ITPEC IP October 2021 Question 80
Company X summarized the results of positioning analysis of its marketing power in relation to competitors into the table as shown below. In the table, “1” is the lowest score, and “5” is the highest score. Where does Company X rank from the top?
Explanation
4th — once each score is multiplied by its weight, Company X totals 44, below B (52), A (51) and C (48).
Company X: 5 × 3 + 3 × 3 + 3 × 4 + 4 × 2 = 44. The same for every company:
Ranking: B 52, A 51, C 48, X 44, so Company X is fourth.
Answer (d)
Why not others:
- •(a) 1, (b) 2 and (c) 3 — all three competitors beat X's weighted 44; X leads only on brand name, and its low selling power, 2 × 4 = 8, costs it most. Even unweighted, X's 12 is below A's 13, B's 14 and C's 13
Key rule: In a weighted scoring table, multiply each score by its weight before adding; the heavily weighted items, here price (5) and selling power (4), decide the ranking.
Business Strategy Management · AI-written, may contain errors
This question comes from an official ITPEC past paper. ITPEC Practice is an independent study tool and is not affiliated with ITPEC. See the official IP past-paper collection or Report an issue.