10. Market positioning Exclusivity Low price High price Less
exclusive (perceptual graph)
11. Numbers & figures
12. Current market share and business situation 58%23% 10% 9%
2012 2013 end of 2013 2014 end of 2014 Number of events versus
years in business 58% = Heard but have not used dw 23% = heard and
used dw 10% = Have not heard but used dw 9% = have no idea what
Dreamweaver is!
13. 69% 62% 47% 60% 23% 12% 12% 40% 31% 33% 67% 20% 0 1 2 3 4 5
6 7 8 CRITERIA EVENTS QUALITY COMPANY PREFERENCE Series 1 Series 2
Series 3 General point of view towards photographers