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Page 3 of 5 Segment Analyses
The Market Segment Analyses, pages 5 - 6 of the FastTrack, review the market segments in detail.
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 in order of importance the customer criteria within each segment (these are the criteria listed on page 5):
•Ideal Position (This is the preferred product location as of December 31 of the previous year, also called the ideal spot– ideal spots drift with the segments, moving a little each month.)
•Price;
•Age: Age preferences stay the same year after year;
•Reliability: MTBF requirements stay the same year after year.
Perfect scores are almost impossible. Scores of 50 or above are considered good. Use the Customer Survey as a quick comparison tool when conducting a competitive analysis.
The perceptual map shows the position of each product in the segment as of December 31 of the previous year.
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