【案例名称】KONE: The MonoSpace Launch in Germany

【作者】Das Narayandas, Gordon Swartz

【页数】21

【格式】PDF

【语言】英语

【出版日期】2001年5月21日

【修订日期】2005年2月25日

【学科】市场营销 (Marketing)

【案例编号】501070-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/501070-PDF-ENG

【简介】

Focuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has led to significant price competition and margin erosion in the elevator industry. In these circumstances, KONE, one of the global players in this industry, has developed the Monospace elevator product that uses revolutionary technologies. This new product is expected to have a significant impact on the current product lines of KONE and its competitors. The firm has test marketed the product in three European country markets to varying degrees of success. The firm is now planning to launch the new product in Germany, the largest country market in Europe and vital to KONE's overall success. With little room for error and the future of the firm at stake, KONE's German subsidiary needs to develop a detailed launch plan for Monospace in Germany.

【涉及课题】

Business marketing; Marketing planning; Marketing strategy; New product marketing; Product management

【背景】

    * Geographic: Germany
    * Industry: Machinery
    * Company Employee Count: 20,000
    * Company Revenue: $2 billion revenues
    * Event Year Begin: 1996
    * Event Year End: 1996

【下载】

http://www.mbabbs.com/thread-1541-1-1.html