Techsonic Industries, Inc.:
Humminbird New Products
Problem: Techsonic is requires help to decide which products to invest in for the company’s future long term planning. These products will be introduced at the upcoming trade show where Techsonic typically likes to unveil their new products each year to excite and engage potential customers of their products that will be coming to market. There are three products that Techsonic is considering, VHF radio, a navigation device (two new products for Techsonic) and a new depth sounder (an extension or modification to its current productions.). I have done individual SWOT analysis for each product to better understand the products characteristics better.

(SWOT) New Depth Sounder (The 901) Strengths: * Representation for robust products * Robust supply chain in place * High potential for high margin for dealers * Potential customers for first, second and third years * High potential for market growth * Favorable customer interest * It earned the highest score for uniqueness | Weaknesses: * Price point may be an issue with the low end market * Distribution channels view the some Techsonic products negatively * Dealer thought last product was a gimmick and mainly good for first time buyers * Marine dealers lost money or broken even on prior Humminbird product | Opportunities: * New first time customers * Possible growth in market share * Segment leader | Threats: * Prone to market fluctuation * Many competitors with similar products |

(SWOT) VHF Marine Radio Strengths: * High potential for mounted radios customers | Weaknesses: * Fragmented market * Lack of brand recognition * Most of the customers purchased their radios from marine dealers where Techsonic is weak. * Marine dealers have been “burned” by Humminbird * Resistance by Humminbird to increasing number