mytest > help > Part 2. MM4XL Tools > 3. Charts and Maps > Smart Mapping > Example of a Structured CM in the OTC Market

Smart Mapping

Example of a Structured CM in the OTC Market

The general manager of a hypothetical company pressures staff to launch new successful products. The marketing manager asks the product manager to provide a picture of the current skin care market and come up with a proposal. The product manager asks the marketing research manager for help, who assigns the project to marketing analyst George. George suggests starting with a picture of the market dimension and tendency among segments, in order to identify business areas worthy of an in-depth analysis.

This skin care market splits into 18 segments. Each segment was measured on static and dynamic growth, computed on sales in units as shown in the table below:

Bubble Maps Software for Scatter Plot and Circle Charts

The segments were then plotted using the Common Bubble Chart option.

Bubble Maps Software for Scatter Plot and Circle Charts

Most segments are plotted on the left side of the map, meaning the skin market has grown in the past at a faster rate. However, four segments seem to be interesting enough and be worthy of more detailed analysis. On the right side, Face Creams, both day and night, Body Lotion and the Sun Protection segments have grown in 1998 above the average segment.

George and the PM agree to focus on the Sun Protection segment, and the following data is used to look at the performance of the most relevant competitors.

Bubble Maps Software for Scatter Plot and Circle Charts

Gain experience with the program. Try drawing some maps using the data above and form your own conclusions.

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