Development of a statistical model of exploratory character to find the competitive positioning of brands and customers segmentation

C. Maté M. Fernández

June 2001 - July 2004

Funding entity SIGMA-DOS

The objective of this project is to develop a statistical model, supported by methods of multivariate analysis (such as factor analysis, cluster analysis,...) in order to simplify and make easy brand marketing decision making in enterprises.
To reach this goal, sector branches competitive positioning and customer market segments will be provided by the model.
Four steps will be taken: conceptual design, tool development, implementation and validation

Research topics:
• *Forecasting and data mining
• *Modeling, simulation and optimization

POMSEC