Essay About Mass Market And Uk Market

Aqualisa Quartz Case Study
Customer analysis (segmentation, characteristics; defined as those who do not re-sell; so treat the plumber as a channel not as a customer) [pic 1]b- Channel analysis (products sold, primary customers, channel characteristics) ➔Trade shops: Usually they sell of all available brandsTheir primary customers are plumbers They stock according to the demand product, their customers focus on reliable productsTheir staff does not have the time to learn features and benefits of all 45000 items they sellAqualiza brand is available in 40% of the trade shops in UK ➔Showrooms: They sell high end products, their hire consultant to help customers in equating a complete bathroom solution.They offer a very pleasant environment to customers to view the product They do not hold inventory, then also offer installing services through sub-contracting Aqualiza brand is available in 25% of showrooms in UK➔DIY sheds:They offer discounted ‘mass market’ and do it-yourself product The major product they offer is electric shower and they are cheap and easier to installAqualiza brand is available in Diy sheds, gainsbro brand is available in 70% of the UK market. ➔Plumbers: There are 10,000 master plumbers in UKThey take several years of training and after 3 years of apprentice they become master plumbersThere is shortage of master plumbers in UK market and customers have to wait 6 months before a plumber take the job.A plumber on average installed 42 to 50 a year They charge 42 to 90 euros per hour + cost of excavation and material They are loyal to a single brand and they do not like innovation C-Competitor analysisTriton is the biggest brand in the market on the basis of output and captures about 30% of the market share.Triton, Mira and Aqualisa captured about 70% of the market shares in terms of overall products.Triton also enjoys a significant market share in electric showers market where it occupies 44% of the market share.Aqualisa and Gainsborough market is the third market share with 18%[pic 2]D-Company & Context (market environment) analysis (the Aqualisa company and the nature of the market) Company SWOT analysis:➔Strengths: -Aqualiza is a company focusing in research and development -Aqualiza have strong reputation in UK shower market -Premium brand is considered as a top-quality shower.-Their launched the quartz shower valve which is a significant product innovation in the UK shower marker, at least 5 years a head from their competitors