Assignment: Case Study--Market Sizing: Global Luggage Market

You are the marketing manager for ACME Appliances. ACME currently manufactures and sells various appliances, including ranges, cooktops, and microwave ovens. The company is considering adding refrigerators to their product line. Consequently, executive management has asked you to research the market to find out current competitors and consumers' perceptions on them. You discover a useful review by Good Housekeeping.

Good Housekeeping conducted a review of refrigerators, rating them for various factors, including convenience and temperature management. By convenience, we mean the degree to which the refrigerator simplifies work and saves time by making the unit easy to use, such as accommodating large and unusually sized items, and providing intuitive controls. By temperature management, we mean the degree to which the refrigerator maintains even temperature over the interior of the unit. With effective temperature management, temperatures stay steady, meat drawers keep meat fresh, and crispers keep leafy greens from wilting. Scores range from 1 to 5, with 1 signifying poor results and 5 indicating excellent results. The table below includes results for similarly-priced side by side refrigerators. (1)

1. Plot the perception data on the attribute-based perceptual map below. Select temperature management (Temp. Mgt) as the horizontal axis and convenience (Conv.) as the vertical axis. To provide a guide on completing the plot, we have pre-plotted the data point for Bosch on the map, with a convenience score of three and a temperature score of two. (note: you will need to recreate the perceptual map on the document you submit)

2. Interpret the completed map. What do the quadrants signify? Where should ACME position its products? What are the principle competitors ACME should concern itself with?

3. One of ACME's product engineers comes to your office. She is developing the design for the new ACME refrigerator and asks what product design-related device you can give her. What would you tell her, based on the results of the perceptual map?

Refrigerator Reviews \begin{tabular}{|l|l|l|} \hline Brand and Model & Convenience & Temperature Management \\ \hline Bosch B22CS80SNS & 3/5 & 2/5 \\ \hline Electrolux E126SS30JS & 4/5 & 3/5 \\ \hline Frigidaire Pro. FPUS2698LF & 4/5 & 5/5 \\ \hline GE Profile & 3/5 & 4/5 \\ \hline Kenmore 51033 & 3/5 & 3/5 \\ \hline LG LSC23924ST & 2/5 & 2/5 \\ \hline Maytag MSD2559 & 3/5 & 3/5 \\ \hline Whirlpool GSS26C4 & 4/5 & 3/5 \\ \hline \end{tabular}