Project #91035 - Buyer Behavoir

1. Assignment 1 

Case Study – Aqualisa Quartz

Students must submit a hard copy in class and a soft copy via Blackboard.

In September 2001, Harry Rawlinson, managing director of Aqualisa, is deciding how to handle the marketing of the Quartz shower, the first significant product innovation in the UK shower market in years. The vastly superior Quartz shower – which took three years and €5.8million to develop – is simply not selling, despite the fact that existing showers in the UK are plagued with problems and there is widespread consumer dissatisfaction with overall shower performance. Rawlinson must decide what course of action to take to create sales momentum for his breakthrough product.

Assignment Questions:

1. What is the Quartz value proposition to plumbers? To consumers?

2. Why is the Quartz shower not selling?

3. What is the nature of the purchasing behaviour for this product category?

4. What should Rawlinson do to generate sales momentum for the Quartz product?

18

Guidelines:

1. Total number of pages should should be 6 pages long.

2. The assignment should be typed using 12 font size, Times New Roman and 1.5 line spacing.

Note-

When answering these questions use evidence from the case study to back your answers and suggestions.

Assignment 1 must be submitted during the session time on 14th December 2015 by way of a hard copy and via Blackboard. See Grade Descriptors on page 19.

Subject Business
Due By (Pacific Time) 11/21/2015 12:00 am
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