Sage Advance Case Presentation - Unitedworld School of Business

7/28/2019 Sage Advance Case Presentation - Unitedworld School of Business

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SAGE ADVANCETHE COPPER CRICKET SOLAR

ENERGY SYSTEM

Case Fact


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Introduction

Bob Block ,president of sage advance , which

manufactures the copper cricket (a patented geyser

pumping solar water heat for home use).

In 1983 they built the first working prototype, end of the1984 they are searching for licensees for the technology

But during the previous ten years of solar tax credits a

hurricane on mediocre technology had to swept the solar

industry.


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Countd.

In 1985 government are canceled tax credit. Next year 85% solar manufacturers disappeared

because of tax credit.

They able to sale 30 system to individuals bygaining popularity a new shelter magazine.

The firm was not at the breakeven sales level as ofJanuary 1, 1991.


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The Product

The copper cricket have widely recognized, Popularscience named it one of 1989s Greatest Achievement

in science and technology. The geyser pump is

protected by a strong patent.

A recent survey of copper cricket owners founds that 98

% would recommend the product to a friend.


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Feature of the product

No outside power required.

No moving parts to fall.

No maintenance.

Freeze proof.

Nationally certified.

10 year warranty.

Kit form for easy installation.

No exposed plumbing.

Less expensive than electricity, gas or coal.


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The Environment

The energy crisis of 1970 & introduction of taxcredit created a huge market of solar energysystem, Particularly solar water heating system.

Because of the energy crisis & the removal of thetax credit program in 1985 devastated the industry.

In a year approximately 90% of the solar waterheater producers dropped out of the business.

In 1990s market picture was uncertain, theenvironment was main concern.

The Persian Gulf crisis had increased fuel prices,but an increasing recession had consumers nervousabout capital outlays.


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Marketing Efforts

The firms marketing efforts have extremely limited dueto its severe cash flow problems.

A significant percent of firms sales occur in Oregon.

Sages attempts to attract dealers have not been very

successful. Two large manufacturing who survived the 1985

shakeout have substantial distribution and sales despitehaving a less advanced product.

To encourage word-ofmouth communications. Sage is also working with a number of large electrical

utilities.


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Discussion Question

How could marketing research have helped SageAdvance before the cooper cricket was introduced tothe marketplace?

Ans.- Attract Distributors, manufacturers, customers

Able to identify target segment and be able to sale atlower price


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How can marketing research help Sage Advance now?

It can test market and make market strategyaccordingly.

Assume Sage Advance survives its current cash flowcrisis , what role marketing research play in the firm?

It will grab it business easily


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How should Bob set a budget for marketingresearch?

Definitely little bit of exploratory research is needed

and as company faces fund crisis. It could go withliterature review and case analysis(Benchmarkingand ethnography).


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Campus Overview

907/A Uvarshad,GandhinagarHighway,Ahmedabad

382422.

Ahmedabad Kolkata

Infinity Benchmark,10th Floor, Plot G1,Block EP & GP,Sector V, Salt-Lake,Kolkata 700091.

Mumbai

Goldline Business CentreLinkway Estate,Next to Chincholi FireBrigade, Malad (West),Mumbai 400 064.


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Thank You

Sage Advance Case Presentation - Unitedworld School of Business

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