$4$e

Objective: Develop a schematic representation of competitors within an industry.

Mindset: Appreciate product or service competitive comparisons and perceptual mapping as a tool to determine product positioning and meet customer needs and wants.

Instructions

Perceptual mapping, also called product positioning, is a visual schematic used to better understand consumer personas. This marketing strategy seeks to understand competitive dimensions in an industry.

Product Positioning and Perceptual Mapping $($pages $250-251)$ in the text. $1.$ Projected income statement before balance sheet, forecasting sales. $2.$ Use the percentage$-$of$-$sale method to project cost of goods sold $($COGS$)$ and the operating expense in the income statement. $3.$ Calculate the projected net income $($NI$).4.$ Subtract from the NI and dividends to be paid. The remaining NI is retained earnings $($RE$).5.$ Project the balance sheet items working from the top to bottom. $6.$ Use cash as the plug figure. $7.$ List commentary or notes below the projected statements to clarify for the reader why significant changes were made.

Help with: Apple Inc or any industry.

$$ Create a visual graphic or representation $($see attached figure $8-2)$ following the five$-$step perceptual mapping technique. Select axis criteria important to the industry and plot the major competitors.

$$ In a $1-$page response, expand on the vacant areas $($market niches$)$ and develop a marketing plan to position the company $($steps $4$ and $5).$