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From the case 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 the developer segment. Describe each of these three segments along the following four factors:
the key criteria they used to evaluate a shower purchase (e.g., performance, service, convenience, style, etc.),
their usual motivation for purchasing a shower (e.g., replace a broken shower, install a new shower, etc.),
the price point or price range that they would consider purchasing at, and
the channel(s) through which they most preferred to shop for a shower.
Value Analysis: Describe the Quartz value proposition to (a) end consumers and (b) to plumbers. Recall from previous chapters in your textbook, customer value is essentially the comparison of a bundle of benefits relative to the complete cost associated with acquisition.
As you describe the value for consumers, be sure to include:
As you describe the value for plumbers, be sure to include:
Channel Analysis: There are three main channels of distribution in the UK shower market (DIY Sheds, Showrooms, Trade Shops). Describe each channel based upon the following factors:
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