04/18/23Applied Polymer Science 1

DANIEL BROCKMAN

VIVEK ASIJA

KELLY FU

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Applied Polymer Science

Agenda

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BackgroundThe “Foamed-dome Concept”Market FeedbackCurrent SituationKey QuestionsHow did the company get into the situationAdvice to Jan JensonAdvice to the managers

Background

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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/1814203685324

170/site/default.asp

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Foamed-dome Concept -1

•Proprietary machine constructs dome•Company does it’s own contracting, avoids 3rd parties

•Proprietary machine constructs dome•Company does it’s own contracting, avoids 3rd parties

http://www.perspektif-magazine.com/2008/09/16/prefabricated-dome-house/

Foamed-dome Concept -2

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Market research shows the possible application areas of the Foamed-dome Concept

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Unexpected Feedback from Architects:Unexpected Feedback from Architects:

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Market Feedback

FlammabilityFire marshal

regulationsUnproven building

materialAdherence to

building codesDurability

Picture from http://www.coolflatroof.com/

Jan JensonJan Jenson Management ConcernManagement Concern

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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.

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Current Situation

Managers aren’t sureImmediate boss is

supportive

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Key Questions

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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

"Marketing should begin with customer needs.""Marketing should begin with customer needs."

04/18/23Applied 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

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How did the company get into the situation

“Essentials of Marketing”, Perreault, Cannon, McCarthy

Advice to Jan Jenson

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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

Advice to the Managers

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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

Questions?

Questions?