Market Mapping
Visual representation showing competitors' positions based on two chosen characteristics (e.g., price vs quality, luxury...
Real World
When a new coffee brand plots Starbucks (high price, premium) and Greggs (low price, convenience) on a price-vs-quality map, it might spot a gap for affordable-but-quality coffee — the space Costa has tried to occupy.
Exam Focus
When drawing a market map, label both axes clearly and justify your competitor placements with brief evidence — unlabelled axes lose marks.
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