Aqualisa Quartz: Simply a Better Shower

You have 4 pages in which to write your analysis.
You can also include addendum, if you need or choose to. Organize the relevant facts. Don't give me case facts that aren't pertinent to your analysis; I've read the case, too. Do necessary analysis. Come to conclusions. Develop detailed recommendations. Be sure that your logic flows from analysis through conclusions to recommendations. Be persuasive. You don't have to follow the outline of the questions in the syllabus, but you need to include the answers to the questions at a bare minimum. I don't need beautiful prose; you can use bullets, etc., but if you use a chart for pros and cons, say, be sure that you come to a clear conclusion.

Questions:      1.   What is the Quartz value proposition to plumbers?  To customers?

1. Why is the Quartz shower not selling?
2. Aqualisa spent three years and €5.8 million developing the Quartz.  Was the product worth the investment?  Is Quartz a niche product or a mainstream product?
3. Aqualisa currently has three brands: Aqualisa, Gainsborough, and ShowerMax.  What is the rationale behind this multiple brand strategy?  Does it make sense?
4. What should Rawlinson do to generate sales momentum for the Quartz product?  Should he change his marketing strategy to target consumers directly, target the DIY market, or target developers?  Should he lower the price of the Quartz?  Or, should he do something different altogether?

Requirement:

Written Case Analyses: You have 4 pages in which to write your analysis.  You can also include addendum, if you need or choose to. Organize the relevant facts.  Don't give me case facts that aren't pertinent to your analysis; I've read the case, too.  Do necessary analysis.  Come to conclusions.  Develop detailed recommendations.  Be sure that your logic flows from analysis through conclusions to recommendations.  Be persuasive. You don't have to follow the outline of the questions in the syllabus, but you need to include the answers to the questions at a bare minimum.  I don't need beautiful prose; you can use bullets, etc., but if you use a chart for pros and cons, say, be sure that you come to a clear conclusion. 

A Guide for Marketing Analysis (useful for homework, case write ups and group project):

1. Use the rubrics (5Cs, 4Ps, and 6Ms) to ensure that you've thought through all of the marketing issues. Remember that not all aspects of all the rubrics will be important in every case.

1. Ask yourself what insights would be helpful to you in developing a marketing strategy to leverage the opportunity or resolve the challenge? Some common marketing quantitative analyses are:

• Share of Market (SOM) - your company's and your competitors'
• Market and market segment size
• Market and market segment growth rates/declines
• Profitability and profit trends (margins)
• Demographic trends, growth rates and changes
• Customer Lifetime Value (CLV)
• Breakeven

(Review "Marketing Math" the note assigned for the first day's class for more on many of these calculations.)

1. In solving for these insights, what information does the case provide? What assumptions do you have to make?

1. After you’ve reached your conclusion, what does your analysis tell you? What actions should the company take after considering this analysis?

Remember that the best marketing analysis comes from asking yourself good, logical questions. It is not about formulas. It is about thinking like a marketer. This takes practice, so go do it!