Beta 1

Title Market Evaluation for Pascal's T-PRO1 module in the Hi-Fi consumer segment
Author Pihl, Nikolaj (Copenhagen University College of Engineering, IHK)
Supervisor Schultz Vemming, Knud (Copenhagen University College of Engineering, IHK)
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2013-05
Abstract 1. Executive summary
The purpose of this market evaluation is to investigate the potential for the T-PRO1 amplifier module in the Hi-Fi consumer segment.
The technical aspects of an amplifier module are examined in relation to a complete audio system, after which Class D technology is thoroughly investigated. In this investigation it is found that Class D technology is preferred over the traditional linear technology because of the high efficiency. Finally, the T-PRO1 concept is described.
After the technology behind the T-PRO1 module is examined, the Hi-Fi consumer segment is analysed. It is found that the T-PRO1 module will experience fierce competition from Hypex and ICEpower who are well established in the segment. Furthermore, the fact that it is a mature segment is also increasing the level of competition.
With such a fierce competition is it essential to have a clear differentiation towards the competitors, which is not the case for the T-PRO1 module. This is why, it is recommended in the product/market fit that Pascal increases the output power to 500W, in order to improve the price/power ratio, which is the ultimate factor the potential customers are looking for.
The market analyses also reveals a realistic potential sale of 29,220 modules annually for the T- PRO1 module, however, it is found that it would take as long as three years to achieve a sale. As a result the potential volume is estimated to be reached within four years.
An entry strategy for the T-PRO1 module is recommended using the Miller & Heiman strategic selling strategy towards the potential customers. Moreover, a competitor strategy is also recommended towards each of the main competitors.
The economy section reveals an expected break-even after 18,568 modules are sold and an annual profit margin of 668,845.80 USD after the T-PRO1 module has been on the market for four years.
After evaluating the above-mentioned factors, it is concluded that there exist a potential great enough to make it worth pursuing for Pascal.
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Admin Creation date: 2013-05-20    Update date: 2013-10-11    Source: ihk    ID: ihk-14532614    Original MXD