Using the sheet from Moen called performance Ratings construct a gap analysis for all seven brands on the positioning study. Your output should be in two forms: 1.) a table showing the numerical values, and 2.) a graphical chart that is easier for your client to read. Assume you are the market researcher for each of the brands. What are your strategic conclusions based on the gap?

EXHIBIT 4 PERFORMANCE RATINGS Importance Ratings (503) X (Base: Total respondentsthose aware of specific brand.) Moen (179) x Delta (151) American Standard Kohler (321) (263) X Peer- .less (227) Price Pfister Sterling (210) (156) X X x 1 * Made with quality materials 4.8 4.1 4.1 4.2 4.3 3.9 4.2 4.0 Problem-free 4.8 4.0 4.0 4.0 4.0 3.8 3.9 3.9 Durable 4.8 4.1 4.1 4.2 4.2 3.9 4.1 3.8 Engineered well 4.6 4.0 4.0 4,1 4.2 3.9 4.1 3.9 Easy to use 4.6 4.3 4.4 4.2 4.2 4.2 4.2 4.1 Easy to repair 4.5 3.9 3.9 3.8 3.9 3.7 3.8 Easy to clean 4.3 4.0 4.1 4.0 3.8 3.9 3.8 3.8 Easy to install 4.3 3.9 4.1 4.0 3.8 4.0 3.8 3.8 Designed for people like you 4.3 4.0 4.2 4.1 4.1 4.0 4.1 3.9 Value-priced 4.2 3.7 4.0 3.9 3.7 3.8 3.7 3.8 Comes with long-term warranty 4.2 3.9 3.9 3.9 3.9 3.8 3.9 3.8 Comes in designs you are proud to display 4.0 4.1 4.2 4.0 4.2 3.9 4.2 4.0 Available in wide variety of style 3.9 3.8 3.9 3.9 4,0 3.9 4.0 3.6 Backed by strong brand name 3.9 4.0 4.1 4.2 4.2 4.0 4.0 3.8 Expensive, but worth it 3.7 3.8 3.9 3.9 3.9 3.8 3.8 3.8 Recommended by professionals 3.6 3.8 3.7 3.9 4.0 3.5 3.7 3.6 Note: Mean rating based on a 5-point scale ranging from 1 (low) to 5 (high). Data from Questions 4 and 5. EXHIBIT 4 PERFORMANCE RATINGS Importance Ratings (503) X (Base: Total respondentsthose aware of specific brand.) Moen (179) x Delta (151) American Standard Kohler (321) (263) X Peer- .less (227) Price Pfister Sterling (210) (156) X X x 1 * Made with quality materials 4.8 4.1 4.1 4.2 4.3 3.9 4.2 4.0 Problem-free 4.8 4.0 4.0 4.0 4.0 3.8 3.9 3.9 Durable 4.8 4.1 4.1 4.2 4.2 3.9 4.1 3.8 Engineered well 4.6 4.0 4.0 4,1 4.2 3.9 4.1 3.9 Easy to use 4.6 4.3 4.4 4.2 4.2 4.2 4.2 4.1 Easy to repair 4.5 3.9 3.9 3.8 3.9 3.7 3.8 Easy to clean 4.3 4.0 4.1 4.0 3.8 3.9 3.8 3.8 Easy to install 4.3 3.9 4.1 4.0 3.8 4.0 3.8 3.8 Designed for people like you 4.3 4.0 4.2 4.1 4.1 4.0 4.1 3.9 Value-priced 4.2 3.7 4.0 3.9 3.7 3.8 3.7 3.8 Comes with long-term warranty 4.2 3.9 3.9 3.9 3.9 3.8 3.9 3.8 Comes in designs you are proud to display 4.0 4.1 4.2 4.0 4.2 3.9 4.2 4.0 Available in wide variety of style 3.9 3.8 3.9 3.9 4,0 3.9 4.0 3.6 Backed by strong brand name 3.9 4.0 4.1 4.2 4.2 4.0 4.0 3.8 Expensive, but worth it 3.7 3.8 3.9 3.9 3.9 3.8 3.8 3.8 Recommended by professionals 3.6 3.8 3.7 3.9 4.0 3.5 3.7 3.6 Note: Mean rating based on a 5-point scale ranging from 1 (low) to 5 (high). Data from Questions 4 and 5