A global market potential & marketing communication road map for a fuel cell based proprietary generator company in Copenhagen | |
| Author | Deka, Saumar Jyoti |
| Call Number | AIT Proj. no.SM-09-05 |
| Subject(s) | Marketing--Denmark--Copenhagen--Management Information technology--Marketing--Copenhagen |
| Note | A project study submitted in partial fulfillment of the degree of Master of Business Administration in requirements for the Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | |
| Abstract | This is an on-the-job project which I carried out for a high technology startup in Copenhagen. LeanEco Aps is a startup planning to bring out fuel cell based generators for IT systems. The first batch of proto-types is scheduled to come out not before the third quarter of the 2009. The original shape of the project looked simple (on paper) - gathering of market intelligence, a market research, segmentation of the market and a marketing communication plan. However end of it, I was successful in coming out with only a Global Market Potential document, and a Strategic Marketing Communication plan. In this report, I have also discussed my progress for each of the things I set out to do, and could not - and also a note for the company to continue from the place I left. The Global Market Potential is a broad based research of the geographic and industrial prospects for a product like that of LeanEco's. While discussing these potentials, generic observations were made, which would be of importance to any backup power service provider and not just LeanEco. The more important issues like the 'ability' of the company to reach these markets and/or the 'ability' to compete with the inherent competition are left entirely to the company to ponder upon. The second part of my project is about designing a Marketing Communication Road Map for the company. The company is new, and a lot of effort is required to create brand awareness and positive purchase intent. Different relevant studies on this subject were looked at, and a sequential model is designed which would enable the company to make an effective and integrated communication drive. One interesting facet of my research is the fact that I was dealing with a high technology product under the patenting process, and not yet in the market. Hence there was a lot of dependence on verbal accounts (and few working documents) as far as the product and its features go. Though there is no reason to doubt the authenticity of these accounts, there remained large grey areas especially in the specifics of its value proposition - making the entire research a lot more general, than one could have wished for in the early stages of the progress. |
| Year | 2009 |
| Corresponding Series Added Entry | |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krairit |
| Examination Committee(s) | Dimmitt, Nicholas J.;Badir, Yuosre |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2009 |