CRITICAL THINKING -MARKETING

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Idea Background
EM Technologies
Modern business innovation is more of re-designing the wheel than originating one. In most developed nations, it could be the ability to accurately find out what is happening beyond the borders. Effective Micro-organism (EM) refers to a technology that blends anaerobic organisms in farming, medical and nutritional supplements. According to the official EMRO site, the technology was originated by Professor Teruo Higa in 1980s from the University of Ryukyus in Okinawa. Japan. Higa established that there are three groups of microorganisms in every medium (air, water, soil and the human intestines).He also claimed that the EM ratio could be positive or negative and that it is possible to supplement a medium to the desired result.
Organic farming systems are rapidly being adopted all over the world with the result of better production and output per acre. Reports by International Kyusei Nature farming Centre inform that several states in Japan have worked with EM for decades and experienced excellent results. In Africa and parts of Asia, farmers continue to use ancient farm tools only that this time continued use of in-organic fertilizers has killed their soil. Organic farming assures a lasting solution to food shortage in developing world and has several other environmental friendly uses. (Szymanski & Patterson, 2003).
The overall strategy
To introduce Organic farming and EM-1 technology to the developing nations with the aim of profit is the only way out of the mud. EM may be common in Japan but in some parts of Asia and Africa, not so much. The plan in this line of product is to make money from empowering potential clients (farmers) by providing them with an alternative to in-organic fertilizers which have dilated their soil. The strategy is to show the farmer what damage the sole use of chemical is, and offer a solution by teaching via one-to –one group meeting or monthly magazines. EM-1 is the original product which will be later used to make Organic fertilizer and other products. To be an exporter of EM a certificate from (EMRO) will be required, in addition, a regulatory framework for compliance as well as a strategy for environmental compliance is mandatory.
There should be adequate time and special focus to employ Design for Excellence (DFX). For an entrepreneur there is no short-cut to designing high-quality products that are well manufactured, tested, shipped and supported. The initial three products will have to pass the cost, reliability, manufacturing and procurement tests. To achieve (DFX), the overall logistics must meet the minimum thresholds.EM-1 will be sourced from the company EMRO, and The two other by-products are made by mixing the right amounts of solvents, The packaging and later selling is a business opportunity.
Features of the target market
The target market includes farmers with small and medium farms. These farmers are mainly subsistence farmers, micro business farmers who have not worked with EM technologies. Developing nations have majority of their people as farmers and therefore easier to create niche markets especially for training purposes. For large-scale farmers, the assumption is that to have survived in the agri-business, they must have applied the technology.
Availability of the target market in efforts to promote a product will be easier and less costly as with proper communication two officers will do a demonstration in the targeted regions. The target market may not offer premium prices, however the high numbers will translate into more sales. Recent reports inform that majority of the people own or have easy access to the phone, this indicates that after sales support will be cheap and convenient.
Why that target market is attractive
A developing nation approach is perfect given the major problem with the governments in place is in feeding its people. The technology will also solve the poor water and sanitation standards by promoting an adoption of better waste management and protection of water catchment areas. With the current trend in population profiles and projections, the developing nations have no option, but to embrace the technology. Most governments are quick to subsidize the compliance rates and this gives the venture a chance to test the market.
A positioning strategy
A simple survey comprising of qualitative and a randomized primary data of the existing competitors will reveal the positioning options. Weinstein (2013) suggests that an entrepreneur embracing the use of concurrent engineering will benefit from the assurance that high-quality products from EM-1 are built at the lowest possible cost. This will be facilitated by delegating an experienced project manager and assembling a team that will be overseeing the manufacture of organic fertilizer and the fermented compost all from EM-1.Since business is a risk, an entrepreneur as suggested by Product Realization Group, should mitigate risks by focusing on the basic product features, ensuring feasibility studies are done earlier, setting realistic goals and applying risk assessment tools.

References
Amano, K. (n .d). Expansion Status of Nature Farming and EM Technology in Japan. International Kyusei nature farming Research Centre journal. Retrieved from: http://www.infrc.or.jp/english/KNF_Data_Base_Web/PDF%20KNF%20Conf%20Data/C6-8-247.pdf
Szymanski, N. and Patterson, R.A. (2003).Effective Microorganisms (EM) and Wastewater Systems in Future Directions for On-site Systems: Best Management Practice. Proceedings of On-site ’03 Conference by Patterson, R.A. and Jones, M.J. (Eds). Held at University of New England Product Realization Group.(n .d).7 Most Common Problems of New Product Introduction. Menlo Park, CA. Retrieved from: http://productrealizationgroup.com/wp-content/uploads/NPI_Checklist.pdf
Weinstein, A.( 2013). Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition. Madison Ave, New York: Routledge Publishers