Introduction

In this section, we'll discuss how to use the market simulator to answer some common strategic questions introduced earlier:

·

Given a current competitive environment, what product should I offer to maximize interest in my offering?

·

What is the relative price sensitivity of different brands? If I raise my price by 10%, how will it affect my brand?

·

What portfolio of products can I offer to appeal to different market segments and maximize overall share?

For the examples in this section, we'll assume the following three attributes, measured using three levels each:

Brand:

1   BrandA

2   BrandB

3   BrandC

Style:

1   StyleA

2   StyleB

3   StyleC

Price:

1   $100

2   $150

3   $200

The results reported in this section are fictitious and not based on any particular data set.