Compare your product to others competing within the segment and decide whether it is better or worse than the competition. Start with the Courier Perceptual Map (page 11). It shows where products are currently placed. The Revision Dates at the bottom of the page reveal the timing of any future repositionings. Continue the comparison using the Courier’s Segment Analyses (pages 5 - 9). These report each product’s:

• Age– does the product satisfy customer age demands?
• MTBF– is reliability near the top of the range?
• Price– will price trends continue, or will new automation (displayed on page 4 of the Courier) facilitate a price reduction? (Remember, price ranges drop $0.50 per year.)
• Awareness and Accessibility– are these percentages leading, keeping pace with or falling behind other products?

All these elements contribute to the monthly customer survey.