CRITICAL FACTORS + PARAMETERS

 

In order to establish the compatibility or fit between the industry and the Product, Marketing, Supplier, Distribution/Customer Interface and Customers it is necessary to analyze certain factors and parameters.

The techniques used here are very similar to those used in new product evaluation and screening and one can use the weighting and conclusions found here when evaluating new products and markets. The main purpose of these analyses are of course to attempt to provide a rational and objective basis with which to compare and evaluate the factors and parameters critical to the provision of the Product in the countries covered.   The basis of the analysis is the use of value judgments to assign the rating value. This is done through a scale:-

AVERAGE VALUES EQUAL

HIGHLY

CRITICAL

CRITICAL

UNCERTAIN

NOT

CRITICAL

MINIMAL

80

40

20

10

5

Readers wishing to apply this analysis to their own products and markets should amend both the Value scale and the Weight to suit their own product. It should be remembered that once a company has decided upon a Value scale and a Weight scale this should be retained and not changed for other products. This is because it is important to be able to relate one product or market opportunity to another and thus scales must remain constant if a valid comparison is to be made. Subscribers wishing to undertake such analyses should formulate a blank set of analysis forms which may be used when evaluating current or new products or markets.

In addition to the scale of value judgments the results are applied to a standard weighting for each factor and parameter. These weights are based on past experience of the product and the marketing environment in relation to the individual factors and parameters analyzed.

The figures given in the tables below are individual "VALUE" and "WEIGHT" figures for the cell and are not the calculated "CELL VALUES". This calculation should be done by the reader.

The evaluation of any particular critical factor or parameter of corporate activity will allow readers to gain an insight into the problems and opportunities of the industry and the market. 

The Value judgments are multiplied by the Weights to give the cell value, thus:-

   Value x Weight = Cell value

For example,

   80 x 1.1 = 88

C

08

11

E

L

L

03

05

10

15

06

V

A

L

x

U

E

04

09

14

13

02

07

12

01

The values of base Factors (fields Crit_A to Crit_K), together with the data is for 15 sectors (products, markets, operations, geographic locations, competitors, et al) covered in each table (fields Headx01 to Headx15) represent the relative weightings.

One can plot these weightings as an initial analysis of the relative importance to the criticalness of the Factors and the criticalness of the factors (defined in fields A_Def to K_Def) to the individual Sectors (defined in fields Head01 to Head15). x = Base reference for the Factor.

In this example one can compare the weightings of one particular base Factor, x, with that of the 15 other sectors.

For example, if the cell value figure for "QUALITY" is high, this will indicate that the market demands or expects high quality products and thus if a company has high quality products then this represents an opportunity to build sales volume, market share and profitability. Conversely, if a company does not have high quality products this will represent a problem area for that company. Similarly the other critical factors and parameters can also be related to individual situations within companies.

The relative cell values and cell weights reflect the relative importance of that cell in terms of achieving sales volume, market share and profitability. Thus if the cell value for "QUALITY" is high then companies will have to produce high quality products in order to achieve high sales volumes, market share and profitability. The converse is applicable if cell values are low and this indicates that the particular cell does not have much bearing or effect on sales volumes, market share or profitability.


THE DATABASE

There are a series of spreadsheet and database tables for this section, and each table will consist of a number of records for each of the specific products, markets, operations, geographic locations and competitor areas:

TABLE

Datafile

CRITICAL FACTORS + Parameters (x)

CF1 – CF1A (+)

PRODUCT - CRITICAL FACTORS + Parameters (x)

CF1 – CF1P (+)

PRODUCT CRITICAL FACTORS + Parameters (x)

CF2 – CFP (++)

TRADE CELL - CRITICAL FACTORS + Parameters (x)

CF1 – CF1T (+)

TRADE CELL CRITICAL FACTORS + PARAMETERS(x)

CF3 – CFT (++)

OPERATIONS - CRITICAL FACTORS + Parameters (x)

CF1 – CF1O (+)

OPERATIONS CRITICAL FACTORS + PARAMETERS(x)

CF4 – CFO (++)

COMPETITORS - CRITICAL FACTORS + Parameters (x)

CF1 – CF1C (+)

COMPETITOR CRITICAL FACTORS + PARAMETERS(x)

CF5 – CFC (++)

MAJOR CITY- CRITICAL FACTORS + Parameters (x)

CF1 – CF1B (+)

MAJOR CITY CRITICAL FACTORS + Parameters (x)

CFB (++)

There are 2 types of tables for this section with distinct considerations (headings indicate Field names):

CF1 (+)

CODE

CRITICALS

A_

B_

C_

D_

E_

F_

G_

H_

I_

J_

K_

CF1_11

PROBABILITY OF TECHNICAL DEVELOPMENT / TECHNICAL

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_12

PRODUCT LIFE CYCLE / PRODUCT OBSOLESCENCE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_15

PRICES AT MANUFACTURERS / PRODUCERS SALE PRICE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_16

PRICES AT OEM / END USER / RETAIL SALE PRICE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_06

TECHNOLOGY / TECHNOLOGY FACTORS & DEVELOPMENT

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_07

PRODUCT LIFE / LONGEVITY

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_17

STOCK AVAILABILITY / LEAD TIMES / DELIVERY

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_13

MARKETING FACTORS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_32

OWN BUYING INFLUENCE / ECONOMIES OF SCALE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_36

CONDITIONS OF SALE / TERMS OF TRADING

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_38

TECHNICAL / MARKETING CAPABILITIES & CAPACITY

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_39

DISTRIBUTION FACILITIES & MANPOWER AVAILABILITY

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_43

CAPTIVE CUSTOMER BASE / CUSTOMERS HANDLED

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_44

AREA/S SERVICED AND GEOGRAPHIC COVERAGE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_33

ALTERNATIVE SUPPLIERS / MANUFACTURING BASE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_34

COMMITMENT/CAPACITY OF OTHER SUPPLIERS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_35

PRICE ADVANTAGES & PRICING AMONGST OTHER SUPPLIERS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_31

OTHER MANUFACTURING / PRODUCTION CAPACITY

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_45

SALES PROMOTION / ADVERTISING / SALESFORCE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_46

EFFECTS ON EXISTING PRODUCTS & CUSTOMER BASE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_47

CASH-FLOW REQUIREMENTS OF DISTRIBUTION CHANNEL

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_48

CAPITAL REQUIREMENTS OF DISTRIBUTION CHANNEL

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_49

CUSTOMER FACTORS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_50

PROPENSITY TO CONSUME / DEMAND FACTORS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_51

PRODUCT PURCHASE BACKGROUND / PAST PRODUCT PURCHASE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_19

ADVERTISING POSTURE & ADVERTISING COSTS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_20

COMPETITION / COMPETITORS' AGGRESSIVENESS & POSTURE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_14

DISTRIBUTION / WAREHOUSING / HANDLING COSTS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_18

SALES PROMOTION & SALES COSTS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_21

MARKET SHARE / RELATIVE MARKET SHARES

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_22

SEASONALITY / CYCLICAL DEMAND / DEMAND FLUCTUATIONS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_23

SENSITIVITY TO ECONOMIC CLIMATE & CONDITIONS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_24

AFTER-SALES FACTORS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_25

SUPPLIER FACTORS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_26

MANUFACTURING / PRODUCTION FACILITIES & CAPACITY

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_05

R & D COSTS / DEVELOPMENT COSTS / CUSTOMIZATION

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_08

PERFORMANCE / PRODUCT EFFICIENCY / PRODUCT INTEGRITY

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_09

RELIABILITY / PRODUCT FAILURE / PRODUCT DEFECTS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_10

OPERATING CRITERIA / PRODUCT OPERATION OR USAGE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_27

PRODUCTION CAPACITY / FLEXIBILITY OF PLANT

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_28

DEPENDENCE ON SUB-CONTRACTORS / IN-HOUSE SUPPLIES

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_54

PURCHASE PRICE / ACQUISITION COSTS / PRODUCT COSTS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_55

DMU SUSCEPTIBILITY / CUSTOMER AWARENESS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_37

DISTRIBUTION FACTORS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_40

COMMITMENT TO OTHER SUPPLIERS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_41

SALES VOLUMES / TURNOVER REQUIRED

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_42

MARGINS / ADDED VALUE

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_01

PRODUCT FACTORS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_02

QUALITY / QUALITY APPROVALS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_03

DESIGN / DESIGNER FACTORS / DESIGN SPECIFICATIONS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_04

PHYSICAL CRITERIA / PHYSICAL PARAMETERS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_29

TECHNICAL CAPABILITIES / NEW PRODUCT DEVELOPMENTS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_30

TECHNOLOGICAL APTITUDE / TECHNOLOGICAL INNOVATIONS

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_52

PURCHASING CRITERIA - COMMERCIAL

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

CF1_53

PURCHASING CRITERIA - MOTIVATIONAL

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

 

CF2 (++)

CODE

CRITICALS

A_DEF

B_DEF

C_DEF

D_DEF

E_DEF

F_DEF

G_DEF

H_DEF

I_DEF

J_DEF

K_DEF

CF2_03

MANUFACTURER / SUPPLIER FACTORS

MANUFACTURING / PRODUCTION FACILITIES & CAPACITY

PRODUCTION CAPACITY / FLEXIBILITY OF PLANT

DEPENDENCE ON SUB-CONTRACTORS / INPUT MATERIALS & SUPPLIES

TECHNICAL CAPABILITIES / NEW PRODUCT DEVELOPMENTS

TECHNOLOGICAL APTITUDE / TECHNOLOGICAL INNOVATIONS

OTHER MANUFACTURING / PRODUCTION CAPACITY

ECONOMIES OF SCALE / OWN BUYING INFLUENCE

ALTERNATIVE SUPPLIERS / MANUFACTURING BASE

COMMITMENT/CAPACITY OF OTHER MANUFACTURERS / PRODUCERS

PRICE & PRICING ADVANTAGES AMONGST SUPPLIERS

CONDITIONS OF SALE / TERMS OF TRADING

CF2_04

DISTRIBUTION CHANNEL / CUSTOMER INTERFACE FACTORS

TECHNICAL/MARKETING CAPABILITIES & CAPACITY

DISTRIBUTION FACILITIES & MANPOWER AVAILABILITY

COMMITMENT TO OTHER PRODUCERS & MANUFACTURERS

SALES VOLUMES / TURNOVER REQUIRED

MARGINS / ADDED VALUE

CAPTIVE CUSTOMER BASE / CUSTOMERS HANDLED

AREA/S SERVICED AND GEOGRAPHIC COVERAGE

SALES PROMOTION / ADVERTISING / SALESFORCE

SYNERGY WITH EXISTING PRODUCTS & CUSTOMER BASE

CASH-FLOW REQUIREMENT OF DISTRIBUTION CHANNEL

CAPITAL REQUIREMENT OF DISTRIBUTION CHANNEL

CF2_05

CUSTOMER FACTORS

PROPENSITY TO CONSUME / DEMAND FACTORS

PRODUCT PURCHASE BACKGROUND / PAST PRODUCT PURCHASES

PURCHASING CRITERIA - ECONOMICAL FACTORS

PURCHASING CRITERIA - MOTIVATIONAL FACTORS

ACQUISITION COSTS - PURCHASE PRICE - PRODUCT COSTS

CUSTOMER AWARENESS

CF2_01

PRODUCT FACTORS

PRODUCT QUALITY / QUALITY APPROVALS

PRODUCT DESIGN / DESIGNER FACTORS / PRODUCT SPECIFICATIONS

PRODUCT CRITERIA / PRODUCT PARAMETERS

R & D COSTS / DEVELOPMENT COSTS / CUSTOMIZATION COSTS

TECHNOLOGY / TECHNOLOGY FACTORS & DEVELOPMENT

LONGEVITY / PRODUCT LIFE

PERFORMANCE / PRODUCT EFFICIENCY / PRODUCT INTEGRITY

RELIABILITY / PRODUCT FAILURE / PRODUCT DEFECTS

OPERATING CRITERIA / PRODUCT OPERATION OR USAGE

TECHNICAL ASPECTS / TECHNICAL DEVELOPMENT & SUCCESS

PRODUCT LIFE CYCLE / PRODUCT OBSOLESCENCE

CF2_02

MARKETING FACTORS

WAREHOUSING / HANDLING / DISTRIBUTION COSTS

PRICES AT MANUFACTURERS / PRODUCERS SALE PRICE

PRICES AT END USER / RETAIL SALE PRICE

STOCK AVAILABILITY / LEAD-TIMES / DELIVERY

SALES PROMOTION & SALES COSTS

ADVERTISING POSTURE & ADVERTISING COSTS

COMPETITION / COMPETITORS' AGGRESSIVENESS & POSTURE

MARKET SHARE / RELATIVE MARKET SHARES

SEASONALITY / CYCLICAL DEMAND / DEMAND FLUCTUATIONS

SENSITIVITY TO ECONOMIC CONDITIONS & RECESSIONS

AFTER-SALES SERVICING / REQUIREMENTS / COSTS

 

These above 2 types of tables are then applied to the specific products, markets, operations, geographic locations and competitors for under 15 sub-headings (headings indicate Field names):

Items being considered (x)

Products, markets, operations, geographic locations and competitors

Field Name for Item

Field Name for Item Weight

For example:

Head01

Headx01

#SHRTTEXT01#

Head02

Headx02

#SHRTTEXT02#

Head03

Headx03

#SHRTTEXT03#

Head04

Headx04

#SHRTTEXT04#

Head05

Headx05

#SHRTTEXT05#

Head06

Headx06

#SHRTTEXT06#

Head07

Headx07

#SHRTTEXT07#

Head08

Headx08

#SHRTTEXT08#

Head09

Headx09

#SHRTTEXT09#

Head10

Headx10

#SHRTTEXT10#

Head11

Headx11

#SHRTTEXT11#

Head12

Headx12

#SHRTTEXT12#

Head13

Headx13

#SHRTTEXT13#

Head14

Headx14

#SHRTTEXT14#

Head15

Headx15

#SHRTTEXT15#


FIELD MANIPULATION

Criticals

CODE

CRITICALS

Crit_A

Crit_B

Crit_C

Crit_D

Crit_E

Crit_F

Crit_G

Crit_H

Crit_I

Crit_J

Crit_K

CF1_11

PROBABILITY OF TECHNICAL DEVELOPMENT / TECHNICAL

120

120

120

120

120

120

120

120

120

120

120

The above fields (Crit_A to Crit_K) represents the average VALUE for the entire Factor, Eg. for CF1_11 ("PROBABILITY OF TECHNICAL DEVELOPMENT / TECHNICAL") across all Items, Eg. for headings A  to K.  Headings A to K can either be sub-Factors or a Time series. Thus for the CF1 tables the data is given as a Time series, whereas in CF2 it is given as sub-Factors.

The individual cells (Axx – Kxx) represent the VALUE for the Items sub-Factors, Eg. A to K.

Cells – where, A01-K01 = A - K, etc.

A01

B01

C01

D01

E01

F01

G01

H01

I01

J01

K01

   …  To …

A15

B15

C15

D15

E15

F15

G15

H15

I15

J15

K15

110

100

98

80

70

80

85

90

100

121

80

Where, the xx, (i.e. 01-15) represents the VALUE for each Heading (i.e. Head01 – Head15)

The Weight for each Heading is found in fields Headx01 to Headx15

Field Name for Item Weight

Headx01

Headx02

Headx03

Headx04

Headx05

Headx06

Headx07

Headx08

Headx09

Headx10

Headx11

Headx12

Headx13

Headx14

Headx15

Graphically, one can establish a base reference line for each Item (Eg. Headx) by multiplying the Crit_x field with the Headxx field, viz, Crit_A x Headx01.

Then one can plot the value of each Item in relation to the base reference line and the other Item in the set by multiplying the A01 field with the Headx01.

 

Time Series representation for CF1 tables:

A_DEF

B_DEF

C_DEF

D_DEF

E_DEF

F_DEF

G_DEF

H_DEF

I_DEF

J_DEF

K_DEF

C

   

E

 

z = Base Reference

(Crit_A – Crit_K)

 

o = Head02

x = Head01

… Etc.

L

L

x

o

o

x

o

V

x

z

z

z

z

o

z

zx

A

z

z

z

x

x

x

o

z

z

x

L

o

x

x

x

U

o

o

o

E

o

o

Current

Year +1

Year +2

Year +3

Year +4

Year +5

Year +6

Year +7

Year +8

Year +9

Year +10

RELATIVE IMPORTANCE TO SALES VOLUME, MARKET SHARE & PROFITABILITY

 

Sub-Factor representation for CF2 tables:

A_DEF

B_DEF

C_DEF

D_DEF

E_DEF

F_DEF

G_DEF

H_DEF

I_DEF

J_DEF

K_DEF

 

C

z

   

z = Base Reference

(Crit_A – Crit_K)

 

x = Head01

o = Head02

… Etc.

E

z

x

L

o

x

o

L

x

z

z

x

x

o

z

V

x

o

o

x

z

A

z

z

x

o

L

x

o

U

z

z

o

E

x

o

z

x

o

o

Manu..

Prod..

Contr..

Tech..

…Etc

= Sub-Factors

RELATIVE IMPORTANCE TO SALES VOLUME, MARKET SHARE & PROFITABILITY

 

For example, The final graphical Time Series representation for CF1 tables would be as follows. The graph plot being according to choice.

PROBABILITY OF TECHNICAL DEVELOPMENT / TECHNICAL

A_DEF

B_DEF

C_DEF

D_DEF

E_DEF

F_DEF

G_DEF

H_DEF

I_DEF

J_DEF

K_DEF

 

 C

160

 

z = Base Reference

(Crit_A – Crit_K)

 

o = Head02

x = Head01

… Etc.

 E

150

 L

140

 L

130

x

o

o

120

x

o

 V

110

x

z

z

z

z

o

z

zx

 A

100

z

z

z

x

x

x

o

z

z

x

 L

90

o

x

x

x

 U

80

o

o

o

 E

70

o

 60

o

 50

Current

Year +1

Year +2

Year +3

Year +4

Year +5

Year +6

Year +7

Year +8

Year +9

Year +10

RELATIVE IMPORTANCE TO SALES VOLUME, MARKET SHARE & PROFITABILITY