Swot Analysis
End of Book Case Studies
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Page 642
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End-of-book: Case studies Q 643
case studies 19
Think design and performance— think Sunbeam Café Series
Nicole Stegemann, School of Management and International Business, University of Western Sydney
Limited, a manufacturer of pumps, filters and security products. GUD’s acquired Sunbeam in 1996. After catering for predominately female needs, it was the male population’s turn to benefit from Sunbeam’s innovations. The electric shaver—Shavemaster—was introduced to the market. Despite heavy international competition, Shavemaster became a market leader shortly after its launch. The appliance revolution continued to penetrate the Australian market. Consumers were introduced to the pop-up toaster, the electric frypan, and the dry iron. Over the years, models were replaced and the Toastermatic was introduced in 1960. In 1972 Sunbeam sold more than 1 million products. By 1973, Sunbeam had sold 3.5 million frypans, one for every three Australians. Aiming to be the first in the market with product innovations, Sunbeam introduced a range of new appliances—including an iron that featured a patented safety cut-out mechanism; the first plastic jug-style kettle and a fast-boil kettle, the Express kettle; the Oskar food processor; Quantum, a cordless automatic kettle; and the Toast ’N’ Crumpet toaster. Many of the new products became top sellers, and their excellence in design and function was recognised with several Australian design awards. Sunbeam realised that to maintain its competitive edge, its consumers needed more than just an innovative tangible product. The first 12-months replacement guarantee was implemented by Sunbeam across its entire product range, demonstrating Sunbeam’s commitment to quality and performance. The inventive smokeless Kettle King, an outdoor electric barbecue, was also introduced. In this way, Sunbeam not only catered for the great Australian barbeque tradition, it
16/7/03
3:16 PM
Page 642
end-of-book
End-of-book: Case studies Q 643
case studies 19
Think design and performance— think Sunbeam Café Series
Nicole Stegemann, School of Management and International Business, University of Western Sydney
Limited, a manufacturer of pumps, filters and security products. GUD’s acquired Sunbeam in 1996. After catering for predominately female needs, it was the male population’s turn to benefit from Sunbeam’s innovations. The electric shaver—Shavemaster—was introduced to the market. Despite heavy international competition, Shavemaster became a market leader shortly after its launch. The appliance revolution continued to penetrate the Australian market. Consumers were introduced to the pop-up toaster, the electric frypan, and the dry iron. Over the years, models were replaced and the Toastermatic was introduced in 1960. In 1972 Sunbeam sold more than 1 million products. By 1973, Sunbeam had sold 3.5 million frypans, one for every three Australians. Aiming to be the first in the market with product innovations, Sunbeam introduced a range of new appliances—including an iron that featured a patented safety cut-out mechanism; the first plastic jug-style kettle and a fast-boil kettle, the Express kettle; the Oskar food processor; Quantum, a cordless automatic kettle; and the Toast ’N’ Crumpet toaster. Many of the new products became top sellers, and their excellence in design and function was recognised with several Australian design awards. Sunbeam realised that to maintain its competitive edge, its consumers needed more than just an innovative tangible product. The first 12-months replacement guarantee was implemented by Sunbeam across its entire product range, demonstrating Sunbeam’s commitment to quality and performance. The inventive smokeless Kettle King, an outdoor electric barbecue, was also introduced. In this way, Sunbeam not only catered for the great Australian barbeque tradition, it