Hello, Professor asking us this question below.

Plans for the deployment of R&D in Brand Design: Discuss the nature of the Competitive Advantage you will gain through R&D Investments and the brand design plans. Using the data on Customer Needs and Use Patterns, clarify which customer segments will value your investments. Company aligned to segment Workhorse, Costcutters Traveler

mer Needs Customer Needs And Wants of Costcutter - Innovator # Mercedes - Workhorse Traveler Portability 54 100 76 83 123 Easy to tie into local area network 103 123 129 115 110 Can use on the road 48 76 94 85 126 Monitor is easy on eyes 102 109 116 120 121 Reliability of product (up-time) 114 115 123 119 122 Small footprint/size - slim design 69 113 104 107 121 Courteous service personnel 108 108 117 112 112 Want high performance over price 98 125 127 111 108 Can see, work on multiple programs 86 123 127 101 99 Easy to set up and use new PC 125 93 105 114 113 Can handle large scale tech. tasks 59 117 125 107 95 Able to tailor to individual needs 99 121 111 107 106 Fast processing and output 95 124 128 109 110 Fast access to graphical images 69 129 130 109 102 Computer is light weight 63 105 101 94 114 MRC Computers are lowest price 123 93 89 120 107 Able to send and receive emails 106 113 114 109 126 Able to work on tiny graph. detail 87 112 129 92 84 Easy to use 127 101 99 122 104 Want to use live video 50 117 111 116 118 Financial stability of manufacturer 102 102 124 109 103 Service available everywhere 99 102 122 115 110 Ultra fast, handle large tasks 95 122 129 101 98 The more storage space the better 100 117 121 112 118 Competent sales personnel 115 83 114 105 98 86 120 126 104 107 Quick response to commands Peace of mind-safe, secure,no hassle 132 114 109 124 119 118 107 Available in all local markets 100 92 113 119 103 99 108 102 Want more productive operators 69 83 73 68 106 Fun to use 111 105 116 117 119 Local technical service 108 121 129 116 108 Security - able to back up data 81 103 711 110 107 Established brand name 120 129 117 118 Fast network/internet 102 127 104 102 111 117 Minimum complexity for operators 68 129 107 99 108 Vendor is technical leader 99 78 96 122 89 Multi-purpose workstation 103 98 119 120 171 Fast service response time 94 116 118 107 95 Need to program special functions 124 79 75 116 109 Little training needed before use 113 72 94 116 104 Savings in operator cost (training)LECTURE WORKSPACE Use Pattern Segments By Application of Costcutter - Innovator Mercedes + Workhorse Traveler Communications with other computers 112 121 121 120 124 Presentations 103 109 111 108 131 Word Processing 125 99 105 126 122 Data management-accounts, inventory 109 116 113 119 109 Engineering/design 73 116 105 75 89 Bookkeeping, budgeting 114 100 84 126 101 Manufacturing process control 69 102 132 88 72 Technical graphics 70 125 120 72 63 Computer aided design/manufacturing 38 104 120 64 33 Business graphics 93 108 102 110 114 Statistical analysis 59 124 111 90 68 Web design and management 69 125 88 115 58 Costcutter - Top 3 Word Processing 125 Bookkeeping, budgeting 114 Communications with other computers off 112 0 20 40 60 80 100 120 Segments By Application Innovator - Top 6 Technical graphics 125 Web design and management 125 Statistical analysis 124 Communications with other computers 121 Data management-accounts, inventory 116 Engineering/design 116 40 60 80 100 120 20 Segments By Application