How To Make A Strategic Group Map In Excel

Excel is capable of generating perceptual maps ideal for marketing strategy and market analysis purposes. However, the process is a bit cumbersome and takes time to set up and format correctly. As a time saver, you can simply download the ready-to-use Excel spreadsheet as a free download on this website. However, if you want to do it yourself, follow the instructions in this video and/or all the instructions shown in the step-by-step instructions below. of the brand/product and the two attributes you’ve decided to use for the axis labels. In this example, we are preparing a sample perceptual map for the beverage market. If you’re having a hard time finding ideas to use, this site has a list of possible product attribute ideas.Please note that the third column of data – market share – is optional. In the final perceptual map, the market share number will cause the circles on the map to appear at different sizes relative to their market share. If you don’t have this data, all the bubbles on the percept map will be the same size.Step 2 – Insert a bubble chart (Best chart style for perceptual maps) On the top Excel menu spreadsheet, click SELECT, then CHOOSE OTHER FEES, and then select the BULLAR chart. This is shown below – you can click on the image to enlarge. You can also use the SCATTER chart format – but I find BUBBLE charts show up better in business reports, because you have more formatting and color options.use bubble chart for perceptual map Click SELECT then OTHER CHART then select a BUBBLE chart Step 3 – Open the EDIT SERIES window Since you just inserted a chart you will have another menu on top of Excel. If the CHART TOOLS menu is not visible, click on your chart (will be completely blank at this stage) and then click DESIGN, as shown in the image below.select data for a perceptual mapClick on the empty chart then click DESIGN and the menu will look like this Then you need to click on SELECT DATA and a popup will appear, as shown in the next image.input menu for a perceptual mapThen click ADD, on the left in the middle and an EDIT SERIES window will pop up. This is where we’ll tell Excel what data to use for the perceptual map. At this stage, you will see the following data/string input window.string editing for a perceptron map Step 4 – Select data for Excel to use in creating the perceptual map Unfortunately, this is a line-by-line process and may take some time. Remember this is already set up in the Excel template on this website. As you can see, there are four input boxes. When using a bubble chart to create a perceptual map, these four boxes correspond to:

  • Serial name = Brand or product name
  • String value X = First attribute point (horizontal axis)
  • Y series value = Second attribute score (vertical axis)
  • Bubble series size = Relative market share
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Read more: how to make the suction cup stick to the tile In the following image – click to enlarge – the first brand (Coke) was established. I first use the mouse to click the red arrow next to the empty field and then I click the appropriate spreadsheet cell. My sheet is named “map”, that’s why = Map! $E$9 is displayed in the blank ‘string name’ – which simply means this sheet and cell E9 (from ‘Coke’).coke trigonometric map dataYou need to keep adding new legend entries (strings) for all brands and attribute data. For this example, please see the following spreadsheet image showing all entered strings.perceptual map data of all brandsAfter you press OK, your original perceptual map will appear, as shown in the following example.oft drink unformatted perceptual mapThis is the original map, we still need to format it Step 5 – Format the perceptual map axes For most perceptual maps we don’t want all the lines and numbers listed on the map. Instead, we just want to create a big plus sign in the center of the perceptual map. axis option’ right at the bottom – as shown in the following image.axis options for formatting a perceptron mapThis menu will open (as shown below). Take note of the changes that have been made.

  • The minimum has been set to 0 (1 lower than the actual minimum)
  • The maximum has been set to 6 (1 above the actual maximum)
  • Major/minor marker type has been set to none
  • Axis labels have not been set to none
  • And, at the bottom, the vertical axis cuts at angle 3.

Please note, for this example I am using a scale of 1 to 5 for the attribute values, so I have the chart axes running from 0 to 6 (to give enough space). If you use a wider scale, say 1 to 9, you will need to adjust the max to 10 etc. And the vertical axis should be the mean/midpoint of the scale (if using a 1 scale). to 9, then the median/midpoint is 5).percetual map axis formatThen you need to repeat the above step for the VERTICAL . axis.Once you have set BOTH horizontal and vertical axis options, following the instructions above, your perceptual map (at this stage) should look like the following image. We’re almost there, but we need more axis labels and you have the option to change the color and place the labels in between the circles.fresh water is almost perceptual map formatStep 6 – Label the Axis of the Perceptual Map Read more: how to break a laptop without proof First remove the ‘axis title’ box at the bottom by simply clicking on it and deleting it . Then you need to click SELECT and then click SHAPE and select a rectangle (not a text box). This is shown in the next image.label box on the perceptual mapAfter you select the rectangle (5th image in the menu image above) then click on the function box at the top and type ‘=’ then click on the name of the property on the Excel spreadsheet. This is shown in the next image. You will notice that in the function box (fx), the ‘sweet’ box is ticked.label an axis on the perceptron mapYou should then repeat this step for the 2nd attribute. Then your perceptual map should look like the next image (you may need to move the boxes to their preferred locations).fresh water develops perceptual mapStep 7 – Set Brand Name to Center of the circle .IF you want to move the brand name to the center of the circle, instead of being listed on the side then remove the side labels first by clicking in the list of brands and then press delete . Then you need to bring up the graph menu (click on the chart) then click on LAYOUT then click on LABEL DATA and then on OTHER DATA LABEL OPTIONS (listed right at the bottom of the menu). single – see image below).data labels menu for perceptual mapsOnce you have done this, the following new window will pop up. We need to do two things on this ‘format data labels’ menu. First, we need to reset the ‘container label’ from the default setting of Y-Value to Line Name. And then you can decide where the ‘label position’ should be (I would suggest the center).data label format for perceptual mapsThe above is the default – unclick the Y value and choose String Name instead.After selecting Series Naming, your perceptual map should now look like the following image.fresh water example perceptual mapSo here’s your perceptual map – you can add a title on the map (the same way we did the axis labels) or you can add a title in your marketing report. However, as mentioned at the beginning of these tutorials, I have an easy-to-use and ready-to-use Excel template set up. Read more: how to use spanish accents on google docs

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