Report

3/26/2020 ACME Meeting

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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."

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

Course Resource

3/26/2020 ACME Meeting

https://leocontent.umgc.edu/content/umuc/tgs/mba/mba640/2202/course-resource-list/acme-case-file.html?ou=447146 2/2

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?

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