Aqualisa Quartz: Simply a Better Shower Case Solution & Analysis for marketing class

Case Analysis Questions: Answer each of the following sets of questions to guide your analysis, problem identification, and recommendation for this case.

• Segmentation Analysis: The UK shower market can generally be described as consisting of three end-consumer segments (the premium segment, the standard segment, and the value/DIY segment) and a developer segment. Describe each segment's approach to purchasing a shower. As part of your description identify the criteria sought, motivation for purchase, price point or price range, and most preferred/used channel.
• Channel Analysis: Describe the channels of distribution in the UK shower market (DIY Sheds, Showrooms, Trade Shops, & Distributors/Wholesalers). Describe each channel based upon the type of service each channel offered its customers and the relative influence of plumbers in each channel.
• Value Analysis: Describe the Quartz value proposition to end consumers and to plumbers. In your answer, be sure to include hard numbers (i.e., cost comparison to an alternative product for end consumers and cost comparisons for installation, etc. for plumbers) and a description of the performance value.
• Customer analysis: Explain the key factors influencing end-consumers' adoption of the Quartz product. What factors are the main causes of the slow adoption rate?
• Problem identification: Build upon the analyses you presented in answers 1-4 and explain the causes of the Aqualisa Quartz Shower's poor performance at the time of the case.
• Recommendation: How do you think the Quartz should be marketed? In your answer, be sure to identify the primary target market (premium segment, the standard segment, the value/DIY segment, or the developer segment) the relative price-point (discount, market price, premium price), and the primary distribution channel. In your answer, be sure to give specific reasons for each part of your recommendations (e.g., what data/analysis supports your recommendation; what are the strategic benefits of each decision; what current problems or obstacles does your decision help address?).