Professional Documents
Culture Documents
Rajat Kathuria
Group 7
Section E
COMPETITOR ANALYSIS
ACCORDING TO MARKET SHARE
22%
Thomson
Zenith
Sony
Others
50%
12%
11%
6%
HDTV MARKET
Colour TV information only useful for baseline estimation of demand
The forecasted demand for wide screen TVs
Historical data on the market penetration of colored TV
Product life Cycle of old TV with the introduction of new technology
Consumer preference towards different features
Market share in different stages of adoption
More information needed on Regulatory restrictions
Willingness to invest in HDTV technology by firms
Demand and acceptance for the new technology
Premium the consumers will be ready to pay
Scenario
Optimistic
Most Likely
Pessimistic
ADOPTION
Rapid
Steady
Stagnant or slow
AVAILABILTY OF
Moderately available
Little availability
BROADCASTING MEDIUM
INNOVATION PERCEPTION
quality product
as a higher quality
PRODUCTS
grow
constant
decelerate
ACCESSIBLE
AWARENESS
Widespread
Moderate
Little
COST
CONSUMER PERCEPTION
Improvement or replacement
owned
[HDTV units industry forecast] + [HDTV units industry forecast for preceding scenario] x [current HDTV share of market]
[Zeniths Forecast of Industry Sales]*1000 / Industry total
ASPECT RATIO
Yes , Zenith should do Aspect Ratio study
The study is important because the screen becomes 30 % wider
The company will charge $300 as premium (30% more expensive)
Consumer preferences at different prices
Consumer preferences at different diagonal sizes
Shed light on geographic areas of customers who are more likely to
buy and hence they can be targeted
ALTERNATIVE MR
Survey of buyer intentions
Consumer feedback mechanism to be in place
Sales force and dealer opinions to be formally documented
Secondary source research
HDTV /NTSC TV preferences test
Research
PROBLEM: To check the feasibility and profitability of manufacturing
HDTV
ALTERNATIVES:
Manufacture HDTV only
Manufacture both varieties
Manufacture HDTV in smaller sizes
Objectives
Measure consumer preference for TV aspect ratio(16:9 vs 4:3) with
equal height and diagonal
Measure change in consumer preference at Price differential
Programme content differentiation
Diagonal sizes
Variables
Price
Program content
Diagonal sizes
Side curtains
letterboard