In mapping strategic groups

A$)$ any two variables can be used as axes for the map.

B$)$ it is important for as many groups to fall above the diagonal as below the diagonal; otherwise the variables used as axes can be assumed to be highly correlated.

C$)$ the best variables to use as axes for the map are those that reveal the most about how rivals have positioned themselves to compete against one another in the marketplace.

D$)$ the objective is to identify all of the features that are common to each rival firm's strategy.

E$)$ it is important to use strategic variables that can be measured quantitatively; this permits the sizes of the circles on the map to be drawn in proportion to the combined sales of firms in each strategic group.