Business Case Studies & Business Publications

Segmentation at Sticks Kebob Shop

Venkatesan, Rajkum...

Case

Segmentation at Sticks Kebob Shop

Venkatesan, Rajkumar; Gibbs, Shea

M-0866 | Published March 7, 2014 | 10 pages Case

Collection: Darden School of Business

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This case is used in the Marketing Analytics elective at Darden. A Sticks executive team is interested in opening a second quick-service restaurant in Richmond, Virginia. But before doing so, the team wanted to gain a better sense of who were Sticks' customers, which location would attract the best customers, and how to best connect with customers. An opportunity to gather survey data presented itself. Would the demographic and psychographic assumptions the team had gathered from talking to people in stores align with the survey answers? And what would the data suggest about where to locate new stores and about what marketing channels and messages to use to promote them?