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Case

The MonoSpace Launch in Germany (Spanish version)

By Narayandas, Das / Swartz, Gordon

Marketing

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.

Collection: HBSP (USA)

Ref: HBS-503S07

Format: PDF

Number of pages: 24

Publication Date: May 21, 2001

Language: Spanish

Review date: Jul 1, 2002

What material is included in this case:

Other supplements

Description

Year: 1996

Geographic Setting: Europe;Germany

Industry Setting: Machinery

The MonoSpace Launch in Germany (Spanish version)

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The MonoSpace Launch in Germany (Spanish version)

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