Problem 2 - 2. Why is the Quartz shower not selling well?...

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2. Why is the Quartz shower not selling well? To know why the Quartz shower not selling well comparing with company’s thought, we need to do analysis; 5Cs and SWOT analysis. 1) 5Cs - Customers We think customers can be divided in 2 group; real consumer–using the product actually- and plumber- buying and recommending for consumer. First, There are 3 types of real consumer in this market. Premium Standard Value Preference High Performance, Service, and Style Performance and Service Convenience and Price Influence by Plumber X O Plumber recommends or selects a product O Plumber selects a product. According to Exhibit 4, 73% of consumers’ decision influenced by plumbers; Consumer takes plumber’s advice on type and brand of shower (28%), Plumber selects type and brand alone (25%), Plumber influences type of shower, not brand (20%). Also, based on their market research, consumers think 4 factors important; great external appearance, delivering good pressure at stable temperatures, easiness to use, breaking down uneasily. The other one group, plumber, has a several characteristics. There were about 10,000 master plumbers in
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This note was uploaded on 04/18/2010 for the course BUSINESS 231 taught by Professor Steven during the Spring '10 term at 카이스트, 한국과학기술원.

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Problem 2 - 2. Why is the Quartz shower not selling well?...

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