In year 9, we saw a significant change in the price strategy of 5 companies compared to year. Company A remained the same price for North America and EuropeAfrica because we invested a lot in the R D department. In year 9, we just focused on the market share and the other values for the customer. Throughout the competition from year 9, there are some changes in the strategy of these companies
II Industry overview price The prices of Action-capture Camera and UAV Drone of five companies are quite equal to the average price in industry, the gap is from to 19 In five companies, there are just two companies selling products with the price higher than the average price (company C and D) 1.1 Action-capture Camera Market A 299 299 279 279 North America Europe-Africa Asia-Pacific Latin America B 285 279 265 259 C 315 310 284 282 D 319 309 299 299 E 301 298 297 267 Average price 304 299 285 277 The AC Camera price list of five companies in markets ($) In year 9, we saw a significant change in the price strategy of companies compared to year Company A remained the same price for North America and Europe-Africa because we invested a lot in the R & D department In year 9, we just focused on the market share and the other values for the customer Throughout the competition from year 9, there are some changes in the strategy of these companies: - Company B applied a new strategy for the product which is to set different prices in each market Also, it just increased slightly compared to that in year and it was still much lower than average price However, they still don’t gain much market share - Company C also increased the prices, however ,in year company C changed the strategy and set different prices for each market - Same as year and year 7, company E remained the same price strategy - Company D changed their strategy in year 9, they improved their quality of product, simultaneously, they decreased the price which helps them have a high place in the market in this year 1.2 UAV Drone Market North America Europe-Africa Asia-Pacific Latin America A 1,399 1,399 1,299 1,299 B 1,299 1,359 1,225 1,311 C 1,700 1,700 1,650 1,650 D 1,749 1,739 1,699 1,699 E 1,311 1,297 1,249 1,210 Average 1,512 1,499 1,466 1,434 The price list of UAV Drone of five companies in markets ($) In terms of UAV Drone Market, there are two companies having higher prices than average price in general Company B and E have the same pricing strategy which is setting different prices in markets With company A, we still keep our prices constant Due to the insensitivity of price in North America and Europe-Africa, they have similar prices Company D has the same pricing strategy with ACC The prices of company D had increased and were much higher compared to others due to the investment in the P/Q rating for the product It led to the increase in the price of the product 2 P/Q rating 2.1AC Camera: ● High quality (7-10 ☆): none ● Average quality (4-6 ☆): - Company D (6.4 ☆) - Company C (6.3☆) - Company A (6.1 ☆) - Company E (6.0 ☆) - Company B (5.6 ☆) ● Below-average quality (1-3 ☆): none 2.2 UAV Drone: ● High quality (7-10 ☆): ● Average quality (4-6 ☆): - Company D (6.3 ☆) - Company C (6.0 ☆) - Company A (5.1 ☆) - Company B (5.0 ☆) - Company E (4.6 ☆) ● Below-average quality (1-3 ☆): none Market share Over a year, with the effective investment in marketing, the market share of ACC has increased significantly and followed by company C and B In year 9, The UAV Drone could not lead the industry and stayed in 2nd place 3.1 AC Camera 1: The 1st place 5: The 5th place Company A B C D E Market North - 19.6% - 16.7% - 20.4% - 22.7% - 20.6% America Europe-Africa - 19.0% - 16.8% - 20.2% - 22.9% - 21.1% Asia-Pacific - 22.7% - 18.5% - 22.0% - 19.9% - 17% Latin America - 19.5% - 19.2% - 17.9% - 20% - 23.4% Average 4.5 3.25 1.75 2.5 position % average 20.2% 17.8% 20.1% 21.375% 20.5% market share Ranking 3.2 UAV Drone Company Market North A B C D - 19.8% - 19.2% - 20.2% - 20.4% 1: The 1st place 5: The 5th place E - 20.5% America EuropeAfrica Asia-Pacific Latin America Average position % average market share Ranking - 19.9% - 20% - 18.6% - 20.3% - 21.3% - 24% - 20% - 16.6% - 17.7% - 21.7% - 22.5% - 19.9% - 16.8% - 17.7% - 23.1% 2.75 3.5 4.5 1.25 21.55% 19.775% 18.05% 19.025% 21.65% 4 Average Wholesale Price 4.1 ACC Overall, average wholesale prices in year were slightly higher than in year In addition, the percentage changing from year increased marginally North America Europe-Africa Asia-Pacific Latin America Average wholesale price 304 299 285 277 in year ($/unit) Average wholesale price 282 279 267 264 in year ($/unit) % change average from 7.8% 7.2% 6.7% 4.9% year 4.2 UAV Drone Similarly, the average whole price in year of UAV Drone was higher than in year The percentage changing from year increased slightly from 6.5% to 7.7% Average wholesale price in year ($/unit) Average wholesale price in year ($/unit) % change average from year North America Europe-Africa Asia-Pacific Latin America 1,512 1,499 1,446 1,434 1,463 1,449 1,383 1,370 7.7% 7.4% 7.5% 6.4% Actual Demand in year - ACC demand in year is higher than in year by just over 150 and 2.5% lower than the forecast - UAV Drone in year is higher than in year by 105 and 2.4% lower than the forecast Unit assembled/shipped/sold in year - ACC increased by 4.3% from year - UAV Drone increased by 10.4% from year Net Profit Company D Company A Company C Company E Company B - - $95,174 - $90,804 - $89,542 - $84,272 - $75,601 With the success in offering special contracts in all markets, in year 9, company D cut down the price of products and invested more in the quality Over a year, company D gained profit the most with $95,174 - Following the success of company D, the profit of company A was $90,804 and placed in the second due to the investment in marketing Simultaneously, the market share of ACC improved largely, whereas the market share of UAV stayed the same - Company C still applied their own strategy and gained $89,542 - The profit of company E decreased surprisingly because they still remained the old strategy They need to change their strategy to improve the profit margin - Company B set the price of the products quite high However, they cannot compete with other companies due to the quality of the products In addition, by not focusing on the investment in marketing, company B stayed at the last rank and gained the least ... - 19. 6% - 16.7% - 20.4% - 22.7% - 20.6% America Europe-Africa - 19. 0% - 16.8% - 20.2% - 22 .9% - 21.1% Asia-Pacific - 22.7% - 18.5% - 22.0% - 19. 9% - 17% Latin America - 19. 5% - 19. 2% - 17 .9% ... 19. 9% - 16.8% - 17.7% - 23.1% 2.75 3.5 4.5 1.25 21.55% 19. 775% 18.05% 19. 025% 21.65% 4 Average Wholesale Price 4.1 ACC Overall, average wholesale prices in year were slightly higher than in year. .. from year increased marginally North America Europe-Africa Asia-Pacific Latin America Average wholesale price 304 299 285 277 in year ($/unit) Average wholesale price 282 2 79 267 264 in year