AY1516 T2 Team13 Natasha Studio Project Overview
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COMPANY BACKGROUND
Natasha was established in 2007. Founder, Larry Liu, started Natasha to help provide the younger generation with opportunities to grow and groom their own passions in various dance styles, namely Breakdancing, Hip Hop and K-Pop dance. Natasha has 3 main objectives:
1) To inculcate the passion and love for music and dance in youths
2) To provide training, grooming and employment opportunities to talented youths
3) To celebrate youth potential and talents via Natasha Studio events
MOTIVATION
Due to the recent economic downturn (Elliott L., 2016), consumers are likely to reduce spending, which indicates a probable revenue reduction for Natasha Studio. In view of this impending economic recession, Larry hopes to rely on more concrete and sophisticated data evidence to support his business decisions and ensure the competitiveness of his business. He is interested to know if he should change his current product mix in order to attract more members and potential members to join the dance studios. As he lacked resources to implement analytics, this project hopes to help Natasha Studio initiate the culture of analytics by providing technical know-how, with the bigger goal of demonstrating the benefits of analytics in hope that the culture of analytics in Singapore will spread amongst the smaller businesses.
In addition, this project hopes to create more customer satisfaction for aspiring dancers by helping Natasha Studio offer more relevant dance lessons. From the perspectives of customers, dance lessons that are better aligned to their preferences of dance genres, packages and class types would help them learn and enjoy dance better. Several artists have lamented that dance scene in Singapore is lacking (Martin, M., 2015). Hence, this project is also motivated by the lacking state of the dance scene in Singapore, and pursued in hope that by helping Natasha Studio offer more relevant courses, more people will be more receptive towards, and enjoy dance as an art form in Singapore.
OBJECTIVES
The main goal for our project would be to gain insights on the given data such that appropriate marketing strategies can be identified. Given that Natasha is run by someone who is both the business manager as well as an instructor himself, we hope to identify simple marketing tools which would require minimal resources. Our client also hopes that our analysis will be beyond a one time, but something that he can use with future data as well. Thus, our methodology will incorporate the continuity factor.
The following objectives has been identified:
1) Analyze key customer trends and associations
2) Identify the purchasing behavior of Natasha’s customers
3) Usage of an open-source software to allow our analysis to be used by client with future data
