Free Essay

Big Wind

In: Business and Management

Submitted By arobin112
Words 578
Pages 3
Individual Case Pilot Response: Big Wind
1. What type of research should URS do?
Urs should use exploratory research to begin her new Big Wind project (Kotler & Keller, 2012, p.46). This type of research will allow her to define problems with using existing sources of energy and suggest a solution to the problem through the usage of her windmill system idea. She will be able to explain to her potential customer base the benefits associated with transitioning to her windmill system through the use of exploratory research. Once Urs has defined the problem and identified possible solutions she will be able to determine the best research plan, data collection techniques and all the other data needed. The outcome of the exploratory research will provide her with significant insight into the best way to present her idea. This initial research can be used to establish the why, how, when and any other secondary and primary data behind the adoption and implementation of her windmill system.
2. What different research methods should be required to assess the demand for farmers versus small business?
Developing an alternative source of energy will benefit both farmers and small businesses because it would reduce energy costs. In order to communicate the impact of her Big Wind project, Urs needs to apply the most effective research approach to sell her idea to these target markets. By using a more qualitative approach, she can gather the data she needs from the farmers. Through focus group research, Urs can gather data to discover whether or not the farmers would be interested in purchasing her product. The farmers in the focus group would be representative of the demographic Urs wants to target. This would provide a forum for her to discuss and introduce her proposed ideas, gauge whether the farmers would be willing to purchase her product, what price they would be willing to pay and whether or not they are worth pursuing. Urs can also use observational research with the farmers to gain an understanding of how they live and why her energy-saving windmill would be useful (Kotler & Keller, 2012, p.47). For small businesses, Urs can use survey research to collect data. She can design questionnaires to assess the business owner’s feelings toward the new Big Wind system, their knowledge of the Big Wind system and any other primary data that would be beneficial. She can also utilize focus groups of small business owners to educate them on her project and get feedback from them on her proposed idea (Kotler & Keller, 2012, p.47).
3. What market opportunities are there for this product?
Energy conservation is becoming more common all over the world. As people become even more environmentally conscious, products like Urs’ Big Wind project has substantial appeal. The case pilot discussed farmers and small businesses as market opportunities for this product. Urs could also capitalize on her Big Wind project if she could discover ways to make the windmills more affordable and improve their efficiency. She has the ability to expand her customer base to include private homeowners, utility companies and places like universities and small communities with the capacity to incorporate windmills on their property. Smaller versions of her windmills would provide these markets better accessibility by providing an alternative to electrical energy and a means to save energy and reduce costs.

References
Kotler, P. & Keller, K. (2009). A framework for marketing management. Upper Saddle River, NJ: Pearson Prentice Hall.

Similar Documents

Free Essay

The Big Wind

...Case 6 - The Big Wind Urs Siani, an engineer, had been employed by a large housing construction corporation for nine years and had recently been promoted from project supervisor to company vice-president. Over the past year in her spare time, and because of her passion for energy conservation, she developed a radically new windmill in her garage that she hoped would reduce energy costs for farmers in regions where high winds were common. Based upon her estimates, two of these windmills, together with a storage battery system, would be capable of supplying the normal electrical energy requirements for an average farm. To date, Urs had received a patent for her "Big Wind" windmill system and had sought some advice of professional colleagues as to the best way to market, make, distribute, and service the windmills for potential customers. Urs calculated that at a selling price of $16,000, she could net $4,000 per sale after paying for materials and labour for two windmills, a storage battery system, transportation and installation that would be required for each windmill system sale. An average farmer could expect to save enough on his electricity charges to recover the cost of the equipment within eight years, according to Urs estimates. Based upon feedback she received attending a wind-energy conference, Urs believed her windmill could have long-term potential and be made even more efficient with further research and through the use of improved battery systems......

Words: 540 - Pages: 3

Free Essay

The Big Wind

...The Big Wind MGT-541 Advanced Marketing Management March 16, 2012 The Big Wind 1. What type of research should Urs do? Urs has many different issues that she is facing in making this windmill decision. Urs must first conduct market research. Market research has a variety of purposes and a variety of data collection methods that can be utilized for each purpose. What Urs needs to understand is that no small business can succeed without understanding who the potential customers might be, how those products and services affect the customers, and the market in general. Competition is often fierce, and operating without conducting research may give competitors an advantage. There are two ways to do market research, primary and secondary research. ("Market Research," 2010) As a general rule, a thorough research of the secondary data should be undertaken prior to conducting primary research. Using information gleaned from secondary sources, the owner can uncover all kinds of demographic information, including detailed income data and spending patterns. The secondary information will provide a useful background and will identify key questions and issues that will need to be addressed by the primary research. Performing secondary market research means obtaining information from sources such as trade journals and magazines where published papers, directories and even market statistics can be found. Useful......

Words: 1995 - Pages: 8

Free Essay

Wind Energy in Asia

...China’s Wind Industry China’s Wind Industry Members of Group * ASSIM A IREH Roméo * DJOUBI TEMCHE Gilles Adam * DYER Claude Members of Group * ASSIM A IREH Roméo * DJOUBI TEMCHE Gilles Adam * DYER Claude * * * INTRODUCTION * * * Fully aware of the environmental issues coming with a rapid and intensive economic growth, the Chinese government has made of green energy a top priority. The latest Chinese five year plan sets strong goals in that regard. And wind energy plays a key role in the promotion of green energies. Harvard researchers have put forward that wind power could account for the totality of energy use in China within two decades (Michael B. McElroy). Wind energy could even provide 24 700 TWh of electricity annually which is seven times the current Chinese consumption. China has become the leading power in the field of wind energy. Once leader in that field with a production of 40 GW, the US have been surpassed by China with a production of 42,3 GW in 2010. As the growth in certain countries has considerably slowed down due to the global financial crisis (minus 50% in the US), China’s wind energy market has continued to soar. According to Li Junfeng, secretary general of China Renewable Energy Industry Association (CREIA), China could reach a production of 200 GW by 2020. Even though China’s market is developing incredibly quickly and that the Chinese market offers huge opportunities for Chinese and......

Words: 1389 - Pages: 6

Premium Essay

It in Communication

...Table of Contents 1.0 Wind Farms 4 2.0 Wind Farms in Ireland 6 3.0 Installation On and Off Shore 8 Department of Civil, Structural and Environmental Engineering Master of Engineering in Civil Engineering Windfarms By Paul Carroll Name: Paul Carroll Class: CE1 Module: IT in Communications Date: Wednesday 18th February Lecturer: Louise Kirby Title: Wind farms 1.0 Wind Farms 1.1 Introduction This report will look at wind farms. It will examine wind farms in a broad sense and will also go into detail on wind farms in Ireland both on and off shore. Wind farms are a group of wind turbines that create energy by using the natural resource that is wind to rotate three blades that are used to run a generator stored at the top of the turbine. In this report the location of wind farms will be discussed and their advantages and disadvantages. Also the installation of both on and offshore turbines will be examined. In addition Ireland and the need for wind farms will be investigated in greater detail. Figure (1.1) Windmills In an open space unhindered by earth’s natural formations such as mountains. 1.2 History Wind was undoubtedly an indispensible resource from the beginning of civilisation. Wind was the natural resource that powered ships which made trading possible due to transportation of produce on water. Wind was also used to power grain mills which were used to grind wheat and corn. Irrigation was made possible......

Words: 971 - Pages: 4

Premium Essay

Does Big Data Bring Big Rewards?

...Does Big Data Bring Big Rewards? 1.) Describe the kinds of “big data” collected by the organizations described in this case. The organizations that were mentioned in this case study are The US State Federal Law Enforcement Agencies, Real Time Crime Center NYC, Vestas, AutoZone, Hertz, and Sears Holding. The kind of data the U.S. State and Federal law enforcement agencies are dealing with are to discover hidden patterns in a criminal activity such as correlations between time, opportunity, and organizations. The real time crime centers uses data warehouses dealing with city crime and criminals. They use a system whose search capabilities allow the NYPD to quickly obtain data from any of data source. Vestas are using big data to allow there company to go green. Vestas use data so that it can accurately places it turbines for optimal wind power generations. Autozone uses big data to help it adjust inventory and product prices for thousands of stores whereas for Hertz a car rental giant it allows data to be gathered from web surveys, e-mails, and even text messages. 2.) List and describe the business intelligence technologies described in this case. The business intelligence technologies that were described in this case are hidden patterns in criminal activity, information on criminals, location based data, types of cars driven by people in an area, data to analyze consumer sentiment, and data to enhance customer retailer relationship. 3.) Why did the companies......

Words: 558 - Pages: 3

Free Essay

A Detailed Lesson Plan

...story happened in four different seasons: during  autumn, summer, winter and spring. What happened first in the story? A strong wind blown the flower seeds high in the air and carried them across the land. In what particular season is there when there is a strong wind blowing? It is autumn when there is a strong wind blowing. How many seeds do you think are there in the story?                                                                              There are ten seeds in the story. So let’s find out whether your answer is correct. How was the main character described in the story? The main character described as tiny and smaller than the others. As the wind continued to blow one of the seeds flew higher than the others, what happened to this seed?                                                                              The sun’s hot ray burned it up! One seed was already burned. How many seeds remained?                                                                              There were nine seeds remained. How about the tiny seed? What happened to it during this time?                                                                                                                   The tiny seed sailed on with the others. That’s correct! The tiny seed together with the other flower seeds Continued to sail with the wind until they have  reached a certain place. What is this place?                                                The place is a......

Words: 1631 - Pages: 7

Free Essay

The Ballad of Lucy Jordan - Rewritten Into a Shortstory

...to feel the warm wind in my hair while sitting in that same sports car. I’m what you usually would call a housewife. And reconsidering this title, you could probably call me a desperate one too. I spend my day by doing several very exciting and challenging tasks. For example cleaning my big empty house, with no-one, except myself of course, too speak with. I also have an over dimensional gigantic garden. I can spend hours out there, planting flowers, remove weeds, or just let my eyes slide across my beautiful work, which I probably could have done a little better, but no-one never notices what I have done, so what is the point. Once, I actually ran naked through our own, normal human-empty, core-family street. What I did not know was that Mr. McJohnson had a day off, because of a cold. So of course he called the men in the cars with the blue and red light. They let me go, with a thousand dollars less in my pockets. The age thirty-seven is not as bad as everybody say it is. I actually like my age. I know for sure that I am never going to drive in a sports car as fancy as Mr. McJohnson’s, but my biggest dream will always be to get away from this miserable place, empty from feelings and hope. Just drive through Paris, and feel the warm wind in my, newly washed and combed, hair. But I know that it will never happen. Or maybe it will. I still remember the sweet voice of my dad, when he used to sing for my. I sat on his lap, and he sat in his big thick padded......

Words: 818 - Pages: 4

Free Essay

Wind Energy

...are discussing the topic of wind energy. The reading starts out by mentioning the wind is good and it is a renewable resource. The wind is available everywhere. In United States, 20 percent of the electricity could be provided by wind power. However, the speaker argues by mentioning the amount of energy produced by wind power, it is unpredictable because it can spread out. Wind power does not generate if wind is not strong enough. Moreover, not everywhere that turbine for generator can be installed. The reading continues by bringing up the point of the cost of wind energy. Wind energy is affordable compare to coal, oil, and gas because the wind is free. Alternatively, the speaker once again resists this idea by the initial investment for produce wind energy is expensive. A generator for produce wind energy needs location and land that big enough for a machine. Land is very expensive and hard to find. Furthermore, a generator will be built in a farm far from the city. It needs to build a transmission line to transfer the energy from farm to city. These can cost a large amount of money. The final point made by the reading is wind power is safe and environmentally friendly. The wind energy does not cause greenhouse gases or other pollutants. Comparing to other source of fuel such as coal, oil, and gases, wind is cleaner. So, it helps reduce causes of global warming and it will lead to better health of populations. Whereas, the speaker says that wind energy has a negative......

Words: 286 - Pages: 2

Free Essay

Alternative Source of Energy

...Abstract Years to come, coal will not always be the main source of energy. It will soon run out and other ways to produce energy will be needed. There are different ways to produce this type of energy, such as solar power, wind power, and hydroelectric power. If corrected and created now, then ways to get energy other than coal in the far future will be one less thing to worry about. Alternative Source of Energy Source of Energy A big discussion today is what humans can turn to now and in the future for energy. Everyone knows that coal will not last forever and in the meantime it is crucial to find an alternative to produce the amount of energy the world needs to survive. The faster our nation starts on alternative sources of energy and understands that fossil fuel hurts the nation and makes the country weaker, the better chance our nation will have in the time to come. There are different ideas of how to produce this energy such as solar power, wind power, and hydroelectric power. Solar power is the energy used from the sun and is turned into thermal and electrical power (Winteringham, 1992). It is a very reliable source that can be used to produce energy. The sun has been around for a very long time and it is a source of energy that people can rely on in many places around the world. There are many advantages to solar energy. The main motive for most people is that solar power is free. Unlike coal, supplies for it are unlimited to use. Solar is......

Words: 1231 - Pages: 5

Free Essay

Wind Power Home

...WIND TURBINE FOR HOME BY: KAMRAN NAQVI INSTRUCTOR: BOB WILLIS 05/07/2012 Introduction of 5kw pitch controlled wind turbine 5kw pitch controlled wind turbine. The self-developed centrifugal pitch controlled mechanism of Wind turbine adjusts blade pitch following wind rotor rotating speed, and keep wind turbine at rated rotating speed. The wind turbine has a stable output power and safe running and is maintenance free. Wind rotor never goes to over speed even encounter to variable wind speed and strong gale. Specifications 1. 30% more electricity generated 2. Pitch controlled 3. Aerodynamic brake 4. Maintenance free 5. Low start-up wind speed Pitch controlled element Rotating speed change of wind rotor drives the centrifugal pitch control mechanism to adjust blade pitch; wind pressure on wind rotor will reduce, and then wind turbine rotating speed slow down. Close loop control, reliable regulation. Pitch control mechanism is sensitive, reliable, and can be used in variable environments. Wind turbine start up: keep a big blade pitch, start up with 2m/s wind speed; Wind turbine start to run: reduce blade pitch step by step, better for speedup; 4-12m/s wind speed: regulate the optimum blade pitch to keep the max output power of wind turbine; Encountering to strong wind: adjust blade pitch into negative angle to keep rotating speed within limits; Manual stop: operate manual winch to adjust blade pitch into negative angle, blade will lose it aerodynamics,......

Words: 496 - Pages: 2

Premium Essay

How Green Is Wind Energy

...alternatives in the market to choose from. Wind turbines are one of alternatives (Linzmeier, 2009). Now the question that comes to mind is, is wind energy green? Wind turbines produce cleaner energy & bring no hazardous effects to the atmosphere by giving any pollutant emissions; however, it does come with casualties. As the U.S. energy industry inches away from dependence on fossil fuels, experts have announced various greener technologies, such as ethanol, solar and geothermal power, as choice alternatives. And while each of those options holds recognizable environmental gains over oil and coal, none compare to wind power’s squeaky clean performance (Conger, 2010). Mark Jacobson an engineer at Stanford University states that after compiling evidence of major energy technologies and environmental impact, wind comes out on top. Jacobson and associates from University of California drafted a blueprint for switching 100 percent of the world’s energy to renewable sources. Wind energy was in the forefront due to its minimal carbon footprint compared to energy output. Importantly, wind power will evade the environmentally harmful and unhealthy emissions resulting from those fossil fuel replacements. And the use of wind power will decrease the import of oil and natural gas consequently easing a national security concern and national trade deficit (Kleekcamp, 2010). When thinking about wind turbines you think of large turbines in......

Words: 2789 - Pages: 12

Premium Essay

Alternative Energy Sources

...Environment Instructor Gomillion July 13, 2012 Alternative Energy Sources: Ending Human Dependence on Oil We live in a world where oil is the primary source of energy. It is used to produce heating fuels, gasoline, propane, and many other lesser-known fuels. Globally, we are consuming approximately 88 million barrels of oil daily. The Central Intelligence Agency (2012) shows that the United States consumes 19,150,000 barrels daily (pg. 1). Many will argue that we need to end our dependence on oil by finding other sources of energy that we can use in place of oil. This is where the question comes in on whether or not alternative energy sources are the answer to ending human dependence on oil. While alternative energy sources may be a big step in reducing our dependence on oil, they are not a solution to it due to our lack of knowledge on how to harvest and use them efficiently, as well as the limits of what they can do for us. If we are going to talk about alternative energy sources, we have to look into some of the sources that fall into the category of “Green Technology”. Sheer (1995) writes, “The economic and social advantages of renewable energies are enormous: they offer the way toward saving both the earth’s atmosphere and human health; they ensure an independent, safe, long-term energy supply as well as economic development; they will provide new jobs in industry and thus stem a steadily increasing rate of unemployment; and they make possible the......

Words: 1865 - Pages: 8

Free Essay

Island Power Systems

...Island Power Systems Nowadays energy consumption is growing with a very big rate. As result, we need to produce more electricity. Despite of technological progress there are many areas in the world without electrical provision or with a very bad quality of it. Such places are characterized with remote location from big cities with power stations and electrical grids. There are two possible solutions to this problem: extension of the interconnected network or building of a stand alone power system. The aim of this essay to describe key points that must be taken into account for making better choice between these variants by the example of three types of community with using of renewable energy. Let’s consider the key factors which must be taken into account when making the decision of whether to extend the interconnected network or to build a stand alone power system. First, we should pay attention on the distance between remote community and the grid. If it is too long, it is not effective to extent the grid because of costs, safety risks, efficiency. In addition, we need to know consuming level of energy by the community and its daily distribution. Therefore, we will have to meet existing sweeps and swags for better quality of electrical provision, regular work of electronics and lightning. Probably energy storages will be used for it. Also weather conditions are important for the decision. They have influence on a choice of a kind of renewable energy that will be used....

Words: 963 - Pages: 4

Premium Essay

En1420 Final Paper

...Mexico and Arizona (Dearen, 2013). If the world were to make the move to one-hundred percent solar energy like some propose (Waller, 2013) we would need to produce hundreds of thousands (of not millions) of tons of contaminated sludge, use carcinogenic materials and continue to expose workers to phosphine gas, hydrogen fluoride and lead. As the winds of the debate on the benefits of solar power continue, we shift our attention to our efforts to harness the very power of the wind itself. In 2012 the United States installed a record 13.2 gigawatts of new wind energy production come online accounting for (at the time) 6% of the nation’s total generating capacity (Woody, 2013). However, as the capacity of wind turbines increases, so too does the risk they pose. Every year wind installations injure, maim, and kill hundreds of thousands of birds in clear violation of federal law (Fisher, 2013). While this is a problem unique to wind turbines, they have a common problem with other forms of energy generation: the need for Rare Earth Minerals (REM’s). According to Dawn Stover of the Bulletin of the Atomic Scientists, a 2 megawatt (MW) wind turbine contains about 800 pounds of neodymium and 130 pounds of dysprosium (Stover, 2011). These minerals are mined almost exclusively in China, which has an estimated ninety-five percent of the world’s known reserves of Rare Earth Minerals. REM’s are typically obtained by strip-mining, the process of removing existing earth and vegetation......

Words: 1162 - Pages: 5

Premium Essay

Alternative Energy

...this or one of the other types of sustainable energy would not be an easy transition. There are so many variables to consider before making the leap to this technology. Space is one of the first variables. It will require a significant amount of land to establish a wind or solar farm. In an area like Harford County, this wouldn’t be as big of an issue compared to other places. There is plenty of land that could be purchased and utilized to create this alternate energy. Another variable to consider would be money because setting up these kinds of technology is not cheap. Finding the money to fund these sort of projects is also a problem. In an article I found from the “Asset Securitization Report” , the author states that “may projects cannot get off the ground because of limited access to funding. (2014) This problem could come from a lack of support in these projects as many people still have little knowledge of how these forms of alternative energy work. In conclusion, I think that we are still years away from really taking the big step into residentially converting households and communities over to solar or wind energy. I think that the other big problem that will arise is that there isn’t always a lot of wind and there aren’t always sunny days. So what happens on those days? Do we store extra energy somewhere or do we not have energy those days to power the things we need. I think that this and many other questions will arise over time but I do see a future in this......

Words: 491 - Pages: 2