Ontela (B) Case Discussion - 

***Note on cluster analysis used in the case:

• Standard statistical methods were used to group or “cluster” respondents together based on how similar their responses were.
• This analysis considers similarities and response profiles across all questions (not individual questions).
• This analysis does not presume that there will be a particular number of clusters. The statistical analysis guides the analyst to determine the number of clusters that best represent the survey respondents
• This analysis did not consider any information beyond the data provided by the survey questions listed in Exhibit 1.

Answer ONLY the following questions for the case write up.

• Which segment from among the six would you recommend as a target for PicDeck? Explain the logic and rationale behind your choice as well as any concerns you may have about the segment.

• Develop a positioning statement for your target segment. (Make sure you review the lecture notes on writing a positioning statement).

• Develop a positioning statement for wireless carriers. (Make sure you review the lecture notes on writing a positioning statement).