Node Description

What If Positioning Node

The What If Positioning node systematically alters the Focus Product’s Willingness To Pay (WTP) Customer Distribution in order to make the Focus Product appear to Customers as either more alike or less alike each of the Competitive Rivals. The Focus Product is altered relative to each Competitive Rival in turn. The What If Positioning node then calculates the impact of the altered positioning on the Market Share, Revenue, and Profitability of both the Focus Product and the given Competitive Rival.

The purpose of the What If Positioning node is to advise the Focus Product on how to best navigate the positioning of the Product and the Brand relative to the Competitive Rivals in order to increase Profitability and Market Share.

This Premium Node is not available as part of the free Community Edition. Premium Nodes help clean and connect real-world data to Market Simulations, and provide advanced Market Science analysis. Note that these descriptions are often deliberately vague.

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What If Positioning

The What If Positioning node systematically alters the Focus Product’s Willingness To Pay (WTP) to make the Focus Product appear to Customers as either more alike or less alike each of the Competitive Rivals. The node then predicts the impact on the Market Share, Revenue, and Profitability of all the Products in the Market.

Inputs

Input Product Array

The set of Products that define the Market. Each row corresponds to a Product that competes for customers in the Market.

Input WTP Matrix

The Willingness To Pay (WTP) Customer Distribution matrix for each Product column in the Market by each Virtual Customer row. The total number of Virtual Available Customers is equal to the number of rows in the WTP Matrix.

Node

Configuration

The user¬†can set the ‘Change Likeness Percentage’. That is, the percentage degree (between 0.0 and 100.0) by which the Focus Product’s WTP Customer Distribution will appear more or less alike each Competitive Rival. If the ‘Change Likeness Percentage’ is set to 100.0 percent then the Focus Product will be set to have perfect correlation with each Competitive Rival.

Outputs

What If Results

Lists the degree by which the Focus Product and each of the Competitive Rivals was changed by virtue of the altered positioning of the Focus Product.