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Case Summary:: Product Strategy Emdp

The document summarizes a conjoint analysis assignment conducted for Samsung to determine the feasibility of developing a new refrigerator. Key findings include: - Price was the most important attribute at 34% importance, while time to make ice had low importance at 11%. - The best preferred product was a Panasonic refrigerator with 300L capacity, 30 minute ice formation, double doors, and a price of Rs. 21000, capturing 50% of the market share. - The recommendation for Samsung was to use existing technology to reduce ice formation time to 30 minutes while keeping the price at Rs. 21000 and increasing capacity if possible.

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Abhishek Tirkey
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113 views

Case Summary:: Product Strategy Emdp

The document summarizes a conjoint analysis assignment conducted for Samsung to determine the feasibility of developing a new refrigerator. Key findings include: - Price was the most important attribute at 34% importance, while time to make ice had low importance at 11%. - The best preferred product was a Panasonic refrigerator with 300L capacity, 30 minute ice formation, double doors, and a price of Rs. 21000, capturing 50% of the market share. - The recommendation for Samsung was to use existing technology to reduce ice formation time to 30 minutes while keeping the price at Rs. 21000 and increasing capacity if possible.

Uploaded by

Abhishek Tirkey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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PRODUCT STRATEGY eMDP

CONJOINT ANALYSIS ASSIGNMENT IN XLSTAT


(Samsung Refrigerator)
Submitted by Arpit Doshi

Case Summary:
As a researcher, do conjoint analysis on refrigerator market and find out will it be feasible
for Samsung to develop a new product with 330 Ltr refrigerator that can make ice in 15
minutes against conventional refrigerator’s 45 minute and selling price by 20% over its
current sale price of Rs. 21000.
Updates to be submitted to Samsung Management:
a) Estimate the part-worth and attribute importance
b) Find the best preferred product.
c) Give your recommendation to Samsung management.

Results of Conjoint Analysis using XLSTAT:

Below are the Attributes and Levels chosen in CJT Des

Based on analysis, below is the attribute importance calculated:


Now for simulating the market, we have chosen below 8 products:
Based on the Simulation Generator, we are the market share received:
Conclusion and Summary:

a) Part-worth and Attribute Importance:


- Price have an importance of 34% while Time to make ice has very low
importance of 11% only.
b) Best Preferred Product:
- Panasonic/ 300ltr /30mins Ice formation / Double Door / Rs. 21000 has 50%
market share which is the best preferred product.
c) Recommendation to Samsung Management:
- Use Existing technology to reduce Ice formation to 30 mins and try to keep the
market price at Rs.21000 with more capacity if possible.

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