Case Detail

Case Summary

Alpha Corporation: The Buying Process for Projection Televisions

Case Number: 5-104-026, Year Published: 1996

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Authors: Mohanbir Sawhney; Jennifer Chang

Key Concepts

Communications Industry, Consumer Electronics Industry, New Product Marketing, Market Entry, Buyer Behavior, Consumer Decision Making Process, Product Positioning, Market Research Analysis


T.V. Projo, Vice President of Marketing for Alpha Corporation, needed to evaluate how the component manufacturer could enter the fast-growing projection TV market. This was the first time Alpha Corporation had attempted to sell directly to the end-customer, so the company needed to understand buyer behavior and the decision-making process for projection TV. The case presents quantitative data on various stages of the buying process for projection TV, including problem recognition, information search, shopping behavior and the in-store purchasing decision. Mr. Projo must use this information to select the appropriate target segment, to define a positioning strategy vis-à-vis existing brands, and to define the elements of the marketing mix.

Number of Pages: 11

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: Chicago, IL

Industry: Consumer Electronics

Organization Name: Alpha Corporation

Organization Department: Marketing

Organization Size: Large

Decision Maker Position: VP Product Marketing

Decision Maker Gender: Male

Year of Case: 1996