Aqualisa Quartz Case Study Analysis
Analytical Summary of the Aqualisa's Challenge/Opportunity
1) Category – There is a high and persistent demand for showers in the UK, the potential market is very high. 44% shower sales are due to shower replacement and 15% for new build. The total quantity of showers sold in the year 2,000 equaled to 1.800.000 units. This demonstrates a clear opportunity for selling Quartz.
2) Competition – The position of Aqualisa in the UK market is quite strong, with products taking 3rd and 4th position in the market share. The major competitor of Aqualisa is Triton who has good brand awareness among consumers. To meet the needs of consumers for ideal pressure and water temperature, ease of installation and overall aesthetics, Aqualisa invested in R & D and innovative technologies for Quartz. This is surely a notch above the competition and a definite strength and opportunity.
3) Company – Aqualisa’s reputation is quite strong showing the 5% to 10% growth in a mature market and a 25% net return. The year before the new product was launched the net profit of the company equaled €17.355 million. This is a strong position to invest in the marketing plan of a new revolutionary product.
4) Customer – The main customer of shower market are plumbers. We need to be understanding of their needs and problems. We need to empathize with them and educate them in order to increase sales.
5) Consumers – Quartz shower is targeted at consumers who demand high-quality showers with ideal temperature and pressure, ease of use, safety, simple and fast installation. We are aiming at the premium segment of the shower market.
6) Centers of Influence – Traditionally the showers in the UK are sold through trade shops, distributors, showrooms and do-it-yourself outlets where the major part of sales in 2000 was done through trade shops as showed in the statistics. Nevertheless, the principal center of influence at the shower market is still represented by our customer
1) Category – There is a high and persistent demand for showers in the UK, the potential market is very high. 44% shower sales are due to shower replacement and 15% for new build. The total quantity of showers sold in the year 2,000 equaled to 1.800.000 units. This demonstrates a clear opportunity for selling Quartz.
2) Competition – The position of Aqualisa in the UK market is quite strong, with products taking 3rd and 4th position in the market share. The major competitor of Aqualisa is Triton who has good brand awareness among consumers. To meet the needs of consumers for ideal pressure and water temperature, ease of installation and overall aesthetics, Aqualisa invested in R & D and innovative technologies for Quartz. This is surely a notch above the competition and a definite strength and opportunity.
3) Company – Aqualisa’s reputation is quite strong showing the 5% to 10% growth in a mature market and a 25% net return. The year before the new product was launched the net profit of the company equaled €17.355 million. This is a strong position to invest in the marketing plan of a new revolutionary product.
4) Customer – The main customer of shower market are plumbers. We need to be understanding of their needs and problems. We need to empathize with them and educate them in order to increase sales.
5) Consumers – Quartz shower is targeted at consumers who demand high-quality showers with ideal temperature and pressure, ease of use, safety, simple and fast installation. We are aiming at the premium segment of the shower market.
6) Centers of Influence – Traditionally the showers in the UK are sold through trade shops, distributors, showrooms and do-it-yourself outlets where the major part of sales in 2000 was done through trade shops as showed in the statistics. Nevertheless, the principal center of influence at the shower market is still represented by our customer