Spring 1996
Volume 37, Issue # 3

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Use Strategic Market Models to Predict Customer Behavior

  • Research Feature
  • Read Time: 19 min 

Positioning products in a complex market is one of a company’s hardest decisions. In determining whether to combine or maintain separate product lines, Hewlett-Packard used strategic market modeling (SMM) to design “what if” scenarios and run simulations forecasting market behavior. SMM combines demographics, user needs and competitive-perception data into a database for testing alternative positioning strategies. The author describes SMM’s development and the lessons learned.