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Bio-ClearFACTS OF THE CASE

1. Mr. T. Wan was struggling with unsold inventory consisting mostly of the more sophisticated and computerized higher priced BIO-CLEAR models.

2. Poor and marginal sales in rural and urban areas.

3. Product sales were barely covering costs.

PROBLEM

How can Mr. T. Wan of RW & Company capture the market of air purifier and increase the volume of sales?

OBJECTIVE

1. To determine what causes the poor sales of BIO-CLEAR

2. To recommend the necessary modifications in the marketing strategy or on the product features to improve sales.

3. To reintroduce the product to the market.

AREAS OF CONSIDERATION

1. Product identity and specifications of different models.

2. Focus on a specific market. Where and who will buy the product.

3. Product promotion of RW & Company & foreign suppliers.

Pricing of air-purifiers.

Strength | Weakness |

a. Offered five models b. Manual and automatic sensor c. It can control air pollution d. All models can be controlled by infrared remote | a. Models look almost exactly the same b. They have the same output c. Can only be use in a closed room d. Only expensive models have automatic sensors |

Opportunities | Threats |

a. First product in local market that improves air quality b. High-end technology product c. Unique environmental control product | a. Unknown to the public b. High price c. Competitive environment (electric fans, coolers, air conditioners & etc.) |

Conclusion:

First, before introducing the product to the market RW & Company must conduct a feasibility study to define its market as accurately as possible for a deeper understanding of exactly who they are selling the product to. Since the product helps control air pollution, we can say that it is a health oriented product. Its market is basically those health conscious customers; customers who would not mind spending a lot to secure and protect their health. RW & Company should focus on hospitals,...