Indholdsfortegnelse
1. Characterize the market in which Kähler finds itself.
2. Segment the market and fastlæg Kähler's target group.
3. Analyze the buying behavior when buying a ceramic vase.
Stimuli
- Company-stimuli
Product
- Classification of products:
- Packaging functions
- Quality
- Product mix
- Brand strategy
Price
Place
Promotion
- Other stimuli
Organism
- Consumer black box
Response
4. Discuss the following statements: (Look under chapter 20.4 and 10.1)
a. Kähler uses the indirect distribution strategy: intensive distribution. Even though Kähler can be found in several stores and chains, they are
b. When Kähler chooses to expand with the café Kähler dining room, the company takes advantage of the growth strategy conglomerate diversification.
5. Identify a significant challenge for Kähler. Discuss possible solution(s) of the selected challenge.
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Uddrag
Kähler is in the Heterogeneous market, because the customers have a preference to which brand of ceramics they are buying.
The main reason for the preference is product differentiation because the product and design of each ceramic thing is different from brand to brand.
They are in both business-to-business and business-to-consumer market.
They are in the consumer market when they are selling their products through their web shop, where their customers are consumers who shop with the aim of satisfying their own personal needs.
They are in the business-to-business market when they are selling their products to retailers, who buy with the aim of meeting the company’s objectives.
There are a few large players with strong competition in the ceramic design market in Denmark and therefore it is a differentiated oligopoly.
Their competitive strategy is differentiation strategy because they are offering their unique products to a broad target market.
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Classification of products: it is a durable good and a shopping product, because it is not bought frequently and is considered a purchase.
Packaging functions
They present their products nicely in a simple box with a picture and description of the product on it.
On the side there is information about the company.
Since it is ceramics, protection and storage are extremely important, so it is safe for customers to transport home without damaging the product.
For their after-sale service, you can find their information and contact them on their website, if you have any questions. They also offer free returns, and a 30-day money back guarantee.
Quality
When buying a Kähler ceramic vase, the customers are probably valuing quality over price.
The aesthetic quality plays a big part for their brand, since the whole product's function is to look nice for a home.
Appearance is extremely important because it is the main factor for their sales. Kählers brand name also adds quality, by the prestige and image associated with their name.
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