Market Study 2: Purchase Intentions by Segment (%)
Company	Product	Alpha	Beta	Gamma	Delta	Epsilon	Overall
1 Red	Baller	2.4	1.4	1.1	5.1	15.4	4.8
	Banness	9.3	6.1	3.5	3.2	2.5	4.6
2 Orange	Caster	3.2	1.9	1.7	6.2	10.6	4.8
	Cloudstar	12.5	10	8.6	3.9	2.8	7
	Cayman	14.2	12.5	8.9	3.9	2.8	7.8
3 Yellow	Danil	2.9	1.7	1.4	7.5	21	6.6
	Dowell	9.8	8.7	6.9	4.8	3.6	6.5
	Daibi	15.2	27.4	44.6	7.5	5.1	19.1
4 Green	Faldo	3	1.8	1.5	8.2	20.7	6.9
	Fano	19.8	22.2	14.7	4.5	3.2	11.7
	Fame	7.8	6.3	7.1	45.1	12.4	20.2
Numbers based on units (not value).

Market Study 3: Market Share by Segment (%)
Company	Product	Alpha	Beta	Gamma	Delta	Epsilon	Overall
1 Red	Baller	3.6	2.2	2	12.9	24.8	9.2
	Banness	14	9.8	6.4	8.1	4	8.4
2 Orange	Caster	3.3	2.1	2	10.4	11.8	6.4
	Cloudstar	5.5	4.5	4.6	2.9	1.2	3.7
	Cayman	22.7	21.4	17.2	10.7	5.8	15.8
3 Yellow	Danil	4	2.5	2.5	18.5	33.4	12.6
	Dowell	12.3	11.6	9	8.5	3.4	8.9
	Daibi	8.9	16.8	34.8	8.1	3.9	14.5
4 Green	Faldo	0.6	0.4	0.4	3.5	7.1	2.5
	Fano	24.3	28.1	20.1	8.8	3.2	15
	Fame	0.8	0.7	0.8	7.6	1.5	3
Numbers based on units (not value).

Using information from the two above studies, discuss the nature of the performance result for product Fame in this particular round. Name three major reasons why this performance situation may have occurred and discuss their respective strategic marketing decision-making implications for Company 4.

Furthermore, the product with the highest achieved overall market share, Cayman, received one of the worst net income performances of all products by all companies (from Income Statement reports not shown here). Name five major reasons, listed in order of importance (number 1 being most important), on why this situation may have occurred and discuss their strategic marketing decision-making implications for all companies.