Reference no: EM132936219
Perceptual Mapping
Firms continuously monitor the image of their brands as perceived by consumers. A product-positioning tool widely used in marketing is perceptual mapping, or developing schematic representations to reflect how a firm's goods or services compare to competitors' in the mind of consumers. Perceptual mapping is widely used for deciding how to better meet the needs and wants of particular consumer groups. The technique can be summarized in five steps:
1. Select key criteria that effectively differentiate products in the industry. Specifically, consider the key characteristics of your brand offerings that provide unique value to your target customers.
2. Diagram a two-dimensional product-positioning map with specified criteria on each axis.
3. Plot major competitors' brands in the resultant four-quadrant matrix.
4. Assess whether your brand's location in the matrix is ideal, especially relative to com-petitors. That is, consider whether your brand's position, as perceived by consumers, offers unique value.
5. Reposition your brand's offering as needed to shift consumers' perceptions of the brand to a location that provides a competitive advantage over rival brands.
CLC-Marketing Expenses, Perceptual Map, and Organizational Chart Analysis
Company Amazon
Part II - Perceptual Map
• Refer to the information on Perceptual Maps in Chapter 7 of the David text.
• Follow Steps 1 through 5 in Chapter 7 and create a Perceptual Map similar to that in Figure 7-11 for your team's company.
• Utilize your Strategic-Planning Template to develop the Perceptual Map for your company.
• In 100-150 words, summarize the information in Steps 4 and 5 in Chapter 7 and how it influences the firm's strategy choices.
Be sure to cite three to five relevant and credible sources in support of your content
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
While APA style is not required for the body of this assignment, solid academic writing is expected, and in-text citations and references should be presented using APA documentation guidelines.
Attachment:- Perceptual Map and Organizational Chart Analysis.rar