KONE case study
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Title: KONE case study

Essay Details:

Subject: Business
Author: Luis C
Date: April 14, 2014
Level: University
Grade: A
Length: 2 / 382

Essay text:

Priced slightly above because of market share less than 15%. 86,000 DM A relatively high price because of the differentiation and brand building purpose Position: position monospace on its differentiated value. - No machine room - saves energy Perceptual map: decided to position ourselves on energy-saving and space-saving. ‘A space- and energysaving elevator with low operating costs. 3) To what extend might monospace cannibalize sales of KONE’s existing low-rise elevators In Netherlands, goal was for Monospace to account for 100 percent of low-rise elevators within three years – has that been attained?? That means that 4) What would be needed to ensure a successful launch? Marketing Plan: Executive summary: Current situation and trends: Key issues Goals: 70 per cent of all sold units are MonoSpace within a year...

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