3D display in Asia pacific.docx

3D display in Asia pacific.docx

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3DdisplayinAsiapacific

Part1Introduction

WiththeproducingoftheAvatar,2012,Transformers2,Ice-age3andother3Dfilm,theconceptofthe3Dtechnologyisacceptedwidelybythepublic.Infact,notonlythemoviesof3D,otherproductsabout3Dtechnologyhavecometodailylife.SunvayTechnologiesLtdisabranchwithitsheadofficeintheHaidianDistrictofBeijing.Foundedin2007,theaimoftheorganizationisthecommercialdevelopmentof3Ddisplaytechnology.AnewmarketingplanismadeabouttheSunvaymovingintotheAsia-Pacificregionwhichisregardedasadirectsupplier.Thisplanwouldpaymoreattentiononanalyzingthemarketsituation.Andthen,theplanmayconsideradvicestoattractthepublicattentionandfinishthecommercialpurposes.

Part2SituationAnalysis

A.TheExternalEnvironment

CompetitivePressures—Sony

Sony,ranking69thoftheworld500strongenterprises,hasthestrongcompetitionin3DTV.In2010,itssalesreached$79.618billion.Noflash3DTV,whichbelongstothePangooS35series,usepolarizedlighttechnologyandLGoriginal3DIPS.Itisfreetowatchinavarietyoflightingconditioninsteadofhurtingeyes.Sonywantstousethenoghosting,dizziness,restoringthetruecolorandotheradvantagestolettheNoflash3DTVtoenterintoeveryfamily.ThepriceofthisTVis3999Yuan.

EconomicGrowthandStability

Withoutanydoubt,theAsianeconomyisbecominganimportantpartinthewholeworldbecauseofthestableeconomicgrowth.TheAsiawouldbecomethetargetmarketoftheSunvay,especiallytheChina.Afterthereformingandopeningin1978,thegrossdomesticproduct（GDP）iskeepingat9%increasingperyear.TheamountoftheGDPforChinaisrankingthesecondpositioninthewholeworldandissurpassedtonlybytheU.S.Therefore,thepotentialmarketandcustomersfor3DTVbecomelumping.

Political,Legal,andRegulatoryIssues

Accordingtosomematerialsandsurveying,60%personconsidersthatthe3DTVwillreplaceflattelevisionand72.3%peoplewouldhaveatleastoneunprecedentedvisualexperience.Withthehighdevelopmentofthisnewindustry,therelatedlawsandrulesmustbemadetoguidethe3DTV.In2011,theMinistryofIndustryandStateAdministrationofRadiowouldformulatethestandardsofthe3DTV.

ChangesinTechnology

Comparedwiththe2Dproducts,thetechnologyofthe3DTVisspecialandchangessignificantly.Firstly,theimageisdividedintoverticalpolarizationandhorizontalpolarizedtwosetsofscreen.Secondly,throughtheglasses,rightandlefteyereceivetwosetsof3Dbecauseofdifferentpolarizationdirectionofpolarizedlenses.Finally,synthesisofthree-dimensionalimagewouldbeproducedinthebrain.

TheCustomerEnvironment

Whoarethefirm'scurrentandpotentialcustomers?

Nomatterwhatdifferenceincurrentandpotentialcustomers,thetwoelementsplayasignificantrolein3DTVmarket.FortheSunvay,themajorconsumersof3DTVareChinese.Aftertheselling,thecustomers’concernsabout3DTVarethantheexpected.In2011,theproportionofthe3DTVsalesaccountedfor30%oftheoverallTVsalesandthedemandof3DTVreached500millionunits.

Whendocustomerspurchasethefirm'sproducts?

Chinahasmanytraditionalfestivalandpeopleareintobuyingsomethingtocelebrate.InDragonBoatFestival,themarketplacewouldholdsomepromotionactivitiestoattracttheattention.Forexample,inSunning,thesaleabout3DTVinSpringFestivalaccountedthe45%percentagesofthewholesellingof2010.

Why（andhow）docustomersselectthefirm'sproducts?

ComparedwiththeSonyandLG,the3DdisplayofSunvaydoesnotneedtheglasses.Customerwouldproducethree-dimensionalimageinbrainatanydistancewithoutusingtheglasses.Anotheradvantageisthelowprice.Sunvay’spriceof3DTVislower800YuanRMBthanSonyandLG.

C.Internal（Organizational）Environment

Reviewofmarketinggoalsandobjectives

Multiviewautostereoscopicdisplay,whichproducesthe3Dimageswithoutglasses,isthemainandcompetitiveproductoftheSunvay.Theorganizationwantstoachievethecommercialdevelopmentbyutilizingthewidelyusedofdisplay.Meantime,developingthesoftwarein3Dtoprovidethehelpthefull3Danimationisanothergoal.

Reviewofcurrentandanticipatedorganizationalresources

Thefirmcouldnotobtaintheadvantagesinhumanability,adequateexperience,financialsupportingandotherresourcesbecauseoftheshorttimesincestarting.Atthepresentstage,therelationshipswithsuppliersorcustomerswouldmakeadifferenceinwinningthebenefits.Sunvayappliesthelowpricetomaintainagreatrelationshipwiththepublic.Accordingtothedatafromthefirm,the66%sellingisgotbecausethegreatrelationship

Part3SWOTAnalysis

A.Strengths

Asianpacificregionisthemanufactureoftheworld,especiallychinaandTaiwan.Therefore,ifSunvaycooperateswiththelocalcompanies,resourceswouldbegotefficientlyandconveniently,comparedwithEuropeanmarket.Meantime,thepriceismorereasonablebecausepanelresourcescanbeeasilyachievedcomparedwithotherrivals.Finally,noglassesmayincreasemobilityanditisapplicableinanyoccasion.

B.Weaknesses

Foundedin2007,theorganizationhasarelativelyshorttimetodevelop.Intermofcost,itneedsmoremoneytoapplythenewtechnologybecauseofalackofthetechnologysupporting.Thebestobservationangleof3Ddisplayiswithin90degreesfromtheoverheadsheets,dependingontheartificialparallax,notnaturallyformedimage.Itismoredifficulttoscreenmoviesforotherentertainmentpropertiesapplication.

C.Opportunities

Applicationdomainof3Dstereoscopicdisplaysisverywidlyusedinadvertising,entertainment,education,Navigationmarketandcommercialfields.Therefore,3Ddisplayhasunlimitedbusinessopportunities.Historically,peoplemaycommunicatewithlanguageinsteadofactionandthiswaybecomesboring.However,afterthedevelopmentoftechnology,thenewcommunicatonwaywillbeavisualization.

D.Threats

Everyproductmusthavetheownadvantagesanddisadvantages.Long-termwatching3DTVmayproducephysicaldiscomfort, especiallyfor childrenandadolescents.Thesediscomfortsincludedecreasedvision,dizziness,blurredvision, eye ormuscle involuntary twitching,nausea,convulsions,cramps,thedirection barriersand lossofconsciousness. Watchingmayalsoproduce movementdisorders,dryeyes, body balance,headache, fatigueandother physicalsymptoms.Therefore,longtermwatchshouldberejected.

E.TheSWOTMatrix

Strengths:

•thesupportoftheboostingmanufacturers

•Priceadvantage

•theconvenienceof3Dstereoscopicdisplay

Opportunities:

•Thewiderangeofapplication

•Thevisualizationoffuturecommunication

Weaknesses:

•Highcost

•Developmentinarelativelyshorttime

•Limitedviewingangles

•Technicalovercome

Threats:

•possibilityofdamagestohuman-being

Part4MarketingGoalsandObjectives

Newindustrymeanslargeamountsofopportunitiesandpotentialmarket.The3Ddisplayisregardedasanewindustryandthepotentialmarketneedtobedug.TheprimarymarketinggoalsandobjectivesoftheSunvayTechnologiesLtdistomaintainthecurrentmarketshareandexpandbusiness.Becauseofarelativelyshorttimeofdevelopment,keepingthecurrentmarketsharemaydecidethesurvivaloftheorganization.Meantime,ifthefirmwantstoextendthesalesandbenefit,grabbingmarketsharefromothercompetitorswillbecomeoneessentialstep.

Maintainingthecurrentmarketshareandexpandingbusinesscouldbeexpresslyshowninfollowingdetails.Firstly,itisthesalestarget.Effortswouldbemadetoachievethefirstpositioninthe3DtelevisioninChinamarket.Intheglobal3DTVmarketshare,theSunvaymustaccountmorethan25%andbecometheindustryleader.Secondly,theSunvaysaidthatthe3DTVbelongstothehigh-endproductanditsyieldisabout35%higherthanthenormalTV.Thefirmwouldlaunchthehighqualityproductstoincreasetheprofits.Finally,theaccuratemarkettargetofthe3DTVis30million,whichisincreasing20%thanlastyear.

Part5MarketingStrategies

A.PrimaryTargetMarketandMarketingMix

Primarytargetmarket--china

Asknowntoall,chinahasthelargestmarketof3D.Especially,inthe2010FIFAWorldCup,the3DtechnologywasusedonTVandtherewere25gamesusingSONY3Dprofessionalcamera,andthefanstowatched3DWorldCupforthefirsttime.TomeetthelocaldemandofChinesecustomer,MinistryofIndustryandInformationTechnologyispayingmoreattentionon3Ddisplay.Withpolicyapproach,theroadofthepopularityof3DTVseemstogosmoothly.SochinawillbethestartofAsiaPacific.

Product--high-endproducts

Thecostof3Ddisplayisveryhighandtheresourceofresourceof3Disinshort,sothehouseholdcustomersarebeyondthearmof3D.Aboveall,inshortterm,themaincustomerscomefromthebusinessandsomespecialgroups.Inaddition,themainproductwouldbethetechnologythatcantranslates2Dto3D.Thelackofresourcewillmakeitpopular,thoughtheframesarefarfromthereal3D.Besides,thecomplementaryproductsareavailableandtheywillbepicketedasawhole.Whatismore,theyaresenttothelocationandworkerswillhelptofixthem.

PricingandDistribution--localization

Intheprimarystage,thepriceishightomakeupthecostoflocation.Itnotonlycanhookpeople'sinterest,butalsomaketheproductshavebigrangeofdepreciationtocompetewithothers.Asajointventure,itmayfacedifferentrisks,notjustfromcompetitorsanditsresourceisrestricted.Inthisstage,itisreferredasachi