The Market Segment Analyses, pages 5 - 9 of the Courier (Figure 3.2), review each market segment in detail.

Figure 3.2 Traditional Market Segment Analysis: Segment Statistics and Buying Criteria display in the upper-left corner of each segment analysis.

The Statistics table in the upper-left corner reports Total Industry Unit Demand, Actual Industry Unit Sales, Segment % of Total Industry and the segment’s Growth Rate. The Customer Buying Criteria table ranks the customer criteria within each segment:

• Ideal Position: The preferred product location as of December 31 of the previous year (The preferred location is also called the ideal spot– ideal spots drift with the segments, moving a little each month.);
• Price: Every year on January 1, price ranges drop by $0.50;
• Age: Age preferences stay the same year after year;
• Reliability: MTBF requirements stay the same year after year.
  

Are your products meeting your buyers expectations?

The perceptual map shows the position of each product in the segment as of December 31 of the previous year.