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    DMA Case Data

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    thrust_xone
    This document provides market assumptions and projections for a new PC called MacTerm, including an initial market size of 300,000 units, estimated market growth rate of 11%, and years to obsolescence of 2 to 4 years. It outlines distribution and promotion budgets, pricing to wholesalers, and initial and growth multipliers for market share under different cost scenarios.

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    Attribution Non-Commercial (BY-NC)
    Download as XLSX, PDF, TXT or read online from Scribd

    DMA Case Data

    Uploaded by

    thrust_xone
    48 views1 page
    This document provides market assumptions and projections for a new PC called MacTerm, including an initial market size of 300,000 units, estimated market growth rate of 11%, and years to obsolescence of 2 to 4 years. It outlines distribution and promotion budgets, pricing to wholesalers, and initial and growth multipliers for market share under different cost scenarios.

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    © Attribution Non-Commercial (BY-NC)

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    XLSX, PDF, TXT or read online from Scribd

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    This document provides market assumptions and projections for a new PC called MacTerm, including an initial market size of 300,000 units, estimated market growth rate of 11%, and years to obsolescence of 2 to 4 years. It outlines distribution and promotion budgets, pricing to wholesalers, and initial and growth multipliers for market share under different cost scenarios.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    48 views1 page

    DMA Case Data

    Uploaded by

    thrust_xone
    This document provides market assumptions and projections for a new PC called MacTerm, including an initial market size of 300,000 units, estimated market growth rate of 11%, and years to obsolescence of 2 to 4 years. It outlines distribution and promotion budgets, pricing to wholesalers, and initial and growth multipliers for market share under different cost scenarios.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    of 1

    Exhibit 1

    Market Expectations for PC MacTerm

    Range Assumptions Best Guess Low High

    Market Initial market size (units) Market growth rate Years to obsolescence 300,000 11% 2 200,000 8% 0 1,000,000 14% 4

    Distribution by DMA Promotion budget Price to wholesalers a Variable costs Initial market share Annual market share growth multiplierb $200,000 $50.00 $15.00 3.5% 1.5

    $12.00 2.0% 1.2

    $20.00 5.0% 1.8

    Distribution by Catalina Signing bonus Royalty rate Minimum yr 1 Minimum yr 2 Variable costs Initial market share Annual market share growth multiplierb $50,000 15.00% $150,000 $120,000 None 10.0% 1.5 5.0% 1.2 15.0% 1.8

    Variable costs included $6 for manufacturing and $9 for anticipated product support costs. If the share of the unsatisfied market is 10% in Year 1, an annual market share multiplier of 1.5 implies that share of the unsatisfied market in Year 2 will be 15% (=10% * 1.5), in Year 3, 22.5%, etc.

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