Mkt 203 - Tvs

1 Executive Summary This is a very concise (less than one page) synopsis of your plan. This should include the key highlights of the plan, knowing the detail will follow. This needs to be interesting, engaging, and compelling enough to have the reader want to dive into the detail.

2 Market Assessment

2.1 Overview and Market Structure Describe the market in general, with a focus on the structure of the market. Consider the following: general size of the market, is it flat/growing/declining, how long has it existed, rough number of competitors, relative stability, etc.

Currently, curved screen televisions are just a tiny portion of total TV sales, representing about 1% of global shipments. However, sales of curved screen television are expected to hit about 5.8 million units worldwide in 2016 compared with 3.4 million units in 2015 and even under 1 million units in 2014. All televisions including curved screens and other types are expected to make a 245.7 million shipments this year. The first curved screen television came out in August, 2013. The size of the curved TV market has been growing with a dramatic speed for almost 3 years. Major worldwide TV manufacturers include Samsung, LG, TCL, Sony, Hisense, Skyworth, Toshiba, AOC/TP Vision, Panasonic, Sharp and Vizio. The existences of healthy competition and fast-growing market size make the continuous growth of curved screen television in the future possible.

http://www.broadbandtvnews.com/2014/04/10/curved-tv-screens-leap-into-the-global-market/

http://www.investors.com/news/technology/click/samsung-touts-strong-sales-of-curved-tvs/

http://www.fergasonlicensing.com/Market_Share_TV_Sets_and_Displays.htm

http://www.statista.com/statistics/461316/global-tv-unit-sales/

2.2 Market Segments (Chapter 9) Segment the market on at least two dimensions (example variables might include: income, gender, education level, age, family structure, etc.) and identify at least three unique segments that combinations of these dimensions would create. Describe how these potential segments are accessible, substantial, differentiable, and actionable.

Income: under $10000, $10000~$50000, Over $50000

Type of TV buyer: LED-TV buyers, PDP-TV buyers

http://www.marketplace.org/2013/11/04/wealth-poverty/income-upshot/behind-data-tv-viewing-and-income

http://pcconsumerelectronics.blogspot.com/2011/01/global-lcd-tv-market-to-grow-31-percent.html

These segments can be effectively reached and served.

Substantial: The market segments are large and potentially profitable enough.

Differentiable: The segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.