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Market study - Sales management and negotiation techniques: Vorwerk

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documents in English
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case study
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7 pages
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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.

[...] This community (which includes non-active members) represents of the total Australian population1. The Australian Thermomix market has been alive for the past 15 years and reportedly generates an average revenue of $ 25.6 million per year (Rocket Science, 2017). One of the reasons of this success in this country would be the likeness of unique & experimental tastes by the Australian population according to Euromonitor's report which states: ?Experimental products, limited edition menu items and unique food combinations were commonly used to attract consumers. [...]


[...] Using the ?Soft-sell approach?, they focus on to get as many people as possible seeing the product in action within a comfortable social setting, rather than getting the sale on the day. All attendees to the demo are asked to share their contact details and thoughts regarding the demo along with their level of interest. All prospects are followed-up at relevant intervals by the Thermomix representatives. Despite the heavy price-tag, the Thermomix representatives can make strong offers despite the common use of the soft-selling approach. [...]


[...] [Online] Available at: https://corporate.vorwerk.com/en/about-vorwerk/ [Accessed 19 March 2017]. [...]


[...] Rocket Science THERMOMIX AN EFFECTIVE SOCIAL MARKETING MODEL. Rocket Science. Vorwerk Thermomix - Consultancy Case Study (2017) FeverBee. VORWERK Vorwerk Annual Report 2015, Wuppertal: Vorwerk & Co. KG. VORWERK VORWERK CORPORATE PRESENTATION. Wuppertal, Vorwerk & Co. KG. VORWERK About Vorwerk. [...]


[...] 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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