4. Develop multiattribute tables for three segments, using the information provided in section (3) above (you can make

[answerhappygod]

4. Develop multiattribute tables for three segments, using
the information provided in section (3) above (you can make
assumptions about the importance and evaluation numbers for each
segment, it is not necessary to collect primary data). Hint: choose
one segment that each brand targets (e.g. Nike – fashionistas,
Adidas – soccer fans, Brooks – serious runners)
5. Use the multiattribute table to compare and contrast the
three brands for these three segments:
a) Identify the strengths and weaknesses of each
brand.
b) What is each brand’s POD and POP?
c) What consumer segment(s) does each brand target?
d) Articulate the positioning statement for each
brand.
6. Develop a perceptual map based on two key
attributes/benefits and determine where the three brands and the
key consumer segments are placed on this map. Provide a rationale
for your assumptions (you can use some of the multi-attribute table
data to develop the perceptual map).
7. Which of the three brands do you think has the best
strategy? Which has the worst strategy? Why? What would you
recommend each brand do to strengthen its position in the
market?