Soren Chemical Case Study

Soren Chemical Case Study
Position Statement
The main problem, as depicted within the case study, is the significantly low sales of Soren Chemical’s new product, Coracle. Since the sales of the new product were way below what Jen Moritz had anticipated, it is apparent that the new product had registered poor performance in the market. The company needs to employ effective market strategies through which it would increase the number of Coracle units, which would sold in the subsequent financial year. The growth of Coracle is apparently lower than its counterpart pool clarifier, Kailan MW. Moritz conviction that Coracle had a large potential market demonstrates that there is more that can be done to salvage the new product from market failure. The urgent challenge which Soren Chemical needed to overcome is to convince retailers that the product had the potential of significant growth in the market. It is only through this conviction that the company would be able to ensure that its new clarifier is shelved and presented to buyers.
The residential pool owners’ lack of knowledge, on how much they would save through the purchase Coracle, is another challenge which is faced by the company in its efforts of popularizing the new product. Coracle was already tailored to meet the specification of residential pools, but its resultant performance in the market did not improve adequately. It is the safety concerns which would be attributed to the low financial performance of the company. The clarifier market, within residential pools, is depicted as untapped. It is as a result of this that Coracle was refined, so that it would fit into this market. It is through innovativeness in the development process that Coracle was created for less frequent use and reduced bather loads. The fragmentation of the residential pool market depicts the significant opportunities therein. This is depicted by the reality that there were more residential than commercial pools within the US