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The Revive Turbo Cleaner: Evaluating a product’s position and planning its launch in Germany

  • The Revive Turbo Cleaner is a cleaning fluid which removes carbon deposits from inside petrol or diesel engine systems. It is distributed internationally through wholesalers and sales agents to workshops and private car owners. After the acquisition of Revive Automotive Solutions Ltd by Bartec Auto ID Ltd in summer 2016, the new owners decided to further develop the brand and to move into the promising German automotive aftermarket, as the Cleaner had shown good sales figures in the home market UK and in a number of international markets. This paper examines environmental factors influencing the German marketplace, analyses Revive’s actual customer segments including consumers and business clients, provides profiles of its competitors and substituting technologies, regards the characteristics of the specific industry and defines the product’s qualities in order to draw a conclusion on the appropriate Marketing Mix to employ for the German market. In advance to the analytical work, the paper critically considers the range of theoretical frameworks used for the analysis, namely PESTEL, Porter’s Five Forces Analysis, the SWOT Analysis and the Marketing Mix in order to define and update original concepts as wells as adapt them to the research requirements.
Metadaten
Author:Fabian Alvarado Stimmler
URN:urn:nbn:de:bsz:fn1-opus4-18687
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Language:English
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Date of final exam:2017/02/23
Release Date:2017/05/08
Pagenumber:95
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Open Access:Frei verfügbar
Licence (German):License LogoEs gilt das UrhG