Client Name: ACME

Industry: Appliances

Product Line: High-end home refrigerators

Customers: United States, United Kingdom, and Germany home refrigerator buyers

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

Indesit, Bauknecht, Ignis; among others).........Leading producer of

home appliances worldwide.

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

AEG, White Westinghouse; among many others).........Second leading producer of home appliances worldwide.

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

Market intelligence has shown that our major competitors - Whirlpool, Electrolux, and Haier - are all developing new high-end refrigerators. These new refrigerators have attractive designs, are efficient, and durable, and are available in different colors. These refrigerators are priced well above the regular models that you are likely to see in Home Depot and Lowes, and sell for around US$12,000 per unit.

What value do customers see in the proposed product and what would compel them to buy it?

Consider both current and potential product users to address the following questions:

1. What needs are being met by the product purchase? What are the benefits to the consumers? Make sure that you differentiate between features and benefits; go beyond manifest motives and consider latent motives.
2. Who is involved in the purchase process? Who are the influencers? Who are the buyers? Who are the end users?
3. Where are the products sold, and what are the distribution channels?
4. How often are the products purchased? Is there seasonality to sales?