Abstract
The Thermomix is a multifunctional kitchen appliance from the Wuppertal Vorwerk group that can grind, mix, heat and cook food.
The document focuses on the kind of competition that Thermomix has to face and its dynamics, and does a mapping of the stakeholders.
Extract
[...] Indeed, among the direct competitors to Thermomix, there is also Moulinex Cookeo Connect. Although the latter must be entry-level, its technical advantages and Bluetooth function make it possible to consider a transfer of some customers to an affordable product with innovative tools that Thermomix does not have. In this case, it is really its connect function that makes this product attractive and allows it to have some market share in this highly competitive market since this innovation - connect - is new to the market and it is a function that Thermomix does not yet have. [...]
[...] In addition, one of the comparative advantages previously played by Thermomix is also held by this robot: the company's goodwill and brand image. Indeed, the Moulinex brand enjoys a certain popularity in this market and allows the robot to gain significant market shares. This robot therefore constitutes the main threat to Thermomix insofar as it is considered cheaper and more efficient, particularly thanks to the depth of its tank and the products associated with the robot. However, it is hardly the only competitor. [...]
[...] It can therefore be concluded that the market, or more precisely the market niche, represented by high-end multifunctional robots remains largely dominated by the flagship and historic Thermomix product. However, the arrival of new products reflects an increasingly competitive market facing Wuppertal Vorwerk groups. Stakeholder Groups Relevant for the Case of Thermomix Stakeholders are all natural and legal persons who are concerned and who can influence the decisions of a company, here: Wuppertal Vorwerk group. This includes Regulations (laws for instance, but also institutions such as the European Commission), competitors, The Group itself, social media and customers. [...]
[...] The Thermomix: An Historical Asset for Vorwerk Group The Thermomix is a multifunctional kitchen appliance from the Wuppertal Vorwerk group that can grind, mix, heat and cook food. The Thermo part of the name refers to the cooking function. The current model is the Thermomix TM6 since 2019. Current model proposed by Thermomix: price ?1299 Historically, Thermomix has had very high products considered as the luxury range of multifunctional kitchens. As a result, the product had a high market share in multifunctional robots with a figure put forward by the company of 75%1, and an almost unique share if we refer to the luxury market. [...]
[...] The group's historical added value (the Thermomix model is part of a dynamic range dating back to 1982). Therefore, the current strategy of the Thermomix products of the Wuppertal Vorwerk group seems to be following its usual trajectory without any additional information on price or quality being available. A Market Shaken by the Arrival of New Competitors Competitors in a niche market: the top of the range Within the multifunctional robot market, there is a multitude of products that can be more or less substituted for the Thermomix robot. [...]
