Projet d’analyse de graphiques et de clusters à échelle multidimensionnelle : Analyse d’une boisson irlandaise chaude

Thèse Marketing & marques Marketing international

Date de publication :

05/05/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

159 pages

Niveau :

avancé

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

An Industry Analysis of the Irish Hot Drinks Market
1. Coffee Drives Popularity with Younger Consumers
2. Tea Grows Old and Stale and is Being Replaced by Fresh, Colourful Niche Markets
3. Cosmopolitan Attitudes Drive Premium / Speciality Product Growth
4. Coffee Expected to Maintain Growth through Product Stimulation
Competitor Analysis
1. Bewleys
2. Butlers Chocolate Café
3. Insomnia
4. Java City
5. O'Brien's
6. Starbucks
7. West Coast Coffee Co.
PEST Analysis of the Coffee Market in Ireland
1. Political Factors
2. Economic Factors
3. Social Factors
4. Technological Factors
Porter's 5 Forces Model
1. Risk of Entry by Potential Competitors
2. Rivalry among Existing Firms
3. Bargaining Power of Buyers
4. Bargaining Power of Suppliers
5. Threat of Substitute Products
Perceptual Mapping
1. The Perceptual Map
2. Selecting a Research Approach to Perceptual Mapping
3. Data Collection
4. Similarity Based Data Collection
5. Monotonicity
6. Kruskall's Stress
7. Marketing Applications of Perceptual Mapping in Marketing
Multidimensional Scaling
1. Objectives of Multidimensional Scaling
2. Key Decisions in Setting Objectives
3. Selecting an Approach
4. Research Design Issues
Cluster Analysis
1. Similarity Measures
2. Distance Measures
3. Hierarchical Methods
4. Single Linkage and Complete Linkage
5. Non-Hierarchical Clustering Procedures
6. General Assumptions
Research Methodology
1. Marketing Research Process
2. Research Design
3. Research Design Chosen
4. Data Collection Method
5. Sampling Design Process
6. Potential Research Problems
7. Fieldwork
8. Data Preparation
Analysis & Findings
1. Similarity Based Perceptual Mapping (MDS)
2. Cluster Analysis
3. Cross Tabulations
Limitations of the Research
1. General Limitations
2. Similarity Based Perceptual Mapping
3. Cluster Analysis

Résumé :

Perceptual Mapping, Multidimensional Scaling Cluster Analysis Project: analysis of hot irish drinks (titre original)

Our project is based on the coffee house market in Ireland and are analysing and segmenting this market through the use of perceptual maps.
We have selected seven well known coffee houses and from the analysis of our sample population we hope to identify the following:

 What coffee houses are regarded as being most similar
 What attributes are the coffee houses regarded as being similar on
 What attributes are most liked / disliked in relation to each coffee house
 To group individuals based on their perceptions of each coffee house

Our project begins with a history of the development of coffee and where it originated from.
Next we conduct an industry analysis of the hot drinks market in Ireland. We then name and discuss each coffee house selected for our research and give a background on each company and how it has developed.
We then conduct a PEST analysis of the coffee industry, outlining how political, economic, social and technological factors influence the industry.
After our PEST analysis, we examine competition within the industry by applying Porter's five forces model.