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Essay / Research Paper Abstract
This 8 page paper is based in a case study supplied by the student. Kone is an elevator manufacturer who have developed a new type of elevator the does not need to machine room and is differentiated from other products on the market in a number of ways. The paper considers the best marketing strategy for the launch of the elevator into the German market. The bibliography cites 3 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEkonemono.rtf
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Unformatted sample text from the term paper:
room in order to operate due to the development of the "EcoDisc". This gives the product a significant advantage over many other competing products on the market, the ability to
install and activate and without the need for machine room means less space is needed, and real estate which is taken up operating the elevated can be used in another
way. In addition to this their other differentiating features that will be attractive to those making a purchase decision, including more cost efficient operation. The product is one which is
designed to be placed into low rise buildings; a major market which Kone currently supplies. The current position of the company is one where there is a full in the
level of projected profits, possibly leading to a loss. The MonoSpace has the potential to help save the company, to maintain market share and profitability by providing something which is
not supplied by any other manufacturers. In order to move forward the product needs to be solved successfully to the latest market; Germany.
The problem faced by Kone in determining the marketing strategy for Germany is the mixed success of the firm has already; the marketing undertaken by the company as result in
the greatest success within the Netherlands, it had the success of they may not want to emulate due to the sharp rise in market share that the product has given
them. In the Netherlands the company has increased its market share by 10%, rising from 52% to 62% in a single year. The problem with this level of success is
the attention it will attract from competitors, compared to major international competitors such as Otis, Kone is relatively small, and as such cannot afford to enter into a price war.
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