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Essay / Research Paper Abstract
This 5-page paper answers questions about Kone's launch of its new MonoSpace product in Germany. Bibliography lists 1 source.
Page Count:
5 pages (~225 words per page)
File: AS43_MTmonocase.rtf
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Unformatted sample text from the term paper:
and Gordon Swartz for the Harvard Business School. The case study concerns KONEs new MonoSpace product, an elevator that didnt require a machine room, which meant space dedicated toward that
purpose could be used for other purposes that might generate more revenue. However, the EcoDisc, which drove the elevator, was useful only for 8-person and 13-person cabins, meaning this was
able to be used in buildings with 12 floors or less. What can be learned from the test market and market launches in France, the Netherlands and the UK?
Whats interesting in this particular case study (and the test launch) was that KONE was successful beyond its wildest dreams when it
came to the MonoSpace. Its interesting to note, however, that there is such a thing as too much success - the Netherlands general managers comment about upsetting the market was
an interesting one. Rather than trying to take over the market and crush the competition, the manager pointed out that Otis and Schindler, two competitors in the Netherlands, could likely
crush Kone. Some of the other "learning points" that Kone obtained during its test launches focused on the sales messages, construction
company surcharges and single-supplier worries (which ties into the Netherlands GMs worries). With this latter, the sales strategy was to assure the markets that Kone was interested in a long-term
strategy, rather than immediate, short-term price-gouging. The company learned that construction companies were the toughest sell in this scenario. The company
also learned that in France and the Netherlands, construction companies continued retaining machine room savings through a surcharge from owners/developers.
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