Introductory The Guide v Industry Conditions Rehearsal Capstone Join a Situation Analysis v Pick a Modules & Lesson Report Tutorial Courier Company Strategy Plug-Ins Perceptual Map - Ideal Spots The Ideal Spot in the Segment Circles Ideal Spots offset from segment center 80, where should you try to position your product in the segment circles? As a basic rule, the 'ldeal Spot' will help guide you. The ideal spot represents the position with the highest point of demand for each '5 consumer base or segment. 15 1' The ideal spot is made up by the product's performance (speed) and ,2 size. As the perceptual map drifts down and to the right each year, the ideal spot will change as customers demand sensors with decreased 5 '0 size (smaller) and increased performance (faster). 9 Althou h it would seem that the Ideal S ot would be in the center of the a segmegnt circle, the positioning actually Saries due to the customer focus ==lk=miilII of each segment. For example, in the High End segment, the Ideal Spot A lui'.'_-J.-I is at the leading edge of the segment because those customers want 2 :::=='Ega=:I_I=:: the best possible product. Each segment's ideal spot is represented by 0 I-II--.I-l--III the pink dots on the Perceptual Map. 0 2 4 r. a m 12 u m 15 2c Performance Pore-[mm Map Calculating the Ideal Spot To calculate where the ideal spot is in each round, start with the segment center in the table below and then adjust for the offset. These offsets represent the distance from the center of the segment to the ideal spot. The activity practices how to calculate the Ideal Spot using information ir Industry Conditions report. Looking at the table below for Round 1, the 'Low End' segment center has a Performance (men) specification of 3 and a Size specification of 1 Now we look at the bottom of the table to see how much the ideal spot is offset from the center of the segment, and we see that the Low End ide spot is offset by -O.8 for men and +0.8 for size. Segment Center by Round Segment Center by Round Traditional Low End High End Performance Size Round men Size men Size men Size men Size men Size 0 5.7 14.4 3.2 16.9 8.2 11.9 8.7 16.4 3.7 11.4 1 6.4 13.7 3.7 16.4 9.1 11.0 9.7 15.7 4.4 10.4 2 7.1 13.0 4.2 15.9 10.0 10.1 10.7 15.0 5.1 9.4 3 7.8 12.3 4.7 15.4 10.9 9.2 11.7 14.3 5.8 8.4 Offset 0.0 0.0 - 0.8 + 0.8 +1.4 -1.4 + 1.4 - 1.0 + 1.0 -1.4 So, we can calculate that the Round 1 ideal spot for my product in the Low End segment is: Center Offset Ideal Spot men : 3.7 - 0.8 = 2.9 Size: 16.4 + 0.8 = 17.2 Use the segment centers in the table above to calculate the new ideal spots for the segments. Once you have successfully entered the correct ideal spots for Rounds 0 and 1 (open fields), the rest of the table will ll in automatically. If you have entered any answers incorrectly, a line should appear through your answer and a pop bubble will appear.