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Connector 2001 Case

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MKTG 4120 Case Study – Positioning the ConneCtor 2011
Prepared by LI Danyang Sunny 1155002138

Question 1:

Two dimensions were applied in this case since the third dimension did not capture significant variance compared with the sum of first two. (See Figure 1)

The variance explained by the horizontal dimension (46.6%) was two times more than the vertical horizontal (20.8%), so the horizontal dimension was more than twice important in explaining customer perceptions than the vertical one. The horizontal axis associated mostly with attributes “Multimedia”, “Stylish” and “Monitor” while the vertical axis associated mostly with “Sturdiness”, “Light Weight” and “Connectivity”. (See Figure 2)

From the perception map, Connector 10L performed the best in terms of Connectivity, Data Entry and Third Party Support. Moreover, it also had advantages on its weight. However, Connector 10L was not attractive enough to customers in terms of Multimedia Function, Stylish and Monitor Quality. It is noticed that there was a lack of other brands near Connector 10L’s position (Only Palm VII), which indicated a potential opportunity for new positioning – wireless access feature. (See Figure 2)

Question 2:

In the positioning map with Preference Vector, it could be found that Connector 10L is the 5th preferred brand chosen by participants, ranked after HP Jornada, Casio Cassuioeia, Compaq IPac and Palm VII. Overall preference for handheld devices increased with Memory, Software and Connectivity, while Connector 10L performed best only in Connectivity. However this was not the very most important attribute for participants to determine their preference. Moreover, other advantages Connector 10L had including Weight and Third Party Support were even unaffected to participants’ preference. (See Figure 2) To conclude, participants in this study preferred PocketPCs than other

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