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Flux Innovative Chair

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Submitted By elise247
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Evaluation & Recommendations
The company Flux has grown rapidly since the launch of the Flux chair. The last two years they managed to elaborate their product portfolio for both the consumer market as the business market. Evidently the company’s success is partly due to successful diffusion of their first product -the Flux chair.

Flux chair is positioned as a new foldable chair with unique characteristics and visual appearance; a mass producible foldable design chair. This position enabled them to quickly diffuse in the niche market of design furniture. Therefore, their focus was more on the high-end market with an interest in design. Accordingly the chair is highly priced. Both reasons might have made the Flux chair more appealing to businesses than to consumers.
The benefits for both targets slightly differ and this could have been communicated better from the start. A better emphasis on the practical benefits for the consumer such as the space saving and weather-proof aspect could have increased the rate of adoption.

It is likely Flux has picked up on this issue as they started to better define the consumer market. Likewise they now distinguish a home and garden segment. In addition overall a slight shift in strategy can be detected which enables them to reach the early majority. Such as additional accessories and products to offer a more complete solution set. This will decrease uncertainty among late adopters (Rogers, 1995) (Hoyer & MacInnis, 2001). Also the collaboration with more commercial parties increases the observability of Flux through mass media. But, Flus should guard for becoming too commercial. In order to stay preferred among their main target group of design focused consumers, Flux should stay exclusive as they are valued for their unique and atypical appearance (Ward & Loken, 1988).

Triability at events is huge. However, focus is

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