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The Launch of Kones New Product - Case Study Example

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In the paper “The Launch of Kone’s New Product” the author discusses the case of Mr. Hatala, who is responsible for the launch of Kone’s new product Monospace in Germany. He has received a negative interim financial report that states that Kone’s products are performing badly in the international markets…
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The Launch of Kones New Product
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Download file to see previous pages Political: 90% of Kone’s sales come from international markets. This makes it very vulnerable to political stability in its global markets for example Italy is one of the markets of Kone and elevator regulations are governed in Italy by parliament. Thus, to bring MonoSpace i.e. an elevator without a machine room in compliance with standards, it would require an act by the parliament.
Economical: The performance of the elevator industry is directly proportional to the performance of the construction industry. The construction industry has a maximum potential in developing countries rather than in developed countries. The reason for this is that the developed countries have maximized their growth potential whereas the developing countries would require heavy spending on construction to build malls, offices and other infrastructure. Thus, the most economically feasible regions for Kone products would be the less developed Asian and Australian markets as compared to the developed European and EU markets.
Social: It can be argued that the MonoSpace elevators are a hard sell since it requires a unanimous decision of people from different backgrounds for e.g. the owner might be affluent and influential wanting perfection in the looks and features of the elevator, the contractor would be worried about the cost-benefit analysis and the property developer would be thinking about the cost-saving versus the benefit of space saved.
Technological: The elevator market is a technologically driven market. However, the technology that is being applied is at the back office rather than on the consumer side. The consumer is only impressed by the ride comfort and speed of the elevator. The customer i.e. the owner investor or the property developer, contractor, etc would be interested in the performance (maintenance cost, Hazards involved), initial investment and the space that is being used by the elevator machine room.  ...Download file to see next pagesRead More
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