Conne Ctor PDA 2001 Position PDF

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ConneCtor PDA 2001(Positioning) Mirza Imtiaz Ahmed February 17, 2020

“I/we pledge that I/we have neither given nor received unauthorized aid on this assignment. My/our digital signature below constitutes my/our pledge that all writing is my/our own, with the exception of those portions that I/we have properly documented.”

Question 1: Using the data in Exhibit 1 and the associated perceptual mapping software, describe the two (or, if applicable, three) dimensions underlying the perceptual maps that you generated. Based on these maps, how do people in the market perceive the Connector 10L compared with its competitors?

Solution: Based on the diagnostic, 3-D result is the most preferable since Cumulative Variance Explained jumped from 67% to 81% and the Total Variance Explained decreases from 21% to 14%.

X and Y axis Map:

X and Z Axis Map:

Y and Z Axis Map:

X axis can be categorized as: Personal Use (this is the most significant with almost 50% of total TVE) Y axis can be categorized as: Hardware (2nd highest TVE with almost 21%) Z axis can be categorized as: Style (Lowest TVE with approximately 15%) Market Perception for ConneCtor:

ConneCtor’s Market Perception

ConneCtor’s Market Perception

Question 3: Rerun the analysis in question 1, this time including the customer preference data from Exhibit 2. From the resulting (joint-space) map, which attributes are most important in influencing the preferences for these handheld devices? How heterogeneous are the preferences of the study participants? How many meaningful segments are there? What other data would you collect from the subjects with the objective to describe or explain the segments?

Solution: Most influential Attributes: From X and Y map:

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Software

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Internet

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Multimedia (may be)

From X and Z map:

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Memory

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Ease of Use

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Internet (may be)

From Y and Z map:

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Data are scattered so not possible to determine.

Heterogenous:

Number of meaningful segments: 4

To explain the segments from the subjects, personal use questions need to be asked....