Aqualiza Quartz

In: Business and Management

Submitted By bojank
Words 2110
Pages 9
[->0]
AQUALISA QUARTZ
IVANTORRECILLA[->1] Feb 5, 2011
Buenos días, ¿cómo va eso? Cuelgo mis comentarios respecto a este caso, es muy interesante. Me gustan los casos de este hombre. A ver si me apaño.
[->2]
IVANTORRECILLA[->3] Feb 5, 2011 http://pdd-b-11-equipoiii.wikispaces.com/file/detail/AQUALISA+QUARTZ.xls [->4] jrmp[->5] Feb 5, 2011
Os paso mi análisis del caso.

2.1. ¿CUÁL ES LA PROPUESTA DE VALOR PARA LOS FONTANEROS? ¿Y PARA LOS CONSUMIDORES?
La propuesta de valor para los fontaneros es una simplificación del proceso de instalación. Pero esto tiene una serie de inconvenientes:
- Los maestros fontaneros son trabajadores cualificados. Simplificar la instalación va en detrimento de su papel en el proceso de instalación.
- Muchos usuarios pueden plantearse instalarla ellos mismos.
- Reduce el trabajo de 2 días a medio día. Por cada ducha convencional cobran 16x60 = 960 euros de media. Con la Quartz cobran la cuarta parte 240 euros.
- Para mantener el nivel de ingresos tienen que instalar cuatro veces más de duchas, pasan de 40-50 a 160-200 al año.

Por otro lado, para el consumidor sí es un producto muy atractivo, por varios motivos:
- Diseño, calidad, mejoras
- Instalación sencilla que muchos de ellos pueden hacer.

2.2. ¿POR QUÉ LA DUCHA AQUALISA QUARTZ NO SE ESTÁ VENDIENDO?
Aparentemente, los fontaneros no tienen ningún incentivo para recomendar la Quartz.
Según el anexo 4, el fontanero influye en el 73% de las ventas de ducha.
La Quartz sólo se instala cuando el consumidor se empeña por encima de la opinión del fontanero y eso sólo ocurre generalmente con las duchas de reposición, que según el anexo 3 representan el 44% de las instalaciones
Los fontaneros están por tanto haciendo que la Quartz sólo tenga posibilidades de instalarse en un 27%*44% = 12% de los lugares donde podría hacerse potencialmente. Esto encaja con que se…...

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