Zenith Hdtv Case Hbr

Topics: High-definition television, Color television, Compound annual growth rate Pages: 2 (540 words) Published: November 6, 2011
Marketing Research Case – HDTV

Question 1: How can you assess market potential for the HDTV? Attempt a calculation of an optimistic and pessimistic forecast.

* The market potential is defined as those in the population who can possibly buy a product. In this case the market potential would be the total number of households. The total number of households in 1990 is 93,979,592. This is all the households who do not have a TV current will buy a HDTV and any household that has a TV will replace their TV with a HDTV next time they buy a TV. * Research that can be done to get an accurate picture of the market potential: * Conducting surveys at retail stores to know what a consumer is looking for in regards to physical appearance, size, picture quality, after sales service etc. * Surveys to find out why people buy products from a different company and not Zenith. * Surveys to find out which aspect ratio consumers prefer and to know how much people are willing to pay. Please find the attached spreadsheet for Optimistic and Pessimistic Forecast Calculations. Assumptions:

* The Households increase with a growth rate of 1.57%. Based on data from www.fhwa.dot.gov. * Optimistic forecast is analogous with TV Households and Pessimistic with Cable. * Price per unit = $1000

* TV Households and Cable growth rate is a Compound Annual Growth rate(CAGR) * CAGR   =   (FV/PV)1/n – 1
FV = Future Value
PV = Present Value
N = Number of years/Period

Question 2: Outline the assumptions you would make for an optimistic vs. pessimistic forecast.

1. Who is the target market?

The target market is any household that owns a tv and will replace their TV with a HDTV next time they buy a TV. The target market also includes all the households that don’t own a TV but are potential buyers of HDTV.

2. Will penetration be most similar to...
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