EXERCISE 3A: CHANNEL ANALYSIS-SERVICE DEMAND

(1) Use the result of the Exercise 2B_End-User Analysis Results

(2) Transform the quantitative into qualitative measures with the following rules:
 Points from 1-3: => L (Low)
 Points form 4-6: => M (Medium)
 Points more than 6: => H (High)

Final Cluster Centers Final Cluster Centers

Cluster Cluster
  1 2 3 4   1 2 3 4
Bulk_Breaking 1.7 5.7 1.2 7.0 Bulk_Breaking L M L H
Spatial_Convenience 2.7 6.8 7.0 1.9 Spatial_Convenience L H H L
Delivery_time 3.6 3.2 5.6 3.1 Delivery_time M M M M
Product_Assortment 4.5 3.2 5.4 4.4 Product_Assortment M M M M
Product_variety 4.4 2.1 4.0 2.7 Product_variety M L M L
Customer_Service 6.3 4.1 4.2 6.4 Customer_Service H M M H
Information_Sharing 6.0 6.0 2.8 6.3 Information_Sharing H H L H
Low_Price 6.9 4.9 5.8 4.1 Low_Price H M M M

(3) Transpose columns into rows as follows:

Table 3.1A: Service outputs demanded by End-users

Segment BB SC DT PA PV CS IS LP Channel route

Name/ (1) (2) (3) (4) (5) (6) (7) (8) for this segment
(A) (B)
1 L L M M M H H H
2 M H M M L M H M
3 L H M M M M L M
4 H L M M L H H M

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