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KONE: The MonoSpace Launch in Germany - Essay Example

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KONE: The MonoSpace Launch in Germany

Seventy-five percent of low-rise buildings did not predict change of elevator units post 1995. Demand for new equipment seemed almost nil considering high capacity and commercial high-rise buildings. Price: Suggested price for MonoSpace is higher than existing low-rise elevators. However, in Germany, most part of the construction industry (80%) is highly fragmented, with about 20,000 small contractors competing for construction projects and the rest controlled by larger contractors. Secondly, their competitive bidding process for construction equipment and material focused on reducing the prices further. This would reduce sales of MonoSpace further because most of the business lies with small contractors in Germany that would not prefer highly priced KONE product. Promotion: MonoSpace’s positioning strategy is not compelling to customers. Too many marketing resources are at disposal for this product; however, this product is aimed at specific customer segment, the construction industry comprising of builders, contractors and developers. New construction as well as buildings under renovation would be their potential business spots. The CEO, Hatala, is faced with the challenge of capturing the market instantaneously in order to sustain revenues for KONE Aufzug, which means achieving high sales in the initial stages through cost-effective promotion strategies. Alternative 1: Adopt unique positioning and distribution strategy that not only reinforces KONE Aufzug’s brand image but also improves sales and distribution of MonoSpace elevators throughout Germany. Approach the 20,000 small contractors at the same time to create awareness and educate them about the benefits of MonoSpace. Product Introduce MonoSpace elevators with the EcoDisc unit in German market for low-rise residential buildings. This product would be sold as a whole unit to the customers that would include large and small contractors as well as contractors/developers involved in renovation work. Pros Cons 1. Better product features in terms of installation, maintenance and efficiency compared to gear traction and hydraulic elevators. 2. Machine room requirements are nil. 1. New product, and hence apprehensions regarding its performance, features, maintenance etc will prevail. 2. Would still require maintenance. Place Approach the large base of small contractors as well as large contractors that are involved in low-rise building constructions. Considering the market saturation, it would be better to identify rising markets like in rural and sub-urban areas that are experiencing greater construction activities. Pros Cons 1. Considering that small contractors are usually involved in small-scale constructions, these contractors can provide access to larger numbers of low-rise buildings. 2. Larger contractors tend to choose between other competitors' products during which MonoSpace's product features will help in leveraging their decision. 1. Small contractors do not necessarily involve in low-rise constructions that would require elevators. 2. Pricing decisions play a critical factor in capturing the market via small contractors. 3. Extremely difficult to reach out to thousands of small contractors. Pricing Pricing should be comparable to the competitors' and existing products' prices in order to gain ...Show more
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Last name, first name KONE: The MonoSpace Launch in Germany Problem statement: Product: KONE’s new product, MonoSpace is a revolutionary product, but seems less promising in terms of acceptability in shorter span. This product is suitable only for 8-person and 13-person elevators with operating speed of one meter per second usable in buildings less than 12 floors…
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KONE: The MonoSpace Launch in Germany
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