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AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTRIBUTION PER CUSTOMER Segment breakdown of contribution per customer Upper 150 Affluent 40 50000 7000 Annual contribution per customer (US $) -2500 Size of market (m) (No. of customers) -5 15 Mass 80 2500 Source: Press literature, AC Nielson, Business-On-Line, Ministry of Commerce, BCG case experience and analysis = Total contribution (B) Example 第三十一页，共五十六页。 SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor “Novel” Comparisons Use a spider chart for Gap analysis along multiple dimensions simultaneously perceptions vs. reality client