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The bottom end (the mass market), and the majority share of the market, is occupied by the big Electrolux Group, which owns many brands. Kleenmaid is a manufacturer, importer and distributor of white goods appliances. It imports high quality products which it sells from fully franchised Kleenmaid stores. It provides sales and after-sales service for these products. There is a vacancy for the service positioning peak, and Kleenmaid could achieve this through adjustments to its marketing strategy, including re-branding its personality to compete with luxury European brands. Kleenmaid needs to review its marketing strategy...
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