MIS784 : Marketing Analytics – Range of  Customer Analytics Models – Marketing Assignment Help

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Assignment Task :
Unit Learning Outcome (ULO)
ULO1: To apply analytics models to a wide range of  marketing activities 
ULO2: Use computer software to analyse   consumers’ data and understand the  strength and limitations of each software 
ULO3: Analyse and interpret the output of a range of  Customer analytics models in  order to improve the decision making process ULO4: Demonstrate comprehensive understanding  of Customer analytics models
 
Case Study 
The latest development in the home entertainment industry is Curved TVs. Though the market for  Curved TV’s is a small portion of the overall TV market, it is growing at a healthy rate. The  product is still in early stages of its lifecycle and Samsung and LG are the current dominant players  in Australian Curved TV market. SONY is planning to introduce its brand in the coming months, to  get a share of this promising market.  
As a first step, SONY has conducted a conjoint analysis to identify the product profile which is  most likely to succeed in the market. In a pre-test conducted among 20 participants, brand name,  screen size, refresh rate, resolution, and price were identified as the main attributes that consumers  look for when buying a Curved TV. Following are the possible levels that each of these attributes  can have.  
Price
 
Assume that, other than price, higher levels of any of these attributes doesn’t necessarily mean that  it is superior to a lower level (i.e. 240 Hz is not necessarily preferred over 120 Hz). This is because  better attribute comes up with some other form of limitation (higher weight, higher power usage,  higher heat generation etc.). After identifying the attributes and their levels, SONY collected  purchase intentions for different product profiles using fractional factorial design among 20  participants who are representative of the population of Australia. Respondents were given 18  different product profiles and asked to indicate how likely they will buy the product on a 1-7 scale  where 7 represents ‘Most likely’ and 1 ‘Least likely’ (purchase likelihood is equivalent to  preference rating). The product profiles used for data collection are given below and the purchase  likelihood data is given in the case excel file. 
 
SONY’s objective in this conjoint analysis is to identify the product profile which is likely to give  highest profit. SONY has decided that it can offer only 4000 pixels TVs at a refresh rate of 120HZ;  but is flexible in terms of TV size and price. Your tasks are as follows: 
1. Discuss the importance of different TV attributes in determining consumers’ preferences. 
MIS784 – Marketing Analytics Assignment 2 – Trimester 3, 2020 Page 4 
2. Identify the product profile for SONY which is likely to get the highest market share. How  much market share can that product obtain? 
(Hint:  
a. For each respondent, first calculate the part-worths of attributes using regression.  b. Construct all possible product profiles that SONY can offer (Note that SONY can offer  only 4000 pixels and 120 HZ) 
c. Calculate the purchase probabilities of each new product with respect to two existing  products in the market. Estimate market share of each product profile).  
3. SONY has estimated that potential size of its market in Australia is 100,000 consumers and  each consumer buys one unit on average. Fixed cost for starting production is $2,000,000.  SONY has a base variable cost of $800 per TV; the additional variable cost for a 75in size  is $600 per TV and 85in size is $1000 per TV. Under this scenario, evaluate which of the  products will give the highest profit. Present your recommendation on which product  SONY should offer.  
 
 
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