Direction of the ideal position from the center of the segment circle

In part I, we used the center location of each segment for calculating segment drift, but the center is not

the best spot for product positioning. Each segment has an ideal position, and customers will prefer a

product that is located closer to the ideal position, other conditions being equal.

Perf Size

Traditional $0\mathrm{.}00\mathrm{.}0$

Low End $-0\mathrm{.}80\mathrm{.}8$

High End $1\mathrm{.}4-1\mathrm{.}4$

Performance $1\mathrm{.}4-1\mathrm{.}0$

Size $1\mathrm{.}0-1\mathrm{.}4$

The table above displays the direction and distance of the ideal spot from the center of each segment

circle. Let$$s pick Low End. The ideal spot of a Low End product is located in the left upper corner of the

circle, which is $-0\mathrm{.}8$ units in performance and $0\mathrm{.}8$ units in size away from the center of the circle.

As shown in the segment drift table in Exercise $1,$ The center location of Low End segment in Round $0$ is

$2\mathrm{.}5($perf$)$ and $17\mathrm{.}5($size$).$ Therefore, the ideal position is $1\mathrm{.}7($perf$)$ and $18\mathrm{.}3($size$).$

$2\mathrm{.}5-0\mathrm{.}8=1\mathrm{.}7($performance$)$

$17\mathrm{.}5+0\mathrm{.}8=18\mathrm{.}3($size$)$

Exercise $2.$ Fill out the blank cells in the drift forecast table $($Ideal Position$)$

Your task here is to fill out the ideal positions for each segment from round $0$ in the table below. Segment

Drift Forecast Table from Exercise $1$ provides the center spot for each segment for a given year. Using

those figures for the center spots and distance of ideal spots provided above, you need to calculate ideal

positions for each of the remaining segments for round $0($the Low End segment figures have been

provided$).$

I suggest you use Excel to save time.

Ideal Position Forecast

Traditional Low End High End Performance Size

RD Perf Size Perf Size Perf Size Perf Size Perf Size

$0$ Q$8$ Q$91\mathrm{.}718\mathrm{.}3$ Q$10$ Q$11$ Q$12$ Q$13$ Q$14$ Q$15$

Q$1$

Q$2$

Q$3$

Q$4$

Q$5$

Q$6$

Q$7$

Q$8$

Q$9$

Q$10$

Q$11$

Q$12$

Q$13$

Q$14$