Although it would seem that the Ideal Spot would be in the center of the segment circle, the positioning actually varies due to the customer focus of each segment. For example, in the High End segment, the Ideal Spot is at the leading edge of the segment because those customers want the best possible product. Each segment's ideal spot is represented by the pink dots on the Perceptual Map. Ideal Spots offset from segment center 20 18 16 14 Low End 12 Performance 10 Traditional 8 High End 4 Size 2 14 16 18 20 0 0 6 8 10 12 Performance Perceptual Map Calculating the Ideal Spot To calculate where the ideal spot is in each round, start with the segment center in the table below and then adjust for the offset. These offsets represent the distance from the center of the segment to the ideal spot. The activity practices how to calculate the Ideal Spot using information in the Industry Conditions report. Looking at the table below for Round 1, the 'Low End' segment center has a Performance (Pfmn) specification of 3 and a Size specification of 17. Now we look at the bottom of the table to see how much the ideal spot is offset from the center of the segment, and we see that the Low End ideal spot is offset by -0.8 for Pfmn and +0.8 for size. 7.5 Segment Center by Round Traditional Low End Round Pfmn Size Pfmn Size o 5.0 15.0 2.5 17.5 1 5.7 14.3 3.0 17.0 2 6.4 13.6 3.5 16.5 3 7.1 12.9 4.0 16.0 Offset 0.0 0.0 -0.8 High End Performance Pfmn Size Pfmn Size 12.5 8.0 17.0 8.4 11.6 9.0 16.3 9.3 10.7 10.0 15.6 10.2 9.8 11.0 14.9 1.4 + 1.4 - 1.0 Size Pfmn 3.0 3.7 4.4 5.1 Size 12.0 11.0 10.0 9.0 + 0.8 + 1.4 + 1.0 - 1.4 So, we can calculate that the Round 1 ideal spot for my product in the Low End segment is: Center Offset Ideal Spot Pfmn : 3.0 -0.8 = 2.2 Size : 17.0 + 0.8 = 17.8 Use the segment centers in the table above to calculate the new ideal spots for the segments. Once you have successfully entered the correct ideal spots for Rounds 0 and 1 (open fields), the rest of the table will fill in automatically. If you have entered any answers incorrectly, a line should appear through your answer and a pop bubble will appear. Incomplete Low End Traditional Pfmn Size High End Pfmn Rnd Rnd Pfmn Size Rnd Size 0 0 0 1 1 1 2. 2 2 3 3 3 4 4 4 5 5 5 6 6 6 7 7 7 8 8 8 Performance Size Rnd Pfmn Size Rnd Pfmn Size 0 O 1 1 2 2. 3 4 4 5 6 6 7 7 8 8