GUIDELINES: STRATEGICGROUP MAPS

GUIDELINES: STRATEGICGROUP MAPS

• Variables selected as axes should NOT be highly correlated
• Variables chosen as axes should expose BIG differences in how rivals compete
• Variables do NOT have to be either quantitative or continuous
• Drawing sizes of circles proportional to combined sales of firms in each strategic group allows map to reflect relative sizes of each strategic group
• If more than two good competitive variables can be used, several maps can be drawn

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