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Soren Chemical

In: Business and Management

Submitted By deva2004
Words 268
Pages 2
Case: Soren Chemical

1. How do the needs of pool professionals and residential customers differ?

● Pool Professionals o Cloudy water in the commercial market were waterborne disease and swimmer safety o (Typically bought supplies from the wholesale distributors)

● Residential Customers o Emphasized aesthetics and perceived cleanliness. o (Approximately 80% of consumers maintained their own pools and generally purchased supplies from local specialty retailers or national retailers)

2. In what ways are the goals of Soren Chemical not aligned with the goals of distributors and retailers when selling Coracle?

● While Soren Chemical’s new strategy was to develop Coracle as a consumer branded product, major distributors and retailers requested to market under their own labels.

3. What information will distributors and retailers distort when talking to customers about Coracle?

• Only 30% of the survey respondents (pool service professionals and specialty retailers) recalled receiving the Coracle materials that Soren had sent in response to their inquiries.
• 70% of the distributors simply didn’t follow up with some of the inquiries that were passed along by Soren.

4. What actions will distributors and retailers not take that Soren Chemical would like them to take?

• Distributors and retailers are not making space for Soren’s product.

5. What are the advantages and disadvantages of lowering the wholesale price (that Soren Chemical charges) as a way to motivate the Coracle distributors and retailers?

• Advantages: o By lowering, there could be more profit margin for distributors and retailers which will incentivize them to promote more aggressively.
• Disadvantages: o By lowering, Soren could put themselves into a price war
6. Would guaranteeing retailers exclusive territories for Coracle...

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