Please follow instructions and use the case ofEmotiv Systems Inc. i also provided an example of this essay on a different company.
I Write up: Emotiv Systems Inc Recommended Analytical Structure (3 pages + Exhibits) I. Brief description of the Background behind the Decision. II. Recommendation · Takes Go/No-go decision · Clearly identifies target segment(s) · Positioning which matches target · Proposed marketing mix · Price · Channel/ Sales Force III. Basis for Recommendation As we have learnt in class, market selection is based on three criteria: 1) Opportunity - market potential for each market 2) Fit - strategic considerations (such as production capacity) 3) Competitive analysis (specifically for the human market) Then, Comparison of pros and cons of your marketing decisions: price, target, channel. Just a few pointers so you can work on the Emotiv Systems Inc case at ease. First of all, your recommendation should be: Your basis for recommendation should be based on: 1. Strategic and qualitative (SWOT-based) assessments of the opportunity (both opportunities). 2. Market sizing of revenue potential (also of both markets). In order to do number 2, remember that you have to figure out: 1. How many people (or animals) will be using the product 2. How much (how many units) of it they will use At this point you have units. Now, since both markets have very different average prices, it is better if you transform units into dollars by multiplying by average price (now you have revenue potential). Then have into consideration if the revenue potential will be all for Emotiv Systems Inc or whether they may have to share it with competing companies. Good luck. Email me with issues at any point. Emotiv Systems, Inc.: It’s the Thoughts That Count Do N ot C op y or P os t This document is authorized for use only by Ana Valenzuela until October 2012. Copying or posting is an infringement of copyright.
[email protected] or 617.783.7860. _______ Professo assistan as endor Copyrig 800-545- not be d E L I E O J A S O N P A U L H Em We Ph presid San F time z had b comm She co Fo believ create comp “read decip comm were sudde contro had in every by im By could seeme wante attrac agree comp indus of dev _______________ ors Elie Ofek and ce was provided b rsements, sources o ght © 2009, 2010, 2 -7685, write Harva digitized, photocop F E K R I I S H A M I L T O N motiv Sy We started this c hone calls tha dent and cofo Francisco’s So zone differen been especia mercialize Em ould see it wa or five years, ved would fo ed a special uter, and dev ding the user her your faci mands. Your d in a really g enly turned m ol the movem n mind. In th y time he was magining what y October 200 d detect a wid ed perfectly ed to target c ctive setting f d that gami atible, but he stry “heavy h velopment at _______________ Jason Riis of Harv y Guillaume Merci of primary data, or 011 President and ard Business Schoo ied, or otherwise re ystems, company to rev at went well ounder of Em outh of Marke nce often resu ally intense. motiv’s novel t as Nam Do, E Emotiv scien orever chang headset, cal veloped elabo r’s mind.” W ial expression digital avatar good mood, a more serious ment and loca heir demos, E able to rotat t the picture o 07, Le and he de enough ran reasonable to consumers o for Emotiv’s ng was a g e tended to d itters”—Rand LucasArts, a ________________ vard Business Scho ier. HBS cases are illustrations of effe Fellows of Harvar l Publishing, Bosto eproduced, posted, , Inc.: I volutionize the l into the we motiv Systems et district, wh ulted in Le ha Le was tryin technology. It Emotiv’s CEO ntists, led by r ge the way p lled EPOC, w orate software Without the n ns, emotions, could smile a peppy pop s, a down-tem ation of objec Emotiv devel e the cube by on the compu er colleagues nge of mental o everyone a ff the bat an debut. She w good launch disagree with dy Breen, Em and Ed Fries, _______________ ool and Dr. Paul H developed solely a ective or ineffective rd College. To ord on, MA 02163, or g , or transmitted, wi It’s the way human br ee hours of t s, Inc. The co hile the R&D aving to be up ng to reach t was 12 a.m. O and cofound renowned ph people interfa which could e algorithms need to say, t and intentio when you sm song could mpo song w cts on your sc lopers used a y visualizing uter screen wo were comfor states—30 to at Emotiv, ju nd believed th was content to choice, and h Le’s “PC on motiv’s chief p Emotiv’s dir _______________ Hamilton of Stanfo as the basis for clas e management. der copies or reque go to www.hbsp.h ithout the permissi Thoug rains interact w — Tan Le, the night ha ompany’s com labs were in p at “crazy h company co . on the U.S. W der, calling fro hysicist Allan aced with co d transmit br that could re touch, or mo ons, and then miled or frow play in the b would be sele creen by just a floating 3D it doing som ould look like rtable that the o be exact. Lau ust in time fo he video gam o go after th surely the nly” approach product office rector and for _______________ ord University pre ss discussion. Case est permission to r harvard.edu/educa ion of Harvard Bus ghts Th with machines president, Em ad become ro mmercial hea Sydney, Aus hours.” But th onsensus on West Coast a om Sydney. Snyder, had omputers. Th rain signals ecognize thos ove a thing, n translate th wn when you background, ected automa t thinking abo D cube. CEO mersaults or m e when the cu e basic techn unching with or the 2008 h me market p he PC gaming Emotiv syste h. Do solicite er and former rmerly on the 9-510- R E V : J U L Y 2 0 ________________ epared this case. R s are not intended eproduce material tors. This publicat siness School. at Coun . motiv System outine for Ta adquarters w stralia; the 16 he last few m the best w as her iPhone toiled on wh he R&D team wirelessly to se signals, in e the system hose into com were angry; i but if your atically. You out the action Do still got g making it disa ube was absen ology worked hin 12 to 14 m holiday seaso presented the g market. CE em would b ed input from rly a vice pres e founding te -050 0 , 2 0 1 1 ______ Research to serve s, call 1- ion may nt ms, Inc. an Le, ere in 6-hour months way to rang. hat Le m had o any effect, could mputer if you mood could n you giddy ppear nt. d and months on. Le most EO Do be PC m two sident am of Do N ot C op y or P os t This document is authorized for use only by Ana Valenzuela until October 2012. Copying or posting is an infringement of copyright.
[email protected] or 617.783.7860. 510-050 Emotiv Systems, Inc.: It's the Thoughts that Count 2 the Xbox. Do accepted their premise that the only way to succeed in gaming was to be integrated on one or more of the “big three” home video game consoles: Sony’s PS3, Microsoft’s Xbox 360, or Nintendo’s Wii. Console-enabled home video game sales (hardware and software) were expected to top $40 billion globally in 2007,1 a number that dominated revenues in all other entertainment categories. To pursue this market, Do spearheaded meetings with top executives at each of the big-three companies to convince them to let Emotiv’s technology be compatible with their platforms and to encourage them to develop new games around the Emotiv functionality. Although he was invariably greeted with much curiosity and interest, and a number of opportunities were discussed, to date these efforts had not materialized in an agreement. Efforts to convince major publishers, like Electronic Arts, that developed popular video game titles were also still in the “early discussions” phase. Do believed that with more time he could convince at least one of the major console makers, thus making Emotiv a multiplatform system. But time was not on Emotiv’s side. The 2008 Game Developer’s Conference (GDC), a high-profile event that brought together important players in the gaming industry (PC and console games), was less than five months away. Emotiv could use the conference to entice game developers and create buzz by demonstrating the breakthrough technology at one of the key presentations and by formally announcing the launch date. A product announcement by the company at the conference would surely create expectations for more details on software development kits and the range of platforms the EPOC headset worked with—issues that Emotiv had not yet resolved. While the single-platform vs. multiplatform decision preoccupied much of their time, Do and Le knew that a set of issues, which were intertwined with that decision, needed to be resolved as well. How much should EPOC cost the consumer to facilitate adoption, while at the same time ensuring sufficient profits? What retail strategy should Emotiv use? Should Emotiv charge game developers for the software development kit (SDK)? At 1:30 a.m., after going back and forth with Do on these issues, Le said she needed some time to think on her own. She promised to call back in an hour or so. Measuring Brain Activity By 2003, there was a growing array of approaches aimed at converting patterns of brain activity into familiar action on a screen