Kone Monospace - 1786 Words

KONE: MONOSPACE LAUNCH IN GERMANY Factors contributed to the launch performance of KONE on the Netherlands, France and UK? When launched, sales of KONE’s Monospace was the highest in Netherlands, then France and in UK none was sold in the first 3 months. Monospace is an elevator invented by KONE using the latest technology that uses an â€Å"EcoDisc† that eliminates the use of a machine room and further incur significant energy cost savings for the building management. It is an upgraded version for geared traction elevators. There is more construction freedom and construction costs could be saved using Monospace too. The technology of Monospace then could be used for buildings of 12 floors or less. Hence KONE marketing team targets the†¦show more content†¦The space saved could be used for other revenue generating activities which will further please clients. Without building an extra machine room also saves some construction costs. Construction players are normally tight on budget, the savings gives them flexibility to adjust their profits. In addition, changing to Monospace requires minimal changes of their original architectural designs. 2. Energy efficiency As mentioned in the case, the construction boom has ended and there are at most 26% of existing buildings have a chance of upgrading to Monospace. This point would be important to existing building managements as their monthly cost could be reduced substantially if they upgrade to Monospace elevators. Monospace consumes a third of energy a hydraulic elevator consumes and half of what a geared traction elevator consumes. Its speed is also at 1 mtr/s similar to a geared traction elevator. These monthly savings can be seen on the bills and they add up to a substantial amount annually. For construction managers and architects, this value could be used to impress clients. 3. Lower fire potential Monospace elevators unlike hydraulic and geared traction elevators, do not require oil for operation. It reduces fire potentia l which is a great problem for residential areas. It is also one strong point of difference that KONE possess against competitors. KONE: MONOSPACE LAUNCH IN GERMANY From KONE’s financial perspective, what are the 3 most importantShow MoreRelatedKone Case945 Words   |  4 PagesCASE: (KONE: The MonoSpace Launch in Germany) Problem: KONE Aufzug is a new elevator business which is in the middle of planning the launch of their new product, â€Å"MonoSpace†, into Germany. KONE is challenged with the problem of how they should price and market the MonoSpace elevator without dismantling and destroying their existing product line. KONE knows that they can only market to low amp; mid-rise buildings of 12 floors or less due to its cabin requirements and operating speed; howeverRead MoreGerman Elevator Market Analysis2480 Words   |  10 Pageselevators etc.) in the higher-end market - 10% - Rarely involved in decision - Mainly concerned with cost of developing a new building, upfront costs, and less about elevator selection Energy suppliers acted as an influence group and recommended MonoSpace. Purchasing Process Process Explanation Purchasing Decision - Low rise residential elevator purchase decision includes 4 or 5 parties: property owner, construction company manager, architect, construction company purchasing agent, building serviceRead MoreCase: Colgate Max Fresh: Global Brand Roll-Out (Pcr)1958 Words   |  8 Pages Due: Markstrat Decision #5 3/3 Case: Global Wine War 2009: New World versus Old Week 9 Marketing Strategy and Pricing 3/8 Reading: Customer Value Propositions in Business Markets Due: Markstrat Decision #6 3/10 Case: Kone: The Monospace Launch in Germany Exercise # 3 Week 10 Marketing Strategy and Communications 3/22 Reading: Getting Brand Communities Right Due: Markstrat Decision #7 3/24 Case: Slanket: Responding to Snuggie s Market Entry Week 11