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strategic analysis Gucci |
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INTRODUCTION Gucci has collected primary research in which On Point Marketing has to analyze and provide a hypothesis to test. ... The report complied is based on a number of statistical analysis of this questionnaire data. The statistical analysis will aid the researcher in determining the course of action that decision makers should take. The major statistical analysis used in this report are descriptive frequencies in the form of frequency distribution, cross-tabulation and parametric tests. By using these statistical tests the researcher, to put simply can identify areas of the research that Gucci can focus on or areas that Gucci do not need to focus on. ... Cross tabulation may reduce the problem of sparse cells, which could be serious in discrete multivariate analysis. ... 0 Gucci 127 50. ... 8 percent said they receive Gucci catalogues. This tells decision makers the current reach in this case Gucci catalogues. ... This information can be used to determine whether the Gucci catalogue is obtaining sufficient enough penetration. ... Gucci decision makers can assume that there is a large market for promotional games. ... 0 Another important descriptive frequency to examine is the location of the respondents to the Gucci questionnaire. ... APPLICTAION OF STATISTICAL HYPOTHESES From the data collected On Point Marketing has decided to test the effects promotional games might have on previous purchasers of Gucci products, On Point Marketing wants to discover their attitudes and opinions. Obviously Gucci is developing the promotional to attract new consumers it cannot forget how this will looked at by its current market. Thus On Point Marketing believe that it is important that Gucci evaluate it’s current target market before looking at the rest of the respondents reactions. ... H1: Do previous purchasers of Gucci products from it’s catalogues have favourable outlooks towards promotional games? H2: Do previous purchasers of Gucci products from it’s catalogues have unfavourable outlooks towards promotional games? ... 0 From the information above we know that of the 250 respondents 105 or 42 percent have purchased items from the Gucci catalogue. ... Cross Tabulations On Point Marketing will merge Gucci previous purchaser’s variables with the promotional game variables of fun, sophisticated, valuable and worth my time to obtain an insight into previous purchaser’s opinions and attitudes. ... Item 5a (fun-dull) Item 11 Total NO Yes Item 5a 1 1 1 2 7 7 14 3 5 1 6 4 22 18 40 5 17 24 41 7 42 46 88 Total 93 97 190 By looking at the information above we can see that the majority of previous purchasers of Gucci products thought promotional games were dull, 46 percent. Item5b (sophisticated-simplistic) Item 11 Total NO Yes Item 5b 1 16 16 2 48 48 3 10 10 4 1 1 5 4 17 21 6 12 59 71 7 3 20 23 Total 93 97 190 The information tells us that the majority of the previous Gucci purchasers thought promotional games were simplistic, 59 percent. Item5c (valuable-not valuable) Item 11 Total NO Yes Item 5c 1 3 1 4 2 2 2 4 3 4 11 15 4 4 8 12 5 29 22 51 6 39 33 72 7 12 20 32 Total 93 97 190 The majority of previous Gucci purchasers thought that promotional games were not valuable, 33 percent. Item 5d (worth my time-not worth my time) Item 11 Total NO Yes Item 5d 1 28 28 2 30 30 3 10 2 12 4 8 8 16 5 6 26 32 6 9 41 50 7 2 20 22 Total 93 97 190 The majority of previous Gucci purchasers believe that promotional games are not worth their time, 41 percent. In summary just by looking at the descriptive statistics we can gather that responses from Gucci purchasers are not favourable. ... 84 which tells us that the Gucci purchasers do not seem to have favourable responses (Hall, Malhotra, Oppenheim & Shaw, 2002). |
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Title: strategic analysis Gucci
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