BRAND CHARACTERISTICS

MOJO TOKI MOON ROCX ROSE MOON TOGA

Number of features 11 7 13 13 9 13 16
Battery life (hours) Hours 53 31 67 60 38 67 64
Display size (inches) Inches 22 6 27 11 35 27 29
Processing power (Gigaflops) Gigaflops 38 15 67 15 72 67 76
Retail price $ 340 280 570 325 360 570 550
Unit production cost $ 122 54 181 83 175 181 197
% Retail price 35.80% 19.30% 31.70% 25.40% 48.60% 31.70% 35.90%
340 280 570 560
period 1 300 240 510 516
trendy - declining market period2 250 240
savvy MOJO 300 250
pros MOON 570 510
comp was 516
TOIZ
18 7
92 33
38 7
86 18
510
240
47.10%
550
510