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Presentation/PPT
27/08/2022
ACME Meeting
Client Name: ACME
Industry: Appliances
Product Line: Smart televisions
Consumers: United States, United Kingdom,
and Germany smart TV buyers
Course Resource
Competitors: 1. Samsung
2. LG
3. Vizio
“Thank you for meeting with us today,” Tarek
says. “Market intelligence has shown that
our major competitors—Samsung, LG, and
Vizio—are all developing new smart
televisions. These new televisions have
attractive designs, are efficient, durable, and
are available in different sizes. In addition,
these televisions are competitively priced,
and sell between $800-$1,400 dollars each.”
Tarek looks to you: “As ACME is debating
whether to enter this market, we need you
to participate in a new cross-functional
product development team that will
research the smart TV customers buying
habits in our three main markets: The United
States, Germany, and the U.K. We also need
to know if there’s an unmet demand for
these TVs in those markets,” he says. Erik
Knops, ACME’s CEO, nods his head in
agreement.
Tarek continues, “We need to take into
consideration the different needs and
preferences of smart TV buyers in those
markets; as well as the demographics of
those buyers such age and gender. The
customer requirements for each of those
markets may be quite different.”
Finally, Tarek remarks, “In addition, we need
to know where those customers buy their
smart TVs from, and if there is any seasonal
variation in sales.”
Erik nods his head again, smiles, and adds,
“Tarek and I want you to research the smart
TV buyers’ needs and preferences for those
three markets, and provide us with a
customer buying behavior report in two
weeks. Remember, the report should focus
on the customers, and not on the
competitors!”
You know that to give Erik and Tarek the
most in-depth report, you will need to
conduct an analysis of the smart TVs buyers
in those markets. Each market has to be
discussed and analyzed separately under its
own headings and subheadings (three
different discussions and analyses). In
addition, you have to create a value
proposition for ACME’s proposed product.
The value proposition should be clear and
specific to ACME’s proposed new product.
What value do customers see in the
proposed product and what would compel
them to buy it?
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