Greek philosopher Heraclitus certainly understood modern day markets when he said, The only thing that is constant
Question:
Greek philosopher Heraclitus certainly understood modern day markets when he said, "The only thing that is constant is change." The smartphone market has changed considerably since its inception just under 30 years ago. According to the Pew Research Center, 77 percent of Americans now own a smartphone. But today's smartphone market is not like it was when IBM introduced the first smart mobile device, called the Simon Personal Communicator, in 1994. Although before its time, it could perform many of today's smartphone functions. However, it was much bulkier, had a battery life of only one hour, had a small monochrome LCD screen, and could be plugged into a regular phone jack to make lower-cost calls over a landline. The next market leader was RIM's BlackBerry mobile device, which enjoyed market leadership for many years. Then along came Apple, which revolutionized the smartphone market in 2007 by introducing the iPhone. Sales of the iPhone jumped from 1.4 million units that year to almost 12 million in 2008 to more than 200 million in 2018. Apple enjoyed market leadership for many years, but new competitors entered the market, eating away at Apple's market share. Following are worldwide unit shipment data for the top smartphone companies in 2020 and 2021:
Refer to the Marketing Performance Measures section of Appendix 2: Marketing by the Numbers and calculate market shares for each company for both years. Calculate the percentage change in year-over-year unit sales for each company. What can you conclude from the market shares and year-over-year changes that you calculated?
Data from appendix
Wise Domotics's product has been on the market for one year, and management wants to assess its sales and profit performance. One way to assess this performance is to compute performance ratios derived from Wise Domotics's profitand loss statement (or income statement or operating statement). Whereas the pro forma profit-and-loss statement shows projected financial performance, the statement given in Table A2.2
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