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 brands 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?