Enter the required data from your Capstone Courier after each round and move this textbox below the data from the most recent round and answer the questions below. Be sure to factor in the relative importance of the buying criteria in this segment highlighted in Row 1. Normally, Potential market share is highly correlated to Customer Survey Score, but remember that the value shown for CSS is the END OF YEAR value and may have been higher or lower during the year because of R&D completion dates. Factor the impact of that into your answers to questions #1-#3. The purpose of Question 4 is to force you to do that since understanding your segment performance MUST factor in the number of months you and your competition competed with "old" product versus "new" product. Use your analysis (and your strategy) to help plan what should be done next round to maintain or improve your segment performance in question #9. Include only products targeted to this segment and be sure to insert rows and add any new products that enter the segment.

1. Which product had the highest POTENTIAL market share this round and why? (look at the buying criteria in row 1 and analyze how closely the MOST IMPORTANT of the product characteristics (age, reliability, position, reliability) matched the segment ideals . . . and factor in the levels of "awareness" and "accessibility" relative of the competition.)

2. Which product had the lowest POTENTIAL market share this round and why? (select only products targeted to this segment - ignore products that were targeted for other segments that may have gotten some market share in this segment due to overlap)

3. If your company's product was not the highest or lowest, explain the primary reasons your product finished in the position it did relative to the other products?

4. Review the Months column which indicates how long your product and your competitors products were available to customers with the year-ending characteristics shown here. If that number is small, (e.g.

5. Is your ACTUAL market share (column C) LESS than the POTENTIAL market share (column D)? If so, you had a stockout and were not able to reach your POTENTIAL because you did not have enough production and inventory. Was there a significant amount of stockout in this round? Estimate the size of the stockout in thousands of units using the following formula (MSp% - MS%) * Seg Size. Note that this is a rough and conservative estimate of stockout size in early rounds as you have market share in other segments As segments drift apart, this source of sales in these other segments diminishes .

6. Is your ACTUAL market share (column C) GREATER than the POTENTIAL market share (column D)? If so, you had unexpected sales because of stockouts in a competitor product and those customers bought from you even though they preferred the competitor product. Was there a significant amount of sales from the stockout of others in this round? Estimate the size of those sales in thousands of units using the following formula (MS - MSp%) * Seg Size. Note that this is a rough and conservative estimate of those sales in early rounds as you have market share in other segments As segments drift apart, this source of sales in these other segments diminishes .

7. Which product has the highest contribution margin and why (was it due primarily to a pricing advantage or a cost advantage)?

8. Which product has the lowest labor cost and why?

9. Profitability is ultimately a combination of market share and contribution margin. What actions could you take next round to improve your potential market share and your contribution margin?

10. Is your product achieving it's objectives in this segment according to your company strategy? Will you be able to take the actions you describe in #9 or is it more important to stick with implementation of your strategy ?

9.20 Data from pages 4, 10 and Segment Sheets ventory (KMonths Age Pro Budget iSKN Aware Sal Budget (5% Access {%) Su 2.0 17500 5.5 2.0 175005.5 2.0 17500 5.5 2.0 175005.5 2.0 17500 5.5 2.017500155 5.0 14.8 15.0 28.00 8809Enter the required data from your Capstone Courier after each round and move this texthox below the data from the most recent round and answer the questions below. Be sure to factor in the relative 8809mportance of the buying criteria in this segment highlighted in Row1. Normally, Potential market share is highly correlated to Customer Survey Score, but remember that the value shown for CSS is the END 88 9 OF YEAR value and may have been ngher or ower during the year because af R&D completion dates actor the impact af that into our answers to questions #1 n The pr se of u to n 4 1s to a ce 8809 you to do that since understanding your segment performance MUST factor in the number of months you and your competition competed with "old product versus "new product. Use your analysts (and your strategy to help plan what should be dane ext round to maintain ar improve your segment performance in question #9.Include only products targeted to this segment and be sure ta insert rows and acd 1. Which praduct had the highest POTENTIAL market share this round and why? (look at the buying criteria in raw 1 and analyze haw closely the MOST IMPORTANT of the product characteristics (age, reliability, position, reliability) matched the segment ideals and factor in the levels of awareness and 'accessibility" relative of the competition.) 2. Which product had the lawest POTENTIAL market share this round and why? [select only products targeted to this segment ignare products that were targeted for ather segments that may have gatton some market share in this segment due to overlap) 3. If your company's product was not the highest or lowest, explain the primary reasons your product finished in the position it did relative to the other products 4. Review the Nonths calumn which indicates how long your product and yaur competitars praducts were available to customers with the year-ending characteristics shown here If that number is small, e.g.