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Mono Space

The document discusses KONE launching its new machine-room-less elevator called MonoSpace in Germany. It describes the key features of MonoSpace and issues to consider when launching a new product in Germany, including whether MonoSpace is suitable for the German market, KONE's capacity to market it there, the size and competitiveness of the German elevator market, and strategies for segmentation, positioning, pricing, promotion, and handling competitors.

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Saurabh Bose
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60 views3 pages

Mono Space

The document discusses KONE launching its new machine-room-less elevator called MonoSpace in Germany. It describes the key features of MonoSpace and issues to consider when launching a new product in Germany, including whether MonoSpace is suitable for the German market, KONE's capacity to market it there, the size and competitiveness of the German elevator market, and strategies for segmentation, positioning, pricing, promotion, and handling competitors.

Uploaded by

Saurabh Bose
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Group 15

KONE: The Monospace Launch in Germany

MonoSpace as New Product:


Machine-room-less elevator had been a long compelling notion to elevator manufacturer as it would
reduce the total elevator cost by eliminating the machine room requirements completely.
As a new product, MonoSpace brought substantial appealing features and value in the market to get
customer attention

No machine-room required

Comparable ride comfort like the gearless elevators

Extremely energy efficient, requiring only half of the energy of comparable geared tractions
and one-third of the energy required by hydraulic drive elevators

Does not require oil like hydraulic drive elevators

Environment and eco-friendly

Required significantly less installations-hours comparatively with the traditional elevators

Lower maintenance cost

MonoSpace is available for 8 person/13 persons elevators

MonoSpaces EcoDisc technology can be applicable to the existing KONEs elevators

Global estimated demand of elevators in 1996 and the global big


players in the elevator market

Group 15
KONE: The Monospace Launch in Germany

Issues Need to Consider & Analyze Prior Launching MonoSpace in Germany

Issues Need to Consider & Analyze Prior Launching MonoSpace in Germany


Issues with New Product:

Is MonoSpace the right product for the German market?

Is really customer care about the new EcoDisk technology of MonoSpace?

How MonoSpace would differentiate itself from the existing product line in German market?

Issues with Current Market:

Does current German market situation support the launch of new product?

Does KONE Aufzug have the capacity and capability to extract the value of new product in
German market?

What would be the size of the German elevators market?

Group 15
KONE: The Monospace Launch in Germany

How competitive is the German elevators market?

Issues with Marketing Strategy:

What would be the right segment for the MonoSpace elevator in Germany?

Who would be the right purchase-decision-maker group for MonoSpace elevator in German
market?

What would be the optimum value proposition and positioning strategy for the MonoSapce in
German Market?

What would be the possible best pricing strategy?

What would be the perfect launching & advertising vehicle for MonoSpace?

How KONE Aufzug would handle the possible competitor reactions in the market?

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