Market development strategy of AC Corporation for the class D market

• Main Authors: Cedillo, Ralph Louise T., Concepcion, Maria Ana Margarita R., Dela Torre, Patricia Isabel Z., Marquez, Stephanie S., Toribio, Jose Antonio B.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Air conditioning; Marketing research; Marketing > Management; Strategic planning; Industrial management
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14572
• Institution: De La Salle University

For many lower class Filipinos, the purchase of an air conditioner is a major decision. AC Corporation (ACC), the leading air conditioning manufacturer in the Philippines has identified that only 12% of homeowners own an air conditioner, and that at least 34% are capable of purchasing one without di...