WEB OLC EXERCISE Go to the student side of the book’s website, and click on “Market Position Matrix.”
Exercise 1: This spreadsheet describes an analysis of international growth opportunities. What numbers in the matrices would have to change to make China and France more attractive opportunities? To make Brazil and Mexico less attractive opportunities? Change the numbers in the matrices, and see what effect this has on the overall position of the opportunity in the grid.

Exercise 2: The market attractiveness/competitive position matrix can also be used by a department store to evaluate its merchandise categories and determine how much it should invest in each category.
Fill in the importance weights (10 = very important, 1 = not very important) and the evaluations of the merchandise categories (10 = excellent, 1 = poor), and then see what is recommended by the plot on the opportunity matrix.

Exercise 3: Think of another investment decision that a retailer might make, and analyze it using the strategic analysis matrix. List the alternatives and the characteristics of the alternatives, and then put in the importance weights for the characteristics (10 = very important, 1 = not very important) and the evaluation of each alternative on each characteristic (10 = excellent, 1 = poor).