AQUALISA QUARTZ: Simply a better shower
PORTER’S 5 FORCES
- industrial competitors
In this sector, the competition is high, for different reason, the first one is, only 60% of U.K. homes
had shower. The shower segment was composed by only three kinds of products, the Electric
shower, the Mixed shower and by the Integral power shower. Also all the competitor which played
in this kind of market, are competing with each other and offered low price and discounts.
Furthermore the market is composed by three pricing segments: Premium, Standard and Value
- potential entrants
The risk concerning new entrants in this industry is slow, because the market is not a huge market,
and also a lot of house prefer use bath. The market is already mature industry and for this reason
there will be less attractive for new entrants. Another not attractive aspect for this industry are the
low profit margins for the players.
- availability of substitutes
The threat of substitutes in this in sector is not too much hight, only 60% of U.K. home had shower,
and also the availability of bathtubs have slowed down the progress of the shower. Moreover, the
available substitutes were, Electric shower, Mixed shower and Integral power shower, but these
were affected by numerous problems, related to the low pressure and fluctuation of temperature.
More consumers were dissatisfied about they shower, shower often broke down or “went wrong” or
sometimes the consumer complained about hard-to-torn valves, leaky seals and worn-out shower.
- Buyer power
The bargaining power of buyers is low in this industry, because consumers are exclusively
depending upon plumbers ti make purchase or to install their shower. The consumers, also, are
relying on plumbers or to the Showrooms ( in a small part ), to select the shower, because
plumbers are ones who fix it. Also, the producers not promote the new products produced, and in
this way the customer is unaware of the new technology. However, the consumers can not buy this
kind of shower in DIY retail outlet, because these shower are considered high-values product.
- Supplier power
The bargaining power of suppliers is low in this industry, because the suppliers don’t have the
ability to introduce innovation, and this generate a highly competitive in the industry. Furthermore,
the consumers are price-concius, because they consider this kind of product a daily use product,
and also the idea of resorting to DIY is not possible. For these reason the industrial suppliers
attract customer on minimal margins.
SWOT ANALYSIS
- Strenghts
• Strong reputation in th UK shower market, and High market share;
• Better water pressure and temperature control;
• Safer and easier for users;
• One touch control with light indicator;
• Easy to install : Junior apprentice can perform install as well;
• Day and half installation time saving per install;
PORTER’S 5 FORCES
- industrial competitors
In this sector, the competition is high, for different reason, the first one is, only 60% of U.K. homes
had shower. The shower segment was composed by only three kinds of products, the Electric
shower, the Mixed shower and by the Integral power shower. Also all the competitor which played
in this kind of market, are competing with each other and offered low price and discounts.
Furthermore the market is composed by three pricing segments: Premium, Standard and Value
- potential entrants
The risk concerning new entrants in this industry is slow, because the market is not a huge market,
and also a lot of house prefer use bath. The market is already mature industry and for this reason
there will be less attractive for new entrants. Another not attractive aspect for this industry are the
low profit margins for the players.
- availability of substitutes
The threat of substitutes in this in sector is not too much hight, only 60% of U.K. home had shower,
and also the availability of bathtubs have slowed down the progress of the shower. Moreover, the
available substitutes were, Electric shower, Mixed shower and Integral power shower, but these
were affected by numerous problems, related to the low pressure and fluctuation of temperature.
More consumers were dissatisfied about they shower, shower often broke down or “went wrong” or
sometimes the consumer complained about hard-to-torn valves, leaky seals and worn-out shower.
- Buyer power
The bargaining power of buyers is low in this industry, because consumers are exclusively
depending upon plumbers ti make purchase or to install their shower. The consumers, also, are
relying on plumbers or to the Showrooms ( in a small part ), to select the shower, because
plumbers are ones who fix it. Also, the producers not promote the new products produced, and in
this way the customer is unaware of the new technology. However, the consumers can not buy this
kind of shower in DIY retail outlet, because these shower are considered high-values product.
- Supplier power
The bargaining power of suppliers is low in this industry, because the suppliers don’t have the
ability to introduce innovation, and this generate a highly competitive in the industry. Furthermore,
the consumers are price-concius, because they consider this kind of product a daily use product,
and also the idea of resorting to DIY is not possible. For these reason the industrial suppliers
attract customer on minimal margins.
SWOT ANALYSIS
- Strenghts
• Strong reputation in th UK shower market, and High market share;
• Better water pressure and temperature control;
• Safer and easier for users;
• One touch control with light indicator;
• Easy to install : Junior apprentice can perform install as well;
• Day and half installation time saving per install;
