1.

Executive Summary-Alec
One of the most important things when compiling a
research is to define a centralized problem. In our case, Joanne
presented us with the problem concerning shopping options on
Drexels campus. Drexel has a growing problem of constantly
being compared to the University of Pennsylvania. For starters, it
is a fantastic thing that we are even considered in the same
league as Penn; one of the premier, Ivy League schools in the
nation. On the other hand however, there are some issues with
this constant comparison and one of them is the student
experience.
Drexel University has always been about experiential
learning and the universities interaction with the surrounding
communities. When comparing Drexel to Penn, one can easily
see how Drexel falls well short when comparing the options that
are provided to students. The breath of selections provided to
students on Penns campus dwarfs that of Drexels. Not only
does Penn have a higher number of stores, but they also give
students one thing that is extremely valuable; selection. While
Drexel has decent eating options, it falls short in the categories
of groceries, shopping and entertainment. Penn has a grocery
store (Fresh Grocer), shops such as Urban Outfitters and the
Gap and even its own movie theatre.
This study aimed at mending this issue of not enough
shopping options. This report was compiled from information
gathered through a focus group, survey and outside research.
Student input was the primary driver in our research and the
underlying theme of understanding the purchasing power and
intentions of Drexel students was the main concern.

2.Introduction-Alec
When we were given the option to do a marketing research
study on Drexel University, we were immediately excited. The
first goal for any project is to fully understand the company. It is
easy to just look at Drexel and see that local business selection
is a problem, but in order to better understand Drexel, we need
to understand its background and the surrounding area as a
whole.
Drexel University currently has just under 14,000
undergraduates enrolled within the University. Drexel has an
extremely diverse student population and pulls from all 50 states
and 100 foreign countries. Drexel really has a focus on an
international market with 13% of its student body being
comprised of international students. It is extremely important to
understand the consumer base because I think that a lot of
times, administrators are really out of touch with the purchasing
intentions of college students.
The biggest asset that Drexel fails to capitalize on is its
great location. Drexel sits just west of the Schuylkill River which
means it is only blocks from center city. Drexel also has a
respectable sized campus which consists of 74 urban acres. An
issue that came up in the presentation today was the whole
concept of the campus. Depending on who you ask, students
tend to give vastly different responses when concerning the
boundaries of campus, it even appears that Drexel is unaware of
their true boundaries. Drexels campus map states that the
boundaries run from East to West, 30th street to 35th and from
North to South, Walnut to Spring Garden. This is what I think of
when I think of campus because in this outline, it includes all
academic buildings. The conflict occurs when you check the
Drexel Business Services website and they list Fresh Grocer as
a business even though it is located all the way out on 40th and
Walnut. Drexel uses Penn as a sort of scapegoat in order to hide
their own inability to provide a sufficient amount of products and
services to students.
In this paper, we will share the results acquired from our
surveys and focus group. By analyzing the information through
semantic scales and constructs, we gained a better
understanding for what the Drexel student wants to see on
campus.