MKT1100 - The THERMOMIX Case Study - Management Assignment Help

Assignment Task

CASE STUDY: THE THERMOMIX

 Thermomix is dubbed ‘the World’s Smallest Kitchen’ – it provides numerous features in one small device. It heats, mixes, steams, kneads, beats and can prepare complete meals. Sold by Vorwerk, the Thermomix was first sold in 1971 and first sold in Australia in 2001.

Vorwerk had tried to sell the world’s first hand-held vacuum cleaner in 1936, but realised it would not sell if people did not understand the technology. From there, the organisation continued to sell its goods through direct selling models, which it continues to do with the Thermomix.

Thermomix is not cheap, selling at just over $2000, and buyers are required to participate in a ‘demonstration’ prior to their purchase. This ensures that all Thermomix customers understand the technology and sample some of the food. Due to the success of the Thermomix in Australia, many competitors have now entered the market at a range of lower price points, offering steep competition for Vorwerk; however, the Thermomix is still viewed as a high-quality product.

Required:

Part 1: Prepare a case study report on the situation outlined in the case study. If the case does not have specific details, which you feel relevant for your analysis, then you can make required assumptions as long as these are clearly identified at the beginning of your case study.

Questions for Discussion (Based on the scenarios presented in the case)

1 The Thermomix and its associated intangible product features of the online groups, recipe books and so on are valued by the customers. Thermomix has developed a strong brand image. With reference to the three levels of product, discuss the Thermomix product.

2 Thermomix angered customers when it released a new product with no notification of the upcoming product release. Yet, this happens all the time with other products such as clothing, electronics, textbooks, mobile phones and motor vehicles. Why do you believe customers appeared more angry and what could Vorwerk have done differently?

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