Paper Topic:

Case study/speech (5-10min)

The advantage to Aironic of having a core competency cannot be undisputed according to the information in the case . However , in spite of the strategic advantage over its consumers , Aironic still has certain global strategic challenges in its way that need to be re-thought well

Beginning with the industry analysis , Aironic is in an industry that is itself in an industry that is poised towards a niche market . Without a regular demand , it is highly unlikely that Aironic relies on the capabilities of its products to generate profits . I have analyzed the

situation and believe that marketing is perhaps the most important function in the product chain for the industry firms in to generate sales . After all , informing the customer that there is a need for their product is the primary aim of the firms . Secondly , Aironic is the best in the industry ' may not be a far-fetched claim but then again the difficulty lies in educating the consumer what the product is all about . For this purpose , it is necessary to market effectively and convey the message across the board . It is important to understand who the consumer for Aironic is : instead of the more profitable hospitals and commercial buildings , Aironic targets the bars , clubs and other enjoyment areas which have enclosed rooms . This presents to Aironic a global challenge since not all Asian countries are open to the concept of bars and clubs and the few that may exists there may have differing priorities with regard to...

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