Market Mapping
Visual representation showing competitors' positions based on two chosen characteristics (e.g., price vs quality, luxury...
Real World
When Innocent Drinks entered the smoothie market, a market map of price vs health credentials revealed a gap for premium, natural drinks — a position no major brand occupied at the time.
Exam Focus
In 'draw or interpret a market map' questions, explicitly identify the gap and explain why it represents an opportunity.
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