MBA 640 Conduct a Consumer Buying Behavior Study (Martha)

10/23/2020 ACME Meeting

https://leocontent.umgc.edu/content/umuc/tgs/mba/mba640/2208/course-resource-list/acme-case-file.html?ou=516043 1/2

ACME Meeting

Client Name: ACME

Industry: Appliances

Product Line: Automatic washing machines

Customers: Automatic washing machine buyers in the United States, United Kingdom,

and Germany

Competitors: 1. Whirlpool (including Maytag, KitchenAid, Jenn-Air, Amana,

Indesit, Bauknecht, Ignis; among others). Whirlpool is the leading

producer of home appliances worldwide.

2. Electrolux (including Frigidaire, Gibson, Philco, Kelvinator, Zanussi,

AEG, White Westinghouse; among many others) Electrolux is the

second leading producer of home appliances worldwide.

3. Haier (including GE Appliances, Fischer, Aqua; among others).

"Thank you for meeting with us today," Tarek says. "Market intelligence has shown that

our major competitors—Whirlpool, Electrolux, and Haier—are all developing new efficient

automatic washing machines. These new machines have attractive designs, use less

electricity and water, are durable, and are available in different colors. In addition, these

washing machines are competitively priced for the features that they have."

Course Resource

10/23/2020 ACME Meeting

https://leocontent.umgc.edu/content/umuc/tgs/mba/mba640/2208/course-resource-list/acme-case-file.html?ou=516043 2/2

Tarek looks to you: "As ACME is debating whether to enter this market, we need you to

participate in a new cross-functional product development team that will research the

buying habits of automatic washing machine customers in our three main markets: the

United States, Germany, and the United Kingdom. We also need to know if there's an

unmet demand for such efficient washing machines in those markets," he says. Erik Knops,

ACME's CEO, nods his head in agreement.

Tarek continues, "We need to take into consideration the different needs and preferences

of automatic washing machine buyers in those markets; as well as the demographics of

those buyers such age and gender. The customer requirements for each of those markets

are quite different. For example, washing machines in Europe are usually 5 kg capacity

front loaders that heat their own water, while Americans prefer larger top loaders that

take hot water from the home's water heater."

Finally, Tarek remarks, "In addition, we need to know where those customers buy their

automatic washing machines from and if there is any seasonal variation in sales."

Erik nods his head again, smiles, and adds, "Tarek and I want you to research the automatic

washing machine buyers' needs and preferences for those three markets, and provide us

with a customer buying behavior report in two weeks. Remember, the report should focus

on the customers, and not on the companies!"

You know that to give Erik and Tarek the most in-depth report, you will need to conduct

an analysis of the automatic washing machine buyers in those markets. Each market has to

be discussed and analyzed separately under its own headings and subheadings (three

different discussions and analyses). In addition, you have to create a value proposition for

ACME's proposed product. The value proposition should be clear and specific to ACME's

proposed new product. What value do customers see in the proposed product and what

would compel them to buy it?

© 2020 University of Maryland Global Campus

All links to external sites were verified at the time of publication. UMGC is not responsible for the validity or integrity

of information located at external sites.