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MKT 100 Study Guide - Kyocera Communications, Upselling, Herfindahl Index


Department
Marketing
Course Code
MKT 100
Professor
Paul Finlayson

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Worksheet: Metric 3 Market Share & Market
Analytics
Use the industry overview below to answer the questions that follow:
Mobile Phones in the United States
The mobile phone market in the United States covers the sales of mobile
phone devices, smart phones, and PDAs (personal digital assistants). Table X
below provides the annual sales volume of mobile phones from 2004 to 2009.
Table XX details the market share of the top handset manufacturers.
Table 1: US Mobile Phones: Sales Volume & Value 2004-2009
2004 2005 2006 2007 2008 2009
000
units66,556.
187,543.1 110,228.
1120,629.
4130,309.
9134,673.
5
US$ bn 4.1 5.4 6.9 8.3 10.1 10.6
Table 2: Mobile Phones Company Shares 2005-2009
% retail revenue share 2005 2006 2007 2008 2009
Samsung America Inc15.7 15.1 17.3 22.1 25.4
L.G. Electronics USA 15.9 16.5 15.2 20.6 21.5
Motorola Inc30.4 34.8 33.5 22.8 16.4
Kyocera International Inc5.4 4.9 4.0 9.2 9.9
Research in Motion Ltd 0.7 1.1 2.5 6.0 9.0
Apple Inc- - - 4.9 7.4
Nokia United States15.4 18.1 12.5 7.5 6.5
Sanyo North America
Corp4.3 4.2 4.5- -
Apple Computer Inc- - 1.4- -
Others12.1 5.4 9.0 6.9 3.8
Total100.0 100.0 100.0 100.0 100.0
1)What is the annual 2009 revenue in dollars of the top 4 mobile phone
companies?
Answer:
Revenue Market Share (%) = Revenue ($) / Total Market Sales
Revenue ($)
Revenue ($) = Revenue Market Share (%) * Total Market Sales
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Revenue ($)
Samsung America Inc:
Revenue = 25.4% * $10.6 billion = 0.254 * $10.6 billion = $2.6924
billion
L.G. Electronics USA:
Revenue = 21.5% * $10.6 billion = 0.215 * $10.6 billion = $2.279 billion
Motorola Inc:
Revenue = 16.4% * $10.6 billion = 0.164 * $10.6 billion = $1.7384
billion
Kyocera International Inc:
Revenue = 9.9% * $10.6 billion = 0.099 * $10.6 billion = $1.0494 billion
2)If the performance of the US mobile phone market is expected to
continue to grow from 2009 to 2012 at a rate of 5% per year, what will
the size of the market be by the end of 2012?
Answer:
Revenue 2009 = $10.6 billion
Revenue 2010 = Revenue 2009 + 5% * Revenue 2009
= $10.6 billion + 0.05 * $10.6 billion
= $10.6 billion + $0.53 billion
= $ 11.13 billion
Revenue 2011 = Revenue 2010 + 5% * Revenue 2010
= $11.13 billion + 0.05 * $11.13 billion
= $11.13 billion + $0.5565 billion
= $11.6865 billion
Revenue 2012 = Revenue 2011 + 5% * Revenue 2011
= $11.6865 billion + 0.05 * $11.6865 billion
= $11.6865 billion + $0.584325 billion
= $12.270825 billion
= $12.271 billion
3)Large retail chains form a leading distribution channel in the US
mobile phone market, accounting for 28% of the total value in 2009. In
comparison, wireless service providers account for 23%, independent
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