Solution Soren Chemicals
Autor: moto • April 1, 2011 • Coursework • 2,216 Words (9 Pages) • 5,395 Views
Q1. What is the case about?
A1: Marketing Swimming Pool Clarifiers to the Business and Consumer market.
Q2: What is the name of the B2B chemical and to whom is it sold?
A1: The B2B Pool Clarifier is names Kailan MW and it is sold to Commercial Pools and Water Parks.
Quantitatively, to pools larger than 1 Million Gallons.
Q3: What are the USPs of Kailan MW.
A3:
- Attacks organic contaminants which can escape conventional filters.
- Larger effective period.
- Lower quantity required. One gallon for 500,000 gallons of water.
Q4: What is the size of the market size in which Kailan MW competes, what is the market outlook
like and what is the current market share of Kailan MW?
A4: 300,000 commercial pools.
1,000 water parks.
$ 30 Million in revenue.
Market is projected to grow by 7% to $32.1 Million in 2007.
$ 6.1 M / $ 30 M = 20% market share in 2006.
Q5: What drives the demand for commercial pool clarifiers?
A5: Demand is driven by:
- Number and size of commercial pools.
- Number and size of water parks.
- Increase of decrease in bathing load (No. of swimmers per unit time)?
o Population increase / decrease (natural and by immigration)
o Changes in lifestyle and habits.
o Climate change.
IMPLICATION: Demand for Commercial Pool Clarifiers is Derived in Nature.
Q6: What are the needs of Commercial Pool Owners and Water Park Owners for buying pool
clarifier chemicals?
A6: - Concern for swimmer safety
- Minimization of health issues and water borne skin diseases.
- Implications?
- Bad publicity and image leading to loss in revenues.
- Failure to maintain safety certification since periodic audits are done.
- Problems with 3rd party liability insurance.
- Chances of litigations and lawsuits.
IMPLICATION:
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