University Of California Irvine (UCI)

The project is about assessing the success or failure of two competing firms (Costco and Sam's Club) from the customer perspective, industry perspective, and market perspective. Consumer habits often dictate the relative success of one firm over another.

It is our directive to prove that the failure of Sam's Club in relation to costco on a consumer level is based on lack of proper use of customer segmentation data and need assessment data.