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5/9/2015 Applied Polymer Science 0. DANIEL BROCKMAN VIVEK ASIJA KELLY FU 5/9/2015 Applied Polymer Science 1.

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Presentation on theme: "5/9/2015 Applied Polymer Science 0. DANIEL BROCKMAN VIVEK ASIJA KELLY FU 5/9/2015 Applied Polymer Science 1."— Presentation transcript:

1 5/9/2015 Applied Polymer Science 0

2 DANIEL BROCKMAN VIVEK ASIJA KELLY FU 5/9/2015 Applied Polymer Science 1

3 Agenda 5/9/2015 Applied Polymer Science 2 Background The “Foamed-dome Concept” Market Feedback Current Situation Key Questions How did the company get into the situation Advice to Jan Jenson Advice to the managers

4 Background 5/9/2015 Applied Polymer Science 3 The company is trying to open up new market for its foamed polystyrene resin. Jan Jenson, a development chemist, created a “foamed- dome” building concept 2 years ago. Demo pilot constructions in the USA Picture by Annamaria Guille http://www.pdsd.org/1814203685324170/s ite/default.asp

5 5/9/2015 Applied Polymer Science 4 Foamed-dome Concept -1 Proprietary machine constructs dome Company does it’s own contracting, avoids 3 rd parties Proprietary machine constructs dome Company does it’s own contracting, avoids 3 rd parties Polystyrene Lightweight Rigid Heat insulator Accepts surface finishes Bonded by heat http://www.perspektif-magazine.com/2008/09/16/prefabricated-dome-house/

6 Foamed-dome Concept -2 5/9/2015 Applied Polymer Science 5 Market research shows the possible application areas of the Foamed- dome Concept Bulk storage Cold storage Educational construction Covers for industrial tanks Light commercial construction Planetariums Recreational construction Photo:http://www.motherearthnews.com/Green-Homes/1980-05-01/A-Foam-Dome-Home.aspx

7 Unexpected Feedback from Architects: 5/9/2015 Applied Polymer Science 6 Market Feedback Flammability Fire marshal regulations Unproven building material Adherence to building codes Durability Picture from http://www.coolflatroof.com/

8 Jan Jenson Management Concern 5/9/2015 Applied Polymer Science Wants to build more demos Thinks to expose the concept in Europe and Japan Works on getting trade paper and magazine report to sell her idea. Wants to build more demos Thinks to expose the concept in Europe and Japan Works on getting trade paper and magazine report to sell her idea. 7 Current Situation Managers aren’t sure Immediate boss is supportive Photo:http://www.dreamstime.com/hand-go-stop-wait-image8090060

9 Key Questions 5/9/2015 Applied Polymer Science 8 How did the company get into this situation? Should Jan Jenson push for more investment in the concept? What should Jan’s managers do? Picture from www.holidaygolightly.com/advice

10 "Marketing should begin with customer needs." 5/9/2015 Applied Polymer Science Market research didn’t begin with customer needs Insufficient market research Asked wrong questions Proprietary construction model led to isolated thinking “Pet-Project” mentality drove direction of the project 9 How did the company get into the situation “Essentials of Marketing”, Perreault, Cannon, McCarthy

11 Advice to Jan Jenson 5/9/2015 Applied Polymer Science 10 Work with customers, architects, and construction firms to improve the current concept; Develop fire-retardant version Address durability of the product Get off the proprietary installation model; give contractors installation methods Leverage insulating aspects to develop new products “ I have not failed, I've just found 10,000 ways that won't work. ” -- Thomas Alva Edison. Photo: http://en.wikiquote.org/wiki/Thomas_Edison

12 Advice to the Managers 5/9/2015 Applied Polymer Science 11 Do more and better Market Research  Ask customers the “right” questions about resin products, not dome construction Allow more R & D  “Failed” experiments are common  Success requires persistence Partner with Architects & Construction Firms Add another Development Chemist to pursue alternative solutions based on market research Evaluate the risk and return of the ongoing project Engage the marketing department  Identify target markets  Identify price points  Identify customer desires  Estimate sizes of markets

13 Questions?


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