Please explain the photo attached IV. Category attractiveness analysis.4.1 Overview of category attractivenessanalysis. For either new or existing products, product managers mustask whether the category of interest is sufficiently attractiveto warrant new or continued investment by their company,current competitors or potential entrants.. An essential component of the marketing planning processis an analysis of a product's potential to achieve a desiredlevel of return on company's investment.The characteristics of a product category rarely all point inthe same direction.. Three important factors in assessing the underlyingattractiveness of a product category: basic aggregatefactors; category factors related to the major participants;and environmental factors.

Category attractiveness analysis is the compass that guides these strategic choices. It involves a…

Answered: Please explain the photo attached

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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