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Positioning Analysis and Perceptual Mapping Model

on . Posted in Software Models

What you put in... What you get out...
  • Customers' rating of focal brand and key competitors on dimensions of merit
  • Individual customer preference ratings of all competitors
  • Perceptual map, showing which brands are closest to one another
  • Attributes that differentiate brands
  • Locations of individual customer preferences
  • Projected market share associated with current and new positions on the map

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GE/McKinsey Portfolio Matrix Model

on . Posted in Software Models

What you put in... What you get out...
  • SBU, product, or segment ratings on key attributes
  • Importance of these attributes to the firm
  • Visual representation of relative attractiveness of SBUs, products, or market segments on a 2-dimensional map
  • Sensitivity of map to attribute importance scores

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