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dc.contributor.author
Papazapraidis, Fotis
en
dc.date.accessioned
2020-06-10T12:33:15Z
dc.date.issued
2020-06-10
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29542
dc.rights
Default License
dc.subject
Marketing plan
en
dc.subject
Lifts industy
en
dc.subject
Kleemann
en
dc.title
Marketing Plan for Kleemann Lifts UK
en
heal.type
masterThesis
en_US
heal.dateAvailable
2021-06-09T21:00:00Z
heal.language
en
en_US
heal.access
embargo
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, Executive MBA
en_US
heal.publicationDate
2020-02-06
heal.abstract
The market for new lifts is as per the economy status inevitably and is completely identified with development activities. Any fall in developments was critical concerning UK exercises reason for conceivable Brexit. According to Sandler research1 , in the UK the constructions were not enough in 2019, because all business activities were poor, having as main reason a possible Brexit. The drop in construction was high but more significantly in commercial buildings. As a result, the construction in UK2 had a rise 0.3% in 2018, while the value had an increase from US$388 billion in 2017 to US$389.1 billion in 2018.The growth was higher compare to 2016. To date, the impact of Brexit on the construction industry has been limited to the knock-on effects of investor uncertainty on progress with new projects. The total value of new orders (excluding infrastructure) dropped by 3.6% in 2018, following a decline of 4.5% in 2017, with the main areas of weakness being the private commercial and industrial sectors. New orders in the private commercial sector dropped by 11.6% in 2018, falling to a five-year low, while in the industrial sector there was a decline of 0.1% in 2018, following a 10.5% fall in 2017. According to global data3 , in case a Brexit deal is going to be done that will place a limit up concerning disorganization to the British economy, the construction value will have an annual growth rate of 2.49%.Furthermore, the construction activity is going to rise of US$389.1 billion in 2018 to US$440 billion in 2023. In regards to lifts, the vast majority of elevators in UK are traction. However, the market still needs hydraulic lifts. Lift market is going to have growth as requirements from construction companies and certified bodies or governments regarding safety and lower consumption will be more demanding. Furthermore, innovations and technological achievements will add positively to higher increase as well. Regarding concentration in lift industry, the four multinationals contribute more than 50.0% of annual lift revenue. In UK concerning lifts, there is a low level of manufacturers who have the ability to operate in specialized markets and that is an advantage for Kleemann. In regards to revenue, the elevator market value generally in UK, derives approximately 50% of its turnover from the sale’s volume of new installations and 50% from modernization and maintenance activity. Kleemann, a Greek lift manufacturing company, definitely can increase its market share, which is currently close to 5%, having a clear and detailed marketing plan, focused on residential and commercial buildings with low-rise lifts instead of high-rise lifts where all multinationals are the key players. It can increase its sales both for hydraulic and traction lifts if it will focus to specific target groups with the appropriate promotional marketing activities. Its market share could be double-digit.
en
heal.advisorName
Prof.Balabanis, Giorgos
en
heal.committeeMemberName
Dr.Laspita
en
heal.committeeMemberName
Dr.Mavragani
el
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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