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Traditional Market Segment Analysis C116647_042 Round:
2December 31, 2022
Traditional Statistics
Total Industry Unit Demand 8,809
Actual Industry Unit Sales 8,809
Segment % of Total Industry 30.4%
Next Year's Segment Growth Rate 9.2%
Traditional Customer Buying Criteria
Expectations Importance
1. Age Ideal Age = 2.0 47%
2. Price $19.00 - 29.00 23%
3. Ideal Position Pfmn 6.4 Size 13.6 21%
4. Reliability MTBF 14000-19000 9%
Perceptual Map for Traditional Segment
Top Products in Traditional Segment
Name
Market
Share
14. Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo
Budget
Cust. Aware-
ness
Sales
Budget
Cust. Access-
ibility
Dec. Cust.
Survey
Eat 16% 1,437 4/8/2022 5.5 14.5 $27.00 15500 2.09 $1,050 63%
$1,085 54% 31
Daze 16% 1,409 8/22/2022 6.8 13.3 $29.00 18100 1.84 $1,100
16. Actual Industry Unit Sales 11,180
Segment % of Total Industry 38.6%
Next Year's Segment Growth Rate 11.7%
Low End Customer Buying Criteria
Expectations Importance
1. Price $14.00 - 24.00 53%
2. Age Ideal Age = 7.0 24%
3. Ideal Position Pfmn 2.7 Size 17.3 16%
4. Reliability MTBF 12000-17000 7%
Perceptual Map for Low End Segment
Top Products in Low End Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
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High End Market Segment Analysis C116647_042 Round:
2December 31, 2022
High End Statistics
Total Industry Unit Demand 3,448
Actual Industry Unit Sales 3,448
Segment % of Total Industry 11.9%
Next Year's Segment Growth Rate 16.2%
High End Customer Buying Criteria
Expectations Importance
1. Ideal Position Pfmn 10.7 Size 9.3 43%
2. Age Ideal Age = 0.0 29%
3. Reliability MTBF 20000-25000 19%
4. Price $29.00 - 39.00 9%
Perceptual Map for High End Segment
Top Products in High End Segment
Name
Market
Share
19. Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo
Budget
Cust. Aware-
ness
Sales
Budget
Cust. Access-
ibility
Dec. Cust.
Survey
Bid 22% 744 12/18/2022 10.4 9.6 $39.00 23500 1.19 $1,250
71% $1,418 53% 38
Fist 19% 652 12/22/2022 10.2 9.8 $39.00 25000 1.18 $1,100
21. Performance Statistics
Total Industry Unit Demand 2,749
Actual Industry Unit Sales 2,749
Segment % of Total Industry 9.5%
Next Year's Segment Growth Rate 19.8%
Performance Customer Buying Criteria
Expectations Importance
1. Reliability MTBF 22000-27000 43%
2. Ideal Position Pfmn 11.4 Size 14.6 29%
3. Price $24.00 - 34.00 19%
4. Age Ideal Age = 1.0 9%
Perceptual Map for Performance Segment
Top Products in Performance Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
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Size Market Segment Analysis C116647_042 Round:
2December 31, 2022
Size Statistics
Total Industry Unit Demand 2,776
Actual Industry Unit Sales 2,776
Segment % of Total Industry 9.6%
Next Year's Segment Growth Rate 18.3%
Size Customer Buying Criteria
Expectations Importance
1. Ideal Position Pfmn 5.4 Size 8.6 43%
2. Age Ideal Age = 1.5 29%
3. Reliability MTBF 16000-21000 19%
4. Price $24.00 - 34.00 9%
Perceptual Map for Size Segment
Top Products in Size Segment
Name
Market
Share
Units Sold
to Seg
42. Unit
Inven
tory Revision Date
Age
Dec.31 MTBF
Pfmn
Coord
Size
Coord Price
Material
Cost
Labor
Cost
Contr.
Marg.
2nd Shift
&
Over-
time
Auto
mation
Next
Round
Capacity
Next
45. Fox High 968 45 10/19/2024 0.9 25000 13.0 7.0 $38.00 $16.81
$8.44 34% 100% 5.5 1,100 198%
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Traditional Market Segment Analysis C116647_042 Round:
4December 31, 2024
Traditional Statistics
Total Industry Unit Demand 10,504
Actual Industry Unit Sales 10,504
Segment % of Total Industry 28.4%
Next Year's Segment Growth Rate 9.2%
Traditional Customer Buying Criteria
Expectations Importance
1. Age Ideal Age = 2.0 47%
2. Price $18.00 - 28.00 23%
3. Ideal Position Pfmn 7.8 Size 12.2 21%
4. Reliability MTBF 14000-19000 9%
Perceptual Map for Traditional Segment
Top Products in Traditional Segment
48. Low End Market Segment Analysis C116647_042 Round:
4December 31, 2024
Low End Statistics
Total Industry Unit Demand 13,949
Actual Industry Unit Sales 13,949
Segment % of Total Industry 37.8%
Next Year's Segment Growth Rate 11.7%
Low End Customer Buying Criteria
Expectations Importance
1. Price $13.00 - 23.00 53%
2. Age Ideal Age = 7.0 24%
3. Ideal Position Pfmn 3.7 Size 16.3 16%
4. Reliability MTBF 12000-17000 7%
Perceptual Map for Low End Segment
Top Products in Low End Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
50. $900 22% 6
Fast 4% 541 1/24/2024 5.5 14.5 $21.00 12000 4.08 $900 57%
$710 53% 6
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High End Market Segment Analysis C116647_042 Round:
4December 31, 2024
High End Statistics
Total Industry Unit Demand 4,656
Actual Industry Unit Sales 4,656
Segment % of Total Industry 12.6%
Next Year's Segment Growth Rate 16.2%
High End Customer Buying Criteria
Expectations Importance
1. Ideal Position Pfmn 12.5 Size 7.5 43%
2. Age Ideal Age = 0.0 29%
3. Reliability MTBF 20000-25000 19%
4. Price $28.00 - 38.00 9%
Perceptual Map for High End Segment
Top Products in High End Segment
53. Performance Statistics
Total Industry Unit Demand 3,945
Actual Industry Unit Sales 3,945
Segment % of Total Industry 10.7%
Next Year's Segment Growth Rate 19.8%
Performance Customer Buying Criteria
Expectations Importance
1. Reliability MTBF 22000-27000 43%
2. Ideal Position Pfmn 13.4 Size 13.2 29%
3. Price $23.00 - 33.00 19%
4. Age Ideal Age = 1.0 9%
Perceptual Map for Performance Segment
Top Products in Performance Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
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Size Market Segment Analysis C116647_042 Round:
4December 31, 2024
Size Statistics
Total Industry Unit Demand 3,885
Actual Industry Unit Sales 3,885
Segment % of Total Industry 10.5%
Next Year's Segment Growth Rate 18.3%
Size Customer Buying Criteria
Expectations Importance
1. Ideal Position Pfmn 6.8 Size 6.6 43%
2. Age Ideal Age = 1.5 29%
3. Reliability MTBF 16000-21000 19%
4. Price $23.00 - 33.00 9%
Perceptual Map for Size Segment
Top Products in Size Segment
Name
Market
Share
Units Sold
to Seg
Revision
77. Traditional Statistics
Total Industry Unit Demand 8,809
Actual Industry Unit Sales 8,809
Segment % of Total Industry 30.4%
Next Year's Segment Growth Rate 9.2%
Traditional Customer Buying Criteria
Expectations Importance
1. Age Ideal Age = 2.0 47%
2. Price $19.00 - 29.00 23%
3. Ideal Position Pfmn 6.4 Size 13.6 21%
4. Reliability MTBF 14000-19000 9%
Perceptual Map for Traditional Segment
Top Products in Traditional Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
79. Aft 0% 6 8/5/2022 10.0 15.0 $32.00 24000 1.72 $800 46% $800
50% 1
Bead 0% 1 5/24/2016 3.0 17.0 $21.00 14000 6.60 $1,300 74%
$1,418 53% 0
Dell 0% 1 5/24/2016 3.0 17.0 $21.50 14000 6.60 $1,100 64%
$1,512 53% 0
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Low End Market Segment Analysis C116647_042 Round:
2December 31, 2022
Low End Statistics
Total Industry Unit Demand 11,180
Actual Industry Unit Sales 11,180
Segment % of Total Industry 38.6%
Next Year's Segment Growth Rate 11.7%
Low End Customer Buying Criteria
Expectations Importance
1. Price $14.00 - 24.00 53%
2. Age Ideal Age = 7.0 24%
3. Ideal Position Pfmn 2.7 Size 17.3 16%
4. Reliability MTBF 12000-17000 7%
Perceptual Map for Low End Segment
80. Top Products in Low End Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo
Budget
Cust. Aware-
ness
Sales
Budget
Cust. Access-
ibility
82. High End Statistics
Total Industry Unit Demand 3,448
Actual Industry Unit Sales 3,448
Segment % of Total Industry 11.9%
Next Year's Segment Growth Rate 16.2%
High End Customer Buying Criteria
Expectations Importance
1. Ideal Position Pfmn 10.7 Size 9.3 43%
2. Age Ideal Age = 0.0 29%
3. Reliability MTBF 20000-25000 19%
4. Price $29.00 - 39.00 9%
Perceptual Map for High End Segment
Top Products in High End Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
84. Buddy 1% 18 9/18/2022 6.2 11.4 $34.00 16000 1.64 $1,300 72%
$737 53% 1
Dot 0% 10 11/13/2022 11.8 13.9 $34.00 27000 1.47 $1,100 62%
$1,368 51% 0
Coat 0% 10 11/3/2022 11.8 13.9 $32.50 27000 1.48 $1,000 56%
$1,206 44% 0
Able 0% 4 11/22/2022 YES 7.0 13.0 $27.00 18000 1.72 $1,000
61% $1,000 32% 1
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Performance Market Segment Analysis C116647_042 Round:
2December 31, 2022
Performance Statistics
Total Industry Unit Demand 2,749
Actual Industry Unit Sales 2,749
Segment % of Total Industry 9.5%
Next Year's Segment Growth Rate 19.8%
Performance Customer Buying Criteria
Expectations Importance
1. Reliability MTBF 22000-27000 43%
2. Ideal Position Pfmn 11.4 Size 14.6 29%
3. Price $24.00 - 34.00 19%
4. Age Ideal Age = 1.0 9%
85. Perceptual Map for Performance Segment
Top Products in Performance Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo
Budget
Cust. Aware-
ness
Sales
Budget
87. Total Industry Unit Demand 2,776
Actual Industry Unit Sales 2,776
Segment % of Total Industry 9.6%
Next Year's Segment Growth Rate 18.3%
Size Customer Buying Criteria
Expectations Importance
1. Ideal Position Pfmn 5.4 Size 8.6 43%
2. Age Ideal Age = 1.5 29%
3. Reliability MTBF 16000-21000 19%
4. Price $24.00 - 34.00 9%
Perceptual Map for Size Segment
Top Products in Size Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
108. Egg Size 266 93 12/24/2022 3.6 19000 4.0 11.0 $34.50 $12.60
$8.97 33% 0% 3.0 600 50%
Fast Trad 1,356 120 3/3/2021 2.5 17500 5.6 14.5 $29.50 $10.70
$8.14 34% 8% 4.0 1,200 107%
Feat Low 1,408 166 1/15/2021 5.6 13000 3.0 17.0 $22.00 $6.75
$7.86 31% 55% 5.0 1,000 153%
Fist High 422 113 12/22/2021 1.4 24000 9.1 10.9 $39.50 $16.26
$8.98 36% 0% 3.0 500 99%
Foam Pfmn 442 32 11/10/2021 1.8 26000 10.6 14.8 $34.50
$16.11 $8.98 29% 0% 4.0 600 66%
Fume Size 330 79 12/10/2021 1.8 19000 4.7 9.6 $34.50 $13.73
$8.98 34% 0% 4.0 600 58%
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Traditional Market Segment Analysis C116647_042 Round:
1December 31, 2021
Traditional Statistics
Total Industry Unit Demand 8,067
Actual Industry Unit Sales 8,067
Segment % of Total Industry 31.4%
Next Year's Segment Growth Rate 9.2%
109. Traditional Customer Buying Criteria
Expectations Importance
1. Age Ideal Age = 2.0 47%
2. Price $19.50 - 29.50 23%
3. Ideal Position Pfmn 5.7 Size 14.3 21%
4. Reliability MTBF 14000-19000 9%
Perceptual Map for Traditional Segment
Top Products in Traditional Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo
Budget
111. CAPSTONE® COURIER Page 5
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Low End Market Segment Analysis C116647_042 Round:
1December 31, 2021
Low End Statistics
Total Industry Unit Demand 10,009
Actual Industry Unit Sales 10,009
Segment % of Total Industry 39.0%
Next Year's Segment Growth Rate 11.7%
Low End Customer Buying Criteria
Expectations Importance
1. Price $14.50 - 24.50 53%
2. Age Ideal Age = 7.0 24%
3. Ideal Position Pfmn 2.2 Size 17.8 16%
4. Reliability MTBF 12000-17000 7%
Perceptual Map for Low End Segment
Top Products in Low End Segment
Name
Market
Share
112. Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo
Budget
Cust. Aware-
ness
Sales
Budget
Cust. Access-
ibility
Dec. Cust.
Survey
Ebb 19% 1,910 1/15/2021 3.0 17.0 $20.00 13000 5.60 $1,050
58% $1,015 35% 18
113. Cedar 19% 1,871 1/29/2021 3.0 17.0 $20.00 12000 5.60 $1,100
59% $1,123 37% 18
Acre 17% 1,749 12/7/2021 4.0 16.0 $20.00 14000 2.83 $800
50% $800 32% 8
Bead 17% 1,671 5/24/2016 3.0 17.0 $21.50 14000 5.60 $1,300
65% $1,362 40% 16
Dell 15% 1,462 5/24/2016 3.0 17.0 $22.00 14000 5.60 $1,100
59% $1,396 40% 14
Feat 13% 1,336 1/15/2021 3.0 17.0 $22.00 13000 5.60 $1,100
59% $1,175 37% 13
Eat 0% 8 3/17/2021 5.6 14.5 $27.50 16500 2.44 $1,050 60%
$1,015 35% 0
Cake 0% 2 4/22/2021 5.7 14.3 $27.50 15000 2.39 $1,100 61%
$1,070 37% 0
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High End Market Segment Analysis C116647_042 Round:
1December 31, 2021
High End Statistics
Total Industry Unit Demand 2,967
Actual Industry Unit Sales 2,967
Segment % of Total Industry 11.6%
Next Year's Segment Growth Rate 16.2%
114. High End Customer Buying Criteria
Expectations Importance
1. Ideal Position Pfmn 9.8 Size 10.2 43%
2. Age Ideal Age = 0.0 29%
3. Reliability MTBF 20000-25000 19%
4. Price $29.50 - 39.50 9%
Perceptual Map for High End Segment
Top Products in High End Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo
Budget
116. CAPSTONE® COURIER Page 7
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Performance Market Segment Analysis C116647_042 Round:
1December 31, 2021
Performance Statistics
Total Industry Unit Demand 2,294
Actual Industry Unit Sales 2,294
Segment % of Total Industry 8.9%
Next Year's Segment Growth Rate 19.8%
Performance Customer Buying Criteria
Expectations Importance
1. Reliability MTBF 22000-27000 43%
2. Ideal Position Pfmn 10.4 Size 15.3 29%
3. Price $24.50 - 34.50 19%
4. Age Ideal Age = 1.0 9%
Perceptual Map for Performance Segment
Top Products in Performance Segment
Name
Market
Share
117. Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo
Budget
Cust. Aware-
ness
Sales
Budget
Cust. Access-
ibility
Dec. Cust.
Survey
Coat 19% 444 11/13/2021 10.6 14.7 $32.50 26000 1.81 $1,000
52% $1,016 33% 28
119. Next Year's Segment Growth Rate 18.3%
Size Customer Buying Criteria
Expectations Importance
1. Ideal Position Pfmn 4.7 Size 9.6 43%
2. Age Ideal Age = 1.5 29%
3. Reliability MTBF 16000-21000 19%
4. Price $24.50 - 34.50 9%
Perceptual Map for Size Segment
Top Products in Size Segment
Name
Market
Share
Units Sold
to Seg
Revision
Date Stock Out
Pfmn
Coord
Size
Coord
List
Price MTBF
Age
Dec.31
Promo