Mr. Gauarv Mohan
Marketing II | Tweeter etc. | Case Analysis | | | |
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Submitted by-
Section F
Group no: 9
AKANKSHA VYAS
ANSHU RANJAN
GAURAV MOHAN
RAJDEEP PAUL
TARANDEEP SINGH
VINOD KUMAR
VISHAL LAXMAN BANSOD
SITUATIONAL ANALYSIS * Consumer electronics was a $30 billion industry in US * The market was growing at 5.6% CAGR, and is expected to grow through 1998 * Lechmere and Circuit City- leading consumer electronics retailers * Tweeter founded by Sandy Bloomberg as a small retailer of high-end audio/video equipment * Due to decline in market in mid 1980s to 1993, not all retailers survived and survivors started competing on price by providing Discounts in weekend “Sales” * Tweeter tried to compete on price as well as product quality and services but perceived as high priced retailer and was unable to lure customers * Tweeter instituted Automatic Price Protection-to compare price of tweeter’s item to other ads in newspaper if price by tweeter is more they will reimburse the amount to customer * Tweeter provided 100% refund for 30 days * Tweeter also decided to change its marketing mix like along with newspaper ads, to invest 20%of marketing budget in radio advertising, direct mail, in-store promotions etc. * APP worked for Tweeter, its sales almost doubled i.e. from $43.7 million in 1993 to $82.3 million in 1996 * APP didn’t work in case of Tweeter’s acquisition Bryn Mawr stereo and was was not able to improve sales for it * Nobody Beats the Wiz, new entrant providing intensive customer service and offered 110% price protection for 30 days * The Wiz has potential to reshape rowing market of New England * Tweeter’s price competitiveness was effective for tweeter but not for Bryn Mawr
ENVIRONMENT ANALYSIS
SWOT Analysis: Criteria | Strengths | Weaknesses | Criteria | Competitive advantageCompetitive advantageProposition advantageUSPMarketing reach | 1. Customer perception of
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Submitted by-
Section F
Group no: 9
AKANKSHA VYAS
ANSHU RANJAN
GAURAV MOHAN
RAJDEEP PAUL
TARANDEEP SINGH
VINOD KUMAR
VISHAL LAXMAN BANSOD
SITUATIONAL ANALYSIS * Consumer electronics was a $30 billion industry in US * The market was growing at 5.6% CAGR, and is expected to grow through 1998 * Lechmere and Circuit City- leading consumer electronics retailers * Tweeter founded by Sandy Bloomberg as a small retailer of high-end audio/video equipment * Due to decline in market in mid 1980s to 1993, not all retailers survived and survivors started competing on price by providing Discounts in weekend “Sales” * Tweeter tried to compete on price as well as product quality and services but perceived as high priced retailer and was unable to lure customers * Tweeter instituted Automatic Price Protection-to compare price of tweeter’s item to other ads in newspaper if price by tweeter is more they will reimburse the amount to customer * Tweeter provided 100% refund for 30 days * Tweeter also decided to change its marketing mix like along with newspaper ads, to invest 20%of marketing budget in radio advertising, direct mail, in-store promotions etc. * APP worked for Tweeter, its sales almost doubled i.e. from $43.7 million in 1993 to $82.3 million in 1996 * APP didn’t work in case of Tweeter’s acquisition Bryn Mawr stereo and was was not able to improve sales for it * Nobody Beats the Wiz, new entrant providing intensive customer service and offered 110% price protection for 30 days * The Wiz has potential to reshape rowing market of New England * Tweeter’s price competitiveness was effective for tweeter but not for Bryn Mawr
ENVIRONMENT ANALYSIS
SWOT Analysis: Criteria | Strengths | Weaknesses | Criteria | Competitive advantageCompetitive advantageProposition advantageUSPMarketing reach | 1. Customer perception of