The paper "Market Analysis of Royale Ltd in Australia" is a perfect example of a marketing case study. Royale Ltd has in the last decade established its name in the European LED television market alongside traditional market players such as Sony, Panasonic, Sharp, LG, Phillips, and Samsung. Operating in such a huge and growing market has seen the firm increase its production capacity to meet growing demand. High technology levels in France have allowed efficient and effective production capacity for the firm thereby lowering production costs. The domination of the market by the large players and competition amongst them has seen the players move towards competitive pricing and lowering of costs.
Large scale operations also afford the company a vantage point in negotiating with suppliers for raw materials. This has effectively locked out new entrants who have to contend with the high costs of setting up production lines and marketing their brands. 1.2 Brand Loyalty A number of experts in marketing agree that brand loyalty is a pressing concern both for players venturing in new markets and those already established in those markets. Consumer loyalty to existing brand determines the success of a new brand in the new market.
In this case, Panasonic and Samsung dominate the Australian LED television market which Royale has to challenge to win a share of the market. This will greatly depend on the consumers’ loyalty to existing brands. A study conducted in one of the Australian state capital cities shows that country of origin among Australian consumers is a great determinant of consumption decisions. Pappu, Quester, and Cooksey (2007) write that brands originating from certain countries conjure intangible assets of liabilities in consumers’ minds shared by other brands from the same country.
However, television brands had a minimal association with the country of origin in the consumer decision-making process (Pappu, Quester, and Cooksey 2007). Rundle-Thiele and Bennett also acknowledge that brand loyalty among consumers across the board in Australia is declining. This trend presents both an opportunity for Royale in challenging existing competitors and also a challenge in retaining customers.
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TV industry developments you'll want to follow in 2011