Assume that upon seeing the perceptual map shown below, your company's CEO immediately recognized the strategic opportunities to design two new products (new R&Ds) for segments 1 (Alpha) and 5 (Epsilon), respectively.

4.1. Use the general calculation rules given on page 44 of the Sabre Student Guide to determine the best attribute levels, as expressed in their original (unstandardized) scales, for both speed and complexity for both of your new R&Ds. Both attributes are highly important to the customers' purchase decision-making. Briefly show your calculation process. Use your own best judgment to determine the ideal points on these two attributes for the two segments from reading this figure. The ranges of the original attribute levels for speed and complexity, for the purpose of this final exam, are 42 to 125 (for speed) and 37 to 226 (for complexity), respectively.

4.2. Use the ideas of the integrated (holistic) strategic marketing decisions discussed in our class (particular in the Aldi case) to suggest to your CEO TOP 5 additional conditions (in terms of your strategic marketing decisions) that must happen before your new R&Ds become highly successful products in the marketplace.

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