Cluster Analysis and Segmentation

About 10 years ago, the International English School opened a campus in Uppsala. At the time, the Uppsala International School staff were very worried that they would lose a lot of their students when the new school opened. They were afraid that the two schools had the same offering and that students might change due to convenience or because the English School had new facilities. To investigate their fears, a professional marketing consultant along with one of the authors of this book asked the staff of the International School to describe what was unique with their educational offering. Their answer: “Uppsala International School does everything!”