Aster Inc. is an American firm that manufactures and markets cell phones for sale in discount stores and other retail settings.

Aster Inc. is an American firm that manufactures and markets cell phones for sale in discount stores and other retail settings. The firm also sells cell phone accessories. Aster Inc. conducted an analysis of its competitive advantage for one of its product-markets and conducted research to learn the following information:

Competitive Position Factor Competitive Position Rating Relative Importance
Differentiation Advantage:

Product quality

Service quality

Brand Image/Reputation

80

60

80

40%

30%

30%

Cost Advantage:

Cost per unit

Transaction costs

Marketing productivity

40

60

60

70%

20%

10%

Marketing Advantage:

Market share

Brand awareness

Channel advantage

40

40

20

40%

30%

30%

If differentiation advantage and cost advantage are both rated at 40% of total importance and marketing advantage is weighted much lower at 20%, what is Aster Inc. competitive position index for this product-market?

 

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