DATA ANALYSISA Managerial Approach to Marketing

Part I: Marketing Promotion Decision/

Cook County demographics v. US demographics

by: Alisha Passaretti

MARKETING PROMOTION: INTRODUCTION OF THE SERVICE “LIFESTYLE DESIGNERS” (IN COOK COUNTY,

ILLINOIS- BASED ON US NATIONAL DEMOGRAPHICS TAKEN FROM THE 2010 CENSUS DATA)

What: “Lifestyle Designers” is a company that provides Interior Design makeovers to people that make up the majority of the US age population, 45-49 years old (3.7%) & 50-54 years old (3.7%)

The company employs concepts for “decorating for life changes” that come along with aging in a more comfortable & approachable way

Studies show that 48.4% of homeowners are husband & wife couples. Lifestyle Designers adjust designs so couples can continue to live in their homes through retirement for the future (i.e. installing ease of mobility such as ramps or chair lifts when stairs become too difficult, or swapping rooms so guest rooms are upstairs and master bedrooms are downstairs)

Based on the US Census, we will explore the possibility of success in our new target market, Cook County Illinois

0.060.070.080.09

Highest Percentage of Age De-mographics

Cook CountyAges 25-29 years old

U.S.Ages 49-50 years old

Figure 1.1

U.S. Data versus Cook County

135.00%

40.00%

45.00%

50.00%

Cook CountyU.S.

Household Percentages of Husband & Wife Families

Figure 1.2

1

30.00% 35.00% 40.00% 45.00%

U.S.Cook County

Renter-Occupied Households

Figure 1.3

124%

25%

26%

27%

28%

29%

30%

31%

Cook CountyU.S.

Figure 1.4Householder Lives Alone

CO

OK

CO

UN

TY: N

O G

O

Marketing Conclusion:

In the previous slide, data has been examined on whether or not it would be beneficial to promote Lifestyle Designers to the public of Cook County. Since examining its census data, our brand has decided not to promote this service to Cook County. Our target market is projected to be weak in this location, and therefore, it is a no go.

DATA ANALYSISA Managerial Approach to Marketing

Part II: Recommendations for strip mall businesses

MARKETING TASK: POTENTIAL BUSINESSES/STORES TO OPEN IN STRIP MALL,

LOCATION COOK COUNTY ILLINOIS

STORE PROPOSALS:

1) Elementary School tutoring business: “Kumon”

2) Child recreation/entertainment center: “Chuck E Cheese’s”

3) Sporting goods store: “Dick’s Sporting Goods”

4) Female young adult/adult clothing store: “Forever 21”

5) Home fashions store: “Home Goods”

TARGET MARKET I: YOUNG FAMILIES

TARGET MARKET II: ELEMENTARY SCHOOL CHILDREN

Data: Cook County’s Family Households (with families), 61.6%

Data: Cook County’s highest rate of educational enrollment is elementary school, 535,644

TARGET MARKET III: YOUNG ADULT/ADULT FEMALES

TARGET MARKET IV: MALES, MEDIAN AGE 16-AND UP

Cook County’s highest age group: 25-29 years old

Cook County’s female population: 51.6%

Cook County’s male population:48.4%

Cook County’s median age: 16+ (37.8%)

TARGET MARKET V: HOMEOWNERS AND/OR RENTERS

•Family households with families: 61.6%

•Husband & wife family households: 40.9%

•Householder who lives alone: 31%

•Nonfamily householder: 38.4%

•Renter-Occupied householder: 41.8%

•Owner-Occupied householder: 58.2%

Cook County’s:

REFERENCESChuck e. cheese. (n.d.). Retrieved from http://www.chuckecheese.com/company-info/

Forever 21, inc. company profile [Web log message]. Retrieved from http://biz.yahoo.com/ic/103/103504.html

Kumon. (2012). About kumon. Retrieved from http://www.kumon.com/AboutKumon.aspx

Department of Commerce, U.S. Census Bureau (2010). US population demographics [Data file]. Available from American Fact Finder web site, http: //www. factfinder2.cesus.gov.

Sekaran, U., & Bougie, R. (2010). Research methods for business, a skill building approach. (5 ed.). Wiley.

TJX Companies Inc. (2011). Our business. Retrieved from http://www.tjx.com/businesses_homegoods.asp

Yahoo finance. (n.d.). Retrieved from http://finance.yahoo.com/q/pr?s=DKS Profile