What do you see as some of the challenges that we will face in global marketing in the years to come?

What do you see as some of the challenges that we will face in global marketing in the years to come?

Solve exercise 4 using Excel. The purpose of this exercise is to familiarize yourself with the manual data manipulation functionalities within Excel to develop a cluster analysis.

When you have finished manipulating the data in your Excel sheet for exercise 4, use the information you have synthesized to write a one-page (maximum), single-spaced email to the Cereal Company’s VP of Marketing to recommend which cereal is best targeted to each of the audience segments listed below. Save your email in a Word document.

Your email-style recommendation must consist of:

• an attention-grabbing subject line
• professional greeting to the VP
• introduction of why you’re reaching out to him/her
• identification of which segments you’d align with which cereals
• an explanation of the data from your Excel exercise to support your decision
• your professional email signature.

Audience segments:

1. Ready-For-Anything Kids:  aged 4-12 y/o, loves high sugar content and probably needs more potassium in their breakfast
2. Active In-Betweeners: aged 13-24, needs high protein and low fat content for breakfast
3. Health-Conscious Adventurers: aged 25-54, counting calories and wants to limit carbohydrate consumption
4. Living-Forever Seniors: aged 55+, values cereal options with high fiber and low sodium content