Case Aqualisa Essay

677 words - 3 pages

Magister en Dirección y Gestión de EmpresasGestión Comercial I30 de Julio del 2014Estudiante: Juan Romero FloresANÁLISIS DEL CASO"AQUALISA QUARTZ: SIMPLY A BETTER SHOWER"IntroducciónHarry Rawlinson (CEO Aqualisa) y el área de Marketing, deben definir el targeting de su producto estrella con acciones que mejoren la percepción del cliente y una adecuada estrategia de comercialización para que la empresa alcance el nivel de ventas calculadas, que hasta el momento no puede lograr.AntecedentesA pesar de que Aqualisa diseño un producto acorde a las necesidades de los clientes en duchas y presenta una innovación tecnológica alta, la entrada del producto Quartz al mercado británico está fracasando de a pocos y la empresa necesita replantear su estrategia de marketing para idear un mejor plan comercial e insertarlo.Recomendaciones Rawlinson debería centrarse en consolidar su producto Quartz en los mercados de Mixer Showers and Integral Power Showers, priorizando la calidad y confianza que ha generado en todos sus productos para realzar la imagen de Aqualisa y con ello alcanzar su nivel de ventas previstos (100 por día). Dirigir el producto a un status alto de los clientes por intermedio de tiendas especializadas donde el cliente pueda conocer de cerca el producto y logren familiarizarse con sus principales características, los showrooms permitirán dirigirse directamente al consumidor final. También será importante acordar con promotores de mobiliarias y construcción de edificios, ofreciendo un producto similar, garantizando la disminución de costos debido a la facilidad de instalación y promoviendo la participación activa de los fontaneros que requieran.Justificación Todos los canales de distribución solo se centran en presentarles el producto a los clientes y enseñarles las ventajas que posee, pero no se toma en consideración la posibilidad de comercializar directamente. Las duchas eléctricas son las que poseen mayor shared y Quartz presenta una dificultad en cuanto a competencia se trata, será difícil adentrarse en una línea de productos. Cabe resaltar que las duchas son productos de poco reemplazo, ya que una persona puede cambiar...

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