Consumer Report

The Consumer Report illustrates the aspects of your product offerings that are important to your consumers. In this exercise, you will grade your product based upon how well it is meeting the customer expectations. Keep in mind that the customer buying criteria represents the perfect product in the eyes of the consumer. However, supplying the perfect product may not always be feasible or cost effective for your company.

You will need:

The two Segment Analysis reports (pages 5 and 6) in the Round 0 Foundation FastTrack.

In the customer buying criteria, (located in the top left-hand corner of the Segment Analysis reports) you will find a range for both price and reliability (MTBF) that customers find acceptable.

In the Top Products section (located at the very bottom of the segment analysis report), you will find your products current price and MTBF.

Based on where your price and reliability (MTBF) fall within that range, you will assign a grade. For example, if the list price of your product is $31 while the acceptable range is $15-$35, then it would fall in the top of the range and earn a C grade.

The chart below breaks down the price and reliability ranges from the customer buying criteria for the Low Tech segment with a corresponding grade. You will need to do a similar analysis for each segment

	To score an A	To score a B	To score a C
Price*	$15.00- $21.66	$21.67 - $28.33	$28.34 - $35.00
Reliability*	18,002 - 20,000	16,001 - 18,001	14,000 - 16,000
Age	0.5 year away from ideal	0.6 to 1 year away from ideal	1+ years away from ideal
Positioning	0.5 away from ideal	0.6 - 1.5 away from ideal	1.5+ away from ideal
Awareness	81% - 100%	50% - 80%	0% - 49%
Accessibility	81% - 100%	50% - 80%	0% - 49%
Overall (The top two buying criteria is listed in the Foundation FastTrack Segment Analysis reports)	The top two buying criteria for the segment were rated A and the awareness and accessibility were rated at least a B.	The top two buying criteria for the segment were rated B and the awareness and accessibility were rated at least a B.	If you are not able to meet the criteria to score an A or B, then your score will be a C.

* Keep in mind that consumers want products with a low price and high reliability, so that will impact the "grade" that is assigned to your product.

Incomplete

Low Tech
Price
Reliability
Age
Positioning
Awareness
Accessibility
Overall

High Tech
Price
Reliability
Age
Positioning
Awareness
Accessibility
Overall

The Round 0 Foundation FastTrack