Strategic Analysis and Planning with MATRIX V5
Tutorial Step 5 - Market Attractiveness Analysis

Below - An example of a Market Attractiveness chart produced by MATRIX V5, the software application for business strategists.

A 'key' can be revealed on the left-hand side of the chart by clicking and dragging the chart edge. Hotspots, accessed by moving the cursor over the chart provide on-screen information about the Niche, Scores and other relevant information. The chart can also be copied and pasted into a compatible graphics or presentation package by means of the Right-Hand Mouse Click / 'Copy to Clipboard' function.

Underlying data which feeds the chart (i.e. Market Attractiveness Weights and Scores) are entered via the Market Attractiveness scorecard.

The 'Select Market Attractiveness' Dialogue

MATRIX V5 is an 'expert user' software tool which provides great flexibility when plotting 'Market Attractiveness' charts. Tabs on the 'Select Market Attractiveness' dialogue give the user choice in the format and detail of the plot.

To display the 'Select Market Attractiveness' dialogue, click the 'Market Attractiveness Analysis' button (above) which is located on the toolbar.

To display the chart shown earlier, the following settings are required within the ‘Select Market Attractiveness’ Dialogue:

1. Plot: Select ‘Comparative’
2. View: Select ‘Overview’
3. Also, tick the ‘View Key’ Tick Box

These are the default settings. Clicking the ‘Plot’ button reveals the required example.

The Tabs In Detail ...

1. Plot
Enables the following plots of Market Attractiveness:

• Comparative - i.e. a summary 'Column' chart, which compares the Attractiveness of all Niches. Each Niche is colour coded and displayed in order of attractiveness, the most attractive appearing first. A text description of each Niche is displayed beneath each column.
• Profile - i.e. a line chart which illustrates the performance of the Niche against each Market Attractiveness Factor. Market Attractiveness Factors are displayed from left to right in order of 'Weight' (i.e. importance).
• Strengths & Weaknesses - i.e. a bar chart, which shows the inherent Strengths and Weaknesses of the Niche in focus. Market Attractiveness Factors are displayed from top to bottom in order of performance (i.e. 'strength'). A text description of the Market Attractiveness Factor is displayed adjacent to each bar.

2. View
Enables the view of a summary plot (containing all of the Niches / Market Attractiveness Factors), or a detailed plot (by expanding the X-Axis). Note the 'Expanded' option only becomes available when the model supports a significant number of Niches / Market Attractiveness Factors.

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