Zenith Essay

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Indrit Zenelaj Zenith: Marketing Research for (HDTV) Zenith was an American manufacturer of televisions and other consumer electronics headquartered in Glenview, Illinois. Zenith was the inventor of subscription television and the modern remote control, color picture tubes, color computer displays, cable products and high tech electronics components. Although its brand and distribution were among its strengths, results from continuing operations were disappointing in 1999. Despite sales volume increases, zenith saw net loss of $17 million compared to a net loss of $11 million in 1988. In August 1, 1990, Bruce Huber, VP of marketing at Zenith Electronics Corporation, and Jerry Pearlman, CEO, discussed Enith’s option regarding (HDTV) that was a new technology with better picture and sound quality. Their key focus was to market the product using forecasts for HDTV demand during the year 1992 to 2000 under most likely, pessimistic and optimistic scenarios. Data showed that Zenith consumers looked for value for their money and stayed within their budget, and for them picture quality was the most important evaluative criterion. TV’s were purchased from retail outlets, and advertising with information, product orientated focus seemed to go unnoticed. Most of the costumers that Zenith had were brand loyal customers. The Informative advertising generally went unnoticed, and customers were more interested in sale offers. Although the industry was seeing record sales volumes, low margins made the business very uncertain. Even though there were many competitors present in the market, the demand forecasting of HDTV by Zenith was successful. However, they should have focused more on building adoption models so that more and more people would have accepted and used the product and spread a good word of mouth, in order to achieve sales and gain old and new

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