Beta 1


Title 4Home
Author Hittet, Berkan (Copenhagen University College of Engineering, IHK)
Supervisor Fønss, Ulrik
Schultz, Ole
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2011-12
Abstract The thesis investigates whether WeCare4u Denmark A/S can achieve more revenue by further
developing their high quality massage chair, Care818. The thesis is based on the Integrated
Product development model which concentrates on marketing, product, and production. The
market research is based on primary and secondary data. The primary data is collected through
questionnaires and interviews.
The average growth for the massage chair market is forecasted to be 3.26%. It is estimated to sell
170 of Care818 and 284 of the new product, 4Home, in 2012. The primary segment for the
massage chair is people in the age group 46-65 years who receives massage at least once a month.
Design is an important factor for 97.6% of the primary segment when purchasing a massage chair.
The further development of Care818 is based on the existing customers’ needs and end user
needs, in order to develop a customer oriented massage chair.
The massage chair industry has a high competition among the market players. By further
developing the massage chair, Care818, WeCare4u may achieve an advantage against the
competitors and gain market share.
Even though the further developed massage chair is targeted to end users, the focus on B2B and
B2G should be increased as well, by improving the website, due to make it easier for B2B and B2G
customers to receive relevant information for them. Moreover, the sales representatives should
investigate purchase decision process and buying behavior of the B2B and B2G customers.
The product is financially feasible. It is forecasted that WeCare4u will achieve a net income of DKK
6,830,446.02, in 2012. This involves, sale of 170 “Care818” massage chairs and 284 “4Home”. With
an average growth of 3.26% the net income will be DKK 7,527,485.13, in 2014. The cash flow
revealed that in the end of 2012, WeCare4u will have a liquidity of DKK 8,626,377.02.
Pages 124
External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2011-12-13    Update date: 2013-11-14    Source: ihk    ID: ihk-10465991    Original MXD