$(10$ points$)$ Q$1.$ Based on the perceptual map, which competitors are the most similar and dissimilar to the ISBM in companies$$ minds? Why?

$(15$ points$)$ Q$2.$ Which attributes are the most and the least relevant $($important$)$ attributes $($name at least two most and two least important$)$ in interpreting the perceptual map? Why?

$(15$ points$)$ Q$3.$ Label the two dimensions $($axes$)$ of the perceptual map that you generated. Explain specifically how you decide on the label of the Dimension I and Dimension II$.$

$(10$ points$)$ Q$4.$ What is the total variance explained by the $2$D map? Which dimension is more important and why? How much more variation in the dataset could be explained by a $3$D map? Would you consider creating a $3$D map?

$(10$ points$)$ Q$5.$ How do consumers perceive the positioning of ISBM versus other professional organizations? Which brands have more distinct positioning according to the perceptual map?

$(15$ points$)$ Q$6.$ On which attributes is ISBM a stronger versus weaker competitor? Why? Please include as many attributes as possible in your analysis to explain the whole competitive landscape.

$(15$ points$)$ Q$7.$ According to the preference vectors, for which segment$($s$)$ is ISBM a highly popular alternative and for which segment$($s$)$ is it not? Why?

$(10$ points$)$ Q$8.$ Based on your analysis, what is the next step for ISBM? Which re$-$positioning route should ISBM choose? Why?

Write a $$positioning$$ statement for the ISBM by using the template below.

For $[$target segment$],$ the $[$product$/$concept$]$ is $[$most important claim$]$ because $[$single most important support$].$