Market Mapping Theory

Market Mapping Theory 

Understanding markets and customers 

What is Market Mapping? 

This theory helps to analyse how products and brands are seen by customers relative to other products or brands in the market. It helps businesses identify where they are placed in a market compared to their competitors. This theory is also used by businesses to find any gaps in the market that occur.

Market Mapping Diagram

Source:aqa.org.uk

Market Mapping – Cars Industry

• High Price & Innovative (High Quality) – Ferrari & Rolls Royce
• Low Price & Innovative (High Quality) – Ford & Honda
• Conservative (Low Quality) & Low Price – Tata Nano & Dacia
• Conservative (Low Quality) & High Price – Mini