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Wedgwood

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Submitted By kurman
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Josiah Wedgwood was an extraordinary, ambitious man and anything he did reflected his personality. Wedgwood was 1st mover because he transformed primitive pottery industry to the state of art. He always looked for new techniques to improve production process, design of the product, and marketing methods. From the start, Wedgwood’s goal was to cater to aristocrats, nobles, and middle upper class, which had a great spending ability. Wedgwood differentiated himself from other pottery manufacturers as a producer of high quality, fashionable products and was able to charge premium for his products. Wedgwood was the first entrepreneur who offered to his customers “free shipping, compensation for damage that occurred during transportation, and a satisfaction-or- money back guarantee.”
When domestic demand for Wedgwood’s pottery decreased Wedgwood sent unsolicited pottery goods to a thousand German aristocrats, and gave them choice to buy or to return items at no cost. Wedgwood took great financial risk, but his marketing ploy was successful as the majority German customers purchased his pottery ware. In addition, Wedgwood used British diplomats and their spouses because they traveled throughout Europe and had a lot of valuable contacts that could spread a word about his products. Bentley and Wedgwood tirelessly networked with aristocrats and noblemen in France, Italy, Germany Portugal, Italy and China. When he produced a breakfast set for Queen Charlotte or dinner set for Catherine the Great of Russia he made sure it was highly publicized and sets were displayed in showrooms. Demand for Wedgwood dishware was high in Europe, Russia, the British colonies in East Indies and America. Wedgwood managed to export more than 80 percent of his production.
Wedgwood was a great manager. He knew pottery industry inside out as he worked in the family pottery business since he was a

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