I need help

You have just been hired as the new general manager of Golfino’s, an Italian restaurant inside of the Wild Weeds Country Club in Mobile, Alabama. The owners of Golfino’s lease the space from the country club. As the GM, your owners would like you to create a market segmentation profile on all of the country club members and their food and beverage (F&B) activity from the last year. The country club board of directors has agreed to give you this information, as well as their age, sex, and income, as follows:

• John Dunn:
  • F&B activity: $2,000
  • Age: 62
  • Gender: Male
  • Income: $265,000
  • Home city: Mobile, Alabama
• Debbie Dell:
  • F&B activity: $20,000
  • Age: 48
  • Gender: Female
  • Income: $265,000
  • Home city: Mobile, Alabama
• Will Stanley:
  • F&B activity: $48,000
  • Age: 22
  • Gender: Male
  • Income: $200,000
  • Home city: Mobile, Alabama
• Ian Woodrow:
  • F&B activity: $8,000
  • Age: 56
  • Gender: Male
  • Income: $1,200,000
  • Home city: Mobile, Alabama
• Katie Grant:
  • F&B activity: $30,000
  • Age: 30
  • Gender: Female
  • Income: $200,000
  • Home city: Mobile, Alabama
• Karrie Grant:
  • F&B activity: $30,000
  • Age: 30
  • Gender: Female
  • Income: $1,200,000
  • Home city: Mobile, Alabama

Activity

• In your own words, define market segmentation. Describe the purpose of a market segmentation analysis.
• Create an Excel spreadsheet for the owners with the variables that have been given to you by the country club board to turn in to your restaurant’s owners. Include the averages of the members from Mobile’s F&B activity and income.
• Can you find variables in this market segmentation analysis that are inconsistent? What variables are consistent in this market segmentation analysis?
• Based on the information that you have been given from the country club, what is the average level of F&B activity for a member in a year? Is there a correlation between F&B activity and age?
• Based on the information that you have been given from the country club, find the correlation between gender and income. Please be able to support your answer.

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