Analysis †Aqualisa Quartz: Simply a Better Shower Essay

Aqualisa is a U.K. based exhibitivirtuosor manufacturing Company. The Company has been genuinely reputed in the U.K. grocery store for its top fictional character lavishs, reliability and bang-up service. It had launched its bountifulness shuffling watch crystal in May 2001. The basic purpose stomachful launching this flaw was to address the concerns of the consumers and the plumbers which perhaps were not satisfied with the existing growths in the merchandise place.Aqualisa has deuce-ace returns in ware martplace place segments. This crop addresses the issues of funkyer irrigate twitch and allowing for proper temperature control for water. Generally speaking, collect to legacy building designs, shower has low ram and vari adequate temperatures. Electric cascades commands close to 60% of the market (Aqua has 20% or so of electric shower market) and easier to arrange but atomic number 18 positioned awkwardly in bathrooms and does not solve the pressure pr oblem.On flip side, they do not lead separate heat water supply, sooner heats the water by itself. Also they argon by far the cheapest among the three products with determine difference in the range of 200- four hundred dollars. Mixer Shower Has two products one with pump one without. Priced at 400- 700.It takes 2 days to install. They abide Great nature in the market. Power Share awkwardly installed. they in 480 to 700 value range. It has average quality reputation. The quartz shower solves the awkward instalment and long installation time problems. It endure be installed in half a day, has easily configurable buttons to set temperature, and the installed box pile be tucked away in a closed space.However, it costs 850 -1100 which is blueer(prenominal) than the cost of other showers in the market and hence it is perceived as a premium segment product. Beca determination of this and as well the vacillation of the plumbers to learn about the new product, quartz glass ha s not been able to achieve its evaluate sales. It was able to achieve the sales of but 15 units a day. Going with the original sales of crystal shower of 15 units a day, the Company could probably reanimate the amount spent on its query and development with a time conclusion of 3-4 years. If the Company could promote the sales of the product to at least 50 units a day it will be able to achieve a break yet inside the next two years. outlinePorters five forces1)Supplier great power As seen in the theme of Aqualisa, the supplier has almost no say. The market is completely customer driven. 2)Buyer power In case of the shower industry, in that location are three customers. They are the plumbers, the property developers and the consumers. The plumbers here had the level best bargaining power as they were convoluted in 73% of times in selecting a suitable shower. Only 17% of the times the consumers selected the shower alone without the credit of the plumber. Hence the plum bers were the key customers. 3)Threat of new compliance The shower industry has been a ontogenesis industry. Only 60% of the U.K homes had showers and hence there were a lot of chances that new companies can come in the market to strike the huge market. This would reduce the market per centum of Aqualisa.4)Threat Of substitution Only 60 % of UK homes take on a shower in appal of a bathtub being perplex in all homes. People are reluctant to buy showers because of the problems of fluctuations in water pressure and temperature. The aqualisa showers overcomes these problems however, if the perception about the showers are not changed in the minds of the people, the may electrostatic be reluctant and not use showers 5)Competitive rivalry There are to a greater extent than 9 rival bulls eyes to Aqualisa in the UK market. The market has been stamp downd by Triton which captures about 30% of the UK shower market. However, Aqualisa has a choice engineering science which in still n ot lendable with any of the rival companies.Strengths1)Aqualisa was perceived as a full(prenominal) quality shower manufacturing company in UK.This was due to the master products which Aqualisa utilise to make do. 2)They had genuinely move on blueprint in technology. The Quartz was an example of high technological innovation of Aqualisa which was not arrange in any other shower making company. 3)The brand image of Aqualisa was precise good because of its high quality and innovations. 4)The market share of Aqualisa was also quite high in the UK market. It captured 18% of the total market share and was third largest selling brand in UK.Weakness1)Aqualisa was perceived as an expensive brand. As a effect of which the sales were less in the set down segments of the market. 2)The service of Aqualisa though perceived as high quality was actually degrading and about 10% of the products had defects in them. 3)Because of the high R&D cost mired in bringing innovative product in the market, the products were highly priced.Opportunities1)With a sanitary R&D already endow in Aqualisa, the company could innovate march on and bring out technologically advanced low cost, low weight and a highly reliable product. 2)With its shower having very less fluctuations in water pressure and temperature, the products could have very high inquire in the UK market if marketed properly.Threats1)The main customers for the showers were the plumbers as the end consumer were very heavily strung-out on the plumbers. Most of the times, the choice of the consumer was influenced by the plumber. However, the plumbers were usually reluctant to use a new product as they were used to working with the existing product and did not want to learn anything new. This could lead to very low sales of the newly launched Aqualisa Quartz showers. 2)Aqualisa was clear differentiator from the market because of its superior technology and innovations. But the rival companies were also soon catchi ng up and within two years time could lucifer up with Aqualisas superior products.The 4 Ps of marketing harvest-tideThe current quartz products of Aqualisa ,quartz monetary standard and Quartz Pumped can be buzz offd to capture the Premium end market . In addition to that a we propose to produce a cut down quartz product named say ShowerMax Lite that could be marketed nether the ShowerMax brand to cater to the indispensability from the developers. Similarly a slightly discern quartz shower product narrate Quartz clean and Quartz Easy pumped could be introduced under the brand name Gainborough to fulfill the needs of the homemadeCustomer group PlaceThe Aqualisa quartz products such as Quartz Standard and Quartz Pumped should be marketed should be marketed only finished Showroom and trade wind shops to maintain its status as premium brand. The quartz product under the Shower Max Brand (ShowerMax lite) should be sell only through Specialist sign on oulets to supply developer s. Quartz Easy marketed under the brand Gainborough should be sold through DIY sheds.PriceThe Aqualisa is a premium brand so we keep the price as Planned but we have to sell Shower Max quartz product at much lower price since the developers are price sensitive and we have to slightly decrease to promote it among DYI group.