Imagine You Work for Jonesville, Inc

Essay

Imagine you work for Jonesville, Inc., a mid-sized company specializing in the manufacturing and marketing of high­ end, high-performance mountain bikes.Jonesville, Inc.recently hired an outside market research firm to assess its positioning strategy and make recommendations about future positioning strategies.The research firm submitted a perceptual map.The map's x-axis (abscissa) reflects higher quality when moving to the right, and they-axis (ordinate) reflects higher price when moving up and positioned Jonesville in the upper right-hand quadrant.The research firm recommends that Jonesville position another line of high-end mountain bikes in the lower right hand quadrant where there are no competitors and there appears to be a gap in the market.
a.Your boss doesn't really understand the map.Explain to your boss what the map means.
b.Evaluate the research firm's logic for the new positioning location (i.e., identify the logic's flaw).