North America Europe-Africa Asia-Pacific Latin America Average Wholesale Price to Retailers (S/unit) Buyer Appeal Variables Generated from Product Design Decisions Retailer Support Budget (S000s) Projected Support Expenditures Per Unit Sold 230 $ 230 $ 230 $ 230 P/Q Rating 5.6 5.6 5.6 5.6 No. Of Models 3 models 3 models 3 models 3 models $ 3,550 $ 3,150 $ 3,000 $ 2,000 $8.95 per unit $8.94 per unit $9.34 per unit $8.28 per unit Advertising Budget (5000) $ 2,550 $ 2,550 $ 1,500 $ 1,000 Expected Claim Rate (%) | Repair Cost ($000s) Website Displays/Info ($000s) Sales Promotions (number of weeks | % discount) Warranty Period (60 days, 90 days, 120 days, 180 days, 1 year) 60 days 5.8% $1,160 $ 2,000 $ 2,000 $ 1,500 $ 1,000 2 wks 10% 2 wks 10% 2 wks 10% 2 wks 10% 60 days 60 days 60 days 5.8% $1,030 5.8% $940 5.8% $705 Year 9 Market Segment Statistics Actual Year 10 Proj. Year 9 Year 10 Year 9 Year 10 Year 9 Actual Proj. Actual Proj. Actual Year 10 Proj. AC Camera Demand and Market Share Unit Demand (000s) 454.5 506.0 402.9 449.4 361.7 409.8 260.2 308.1 Market Share (%) 12.1% 12.9% 12.8% 13.7% 13.1% 13.8% 13.5% 14.8% Year 9 Year 10 Year 9 Year 10 Year 9 Year 10 Year 9 Year 10 Retail Outlets Multi-Store Chains 62 61 59 62 52 61 46 57 (number willing to carry Online Retailers 144 162 130 148 107 130 93 116 the company's product line) Local Retail Shops 5,950 5,770 5,327 6,100 4,570 5,660 3,240 4,170 ACTION-CAPTURE CAMERA DESIGN UAV DRONE DESIGN Image Sensor Size 10mm diagonal Built-In Camera Significant Upgrade LCD Display Screen 610k pixels GPS/WiFi / Bluetooth Enhanced Image Quality (maximum resolution) 2704×2028 pix. Battery Pack (maximum flight time) 21 minutes Number of Photo Modes (video / still) 8/3 modes Number of Rotors 8 rotors Product Enhancements Camera Housing $ 16 per camera Rotor Performance / Flight Controller Advanced Editing/Sharing $ 16 Capabilities per camera Body Frame Construction Carbon Fiber Included Accessories $ 17 ▾ per camera Obstacle Sensors 360° Basic Extra Performance Features 4 features Camera Stabilization Device Advanced Number of AC Camera Models 3 models Extra Performance Features 5 features Product R&D Expenditures (Y9 was $9,000) $ 9000 ($000s) Number of UAV Drone Models 2 models Product R&D Expenditures (Y9 was $15,000) $15000 ($000s) Cumulative R&D Expenditures (all years) $ 95,000 ($000s) Cumulative R&D Expenditures (all years) $ 99,000 ($000s)

North America Europe-Africa Asia-Pacific Latin America Average Wholesale Price to Retailers (S/unit) Buyer Appeal Variables Generated from Product Design Decisions Retailer Support Budget (S000s) Projected Support Expenditures Per Unit Sold 230 $ 230 $ 230 $ 230 P/Q Rating 5.6 5.6 5.6 5.6 No. Of Models 3 models 3 models 3 models 3 models $ 3,550 $ 3,150 $ 3,000 $ 2,000 $8.95 per unit $8.94 per unit $9.34 per unit $8.28 per unit Advertising Budget (5000) $ 2,550 $ 2,550 $ 1,500 $ 1,000 Expected Claim Rate (%) | Repair Cost ($000s) Website Displays/Info ($000s) Sales Promotions (number of weeks | % discount) Warranty Period (60 days, 90 days, 120 days, 180 days, 1 year) 60 days 5.8% $1,160 $ 2,000 $ 2,000 $ 1,500 $ 1,000 2 wks 10% 2 wks 10% 2 wks 10% 2 wks 10% 60 days 60 days 60 days 5.8% $1,030 5.8% $940 5.8% $705 Year 9 Market Segment Statistics Actual Year 10 Proj. Year 9 Year 10 Year 9 Year 10 Year 9 Actual Proj. Actual Proj. Actual Year 10 Proj. AC Camera Demand and Market Share Unit Demand (000s) 454.5 506.0 402.9 449.4 361.7 409.8 260.2 308.1 Market Share (%) 12.1% 12.9% 12.8% 13.7% 13.1% 13.8% 13.5% 14.8% Year 9 Year 10 Year 9 Year 10 Year 9 Year 10 Year 9 Year 10 Retail Outlets Multi-Store Chains 62 61 59 62 52 61 46 57 (number willing to carry Online Retailers 144 162 130 148 107 130 93 116 the company's product line) Local Retail Shops 5,950 5,770 5,327 6,100 4,570 5,660 3,240 4,170 ACTION-CAPTURE CAMERA DESIGN UAV DRONE DESIGN Image Sensor Size 10mm diagonal Built-In Camera Significant Upgrade LCD Display Screen 610k pixels GPS/WiFi / Bluetooth Enhanced Image Quality (maximum resolution) 2704×2028 pix. Battery Pack (maximum flight time) 21 minutes Number of Photo Modes (video / still) 8/3 modes Number of Rotors 8 rotors Product Enhancements Camera Housing $ 16 per camera Rotor Performance / Flight Controller Advanced Editing/Sharing $ 16 Capabilities per camera Body Frame Construction Carbon Fiber Included Accessories $ 17 ▾ per camera Obstacle Sensors 360° Basic Extra Performance Features 4 features Camera Stabilization Device Advanced Number of AC Camera Models 3 models Extra Performance Features 5 features Product R&D Expenditures (Y9 was $9,000) $ 9000 ($000s) Number of UAV Drone Models 2 models Product R&D Expenditures (Y9 was $15,000) $15000 ($000s) Cumulative R&D Expenditures (all years) $ 95,000 ($000s) Cumulative R&D Expenditures (all years) $ 99,000 ($000s)

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter1: An Overview Of Strategic Marketing

Section1.2: Dollar Shave Club: The Company For Men

Problem 1C

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