Question

Client Name: ACME Industry: Appliances Product Line: High-end home refrigerators Customers: United States, United Kingdom, and Germany home refrigerator buyers Competitors: 1. Whirlpool (including Maytag, KitchenAid, Jenn-Air, Amana, Indesit, Bauknecht, Ignis; among others)………Leading producer of home appliances worldwide. 2. Electrolux (including Frigidaire, Gibson, Philco, Kelvinator, Zanussi, AEG, White Westinghouse; among many others)………Second leading producer of home appliances worldwide. 3. Haier (including GE Appliances, Fischer, Aqua; among others). "Thank you for meeting with us today," Tarek says. "Market intelligence has shown that our major competitors – Whirlpool, Electrolux, and Haier - are all developing new high-end refrigerators. These new refrigerators have attractive designs, are efficient, and durable, and are available in different colors. These refrigerators are priced well above the regular models that you are likely to see in Home Depot and Lowes, and sell for around US$12,000 per unit. Tarek looks to you: "As ACME is debating whether to enter this market, we need you to participate in a new cross-functional product development team that will research the high-end refrigerator customer buying habits in our three main markets: U.S.A., Germany, and the U.K. We also need to know if there's an unmet demand for such refrigerators in those markets," he says. Erik Knops, ACME’s CEO, nods his head in agreement. Tarek continues, "We need to take into consideration the different needs and preferences of high-end refrigerator buyers in those markets; as well as the demographics of those buyers such age and gender. The customer requirements for each of those markets are quite different." Finally, Tarek remarks, "In addition, we need to know where those customers buy their high-end refrigerators from, and if there is any seasonal variation in sales.” Erik nods his head again, smiles, and adds, "Tarek and I want you to research the high-end refrigerator buyers’ needs and preferences for those three markets, and provide us with a customer buying behavior report in two weeks. Remember, the report should focus on the customers, and not on the companies!" You know that to give Erik and Tarek the most in-depth report, you will need to conduct an analysis of the high-end refrigerator buyers in those markets. Each market has to be discussed and analyzed separately under its own headings and subheadings (three different discussions and analyses). In addition, you have to create a value proposition for ACME’s proposed product. The value proposition should be clear and specific to ACME’s proposed new product. What value do customers see in the proposed product and what would compel them to buy it? Question to answer based on information provided and other sources. How are things going? As previously mentioned, I would like you to conduct an analysis of the consumers in our main markets. Your analysis should consider both current and potential product users and should address the following questions: What needs are being met by the product purchase? What are the benefits to the consumers? Make sure that you differentiate between features and benefits; go beyond manifest motives and consider latent motives.

How often are the products purchased and is there seasonality to sales? Deliverable:

Answer 1

Certain needs are met when you purchase any product. That product can be anything like Television, Cell phone, washing machine, refrigerator etc. If you are buying a quality product then it will fulfill your basic need which was lacking and got fulfilled after the purchase of that product. It will help you, entertain you every day. It will also provide you satisfaction for buying a good quality product. Buying a product is like adding a member in any family. Proper care of that product is taken by the persons.

Benefits of consumers are:

1) Product services:

This point states that if any customer buys any product, then that company must provide proper product service to the customer. It is there right to receive good service of that product if there is any damage of that product is not working properly. After delivering of product service tells about how much the company is concern with there customers.

2) Quality products:

This point states that customer shouldn't be treated lightly by showing them the low quality of bad quality of products. They get be getting the best quality of products because they are paying for that particular product. It is the responsibility of that company to show or sell good quality of products to there customers soo that it will satisfy the customers need.

3) Power of decision making:

This point states that customer has the advantage of decision making. It is all dependent on the customer to buy that product or not, and if they want to buy then from where they will buy that product. No one can force the customer to buy from there company. They have the freedom of making decisions by themselves.

Products are purchased very often. Especially electronic products are purchased globally, and currently, all the big companies are growing very fastly as the demand for there products are rising day by day. There is no particular season of electronic products. They are sold all year with equal to Customers demand.

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