SBMT 503

Final Results
 Industry

SBMT503 Summer 2008 2

JC Salvacruz
 Industry B
VRD Features
VRD Voice Commands VRD Error Protection

19 10
17 9
15 8
13 7
11 6
$

$
9 5
7 4
5 3
3 2
1 1
0 1 2 3 4 5 6 0 1 2 3 4 5 6

Period Period

1 2 3 4 1 2 3 4
VRD Ease of Learning

10
9
8
7
6
$

5
4
3
2
1
0 1 2 3 4 5 6

Period

1 2 3 4

SBMT503 Summer 2008 3

JC Salvacruz
 Industry B
VRD Retail Prices

VRD Retail Price in Channel 1 VRD Retail Price in Channel 2

$350 $350

$300 $300

$250 $250
$

$
$200 $200

$150 $150
0 1 2 3 4 5 6 0 1 2 3 4 5 6

Period Period

1 2 3 4 1 2 3 4

SBMT503 Summer 2008 4

JC Salvacruz
 Industry B
VRD Segment Sizes
VRD Segment Sales (units)

35,000

30,000

25,000 Stdnts
HU
unit sales

20,000
Assts
15,000 Crtrs
Mgrs
10,000 Prnts

5,000

0
-3 -2 -1 0 1 2 3 4 5 6
Period
SBMT503 Summer 2008 5
JC Salvacruz
 Industry B
VRD Production
VRD Production Order

60000

50000

40000

Firm 1
Firm 2
30000
Firm 3
Firm 4

20000

10000

0
0 1 2 3 4 5 6
Period

SBMT503 Summer 2008 6

JC Salvacruz
 Industry B
Advertising Expenses

VRD Advertising
500,000
450,000
400,000
350,000
300,000
250,000
$

200,000
150,000
100,000
50,000
0
0 1 2 3 4 5 6

Period
1 2 3 4
SBMT503 Summer 2008 7
JC Salvacruz
 Industry B
Brand Awareness

Brand Awareness (VRD)

0.8
0.7
0.6
0.5 Firm 1
Firm 2
0.4
$

Firm 3
0.3
Firm 4
0.2
0.1
0
0 1 2 3 4 5 6
Period
SBMT503 Summer 2008 8
JC Salvacruz
 Industry B
Brand Awareness and Advertising
Ad-BA Curve
VRD

0.8
0.7
Brand Awareness

0.6
0.5
0.4
0.3
0.2
0.1
0
0 100000 200000 300000 400000
Advertising ($)
SBMT503 Summer 2008 9
JC Salvacruz
 Industry B
Perceptual Map

VRD Perceptual Map

$340.00
$320.00
$300.00
$280.00
$260.00
$240.00
Price

$220.00
$200.00
$180.00
$160.00
$140.00
$120.00
$100.00

Ch 1
0 5 10 15 20
Special Commands

SBMT503 Summer 2008 10

JC Salvacruz
 Industry B
Segment Shares
Shares in VRD AssistantsSegment Shares in VRD Creators Segment

0.45 0.4
0.4
Market Share (units)

0.35

Market Share (units)

0.35 0.3
0.3
0.25
0.25
0.2 0.2
0.15 0.15
0.1 0.1
0.05 0.05
0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period
WZHXW iVoice Dragon Prestige WZHXW iVoice Dragon Prestige

Shares in VRD Managers Segment

0.7
Market Share (units)

0.6
0.5
0.4
0.3
0.2
0.1
0
0 1 2 3 4 5 6

SBMT503 Summer 2008 Period

11
JC Salvacruz WZHXW iVoice Dragon Prestige
 Industry B
Perceptual Map

VRD Perceptual Map

$340.00
$320.00
$300.00
$280.00
$260.00
$240.00
Price

$220.00
$200.00
$180.00
$160.00
$140.00
$120.00
$100.00
0 2 4 6 8 10
Ease of Learning
Ch 2

SBMT503 Summer 2008 12

JC Salvacruz
 Industry B
Segment Shares
Shares in VRD Students Segment Shares in VRD HU Segment

0.6 0.45
0.4

Market Share (units)

Market Share (units)

0.5
0.35
0.4 0.3
0.25
0.3
0.2
0.2 0.15
0.1
0.1
0.05
0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period
Firm1 Firm 2 Firm 3 Firm 4 Firm 1 Firm 2 Firm 3 Firm 4

Shares in VRD Parents Segment

0.5
Market Share (units)

0.4

0.3

0.2

0.1

0
0 1 2 3 4 5 6

SBMT503 Summer 2008 Period

13
JC Salvacruz Firm 1 Firm 2 Firm 3 Firm 4
 Industry B
DVC Features
DVC No. of Tasks DVC Similarity of Commands

20 10
18 9
16 8
14 7
12 6
10 5
$

$
8 4
6 3
4 2
2 1
0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period

1 2 3 4 1 2 3 4

DVC Ease of Learning

10
9
8
7
6
5
$

4
3
2
1
0
0 1 2 3 4 5 6

Period
SBMT503 Summer 2008 14
JC Salvacruz 1 2 3 4
 Industry B
DVC Retail Prices

DVC Retail Price in Channel 1 DVC Retail Price in Channel 2

$350 $350

$300 $300

$250 $250

$200 $200
$

$
$150 $150

$100 $100

$50 $50

$0 $0
0 1 2 3 4 5 6 0 1 2 3 4 5 6

Period Period

Firm 1 Firm 2 Firm 3 Firm 4 Firm 1 Firm 2 Firm 3 Firm 4

SBMT503 Summer 2008 15

JC Salvacruz
 Industry B
DVC Segment Sizes
DVC Segment Sales (units)

16,000

14,000

12,000
Stdnts
10,000 HU
unit sales

Assts
8,000
Crtrs
6,000 Mgrs
Prnts
4,000

2,000

0
0 1 2 3 4 5 6
Period

SBMT503 Summer 2008 16

JC Salvacruz
 Industry B
DVC Production
DVC Production Order

30000

25000

20000

Firm 1
Firm 2
15000
Firm 3
Firm 4

10000

5000

0
0 1 2 3 4 5 6
Period

SBMT503 Summer 2008 17

JC Salvacruz
 Industry B
Advertising Expenses
DVC Advertising
300,000

250,000

200,000

150,000
$

100,000

50,000

0
0 1 2 3 4 5 6

Period
1 2 3 4

SBMT503 Summer 2008 18

JC Salvacruz
 Industry B
Brand Awareness

Brand Awareness (DVC)

0.8
0.7
0.6
Firm 1
0.5
Firm 2
0.4
$

Firm 3
0.3
Firm 4
0.2
0.1
0
0 1 2 3 4 5 6
Period

SBMT503 Summer 2008 19

JC Salvacruz
 Industry B
Perceptual Map

DVC Perceptual Map

$350.00
$330.00
$310.00
$290.00
$270.00
$250.00
$230.00
Price

$210.00
$190.00
$170.00
$150.00
$130.00
$110.00
$90.00
$70.00
$50.00

Ch 1
0 2 4 6 8 10
No. of Tasks

SBMT503 Summer 2008 20

JC Salvacruz
 Industry B
Segment Market Shares
Shares in DVC AssistantsSegment Shares in DVC Creators Segment

0.7 0.5
Market Share (units)

0.6

Market Share (units)

0.4
0.5
0.4 0.3
0.3
0.2
0.2
0.1 0.1
0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period
WZHXW iCom Phoenix Shares in DVC Managers Segment
Stamina WZHXW iCom Phoenix Stamina

0.6
Market Share (units)

0.5
0.4
0.3
0.2
0.1
0
0 1 2 3 4 5 6
Period
WZHXW iCom Phoenix Stamina
SBMT503 Summer 2008 21
JC Salvacruz
 Industry B
Perceptual Map
DVC Perceptual Map

$340.00
$320.00
$300.00
$280.00
$260.00
$240.00
Price

$220.00
$200.00
$180.00
$160.00
$140.00
$120.00
$100.00
0 2 4 6 8 10
Ease of Learning Ch 2

SBMT503 Summer 2008 22

JC Salvacruz
 Industry B
Segment Market Shares
Shares in DVC Students Segment Shares in DVC HU Segment

0.9 0.5

Market Share (units)

0.8
Market Share (units)

0.7 0.4
0.6
0.3
0.5
0.4 0.2
0.3
0.2 0.1
0.1
0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period
Shares in DVC Parents Segment
WZHXW iCom Phoenix Stamina
WZHXW iCom Phoenix Stamina

0.5
Market Share (units)

0.4

0.3

0.2

0.1

0
0 1 2 3 4 5 6
Period
WZHXW iCom Phoenix Stamina

SBMT503 Summer 2008 23

JC Salvacruz
 Industry B
Total Market Shares

Market Share
35.00%

30.00%

25.00%
$

20.00%

15.00%

10.00%
0 1 2 3 4 5 6

Period

1 2 3 4

SBMT503 Summer 2008 24

JC Salvacruz
 Industry B
ROI
2.50

2.00

1.50
B1
B2
B3
B4
1.00

0.50

0.00
0 1 2 3 4 5 6

SBMT503 Summer 2008 25

JC Salvacruz
 Industry B
Profitability

Profit Contribution
3,000,000

2,500,000

2,000,000

1,500,000
$

1,000,000

500,000

0
0 1 2 3 4 5 6

Period
1 2 3 4

SBMT503 Summer 2008 26

JC Salvacruz
 Industry B
Efficiency Measure

ROME
1.00

0.00
1

1 2 3 4

SBMT503 Summer 2008 27

JC Salvacruz
 Industry B
The winner is…

JPI

1.5

1
$

0.5

0
0 1 2 3 4 5 6

-0.5

Period
1 2 3 4

SBMT503 Summer 2008 28

JC Salvacruz
 Industry B
If we were to continue…

Next Period Budget

1400000

1300000

1200000

1100000
$

1000000

900000

800000

700000
0 1 2 3 4 5 6

Period

1 2 3 4

SBMT503 Summer 2008 29

JC Salvacruz
 Industry

SBMT503 Summer 2008 30

JC Salvacruz
 Industry A
VRD Features
VRD Voice Commands VRD Error Protection

19 10
17 9
15 8
13 7
11 6
$

$
9 5
7 4
5 3
3 2
1 1
0 1 2 3 4 5 6 0 1 2 3 4 5 6

Period Period

1 2 3 4 1 2 3 4
VRD Ease of Learning

10
9
8
7
6
$

5
4
3
2
1
0 1 2 3 4 5 6

Period

1 2 3 4

SBMT503 Summer 2008 31

JC Salvacruz
 Industry A
VRD Retail Prices

VRD Retail Price in Channel 1 VRD Retail Price in Channel 2

$350 $350

$300 $300

$250 $250

$200 $200
$

$
$150 $150

$100 $100

$50 $50

$0 $0
0 1 2 3 4 5 6 0 1 2 3 4 5 6

Period Period

1 2 3 4 1 2 3 4

SBMT503 Summer 2008 32

JC Salvacruz
 Industry A
VRD Segment Sizes
VRD Segment Sales (units)

35,000

30,000

25,000 Stdnts
HU
unit sales

20,000
Assts
15,000 Crtrs
Mgrs
10,000 Prnts

5,000

0
-3 -2 -1 0 1 2 3 4 5 6
Period
SBMT503 Summer 2008 33
JC Salvacruz
 Industry A
VRD Production
VRD Production Order

60000

50000

40000

Firm 1
Firm 2
30000
Firm 3
Firm 4

20000

10000

0
0 1 2 3 4 5 6
Period

SBMT503 Summer 2008 34

JC Salvacruz
 Industry A
Advertising Expenses

VRD Advertising
500,000
450,000
400,000
350,000
300,000
250,000
$

200,000
150,000
100,000
50,000
0
0 1 2 3 4 5 6

Period
1 2 3 4
SBMT503 Summer 2008 35
JC Salvacruz
 Industry A
Brand Awareness

Brand Awareness (VRD)

0.8
0.7
0.6
0.5 Firm 1
Firm 2
0.4
$

Firm 3
0.3
Firm 4
0.2
0.1
0
0 1 2 3 4 5 6
Period
SBMT503 Summer 2008 36
JC Salvacruz
 Industry A
Brand Awareness and Advertising
Ad-BA Curve
VRD

0.8
0.7
Brand Awareness

0.6
0.5
0.4
0.3
0.2
0.1
0
0 100000 200000 300000 400000 500000
Advertising ($)
SBMT503 Summer 2008 37
JC Salvacruz
 Industry A
Perceptual Map
VRD Perceptual Map

$340.00
$320.00
$300.00
$280.00
$260.00
$240.00
Price

$220.00
$200.00
$180.00
$160.00
$140.00
$120.00
$100.00
0 5 10 15 20
Special Commands Ch 1

SBMT503 Summer 2008 38

JC Salvacruz
 Industry A
Segment Market Shares
Shares in VRD AssistantsSegment Shares in VRD Creators Segment

0.7 0.45
0.4
Market Share (units)

Market Share (units)

0.6
0.35
0.5
0.3
0.4 0.25
0.3 0.2
0.2 0.15
0.1
0.1
0.05
0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period
ViFi iSay DigiVos iVOC ViFi iSay DigiVos iVOC

Shares in VRD Managers Segment

0.6
Market Share (units)

0.5
0.4
0.3
0.2
0.1
0
0 1 2 3 4 5 6

SBMT503 Summer 2008 Period

39
JC Salvacruz ViFi iSay DigiVos iVOC
 Industry A
Perceptual Map

VRD Perceptual Map

$340.00
$320.00
$300.00
$280.00
$260.00
$240.00
Price

$220.00
$200.00
$180.00
$160.00
$140.00
$120.00
$100.00
0 2 4 6 8 10
Ch 2
Ease of Learning

SBMT503 Summer 2008 40

JC Salvacruz
 Industry A
Segment Market Shares
Shares in VRD Students Segment Shares in VRD HU Segment

0.6 0.5

Market Share (units)

Market Share (units)

0.5 0.4
0.4
0.3
0.3
0.2
0.2
0.1 0.1

0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period
Firm1 Firm 2 Firm 3 Firm 4 Firm 1 Firm 2 Firm 3 Firm 4

Shares in VRD Parents Segment

0.5
Market Share (units)

0.4

0.3

0.2

0.1

0
0 1 2 3 4 5 6

SBMT503 Summer 2008 Period

41
JC Salvacruz Firm 1 Firm 2 Firm 3 Firm 4
 Industry A
DVC Features
DVC No. of Tasks DVC Similarity of Commands

20 10
18 9
16 8
14 7
12 6
10 5
$

$
8 4
6 3
4 2
2 1
0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period

1 2 3 4 1 2 3 4

DVC Ease of Learning

10
9
8
7
6
5
$

4
3
2
1
0
0 1 2 3 4 5 6

Period
SBMT503 Summer 2008 42
JC Salvacruz 1 2 3 4
 Industry A
DVC Retail Prices

DVC Retail Price in Channel 1 DVC Retail Price in Channel 2

$350 $350

$300 $300

$250 $250

$200 $200
$

$
$150 $150

$100 $100

$50 $50

$0 $0
0 1 2 3 4 5 6 0 1 2 3 4 5 6

Period Period

Firm 1 Firm 2 Firm 3 Firm 4 Firm 1 Firm 2 Firm 3 Firm 4

SBMT503 Summer 2008 43

JC Salvacruz
 Industry A
DVC Segment Sizes
DVC Segment Sales (units)

16,000

14,000

12,000
Stdnts
10,000 HU
unit sales

Assts
8,000
Crtrs
6,000 Mgrs
Prnts
4,000

2,000

0
0 1 2 3 4 5 6
SBMT503 Summer 2008
JC Salvacruz Period 44
 Industry A
DVC Production
DVC Production Order

25000

20000

15000
Firm 1
Firm 2
Firm 3
Firm 4
10000

5000

0
0 1 2 3 4 5 6
Period

SBMT503 Summer 2008 45

JC Salvacruz
 Industry A
Advertising Expenses

DVC Advertising
250,000

200,000

150,000
$

100,000

50,000

0
0 1 2 3 4 5 6

Period
1 2 3 4
SBMT503 Summer 2008 46
JC Salvacruz
 Industry A
Brand Awareness

Brand Awareness (DVC)

0.8
0.7
0.6
Firm 1
0.5
Firm 2
0.4
$

Firm 3
0.3
Firm 4
0.2
0.1
0
0 1 2 3 4 5 6
Period

SBMT503 Summer 2008 47

JC Salvacruz
 Industry A
Perceptual Map

DVC Perceptual Map

$350.00
$330.00
$310.00
$290.00
$270.00
$250.00
$230.00
Price

$210.00
$190.00
$170.00
$150.00
$130.00
$110.00
$90.00
$70.00
$50.00
0 2 4 6 8 10
No. of Tasks
Ch 1

SBMT503 Summer 2008 48

JC Salvacruz
 Industry A
Segment Market Shares
Shares in DVC AssistantsSegment Shares in DVC Creators Segment

0.7 0.6
Market Share (units)

0.6

Market Share (units)

0.5
0.5
0.4
0.4
0.3 0.3

0.2 0.2
0.1 0.1
0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period
ViFi jListen DigiMan Shares
UnoSayin DVC Managers Segment
ViFi jListen DigiMan UnoSay

0.7
Market Share (units)

0.6
0.5
0.4
0.3
0.2
0.1
0
0 1 2 3 4 5 6
Period
ViFi jListen DigiMan UnoSay
SBMT503 Summer 2008 49
JC Salvacruz
 Industry A
Perceptual Map
DVC Perceptual Map

$340.00
$320.00
$300.00
$280.00
$260.00
$240.00
Price

$220.00
$200.00
$180.00
$160.00
$140.00
$120.00
$100.00
0 2 4 6 8 10
Ease of Learning
Ch 2

SBMT503 Summer 2008 50

JC Salvacruz
 Industry A
Segment Market Shares
Shares in DVC Students Segment Shares in DVC HU Segment

0.6 0.6

Market Share (units)

Market Share (units)

0.5 0.5

0.4 0.4

0.3 0.3

0.2 0.2

0.1 0.1

0 0
0 1 2 3 4 5 6 0 1 2 3 4 5 6
Period Period
Shares in DVC Parents Segment
ViFi jListen DigiMan UnoSay
ViFi jListen DigiMan UnoSay

0.6
Market Share (units)

0.5
0.4
0.3
0.2
0.1
0
0 1 2 3 4 5 6
Period
ViFi jListen DigiMan UnoSay

SBMT503 Summer 2008 51

JC Salvacruz
 Industry A
Total Market Shares
Market Share
35.00%
33.00%
31.00%
29.00%
27.00%
25.00%
$

23.00%
21.00%
19.00%
17.00%
15.00%
0 1 2 3 4 5 6

Period

1 2 3 4
SBMT503 Summer 2008 52
JC Salvacruz
 Industry A
ROI
Periodic ROI

1.20

1.00

0.80

A1
A2
ROI

0.60
A3
A4

0.40

0.20

0.00
0 1 2 3 4 5 6
Period

SBMT503 Summer 2008 53

JC Salvacruz
 Industry A
Profitability

Profit Contribution

1,200,000

1,000,000

800,000
$

600,000

400,000

200,000

0
0 1 2 3 4 5 6

Period
1 2 3 4
SBMT503 Summer 2008 54
JC Salvacruz
 Industry A
Efficiency Measure

ROME
1.00

0.90

0.80

0.70

0.60

0.50

0.40

0.30

0.20

0.10

0.00
1

1 2 3 4
SBMT503 Summer 2008 55
JC Salvacruz
 Industry A
The winner is…

JPI

1
$

0.5

0
0 1 2 3 4 5 6

Period
1 2 3 4

SBMT503 Summer 2008 56

JC Salvacruz
 Industry A
If we were to continue…

Next Period Budget

1200000

1150000

1100000

1050000

1000000
$

950000

900000

850000

800000
0 1 2 3 4 5 6

Period

1 2 3 4
SBMT503 Summer 2008 57
JC Salvacruz