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?