Case Analysis for Zenith MR for HDTV p

Zenith MR for HDTV

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Industry Analysis •

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Mature and highly competitive ey !layers: Thomson "##$%& Zenith "'#$%& !hilips "''$%& (ony ")$% *e+ products see high initial adoption then gradually slo+s do+n as it matures "e,hi-it # . analogy +ith Color TV& VCR / Ca-le% High Volume / 0o+ Margin Sales ($) 1333333 5333333 2333333 )333333 7333333 (ales "8% 4333333 6333333 #333333 '333333 3 '123'12#'124'12)'125'153'15#'154'15)'155'113

en t s pos t on n t e industry Category

Rank 1

Zenith’s Rank  

Repurchased

RCA

2

Reputation

Zenith

1

Latest Features

Sony

2

Failiarity

Zenith

1

Less !"pensi#e

Zenith

1

Recognition

Zenith

1

#erall %rand Rating

Zenith

1

 Zenith purchase decision in&uenced 'y past e"perience ore  Sony leads in perorance and eatures  RCA leads in price •

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Maret !otential -y #3 th Century for HDTV *o of Households

 Total TV Industry HDTV Industry !enetration

*o of Households *o of Households "'111% "#333% !rice

'3' mn

'3;'# mn

#7 mn 8''35

orecast  TV Households

6##6733

)''7527 '4'42#73 '2664)33#7))3173#1'46#27622)4)336742#7#744#66727

Color TV

'54#333

'516273

4264627

57''362; ''7#2)'# ##53'6'# #71)4552 '7453##7'5)2#273 7 ;7 ;7 ;7

Ca-le

'54#333

'516273

4264627

#144'#7 75'3)#7 434)#73 )165)#7 7#33'#7 5266327

?hat (hould @ruce Hu-er Do •

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ropose to adopt Aspect Ratio study* Secondary Research + Focus ,roup research in 1--.  /nno#ators + 0ualitati#e Research*  research and 3ealer Research could 'e pursued in 1--1

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reerence test in 1--2

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ost launch Consuer A4areness sur#ey in 1--5

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Launch a pilot pro6ect and de#elop 7389 prototypes to learn consuer responses through actual trial 'eore launching actual odel Colla'orate 4ith the :apanese to de#elop the 7389 prototypes and 4orking odels •

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sa#ing R+3 Cost ; estiated around $