Scenario:
You have been asked by a close friend, a kitchen design and
installation specialist, for some help in setting up a new business. Your friend
has inherited a substantial sum of money and has decided to open his own
kitchen design and installation business in Palm Beach County, Florida. He
intends to focus his marketing based on the age and generational
characteristics in his new community. He has asked you to help him find
information on Millennials (Generation Y), those people between the ages of 20
and 34, Generation X, those people between the ages of 35 and 49, and Baby
Boomers, those people between the ages of 50 and 69.
Question #1: What are three generational insights or
characteristics of each of these segments of the population in Palm Beach
County, FL?
Question #2: What was the population in Palm Beach County,
FL, for each of these segments of the population, in 2010?
Question #3: What was the projected population in Palm Beach
County, FL for each of the segments of the population, in 2013?
Question #4: Which of these segments of the population had
the greatest change, by percentage, between 2010 and 2013 in Palm Beach County,
FL, and are these changes positive or negative?
Critical thinking question: Based on what you have learned
in your research into these segments of the population in Palm Beach County,
FL, would you recommend that your friend establish a kitchen design and installation
business in Palm Beach County, FL? Would you recommend that your friend focus
his marketing efforts, including setting up a very expensive showroom, on a
particular segment of the population in Palm Beach County, FL? What is your
reasoning and, if the response is positive, which segment would you recommend?
