7.5 Consumer Report

The Consumer Report will help the Research & Development Department understand the need to design quality products and the Marketing Department the importance of adequate pricing, sales budget and promotion budget decisions.

You will need the Buying Criteria from the Segment Analysis pages and the Production Analysis in the Round 0 Courier. You will need the Segment Analysis reports (pages 5 - 9) of The Capstone Courier for Round 0 and the Industry Conditions Report. If you are not yet assigned to a company, use the Andrews Company information.

Enter your ratings to the categories below in Form 5.

Price: Award an A if your product's price is in the bottom third of the expected price range, B if it is in the middle third and C if it is in the top third. You can find the price in the Production Analysis.

Reliability: Award an A if the MTBF specification is in the top third of the range, B if it is in the middle third and C if it is in the bottom third.

Age: Award an A if the age on December 31 is within 0.5 years of the ideal age, B if the age is 0.6 to 1 year and C if the age is beyond 1 year.

Positioning: Award a Good if your product is within 0.5 units of the segment's ideal spot, B if it is 0.6 to 1.5 units away and C if it is beyond 1.5 units.

Awareness: Award an A if your product's awareness exceeds 80%, B if it is 50% to 80% and C if it is below 50%.

Accessibility: Award an A if your product's accessibility exceeds 80%, B if it is 50% to 80% and C if it is below 50%.

In the Overall row, give your product an A only if the top two attributes in the Buying Criteria were rated A, and if the awareness and accessibility were rated at least a B. Give your product a B if the top two attributes were at least a B and awareness and accessibility were at least a B. Otherwise, give your product a C.

Form 5: Consumer Report