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Market study - Sales management and negotiation techniques: Vorwerk

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case study
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  1. Executive summary
    1. Company profile
    2. Target consumer profile: NEEDS and WANTS
    3. Mission statement
    4. Market analysis: AUSTRALIA
    5. Strategic options
    6. Sales strategy
  2. Case study questions

Vorwerk was founded in Wuppertal in 1883 by brothers Adolf and Carl Vorwerk, as Barmer Teppichfabrik Vorwerk and CO. and was initially manufacturing carpets and upholstery fabrics. In 1907 Carl Vorwerk's son in law August Mittelsten Scheid became a sole managing partner and while he was in charge the company diversified and started producing gear units and electronic motors for gramophones. In 1930, Werner Mittelsten Scheid first introduced direct sales which later became a crucial part of Vorwerk. Twenty-three years later Dr Erich Mittelsten Scheid became the head of the company, and in 1966 Dr Jörg Mittelsten Scheid joined the Executive Board of Vorwerk and later became Honorary Chairman of the Supervisory Board.

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