Tennant Company: Can Chemical-free be a pathway to Competitive Advantage? Harvard Case Solution & Analysis


Tennant Company: Can Chemical-free be a pathway to Competitive Advantage? Case Solution

Tennant Company is a producer of floor cleaning equipment and technologies. Its mission isto create a clean and healthy world for which it is working for. Tenant aimedto become the market leader in the floor cleaning equipment industry. Tennant was founded by George H. Tennant in 1870. The company became successful in getting a major share of the market and as a result, it expanded internationally. Tennant has identified the environmental considerations and competitive differentiations,therefore the company began by delivering clean and green solutions for its customers. In 2012, the company projected to provide chemical free cleaning solutions. Moreover, in 2007, the company sought to introduce floor cleaning equipment, which would use water to clean the floors.

Value proposition

Tennant’s value proposition was based on the environment concern. Its value proposition was to help the customers economically by providing chemical free cleaning solutions and other technologies to create a healthier and safer world. Moreover, Tenant had the vision to become a market leader in this industry.

Tennant’s Unique Value Proposition:

The economic value proposition distinguishes the company from its competitors as it provides economic benefits other than social benefits. The company’s green products will reduce the cost that customers usually spendon chemicals as the company sought to use water in its products instead of chemicals. Tenant added extra value to its new cleaning equipment by using this innovative technology which is ec-H2O. The other benefits of this water technology were that it does not leave any chemical residual on the floor, which could be the reason of accidents therefore,it reduced the potential risks and fall accidents.

Consumer’s Shift in demand:

The demand of the market has been changed due to the shift in customers’ demand towards the use of more suitable products. This shift in demand presents a favorable condition for Tennant to pursue further. Customers were demanding to produce socially responsible cleaning products in commercial and consumer markets. However, it was difficult for Tennant to attract the customers towards its cleaning equipment, as other competitors were already present in the market such as Clorox. It was difficult for the company to decide whether it should follow its competitors or to lead the market. It was also complicated to agree the customers beyond their needs.

Tennant’s ec-H2O Technology as a source of Intense Competition

Tennant wants to be a market leader in floor cleaning industry, however there are major market leaders present in such industry, therefore in order to ensure its presence in the market, Tennant should focus on the market..................

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