DATE
To: Harry Rawlinson, Managing Director, Aqualisa
From: Jun Mo Kim, Marketing Analyst
Subject: The marketing strategy for the Quartz product

Introduction
Showers market in the U.K. was bothered with problems that only about 60% of households in U.K. had showers. Even though Aqualisa accomplished an innovation of the Quartz shower, momentous product regarding quality and cost, they still faced problems that had low sales and did not meet the company’s expectations. The purpose of this memo is to review the important features related to a new plan for Aqualsa’s success in the future. This memo will address market analysis, situation analysis, and a recommendation.
Market analysis
According to case, showers in U.K. used four different channels such as trade shops, distributors, showrooms and DIY outlets to sell products. First, the major customer of trade shops was the plumber who was seeking believable product availability rather than official information and Aqualisa products were available in 40% of trade shops. Next, about 2,000 showrooms were in U.K. and about 25% of Aqualisa products were sold. They tended to be more high-end and were supplied by distributors. Therefore, Consultant in showrooms usually helped consumers for the choosing and planning for their bathroom. Also, showrooms not only enabled costumers to view the product but also offered installation services. Last, do-it-yourself retail outlets offered do-it-yourself products such as Electric showers which led sales because it fits in this channel with characteristic of cheap and easy. While the Aqualisa brand was unavailable, the availability of its Gainsborough brand was 70% of 3,000 DIY outlets in the U.K.
From Exhibit 1, Aqualisa's products competed largely in Mixer shower which was 77% (94,000/122,000) and the next was in Power showers with 18% (22,000/122,000) of their