Top Products in Segment lists the products selling in the segment and reports:

• Market Share
• Units Sold to Segment
• Revision Date
• Stock Out (Whether the product ran out of inventory.)
• Performance and Size coordinates
• Price
• MTBF
• The product’s Age on Dec. 31
• Promotion and Sales Budgets
• Awareness and Customer Survey (See below.)

Customer Awareness (Figure 3.4) is determined by the Marketing Department’s promotion budget– the higher the budget, the higher the awareness. Awareness is measured by percentage. 100% means every customer knew about your product.

The December Customer Survey (Figure 3.4) indicates how customers perceived the products in the segment. The survey evaluates the product against the buying criteria. Zero indicates the product met none of the criteria. A perfect score of 100 would result when the product:

• Was priced at the bottom of the expected range;
• Was perfectly positioned (because the segment moves each month, this can occur only once each year);
• Had an MTBF specification at the top of the expected range;
• Had the ideal age for that segment (because the product ages each month, it can only have the ideal age once a year);
• Had 100% Awareness;
• Had 100% Accessibility.

Ages and distances from the ideal spots change throughout the year, therefore scores change month to month. If a repositioning project concludes late in the year, the survey score for December could be significantly higher than the scores for the previous months.

Perfect scores are almost impossible. Scores of 50 or above are considered good.

Accounts Receivable policy and, if the module is enabled, Total Quality Management initiatives also affect the survey score. 

Tip: Use the Customer Survey as a quick comparison tool when conducting a competitive analysis.