KONE: The Monospace Launch in Germany

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Case

Reference no. 9-503-S07

Spanish language

Subject category: Marketing

Authors: Das Narayandas (Harvard Business School); Gordon Swartz (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2001

Version: 25 February 2005

Revision date: 23-Apr-2019

Length: 24 pages

Data source: Field research

Topics: Asset management; Marketing channels; Marketing management; Marketing strategy; Product launches; Product management

Share a link: https://casecent.re/p/118567

| No reviews for this item

This product has not been used yet

View our pricing guide or login to see prices.

Abstract

This is a Spanish version. 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.

Location:

Germany

Industry:

Machinery

Size:

USD2 billion revenues, 20,000 employees

Other setting(s):

1996