CRITICAL SUCCESS COMPETITOR 1 COMPETITOR 2 COMPETITOR 3

FACTOR WEIGHTAGE SKULLCANDY SONY BOAT

Rating Score Rating Score Rating Score
Advertising 0.12 5 0.6 4 0.48 4 0.48
Market Share 0.10 4 0.4 4 0.4 3 0.3
Financial Position 0.10 4 0.4 4 0.4 4 0.4
Management 0.08 5 0.4 5 0.4 3 0.24
Global Expansion 0.10 5 0.5 5 0.5 4 0.4
Technology 0.15 4 0.6 5 0.75 4 0.6
Customer Loyalty 0.10 5 0.5 5 0.5 4 0.4
Brand Awareness 0.15 5 0.75 4 0.6 4 0.6
Creativity 0.10 5 0.5 5 0.5 4 0.4
Total 1 4.65 4.53 3.82

SKULLCANDY:

 Skullcandy is known to manufacture headphones, earphones, audio system and portable music players.
 Its products are popular because of their design and audio output quality around the world.
 Skullcandy Headphones & Earphones are available in all the different types and builds of ear pieces which
vary from in-ear, over-ear to on-ear.
 Bass is a pre-requisite when it comes to ear phones and Skullcandy products deliver high bass without
fading the sounds of other instruments.
 Advertising efforts are proving fruitful, and the future changes may bring untapped revenue for the
company.
 The company is making a mark for itself in high-priced headphones category.
  Skullcandy operates is extremely competitive with old-school players like Beats Electronics and SMS
Audio dominating the market, Skullcandy has been able to carve out a niche through selling hardware that
is comparatively cheaper from its peers.
 Gross margin for the company also increased by 40 bps to 45.3%, while SGA expenses fell a generous 5%
to 39% as a percentage of sales. The net result was an earnings figure of 7 cents per share, which was 75%
higher than 2013 and beat the analysts' estimate of 4 cents by a wide margin.

BOAT:

 Boat is a lifestyle brand that deals in fashionable consumer electronics like- earphones, headphones,
speakers.
 Our products blend into your daily lifestyle, almost to the point of being a fashion accessory and a perfect
fit to your ambient surroundings.
 Started in 2016 by Aman Gupta and Sameer Mehta, the company calls its consumers 'boatheads', indicating
it has a strong community of over 800,000 boatheads who aspire to own their products to make a
lifestyle statement.
 a sector dominated by established global brands, boat says it has been able to ramp up quickly in a short
span of two years through its high-quality product line of smart, efficient, stylish and durable audio devices.
 Boat claims its financial performance has been strong, highlighting that every three minutes there
is a new boathead being added to the family.
 The brand sells 4200 units per day.“Boat’s products top the list on several ecommerce platforms.
 The company’s products have consistently performed well due to considerable importance to
quality and positive word of mouth marketing driven with our passion for meaningful innovation as
we expand our community of boatheads,” added Sameer.
SONY:

 Sony is easily the most recognizable name here. Founded in 1946, Sony offers a wide selection of
headphones, many of which sit on the affordable side.
 Led by notable models such as the Sony MDR7506 and Sony MDRZX110, the Japanese company caters
to both audiophiles and casuals.
 Sony gets excellent marks when it comes to sound quality, though not on the same level as the top-tier
brands above. It also offers a nice range of stylish headphones.
 But what really sets it apart from most of the competition is being consistent with the product quality.It
was for the TR-6 radio that Sony first contracted Atchan, a cartoon character created by Fuyuhiko Okabe,
to become its advertising character.
 Now known as "Sony Boy", the character first appeared in a cartoon ad holding a TR-6 to his ear, but went
on to represent the company in ads for a variety of products well into the mid-sixties.
 Sony introduced the Minidisc format in 1992 as an alternative to Philips DCC or Digital Compact
Cassette and as a successor to the compact cassette.
 Since the introduction of Minidisc, Sony has attempted to promote its own audio compression technologies
under the atracbrand, against the more widely used MP3.
 Until late 2004, Sony's Network Walkman line of digital portable music players did not support the MP3
standard natively.