Quartz Case Study Aqualisa

730 Words2 Pages

INTRODUCTION Aqualisa needs to configure a strategy to sell their new shower the Quartz. The newest most innovative shower is not selling like it should be. If they cannot get it off they ground they risk of losing market share to competition. Aqualisa have been doing well in the past years however, with lowered quality and improvement among the competition changes need to be made. The purpose of this analysis is to take a deeper look into Aqualisa to see what their best moves is in order to fix their problem. In this market 73% of consumers rely on their plumbers to pick out the shower for them in addition to this many people are unsatisfied with their showers thus making 44% of shower installations replacement jobs. This gives Aqualisa plenty of opportunity to make a significant impact and quickly. In order to do so they must focus on the plumbers, as reluctant and unwilling to …show more content…

With 10,000 plumbers in the area the goal would be to have half of them become “quartz users”. If plumbers purchase 73% of the showers in the existing market the goal of making 5,000 plumbers users of Quartz would gain Aqualisa 36.5% of the total market in a single year. (Exhibit 1) Having bad luck in the past with obtaining plumbers as customers is not a sign to give up instead it is an opportunity for growth. By shifting the marketing strategy to adapt to the needs of the plumber and showing them first hand that the product fulfills their needs the hard part is over. Furthermore, by making sure that the plumbers are on board the customers will not have much say in the price of the product because they are generally unaware of what costs come from the labor or the equipment, as the plumber passes the cost onto the customer in one final cost. This will make the pricing of the Quartz less important making it much easier to gain higher margins in the future once the confidence is instilled in the

Open Document