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 difficulty. This is a relatively low number of unit owners considering that the Philippines is a tropical nation. ACC feels that they can increase this number. ACC has commissioned our group to find out what the preferences of class D homeowners are regarding air conditioning units. With the study, ACC will then know the aspects of an air conditioning unit they could sacrifice and those that they want to keep. And ultimately, the researchers will then identify a product that will fit the needs of the class D market. The importance of identifying the needs of the class D market is for ACC to expand their market so that more Filipinos can enjoy the benefits and comfort of an air conditioner. The more units ACC will sell, the higher their profits will be. This will urge ACC to innovate their products so that this will fit the needs of the untapped market. This study included a survey in Barangay Carmona of Makati District One. With 192 respondents, the results justified that the top features class D market want are good quality, good energy efficiency, and good price. They also look for the best brands in the industry and do not really give importance to design and freebies. After the data gathering, the group identified the Carrier MINI air conditioner as the most appropriate proposal for the class D market. This research will contribute to the study of pricing and customizing appliances since not a lot of research is done on this.