YOUNGME MOON
Aqualisa Quartz:
Simply a Better Shower

By:
Marjan Hozjan
Ljubljana, February 2007

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1. Conduct a situation analysis
a) Customers (segmentation, characteristics)

According to the HBS case (p.2-3), shower buyers in the United Kingdom fall into one of three pricing segments: premium, standard and value segment. Consumers in the premium segment typically shopped in showrooms; they took for granted high performance and service, and for them style determined their selection. They bought in showrooms based on style, they assumed performance was assured. Consumers in the standard price range tended to emphasize performance and service; they usually relied on an independent plumber to recommend or select a product for them. Consumers in the value segment were primarily concerned with convenience and price; they liked to avoid solutions that required any excavation and tended to rely on an independent plumber in......

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Title: Aqualisa Quartz: Simply A Better Shower
Approximate Word Count: 2111
Approximate Pages: 9 (250 words per double-spaced page)

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