Zenith Hdtv Case Analysis
CASE ANALYSIS – ZENITH: Marketing Research for High Definition Television (HDTV)
Under the Guidance of Dr. Abdul Waheed
Presented by:
Rohith Desikan(95) Salil Srivastava(99) Nikunj Shah(105)
Siddhant Kejriwal(109) Swati Hasija(116) Vishal Godara(127)
Case Introduction
Zenith Electronics Corporation is an American based manufacturer of color televisions, color picture tubes, color computer monitors, cable products and hi-tech electronic components such as monochrome displays, power supplies and automotive electronics. Zenith was exploring the possibility of entering into new frontiers with High Definition television (HDTV) technology. The benefits of making this switch from their traditional stronghold of CRT technology to HDTV meant that they can provide a higher resolution experience with superior digital stereo sound to their customers. 20 companies manufactured color televisions by 1987 in 35 US cities, out of which two were US based and by 1990 Zenith was the only US based TV manufacturing company. The company saw record sales but low margins made the company executives to find ways of marketing the new color HDTVs. Electronic Industries Association (EIA) defined High Definition as picture resolution or the number of horizontal or vertical lines scanned on television and HDTV had twice the number of lines as given by the NTSC standard, providing sharper images. Japanese and European Governments and Industries were launching projects to develop HDTV systems. Zenith was researching on advanced picture tube technologies and HDTV broadcast systems. It developed flat faced CRTs which had higher resolution than curved screens. Zenith made a tenfold increase in investment in HDS research from $1 million to $10 million and estimated that overall it would be investing $50 million in R&D on HDTV displays. The vice president of marketing at Zenith, Bruce Huber, was considering conducting appropriate market research to understand current consumer
Under the Guidance of Dr. Abdul Waheed
Presented by:
Rohith Desikan(95) Salil Srivastava(99) Nikunj Shah(105)
Siddhant Kejriwal(109) Swati Hasija(116) Vishal Godara(127)
Case Introduction
Zenith Electronics Corporation is an American based manufacturer of color televisions, color picture tubes, color computer monitors, cable products and hi-tech electronic components such as monochrome displays, power supplies and automotive electronics. Zenith was exploring the possibility of entering into new frontiers with High Definition television (HDTV) technology. The benefits of making this switch from their traditional stronghold of CRT technology to HDTV meant that they can provide a higher resolution experience with superior digital stereo sound to their customers. 20 companies manufactured color televisions by 1987 in 35 US cities, out of which two were US based and by 1990 Zenith was the only US based TV manufacturing company. The company saw record sales but low margins made the company executives to find ways of marketing the new color HDTVs. Electronic Industries Association (EIA) defined High Definition as picture resolution or the number of horizontal or vertical lines scanned on television and HDTV had twice the number of lines as given by the NTSC standard, providing sharper images. Japanese and European Governments and Industries were launching projects to develop HDTV systems. Zenith was researching on advanced picture tube technologies and HDTV broadcast systems. It developed flat faced CRTs which had higher resolution than curved screens. Zenith made a tenfold increase in investment in HDS research from $1 million to $10 million and estimated that overall it would be investing $50 million in R&D on HDTV displays. The vice president of marketing at Zenith, Bruce Huber, was considering conducting appropriate market research to understand current consumer
References: Articles from the internet: 1. Zenith India Website, http:// http://www.zenith-india.com// 2. Zenith Website, http://www.zenith.com/ 3. Wikipedia Group, “Zenith”, http://en.wikipedia.org/wiki/Zenith