Diversification and Market Spaces Perceptual Mapping

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Diversification and Market Spaces Perceptual
Mapping

• Galbraith, MGT 455

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Clustering and Grouping
3 dimensional perceptual space
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Structure of Industries

• Perceptual Space (key dimensions)
• Preferences of different customer segments
• Perceptions of different products or services

• Case Example Schaefer Beer
• Started 1848
• Until 1970s, 1 beer in U.S. (lost to Budweiser)
• Puerto Rico
• 1970s to early 1990s, 55 market share
• Corona (30), India (15)
• Bought by Strohs, early 1990s

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Light
Popular
Premium
Heavy
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Light
Active Sporter
Social Climber
Popular
Premium
Rewarding
Heavy
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Light
Active Sporter
Social Climber
Popular
Premium
Rewarding
Heavy
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Appropriate Strategy? - Broad
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Appropriate Strategy? - Focused