Case Analysis on Zenith Hdtv

ZENITH CASE ANALYSIS BACKGROUND: Zenith is a US base equatingtnership that manufactures consumer electronic harvestions (mainly Color TV c and sets and video recorders), curve picture tubes, color computer monitors and many more than electronic components as well. In the current scenario the CEO of Zenith, Mr. Jerry Pearlman and Bruce Huber are contemplating launch high-definition television and were advocating whether to continue with Zeniths traditional marketing direction that was gut feeling based or enter the fresh realm of marketing research. MAJOR PROBLEMS: The company is plagued with a locoweed of problems that are enumerated below: * The appropriate marketing strategy to be adopted for launching HDTV technology aimed at bring its slipping position in the market. * Approval from FCC with heed to high definition broadcasting. ANALYSIS: 4Ps analysis: PRICE: The mental image of consumers was neither too high nor too low, too cheap TV se ts were looked down upon by them. PRODUCT: Picture quality, product features, style and warranty mattered majorly to the consumers. PLACE: Consumers preferred retail outlets wholly over advertisements when it came to gaining information. PROMOTION: Consumers were more attracted towards sales or offers rather than informative formats in advertising.

ASPECT RATIO STUDY: Since Zenith was considering launching an all new product, they should seek to test if the product will be accepted. It can very well turn out to be a gamble. The Buyer decision process starts off with forces rating of product attributes- consu mers as revealed by studies looked for value! for their money. An HDTV priced 30% higher should give them customer satisfaction at par with the premium they would pay for it. This can be achieved if they swimmingly poll each level of Buyer decision process- gratifying consumers with respect to Product attributes, fulfilling their prioritized attributes, exceeding brand expectations and much more worth than its price. Though the research was...If you want to get a plenteous essay, order it on our website: BestEssayCheap.com

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