Print Email Facebook Twitter Big Things come in Small Packages: Developing a Launch Strategy for the World's Smallest Condensing Boiler Title Big Things come in Small Packages: Developing a Launch Strategy for the World's Smallest Condensing Boiler Author Pillich, M.F.L.M. Contributor Schoormans, J.P.L. (mentor) Roscam Abbing, E. (mentor) Knipping, A. (mentor) Faculty Industrial Design Engineering Department Strategic Product Design Date 2010-06-24 Abstract The Magic Boiler Company (henceforth TMBC) is a start-up company. Apart from trading on a small scale, it has a limited operating history. The company originally focused on developing a micro-CHP system, but after a while, its founders decided to first develop a technically less-complicated condensing boiler: the Nano30. Because TMBC had managed to get hold of a new type of heat exchanger, it was able to develop a heater that is only half the size of the smallest appliance with similar specifications on the market today; it is therefore easier to handle and can be installed virtually anywhere. Despite this interesting value proposition, it will not be easy for TMBC to enter the European thermotechnology market. Because of economies of scale, competitors have a cost advantage over TMBC. In addition, sales of the Nano30 will be completely dependent on installers, who are not keen on trying new and unfamiliar products. In order to win their trust, TMBC should collaborate with an established heater manufacturer that is looking to extend its product line. By offering Nano30s under the wings of a partner, TMBC can quickly conquer the niche market segment of ultra compact condensing boilers, without having to build a pan-European brand, and a sales and service organization. To attract the attention of such partners, TMBC should demonstrate the technical and commercial feasibility of the Nano30, by launching it on a small scale, under its own brand, in a manageable market, such as the Netherlands. By making the internet an integral part of sales and support, TMBC will be able to offer the Nano30 at a competitive price. This report demonstrates that this strategy will lead to profitability in the second quarter of 2013, two years after the product launch. Moreover, it will provide TMBC with a firm position in the thermotechnology industry. Subject condensing boilerproduct launchstrategy To reference this document use: http://resolver.tudelft.nl/uuid:ca452bee-7a68-4bc6-b68a-26cbe16faafb Embargo date 2011-06-24 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2010 Pillich, M.F.L.M.