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1. The current market demand for baby car seat in the world is 54 million units annually. The potential market demand is estimated to be 116 million units. Comfy & Safe which is a car seat producer for infants has conducted a research to assess its opportunity for market share development. The table below indicates consumers current response at each step along the share development path and the response rate for each step that the company expected to be.

Share Performance Metric	Current Performance	Potential Performance
Product Awareness	40 %	70 %
Product Attractiveness	80 %	90 %
Price Acceptability	70 %	75 %
Intention to Buy	60 %	70 %
Purchase	60 %	65 %

1. Please calculate the market development index and evaluate the market growth potential of this market. (20 p)

2. Calculate market share index, share potential index and share development index of Comfy & Safe. (60 p)

3. Please indicate Comfy & Safes position in the growth opportunity portfolio and specify the growth opportunity for this business. (20 p)