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The Diagrams Book by Kevin Duncan

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13 THE MARKET MAP

• The Market Map is a highly effective and very flexible way to establish clarity and strategic authority when looking at any market.

• Start by selecting two important factors in the market in question. For example, in the automotive market these might be price and safety reputation.

• Plot two overlapping axes from high to low, always placing the high ends to the top and right.

• Place your company and any competitors on the grid. So in this example a car with a good safety reputation and a high price would appear top right.

• Use the results to identify gaps in the market, or significant overlaps. Being out on your own could either be good (more distinctive) or bad (what do the others know that you don’t?)

• If presenting ...

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