Wednesday, November 15, 2006

Case Study: The Coffee Pot that didn't Deliver

Identifying a growing market opportunity and having a good concept is not a substitute for understanding the motivations of the consumer.

Several American companies attempted to mimic the success of Phillips Senso, the single serving coffee maker that was a hit in Europe, introducing their products here in 2004. But it seems that poor design execution and miss reading the motivations of the American coffee drinker has several of the producers falling short of their sales forecast.

Chicago Tribune Article

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