product development case study series part 2 a
Post on 15-Jan-2015
288 Views
Preview:
DESCRIPTION
TRANSCRIPT
part 2 a of 7 part Case Study
1 Product development
Luxury brand Case Study
2
Notes
3
Luxury Brand
Business
Development
Case Study Part II A Market overview
4
Trigger Document
5
Trigger Document
6
Trigger Document
7
Trigger Document
8
Review Research
9
Review Research
10
Review Research
11
Review Research
12
Economic overview
13
Economic overview
14
Economic overview
15
Economic overview
ages 35 to 54
16
Economic overview
households between 45 & 54
17
Economic overview
$47,500
18
Economic overview
19
Economic overview
20
Market Trends
21
26 million
1 million up 47%
1985 $180 billion
Market Trends
22
Remodel Market
23
Remodel Market
1,ooo,ooo
24
Remodel Market
$180,000,000,000
25
Remodel Market
26
443,000
Remodel Market
200,000
27
Market trends
28
Market trends
29
2%
6%
21%
21%
44%
multipoint
switch plates
bath accessories
cabinet pulls
door hardware
30
2%
6%
21%
21%
44%
2006 Total HPP Market
$749 Million
2004 Total HPP Market
$659 Million
High Price point Total market
64%
20%
7%
4% 3% 2%
other
baldwin
emtek
rocky moutain
period brass
omnia
31
2006 Total HPP Market
$749 Million
2004 Total HPP Market
$659 Million
High Price point Total market
59%
22%
10%
5% 3% 1%
32 Custom home market
66%
29%
5%
tract
custom
semi-custom
Total US Housing 2001 market
new homes 1,529,000
custom homes (29%) 443,410
semi-custom (5%) 76,450
Industry level market
33
Business level market
34
Business level market
35
Business level market
36
Business level market
37
Business level market
38
Business level market
39
40 Product level market
41 Product level market
42 Product level market
43 Product level market
44 Product level market
+
45 Product level market
46 Product level market
47 Custom home designs
8% 6%
13%
17%
23%
6%
12%
8%
10%
italian tuscany
arts & crafts
french country
mediterranean
colonial
contemporary
english
mountain rustic
other
French country homes
8% 6%
13%
17%
23%
6%
12%
8%
10%
Total French country share
total homes 57,643
hardware market $74,000,000
48
8%
6%
13%
17%
23%
6%
12%
8%
10%
Total Italian Tuscany share
total homes 35,472
hardware market $45,000,000
Italian Tuscany homes
49
8%
6%
13%
17%
23%
6%
12%
8%
10%
Craftsman homes
Total craftsman share
total homes 26,604
hardware market $34,000,000
50
51 Abbreviated Swot analysis
companies opportunites
kwikset
schlage
baldwin
jado
omnia
period brass
rocky mountain
emtek
brand building service excellence braodway / ives service improvement expanded offering limited limited improved service expand upon styles improved product expand offering distribution
strengths
sales force distribution marketing speed to market brand product breadth reputation quality quality contemporary line designs finishes customer service quality & style speed to market breadth of offering 7 day deliveries
weaknesses
quality speed to market limited styles sales force deliveries sales force deliveries new styles deliveries new styles deliveries customer service new styles distribution quality sales force
threats
quality baldwin pricing reputation slow deliveries arrogance american standard intro into mass retail contemporary styles lack of support poor service deliveries trend changes limited line grow to fast performance low profitability
Competitive product offering analysis
kwikset baldwin period brass
omnia jado rocky
mountain a.i.w.
rustic look only distressed style only
handlesets handlesets handlesets handlesets handlesets handlesets handlesets
levers levers levers levers levers levers levers
knobs knobs knobs knobs knobs knobs knobs
deadbolt deadbolt deadbolt deadbolt deadbolt deadbolt deadbolt
accessories accessories accessories accessories accessories accessories accessories
52
53 Competitive Architectural styles
Italian Tuscany
Southwest Door LaForge
Craftsman
Rocky Mountain Emtek
Period Brass
French Country
Emtek Bouvet / LaForge
Baltica
Mediterranean
Baldwin Southwest Door
LaForge Rocky Mountain
Colonial
Baldwin AIW
Period Brass Omnia
Rustic
Rocky Mountain AIW
Ashley Norton Sun Valley Bronze Southwest Door
Contemporary
Baldwin Valli & Valli
Baltica Omnia
English Bronze
Emtek Rocky Mountain
Baltica
Cat
ego
rie
s
Kw
ikse
t
Sch
lage
Bal
dw
in
Pe
rio
d
Bra
ss
Jad
o
Om
nia
Ro
cky
Mo
un
tain
Emte
k
OPP
MPP
Up-Market
Premium
Prestige
Electronics
54 Competitive products
Cat
ego
rie
s
Kw
ikse
t
Sch
lage
Bal
dw
in
Pe
rio
d
Bra
ss
Jad
o
Om
nia
Ro
cky
Mo
un
tain
Emte
k
Positioning
Distribution
Sales Force
Tubular
Mortise
Electronics
55 Competitive products
56 Competitive reaction analysis
Baldwin hardware
parent company
total business
estates
images
bath accessories
general hardware
lighting
giftware, door accessories etc.
acquired – 1982
primarily door hardware
mortise
entry level (home depot)
masco (no longer parent company)
$250 million
$ 38 million
$ 74 million
25%
10%
10%
5%
57
Baldwin SWOT analysis
complete this exercise for each competitor (only one example shown)
strengths threats
brand name
reputation for quality
nationwide distribution
many stocking wholesalers
complete line of colonial styles and finishes
merchandising
has not expanded into the rustic market
smaller manufacturers are taking market share
home depot offering has hurt their image, creating less support from showrooms
weaknesses
lead-times are 10-12 weeks
not all finishes available in all styles
difficult to install
limited variety of styles
opportunities
continues to grow into other products, such as lighting and giftware
their mortise locksets are sold to other manufacturers and have become the standard
58
Luxury Brand
Business
Development
Case Study Part II A Market overview
59
top related