Many people have participated in a market research survey at some time in their lives. With reference to any survey that you actively participated in, discuss the questions that follo


Page 1 of 1 MBA6011_Strategic Marketing

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Interpreting a Perception Map

A sample of 320 car users, aged twenty to fifty-five years, is asked to rate brand C and its competitors on a scale of 1 (worst) to 10 (best) along six core attributes. The given table reflects how the users view the competing brands on each attribute.

Competing Brands Brand Attributes A B C Exterior Design 6.3 4.25 4.12 Popularity 1.95 8.2 4.08 Service Offerings 3.1 4.95 7.15 Affordability 1.95 6.2 7.95 Engine Performance 2.2 6.15 3.9

Safety 2.2 4.25 6.8 What insight do you gain from the perceptual map?

Expert’s opinion:

After studying the graphical representation of the rankings, it is clear that brand C is weak on exterior design, somewhat middle of the road for popularity and engine performance, and quite strong on service offerings, affordability, and safety.

What positioning strategy can be formulated for brand C using the information provided by the perceptual map?

Expert’s opinion:

Brand C has many possible positioning strategies to choose from. Here are three examples:

• If the customers’ perceptions match management’s own perceptions of the company’s strengths and weaknesses, the company may choose to maintain the status quo and not make any changes.

• If the customers’ perceptions match management’s own perceptions of the company’s strengths and weaknesses, the company may also choose to enhance its strengths to increase the differentiation gap and solidify its competitive advantage. For example, the company may increase safety to increase differentiation against brand B.

• If the customers’ perceptions do not match management’s own perceptions, then management has to decide if the weaknesses perceived by the customers, on popularity, for example, may be overlooked by the market without resulting in loss of market share. If not, the company may choose to reposition brand C to increase popularity to match or exceed brand A’s ranking.

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