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Executive Summary
company has developed an innovative new product
called the Weber Q. The “Q” continues the tradition of Weber gas grills and does not
compromise any of the qualities customers expect from the Weber grilling experience.
This product was developed as a downward product line extension in order to compete in
the portable/hybrid grilling market, and is not positioned to compete against other Weber
gas grill lines. ... We believe that this product will appeal across
many consumer markets, and positively builds on the Weber brand equity. ...
Our market research identified that the traditional Weber customer is underserved in this
segment, and there is some pent-up demand for a companion Weber product with
consumers who want to take their Weber grilling experience “on the road”, while not
being limited to the tabletop model. We will also market the “Q” to the downsizing
boomer, as well as the younger “high-density” housing dweller, with limited outdoor
(patio/deck) space who are searching for a quality product that will appeal to their space
and price point requirements. The “Q” user will have the option of using a small onepound
propane tank, or will be offered to purchase a convenient adaptor hose for
connection to the standard twenty-pound tank. Additional accessories will include a
rolling stand for use as a stand-up grill, a rolling duffle bag for transport, convenient
attachable stainless steel utensils, and a signature Weber vinyl cover (see appendix A).
We intend to use current sales, distribution and transportation systems already in place,
and will provide availability to all current Weber retailers. ... Since the latest market data has shown
that a majority of buyers in this category research product on the web before purchase,
there will be a dedicated website for the “Q” that will link to our main page. ... 15
Mission
Today, every Weber grill comes equipped with a legacy of caring. ...
Product Introduction
The “Q” is the latest in our line of propane fueled cooking grills that was designed to
bring the Weber grilling experience to those outdoor recreation users, or for outdoor
cooking in small areas. ...
The “Q” will be fully assembled inside the box. The “Q” will weigh 41 pounds including
the carton. The “Q” has a fold down lid shaped to accommodate a whole chicken, and
will have 280 square inches of grill space. ... The “Q” is designed to make clean up
easy with a standard, easy to reach, Weber drip tray. The “Q” has available accessories
(Tank adapter, Rolling Cart w/locking wheels) that can provide quick conversion to a
standard grill for typical home use. ... Primary data was developed
through analysis of Weber website traffic and focus groups.
The focus groups consisted of 5 groups of ten consumers; with at least five in each group
that were current Weber grill owners. ... From this research a
SWOT analysis was developed that identifies opportunities for the “Q” as well as threats
that may impact it. ... These objectives will aid the
positioning of the “Q” within the market. ...
Electric
1%
Charcoal
7%
Gas/Stand-up
63%
Built-in
17%
Portable
12%
Other
93%
Electric Charcoal Gas/Stand-up Built-in Portable
Competitive Advantage
The competitive advantage of the Weber “Q” begins with our position as the barbecue
grill market leader. ... We capitalize on that style with the “Q”, as
well as deliver the quality of grilling experience our customers expect from a Weber
product.
Market Segments
The Weber “Q” expects to appeal across many major market segments. ...
5) Current Weber owners that want to take their Weber grilling experience with them
“on the road”
These consumers value products that are compact and portable, but also want to project a
quality image of themselves. ...
Situation Analysis
Strengths
�� Weber Brand
�� Builds on proven Weber grilling technology
�� Product design for quality and durability. ... The “Q” is
specifically designed for outdoor use and frequent mobility. ...
The “Q” will be sold completely assembled, ready for immediate use.
Approximate Word count = 3319
Approximate Pages = 13.3
(250 words per page double spaced)
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