Zenith managers have to decide what market research, if any, need to do now is to assess the market potential and consumer preferences for technological innovation, high-definition television (HDTV), which are not yet available. The case study describes the various marketing options available for Zenith in August 1990. In particular, managers must decide whether to carry out a study to examine consumer preferences in widescreen format HDTV. They must also anticipate demand from HDTV 1992-2000 under pessimistic, most likely and optimistic scenarios that must be determined. Can be used to expose students in an introductory course different methods of marketing management marketing research to assess consumer preferences for new products and innovations. In particular, it provides students with a joint analysis methodology. " Also allows students the opportunity to assess the situation and explore Zenith forecasting marketing potential through scenario analysis. "Hide
on FAREENA Sultan Source: Harvard Business School 22 pages. Publication Date: October 17, 1990. Prod. #: 591025-PDF-ENG
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