Industry analysis year 9

II. Industry overview
1. 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 3 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 4 markets ($)
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 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 4 different prices in
each market. Also, it just increased slightly compared to that in year 8 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 9 company C changed the
strategy and set 4 different prices for each market.
- Same as year 6 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 4 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 4
different prices in 4 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

3.

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
4 - 19.6%
5 - 16.7%
3 - 20.4%
1 - 22.7%
2 - 20.6%
America
Europe-Africa
4 - 19.0%
5 - 16.8%
3 - 20.2%
1 - 22.9%
2 - 21.1%
Asia-Pacific
1 - 22.7%
4 - 18.5%
2 - 22.0%
3 - 19.9%
5 - 17%
Latin America
3 - 19.5%
4 - 19.2%
5 - 17.9%
2 - 20%
1 - 23.4%
Average
3
4.5

3.25
1.75
2.5
position
% average
20.2%
17.8%
20.1%
21.375%
20.5%
market share
Ranking
3
5
4
1
2
3.2 UAV Drone
Company
Market
North

A

B

C

D

4 - 19.8%

5 - 19.2%

3 - 20.2%

2 - 20.4%

1: The 1st place
5: The 5th place
E
1 - 20.5%


America
EuropeAfrica
Asia-Pacific
Latin
America
Average
position
% average
market share
Ranking

4 - 19.9%

3 - 20%

5 - 18.6%

2 - 20.3%

1 - 21.3%

1 - 24%

3 - 20%

5 - 16.6%

4 - 17.7%

2 - 21.7%

2 - 22.5%

3 - 19.9%

5 - 16.8%

4 - 17.7%

1 - 23.1%

2.75

3.5

4.5

3

1.25

21.55%

19.775%

18.05%

19.025%

21.65%

2

3

5

4

1

4.

Average Wholesale Price
4.1 ACC
Overall, average wholesale prices in year 9 were slightly higher than in year 8. In

addition, the percentage changing from year 6 increased marginally.
North America Europe-Africa
Asia-Pacific
Latin America
Average
wholesale price
304
299
285
277
in year 9
($/unit)
Average
wholesale price
282
279
267
264
in year 8
($/unit)
% change
average from
7.8%
7.2%
6.7%
4.9%
year 8
4.2 UAV Drone
Similarly, the average whole price in year 9 of UAV Drone was higher than in year 8.
The percentage changing from year 8 increased slightly from 6.5% to 7.7%.

Average
wholesale price
in year 9
($/unit)
Average
wholesale price
in year 8
($/unit)
% change
average from
year 8

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%


5.
Actual Demand in year 9
- ACC demand in year 9 is higher than in year 8 by just over 150 and 2.5% lower than the
forecast.
- UAV Drone in year 9 is higher than in year 8 by 105 and 2.4% lower than the forecast.
6.
Unit assembled/shipped/sold in year 9
- ACC increased by 4.3% from year 8.
- UAV Drone increased by 10.4% from year 8.
7. Net Profit
Company D
Company A
Company C
Company E
Company B

-

1 - $95,174
2 - $90,804
3 - $89,542
4 - $84,272
5 - $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.