Implications for Success Price 1. C a p a b ilit y t o cha r g e a prem i um2.

A t

th es a me

ti me gi ve some v al ue/s a v ing s t o th e Cus t omers3. Ab ilit y t om aintain some m a r gin

in

a m a rke t s h ow ing

n e gati ve g row th r at e Positioning 1. Pos

iti o n ed a sH igh Te ch Prov i der2. Pos iti o n

it se l f a s a

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th e produ ct 4. Be ing

n ew t e chn o l o g y, more Serv ic eCo nt r act s Reach

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t o Co n s t ru cti o n

c omp ani esw hich were ha rd t o

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th e i rsp ac eu tilizati o n propos al 2. E n er g y supp li

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in f l ue nc er g roup re c omme n ded Mo n osp ac e

The current

Brand of KONE is not at the same level when compared to already settle biggerbrands such as Schindler, Otis, Thyssen present in Germany. Therefore, KONE will have toconduct a lot of marketing activities such as Product launch, advertising etc. in order to fullydemonstrate its current capabilities to the prospective buyers. KONE will have to work with its current network of salespeople in order to convince thepurchase decisions makers (general contractor and architects) to enclosedeals.

Property owners fear of a monopoly : As the machine-room-less elevator was arevolutionary technology started by Kone, property owners felt they could be left with verylittle bargaining power as there was no other competitor offering this technology. Convincing prospective customers on this front is a potential weakness. Sales force of Kone was comparatively lesser than it s competitors. This means lesser visits per week in a given region. Building continuous relationship is of paramount importance in a Business Market scenario. Legal regulations of target market countries may or may not allow easy roll out of the latesttechnology. May get caught in Red-tape issues. Proprietary technology means customers have to rely on Kone throughout the lifecycle of the machine as other local service providers have no/very little knowhow about thistechnology.To succeed in the new market, it is very important KONE leverages its competitive advantage that ithas in the form of technology (EcoDisc) and directs all their marketing strategies on this line.