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Essay / Research Paper Abstract
This 13 page paper looks at the draw dishwasher by Fisher & Paykel and carries out a brand analysis. The first part of the paper provides an environmental scan looking at the issues facing all suppliers of drawer style dishwashers. The second part of the paper examines the brand, comparing it to Maytag, looking at aspects such as the target market, positioning, market segmentation, pricing and promotion. The last part of the paper makes recommendations to enhance the brand image. The bibliography cites 11 sources.
Page Count:
13 pages (~225 words per page)
File: TS14_TEfishdish.doc
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Unformatted sample text from the term paper:
Pricing 9 Figure 5 Positioning map 10 Figure 6 Dishwasher repairs 11 3.3 Promotion 11 3.4 Distribution 12 4 Brand Recommendations 13 References 15 1. Introduction The development of the drawer dishwasher has seen the creation
of a new segment in the consumer dishwasher market. The market is relativity new; while market segments for traditional front loading dishwashers and table top of portable dishwashers has been
established for many years, it is only the former which has been able to gain a mass market appeal. The draw segment is still developing. To assess the potential market
position of a brand such as the Fisher & Paykel Dish Drawer, which is the number one drawer dishwasher unit that is currently on the market (Galt Technology, 2011), it
is necessary to look at the market as a whole and the challenges that are faced by all of the competitors in the same segment. This can be followed by
an assessment of the brand itself and compare it to a major competitor, such as Maytag. 2. The Dishwasher Environment The appeal of dishwashers may be seen relating
to the benefits that they provide for the users. Kotler and Keller, (2008) note that people do not buy products, they buy benefits. For example, a drill is bought for
its ability to make hole, likewise a bed is bought for a good nights sleep (Kotler and Keller, 2008). A dishwasher will relive the owner of the task of washing
and drying dishes. In the general market it may be argued that it is the time and convenience that appeals to the buyers. Additional benefits are issues such as the
potentially better cleaning that can be achieved with hotter temperatures and the desire for sanitation. Recent research also indicates that homes with dishwashers also benefit from less energy and water
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