinData(segmentation).xls Re-scaled from 1 to 9.Re-scaled from 1 to 9.

    12. We can also determine who is in which segment – that is shown in the last column.We can also determine who is in which segment – that is shown in the last column.

    13. We can also determine who is in which segment – that is shown in the last column.We can also determine who is in which segment – that is shown in the last column.

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