Picking its Battles
The market-positioning war that TV manufacturers have been fighting since last holiday season’s bloodbath is a battle that Coby Electronics, a long-established manufacturer of moderately priced electronics, would rather watch from the sidelines. Instead, the Maspeth, N.Y.-based company is building brand equity in categories that are its forte: smaller LCD categories including the burgeoning digital photo frame segment, MP3 players and portable DVDs.
The 17-year-old company does sell flat panels, but it carefully picks its spots, focusing on 15- and 19-inch combination models and stand-alone sizes up to 32 inches, at least until early spring of next year.
“Prices should be going up with panel prices going up, but the market share battle makes that impossible,” said Joe Giametta, Coby’s vice president of sales. “So our strategy is to approach it through a segment that the big guys don’t pay attention to because they’re looking to capture the big fish.