CARMAX How Many Customer Segments there Are for Used Car Purchasers: Business Intelligence Report, TP, Singapore

Your Report

1.Your audience is CARMAX executive leadership.

2.You should start with the main idea and use the Pyramid Principle approach.

a.No need to give them a description of the CARMAX business or what you were asked to do.

b. No need to introduce your team first.

c. No need to describe the process you followed.

d.No introduction.

• Your opening paragraph should tell CARMAX how many customer segments there are for used car purchasers.  You can then tell them the names you have chosen for the segments.
• Your next “k” paragraphs should be descriptions of each of the segments.  Make sure you mention what distinguishes each segment (like the example I shared in the project description and in class on April 27^th).
• You might want to add a next steps recommendation(s) paragraph or two to say what you would do next to further the customer segmentation analysis.
• After that, you can tell them that use used k-means clustering to derive the clusters and mention how many different “k”’s you tried.
• After that, you can tell them the names of your team members and anything else you might want to mention.
• Visualizations can be put anywhere you think they will help make things clear.
• When you are done writing the report, then write an Executive Summary.  Make sure it has only the headings that are in your report.  Make sure you summarize your whole report.  For this report, it should not be more than a page or so.
• If you want, you can add an appendix of any length (can be 20 pages if you want, with all the stuff that you chose not to include in your report but thought they might be interested in at some point.  It could be extra tables or visualizations.