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Zenith Case Essay

641 words - 3 pages

O CEO da Zenith queria obter do Vice Presidente de Marketing as seguintes questões:
1. Quanto das informações existentes sobre compradores de TV poderiam ser utilizadas para prever o tamanho do mercado de HDTV (TV de alta definição)?
As pesquisas existentes mostradas nos anexos 5 a 8 não parecem ser muito úteis para se prever a demanda da nova tecnologia, dado que eram mais informações de preferência das marcas.
Outras pesquisas poderiam ter alguma utilidade, como as adquiridas do IMR, indicando o gasto médio na aquisição de TVs, a estimativa de compras de TVs coloridas, idade média e renda média dos compradores.
Da mesma forma, as pesquisas com fundo econométrico dos anexos 11 a 14 poderiam ajudar na análise, mas em termos de vendas totais. Pelo menos no que diz respeito a tamanho das TVs, estas projeções parecem ter subestimado o mercado de TVs grandes.

2. Quais são as previsões para vendas ...view middle of the document...

As projeção ficariam como a seguir:

1992 1993 1994 1995 1996 1997 1998 1999 2000
Industry Total 21.4 21.9 22.4 22.9 23.5 24.1 24.7 25.2 25.9

25 and larger 6.0 6.1 6.2 6.4 6.8 7.2 7.5 8.0 8.5
11% over 1000 660 671 682 704 748 792 825 880 935
HDTV pessimista 4% 12% 22% 35% 43% 50% 57% 63% 65%
Pessimista 26 81 150 246 322 396 470 554 608

Realista 66 135 270 450 640 790 820 880 930

Otimista 66 135 270 450 640 900 1300 1800 2500

3. Deveria a Zenith realizar o estudo sobre “Aspect Ratio”?
Sem dúvida. Conforme mencionado no início do caso, se a Zenith tivesse que adotar o formato 16:9 com tamanhos maiores, ela teria que investir centenas de milhões de dólares em novas plantas, o que não ocorreria no caso tamanhos menores. Este fator torna relevante a necessidade de uma pesquisa para entender não só o aspecto como os tamanhos das TVs.
Além disso, o custo individual de cada aparelho no aspecto 16:9 para uma mesma altura seria muito maior, então um investimento mal planejado poderia aumentar ainda mais os custos já altos da empresa.
O custo deste estudo seria de 125 mil e, portanto, caberia bem dentro do orçamento de 500 mil disponíveis.

4. Qual pesquisa de mercado adicional a Zenith deveria realizar para avaliar o potencial de mercado e as preferências dos consumidores sobre HDTV?
Acredito que deveria realizar todas as pesquisas disponíveis mencionadas no caso. Pelo que lemos a administração deixa muito a desejar quanto a conhecimento das pesquisas e estas informações poderia ajudar muito a Zenith a evoluir em termos de seu conhecimento de mercado e dos consumidores.
Em termos de custo isto seria possível, dado que o caso afirma que a empresa tem um orçamento de $500.000 e o custo total das pesquisas ficaria abaixo disso:
Aspect Ratio 125,000
Secondary Source 100,000
HDTV Inovators 70,000
HDTV/NTSC Preference 75,000
Consumer awareness 100,000
470,000
Esta comparação é só para efeitos de tamanho de investimento, pois no caso algumas das pesquisas nem mesmo seriam realizadas no mesmo ano.

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