Objective-

Make the high quality sales

Increase the market share

Porters Five Forces

Competitor Analysis

Customer Analysis
Segment Product Knowledge Selection Criterion Decision Maker Shopping Channel
Premium Low to Moderate Style Consumer Showroom
Standard Low Performance & Service Plumber Trade Shops
Value Low Convenience & Price Plumber Trade Shops
DIY High Price & Ease of Installation Consumer DIY Sheds

Strength
Strong reputation in UK
High Market share & High quality product
R&D & new product to address consumer concerns
Variety of products
Weakness
Low sales in Trade shop and Showrooms
Lacked ability to relate to end user
Brand awareness is low
10% of showers produced had issues with no improvement
Opportunity
High demand in UK market
Growth for more market share
Maximum profit in case of Qaurtz's success
Threat
Plumbers loyal to a single brand and distrusted innovation
Other companies were catching up to Aqualisa product category
Dependency of consumers on plumbers
Perception of the product as overpriced

SWOT

Threat of new entrants
MODERATE
Bargaining power of suppliers
LOW
Threat of Substitutes
LOW
Bargaining power of Buyer
HIGH
Rivalry among Existing Competitors
HIGH
30.31%
21.67%
11.31%
6.78%
6.67%
3.33%
2.22%
1.11%
1.11%
0.83%
14.67%
Sales
Triton Mira
Gainsborough Aqualisa
Masco Ideal Standard
Heatrae Sadia Bristan
Grohe Hansgrohe
Others