Find the information for round 1 and 2 and show what Excel formulas that were used to find this information
Units Market Sold to Name Share Seg Able 13% 961 Baker 13% 961 Cake 13% 961 Daze 13% 961 Eat 13% 961 Fast 13% 961 Acre 4% 270 Bead 4% 270 Cedar 4% 270 Dell 4% 270 Ebb 4% 270 Feat 4% 270 CAPSTONE COURIER Revision Date 11/21/2018 11/21/2018 11/21/2018 11/21/2018 11/21/2018 11/21/2018 5/25/2017 5/25/2017 5/25/2017 5/25/2017 5/25/2017 5/25/2017 Top Products in Traditional Segment Cust. Stock Pfmn Size List Age Promo Aware- Out Coord Coord Price MTBF Dec 31 Budget ness 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% Cust. Sales Access- Budgetibility $1,000 54% $1,000 54% $1,000 54% $1,000 54% $1,000 54% $1,000 54% $900 54% $900 54% $900 54% $900 54% $900 54% $900 54% Dec Cust. Survey 18 18 18 18 18 18 4 4 4 4 4 4 Page 5 CAPSTONE Traditional Market Segment Analysis COURIER C131461 Round: 0 December 31, 2021 Accessibility C131461 Traditional Traditional Statistics Total Industry Unit Demand Actual Industry Unit Sales Segment % of Total Industry Next Year's Segment Growth Rate 7,387 7,387 32.4% 8.9% Andrews Baldwin Chester Digby Erie Ferris Traditional Customer Buying Criteria Expectations Importance 1. Age Ideal Age = 2.0 47% 2. Price $20.00 - 30.00 23% 3. Ideal Position Pfmn 4.7 Size 14.2 21% 4. Reliability MTBF 14000-19000 9% Perceptual Map for Traditional Segment Perceptual map (at end of this year) 0% 20% 40% 60% 80% 100% Actual vs Potential Market Share 2021 C131461 Traditional 16% 14% 12% 10% 8% 6% 4% 2% 0% B O Andrews N O Actual Potential I O 2 Performande 14 15 16 17 18 19 20 00 9 10 11 12 Units Market Sold to Name Share Seg Able 13% 961 Baker 13% 961 Cake 13% 961 Daze 13% 961 Eat 13% 961 Fast 13% 961 Acre 4% 270 Bead 4% 270 Cedar 4% 270 Dell 4% 270 Ebb 4% 270 Feat 4% 270 CAPSTONE COURIER Revision Date 11/21/2018 11/21/2018 11/21/2018 11/21/2018 11/21/2018 11/21/2018 5/25/2017 5/25/2017 5/25/2017 5/25/2017 5/25/2017 5/25/2017 Top Products in Traditional Segment Cust. Stock Pfmn Size List Age Promo Aware- Out Coord Coord Price MTBF Dec 31 Budget ness 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 5.2 13.7 $28.00 17500 3.10 $1,000 55% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% 2.7 16.2 $21.00 14000 4.60 $900 52% Cust. Sales Access- Budgetibility $1,000 54% $1,000 54% $1,000 54% $1,000 54% $1,000 54% $1,000 54% $900 54% $900 54% $900 54% $900 54% $900 54% $900 54% Dec Cust. Survey 18 18 18 18 18 18 4 4 4 4 4 4 Page 5 CAPSTONE Traditional Market Segment Analysis COURIER C131461 Round: 0 December 31, 2021 Accessibility C131461 Traditional Traditional Statistics Total Industry Unit Demand Actual Industry Unit Sales Segment % of Total Industry Next Year's Segment Growth Rate 7,387 7,387 32.4% 8.9% Andrews Baldwin Chester Digby Erie Ferris Traditional Customer Buying Criteria Expectations Importance 1. Age Ideal Age = 2.0 47% 2. Price $20.00 - 30.00 23% 3. Ideal Position Pfmn 4.7 Size 14.2 21% 4. Reliability MTBF 14000-19000 9% Perceptual Map for Traditional Segment Perceptual map (at end of this year) 0% 20% 40% 60% 80% 100% Actual vs Potential Market Share 2021 C131461 Traditional 16% 14% 12% 10% 8% 6% 4% 2% 0% B O Andrews N O Actual Potential I O 2 Performande 14 15 16 17 18 19 20 00 9 10 11 12
