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G113598 Page 1 Dec. 31 2019 Round 0

Summary Report The summary report serves as a snapshot of the industry, your company and your competitors. You can quickly review how your company is performing against the competition, scan ratios for areas of threat, and analyze high-level market share breakdowns.

Financials ($000) Andrews Baldwin Chester Digby Erie Ferris Industry

Avg. Sales $46,669 $46,669 $46,669 $46,669 $46,669 $46,669 $46,669 EBIT $6,213 $6,213 $6,213 $6,213 $6,213 $6,213 $6,213 Profits $2,864 $2,864 $2,864 $2,864 $2,864 $2,864 $2,864 Cumulative Profit $2,864 $2,864 $2,864 $2,864 $2,864 $2,864 $2,864 SG&A: Sales 12.3% 12.3% 12.3% 12.3% 12.3% 12.3% 12.3% Contribution Margin 30.8% 30.8% 30.8% 30.8% 30.8% 30.8% 30.8% Emergency Loan $0 $0 $0 $0 $0 $0 $0

Ratios Andrews Baldwin Chester Digby Erie Ferris Industry

Avg. ROA 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% ROE 13.0% 13.0% 13.0% 13.0% 13.0% 13.0% 13.0% ROS 6.1% 6.1% 6.1% 6.1% 6.1% 6.1% 6.1% Asset Turnover 1.23 1.23 1.23 1.23 1.23 1.23 1.23 Leverage 1.72 1.72 1.72 1.72 1.72 1.72 1.72

Market Share

Market Share Andrews Baldwin Chester Digby Erie Ferris Americas 16.7% 16.7% 16.7% 16.7% 16.7% 16.7% Europe 0% 0% 0% 0% 0% 0% Asia Pacific 0% 0% 0% 0% 0% 0% Total 16.7% 16.7% 16.7% 16.7% 16.7% 16.7%

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Market Report The Market Report breaks down the publicly held debt and equity for each company. Although not the only indicator, tracking the trends can give good insight into how a company is managing its growth and what the relative strength and size of each company is.

Stock Market Summary

Company Close Change Shares Market Cap Book Value EPS Dividend Yield P/E Andrews $15.33 $0.00 2,000,000 $31 $11.03 $1.43 $0.00 0% 10.70 Baldwin $15.33 $0.00 2,000,000 $31 $11.03 $1.43 $0.00 0% 10.70 Chester $15.33 $0.00 2,000,000 $31 $11.03 $1.43 $0.00 0% 10.70 Digby $15.33 $0.00 2,000,000 $31 $11.03 $1.43 $0.00 0% 10.70 Erie $15.33 $0.00 2,000,000 $31 $11.03 $1.43 $0.00 0% 10.70 Ferris $15.33 $0.00 2,000,000 $31 $11.03 $1.43 $0.00 0% 10.70

Stock Price

Bond Market Summary

Company Series Face Yield Close S&P Andrews 11.0S2021 2,200,000 10.9% 101.00 BB

12.5S2023 4,400,000 11.7% 106.60 BB 14.0S2025 6,600,000 12.1% 115.50 BB

Baldwin 11.0S2021 2,200,000 10.9% 101.00 BB 12.5S2023 4,400,000 11.7% 106.60 BB 14.0S2025 6,600,000 12.1% 115.50 BB

Chester 11.0S2021 2,200,000 10.9% 101.00 BB 12.5S2023 4,400,000 11.7% 106.60 BB 14.0S2025 6,600,000 12.1% 115.50 BB

Digby 11.0S2021 2,200,000 10.9% 101.00 BB 12.5S2023 4,400,000 11.7% 106.60 BB 14.0S2025 6,600,000 12.1% 115.50 BB

Erie 11.0S2021 2,200,000 10.9% 101.00 BB 12.5S2023 4,400,000 11.7% 106.60 BB 14.0S2025 6,600,000 12.1% 115.50 BB

Ferris 11.0S2021 2,200,000 10.9% 101.00 BB 12.5S2023 4,400,000 11.7% 106.60 BB 14.0S2025 6,600,000 12.1% 115.50 BB

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Financial Summary Financial statements provide insight into the company's activities for the year from the financial perspective, presented according to accounting rules.

Cash Flow Statement Survey Andrews Baldwin Chester Digby Erie Ferris Cash Flows From Operating Activities Net Income (Loss) $2,864 $2,864 $2,864 $2,864 $2,864 $2,864 Adjustment For Non Cash Items Depreciation $2,400 $2,400 $2,400 $2,400 $2,400 $2,400 Extraordinary Gains/Losses/Writeoff $0 $0 $0 $0 $0 $0 Changes in current assets and liabilities Accounts Payable $777 $777 $777 $777 $777 $777 Inventory ($1,681) ($1,681) ($1,681) ($1,681) ($1,681) ($1,681) Accounts Receivable $3,164 $3,164 $3,164 $3,164 $3,164 $3,164 Net Cash From Operations $7,525 $7,525 $7,525 $7,525 $7,525 $7,525 Cash Flows From Investing Activities Plant Improvements (Net) $0 $0 $0 $0 $0 $0 Cash Flows From Financing Activities Dividends Paid $0 $0 $0 $0 $0 $0 Sales of Common Stock $0 $0 $0 $0 $0 $0 Purchase of Common Stock $0 $0 $0 $0 $0 $0 Cash from Long Term Debt Issued $0 $0 $0 $0 $0 $0 Early Retirement of Long Term Debt $0 $0 $0 $0 $0 $0 Retirement of Current Debt $0 $0 $0 $0 $0 $0 Cash From Current Debt Borrowing $0 $0 $0 $0 $0 $0 Cash From Emergency Loan $0 $0 $0 $0 $0 $0 Net Cash From Financing Activities $0 $0 $0 $0 $0 $0 Effect of Exchange Rate $0 $0 $0 $0 $0 $0 Net Change In Cash Position $7,525 $7,525 $7,525 $7,525 $7,525 $7,525

Balance Sheet Survey Andrews Baldwin Chester Digby Erie Ferris Cash $8,525 $8,525 $8,525 $8,525 $8,525 $8,525 Accounts Receivable $3,836 $3,836 $3,836 $3,836 $3,836 $3,836 Inventory $1,681 $1,681 $1,681 $1,681 $1,681 $1,681 Total Current Assets $14,042 $14,042 $14,042 $14,042 $14,042 $14,042 Plant and Equipment $36,000 $36,000 $36,000 $36,000 $36,000 $36,000 Accumulated Depreciation ($12,000) ($12,000) ($12,000) ($12,000) ($12,000) ($12,000) Total Fixed Assets $24,000 $24,000 $24,000 $24,000 $24,000 $24,000 Total Assets $38,042 $38,042 $38,042 $38,042 $38,042 $38,042 Account Payable $2,777 $2,777 $2,777 $2,777 $2,777 $2,777 Current Debt $0 $0 $0 $0 $0 $0 Long Term Debt $13,200 $13,200 $13,200 $13,200 $13,200 $13,200 Total Liabilities $15,977 $15,977 $15,977 $15,977 $15,977 $15,977 Common Stock $5,808 $5,808 $5,808 $5,808 $5,808 $5,808 Retained Earnings $16,256 $16,256 $16,256 $16,256 $16,256 $16,256 Total Equity $22,064 $22,064 $22,064 $22,064 $22,064 $22,064 Total Liabilities Owners Equity $38,042 $38,042 $38,042 $38,042 $38,042 $38,042

Income Statement Survey Andrews Baldwin Chester Digby Erie Ferris Sales $46,669 $46,669 $46,669 $46,669 $46,669 $46,669 Variable Costs(Labor,Material,Carry,Shipping) $32,312 $32,312 $32,312 $32,312 $32,312 $32,312 Depreciation $2,400 $2,400 $2,400 $2,400 $2,400 $2,400 SG&A (R&D/Promo/Sales/Admin) $5,744 $5,744 $5,744 $5,744 $5,744 $5,744 Other (Fees/Writeoffs) $0 $0 $0 $0 $0 $0 EBIT $6,213 $6,213 $6,213 $6,213 $6,213 $6,213 Interest (Short Term / Long Term) $1,716 $1,716 $1,716 $1,716 $1,716 $1,716 Taxes $1,574 $1,574 $1,574 $1,574 $1,574 $1,574 Profit Sharing $58 $58 $58 $58 $58 $58 Net Profit $2,864 $2,864 $2,864 $2,864 $2,864 $2,864

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Regional Income Statement

The Regional Income Statements outline the previous year's earnings across each of the three regions. They reflect the companies' performances in terms of revenues and expenses for the previous 12 months.

Americas Andrews Baldwin Chester Digby Erie Ferris

Sales $46,668,779 $46,668,779 $46,668,779 $46,668,779 $46,668,779 $46,668,779 Variable Costs $32,312,034 $32,312,034 $32,312,034 $32,312,034 $32,312,034 $32,312,034 Depreciation $2,400,000 $2,400,000 $2,400,000 $2,400,000 $2,400,000 $2,400,000 SG&A: Sales $5,743,990 $5,743,990 $5,743,990 $5,743,990 $5,743,990 $5,743,990 Other $0 $0 $0 $0 $0 $0 EBIT $6,212,755 $6,212,755 $6,212,755 $6,212,755 $6,212,755 $6,212,755 Interest $1,716,000 $1,716,000 $1,716,000 $1,716,000 $1,716,000 $1,716,000 Taxes $1,573,864 $1,573,864 $1,573,864 $1,573,864 $1,573,864 $1,573,864 Profit Sharing $58,458 $58,458 $58,458 $58,458 $58,458 $58,458 Net Profit $2,864,433 $2,864,433 $2,864,433 $2,864,433 $2,864,433 $2,864,433

Europe Andrews Baldwin Chester Digby Erie Ferris

Sales $0 $0 $0 $0 $0 $0 Variable Costs $0 $0 $0 $0 $0 $0 Depreciation $0 $0 $0 $0 $0 $0 SG&A: Sales $0 $0 $0 $0 $0 $0 Other $0 $0 $0 $0 $0 $0 EBIT $0 $0 $0 $0 $0 $0 Interest $0 $0 $0 $0 $0 $0 Taxes $0 $0 $0 $0 $0 $0 Profit Sharing $0 $0 $0 $0 $0 $0 Net Profit $0 $0 $0 $0 $0 $0

Asia Pacific Andrews Baldwin Chester Digby Erie Ferris

Sales $0 $0 $0 $0 $0 $0 Variable Costs $0 $0 $0 $0 $0 $0 Depreciation $0 $0 $0 $0 $0 $0 SG&A: Sales $0 $0 $0 $0 $0 $0 Other $0 $0 $0 $0 $0 $0 EBIT $0 $0 $0 $0 $0 $0 Interest $0 $0 $0 $0 $0 $0 Taxes $0 $0 $0 $0 $0 $0 Profit Sharing $0 $0 $0 $0 $0 $0 Net Profit $0 $0 $0 $0 $0 $0

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Production Analysis

The Production Analysis page has key data concerning the capacity and automation levels of competitors' plants, plus a range of other critical information for competitive analysis.

Plant Details Andrews Baldwin Chester Digby Erie Ferris

Capacity 2,000 2,000 2,000 2,000 2,000 2,000 Automation 3.0 3.0 3.0 3.0 3.0 3.0

Name Units Sold Production Outsource Inventory Americas

Inventory Europe

Inventory Asia-Pacific

Average Price

Average Material Costs

Average Labor Costs

Average Shipping

Able 1505 1584 0 78 0 0 $31.00 $12.76 $8.57 $0.00 Baker 1505 1584 0 78 0 0 $31.00 $12.76 $8.57 $0.00 Cake 1505 1584 0 78 0 0 $31.00 $12.76 $8.57 $0.00 Daze 1505 1584 0 78 0 0 $31.00 $12.76 $8.57 $0.00 Eat 1505 1584 0 78 0 0 $31.00 $12.76 $8.57 $0.00 Fast 1505 1584 0 78 0 0 $31.00 $12.76 $8.57 $0.00

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Product Analysis

Allows you to identify the relative strength of your products compared with the competition - where they are superior and where they need improvement.

Top Products In Budget

Region Name Units Sold Price Customer

Satisfaction Accy Speed Service

Life Age Region Kit Material Costs

Labor Costs

Contrib. Margin

Americas Able 973 $31.00 13 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Baker 973 $31.00 13 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Cake 973 $31.00 13 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Daze 973 $31.00 13 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Eat 973 $31.00 13 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Fast 973 $31.00 13 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76%

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Product Analysis

Allows you to identify the relative strength of your products compared with the competition - where they are superior and where they need improvement.

Top Products In Performance

Region Name Units Sold Price Customer

Satisfaction Accy Speed Service

Life Age Region Kit Material Costs

Labor Costs

Contrib. Margin

Americas Able 533 $31.00 16 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Baker 533 $31.00 16 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Cake 533 $31.00 16 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Daze 533 $31.00 16 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Eat 533 $31.00 16 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76% Fast 533 $31.00 16 6.4 6.4 21,000 3.1 No $12.76 $8.57 30.76%

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Americas - Budget

Seg %: Region 65% Growth Rate 6.0% Seg %: Industry 47% FX Rate $1.00 Total Demand 5,838 Total Sales(Seg) 5,838 Unmet Demand 0

Buying Criteria Expectations Importance Local Price $15.00-$35.00 55% Age 3.0 19% Positioning (Speed 4.8, Accuracy 4.8) 17% Service Life 14,000-20,000 9%

Top Products In Americas Name Able Baker Cake Daze Eat Fast - -

Sales Actual Sales 973 973 973 973 973 973 - - Ptnl. Sales 973 973 973 973 973 973 - - Stock Out No No No No No No - -

Market Share 16.7% 16.7% 16.7% 16.7% 16.7% 16.7% - - Local Price $31.00 $31.00 $31.00 $31.00 $31.00 $31.00 - - Satisfaction 13 13 13 13 13 13 - -

Marketing Prod Promo $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 - - Investments Reg Promo $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 - -

Awareness 55% 55% 55% 55% 55% 55% - - Prod Sales $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 - - Reg Sales $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 - -

Accessibility 40% 40% 40% 40% 40% 40% - - Specs Speed 6.4 6.4 6.4 6.4 6.4 6.4 - -

Accuracy 6.4 6.4 6.4 6.4 6.4 6.4 - - Service Life 21,000 21,000 21,000 21,000 21,000 21,000 - -

Revision Date Nov-16 Nov-16 Nov-16 Nov-16 Nov-16 Nov-16 - - Age Dec. 31 3.1 3.1 3.1 3.1 3.1 3.1 - - Region Kit No No No No No No - -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Americas - Performance

Seg %: Region 35% Growth Rate 13.0% Seg %: Industry 26% FX Rate $1.00 Total Demand 3,195 Total Sales(Seg) 3,195 Unmet Demand 0

Buying Criteria Expectations Importance Positioning (Speed 7.4, Accuracy 7.4) 39% Age 0.0 32% Service Life 17,000-23,000 19% Local Price $25.00-$45.00 10%

Top Products In Americas Name Able Baker Cake Daze Eat Fast - -

Sales Actual Sales 533 533 533 533 533 533 - - Ptnl. Sales 533 533 533 533 533 533 - - Stock Out No No No No No No - -

Market Share 16.7% 16.7% 16.7% 16.7% 16.7% 16.7% - - Local Price $31.00 $31.00 $31.00 $31.00 $31.00 $31.00 - - Satisfaction 16 16 16 16 16 16 - -

Marketing Prod Promo $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 - - Investments Reg Promo $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 - -

Awareness 55% 55% 55% 55% 55% 55% - - Prod Sales $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 - - Reg Sales $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 - -

Accessibility 42% 42% 42% 42% 42% 42% - - Specs Speed 6.4 6.4 6.4 6.4 6.4 6.4 - -

Accuracy 6.4 6.4 6.4 6.4 6.4 6.4 - - Service Life 21,000 21,000 21,000 21,000 21,000 21,000 - -

Revision Date Nov-16 Nov-16 Nov-16 Nov-16 Nov-16 Nov-16 - - Age Dec. 31 3.1 3.1 3.1 3.1 3.1 3.1 - - Region Kit No No No No No No - -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Europe - Budget

Seg %: Region 74% Growth Rate 18.0% Seg %: Industry 16% FX Rate $0.90 Total Demand 1,994 Total Sales(Seg) 0 Unmet Demand 1,994

Buying Criteria Expectations Importance Local Price €15.00-€35.00 50% Positioning (Speed 4.8, Accuracy 4.8) 21% Age 3.0 15% Service Life 14,000-20,000 14%

Top Products In Europe Name - - - - - - - -

Sales Actual Sales - - - - - - - - Ptnl. Sales - - - - - - - - Stock Out - - - - - - - -

Market Share - - - - - - - - Local Price - - - - - - - - Satisfaction - - - - - - - -

Marketing Prod Promo - - - - - - - - Investments Reg Promo - - - - - - - -

Awareness - - - - - - - - Prod Sales - - - - - - - - Reg Sales - - - - - - - -

Accessibility - - - - - - - - Specs Speed - - - - - - - -

Accuracy - - - - - - - - Service Life - - - - - - - -

Revision Date - - - - - - - - Age Dec. 31 - - - - - - - - Region Kit - - - - - - - -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Europe - Performance

Seg %: Region 26% Growth Rate 31.0% Seg %: Industry 6% FX Rate $0.90 Total Demand 697 Total Sales(Seg) 0 Unmet Demand 697

Buying Criteria Expectations Importance Positioning (Speed 7.4, Accuracy 7.4) 43% Age 0.0 33% Service Life 17,000-23,000 16% Local Price €25.00-€45.00 8%

Top Products In Europe Name - - - - - - - -

Sales Actual Sales - - - - - - - - Ptnl. Sales - - - - - - - - Stock Out - - - - - - - -

Market Share - - - - - - - - Local Price - - - - - - - - Satisfaction - - - - - - - -

Marketing Prod Promo - - - - - - - - Investments Reg Promo - - - - - - - -

Awareness - - - - - - - - Prod Sales - - - - - - - - Reg Sales - - - - - - - -

Accessibility - - - - - - - - Specs Speed - - - - - - - -

Accuracy - - - - - - - - Service Life - - - - - - - -

Revision Date - - - - - - - - Age Dec. 31 - - - - - - - - Region Kit - - - - - - - -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Asia Pacific - Budget

Seg %: Region 72% Growth Rate 43.0% Seg %: Industry 4% FX Rate $1.20 Total Demand 553 Total Sales(Seg) 0 Unmet Demand 553

Buying Criteria Expectations Importance Local Price S$15.00-S$35.00 60% Positioning (Speed 4.8, Accuracy 4.8) 14% Service Life 14,000-20,000 14% Age 3.0 12%

Top Products In Asia Pacific Name - - - - - - - -

Sales Actual Sales - - - - - - - - Ptnl. Sales - - - - - - - - Stock Out - - - - - - - -

Market Share - - - - - - - - Local Price - - - - - - - - Satisfaction - - - - - - - -

Marketing Prod Promo - - - - - - - - Investments Reg Promo - - - - - - - -

Awareness - - - - - - - - Prod Sales - - - - - - - - Reg Sales - - - - - - - -

Accessibility - - - - - - - - Specs Speed - - - - - - - -

Accuracy - - - - - - - - Service Life - - - - - - - -

Revision Date - - - - - - - - Age Dec. 31 - - - - - - - - Region Kit - - - - - - - -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Asia Pacific - Performance

Seg %: Region 28% Growth Rate 49.0% Seg %: Industry 2% FX Rate $1.20 Total Demand 216 Total Sales(Seg) 0 Unmet Demand 216

Buying Criteria Expectations Importance Positioning (Speed 7.4, Accuracy 7.4) 41% Age 0.0 28% Service Life 17,000-23,000 20% Local Price S$25.00-S$45.00 11%

Top Products In Asia Pacific Name - - - - - - - -

Sales Actual Sales - - - - - - - - Ptnl. Sales - - - - - - - - Stock Out - - - - - - - -

Market Share - - - - - - - - Local Price - - - - - - - - Satisfaction - - - - - - - -

Marketing Prod Promo - - - - - - - - Investments Reg Promo - - - - - - - -

Awareness - - - - - - - - Prod Sales - - - - - - - - Reg Sales - - - - - - - -

Accessibility - - - - - - - - Specs Speed - - - - - - - -

Accuracy - - - - - - - - Service Life - - - - - - - -

Revision Date - - - - - - - - Age Dec. 31 - - - - - - - - Region Kit - - - - - - - -

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Market Share Report

The Market Share Report is a snapshot of how well your products sold compared with potential sales. If a product undersold its potential, it stocked out. Remember products can stock out mid-year if demand is high.

Americas Europe Asia Pacific Total Budget Actual Potential Actual Potential Actual Potential Actual Potential Able 17% 17% 0% 0% 0% 0% 17% 17%

Baker 17% 17% 0% 0% 0% 0% 17% 17% Cake 17% 17% 0% 0% 0% 0% 17% 17% Daze 17% 17% 0% 0% 0% 0% 17% 17% Eat 17% 17% 0% 0% 0% 0% 17% 17% Fast 17% 17% 0% 0% 0% 0% 17% 17%

Performance Actual Potential Actual Potential Actual Potential Actual Potential Able 17% 17% 0% 0% 0% 0% 17% 17%

Baker 17% 17% 0% 0% 0% 0% 17% 17% Cake 17% 17% 0% 0% 0% 0% 17% 17% Daze 17% 17% 0% 0% 0% 0% 17% 17% Eat 17% 17% 0% 0% 0% 0% 17% 17% Fast 17% 17% 0% 0% 0% 0% 17% 17%

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Perceptual Map Summary

The Perceptual Map is a key component to understanding the product landscape in your industry. It shows all current products (with specs). The table below shows when new products will enter the market, but not where.

Perceptual Map

Team Product Name Speed Accy Service Life Revised Region Kit Sold In

Andrews Able 6.4 6.4 21,000 20-Nov-16 - A Baldwin Baker 6.4 6.4 21,000 20-Nov-16 - A Chester Cake 6.4 6.4 21,000 20-Nov-16 - A Digby Daze 6.4 6.4 21,000 20-Nov-16 - A Erie Eat 6.4 6.4 21,000 20-Nov-16 - A

Ferris Fast 6.4 6.4 21,000 20-Nov-16 - A

  • Summary Report
  • Market Report
  • Financial Summary
  • Regional Income Statement
  • Production Analysis
  • Production Analysis: S 1
  • Production Analysis: S 2
  • Marketing Analysis: R1/S1
  • Marketing Analysis: R1/S2
  • Marketing Analysis: R2/S1
  • Marketing Analysis: R2/S2
  • Marketing Analysis: R3/S1
  • Marketing Analysis: R3/S2
  • Market Share Report
  • Perceptual Map