06/20/22 Applied Polymer Science 1
Dec 16, 2015
04/18/23Applied Polymer Science 1
DANIEL BROCKMAN
VIVEK ASIJA
KELLY FU
04/18/23Applied Polymer Science
2
Applied Polymer Science
Agenda
04/18/23Applied Polymer Science
3
BackgroundThe “Foamed-dome Concept”Market FeedbackCurrent SituationKey QuestionsHow did the company get into the situationAdvice to Jan JensonAdvice to the managers
Background
04/18/23Applied Polymer Science
4
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
04/18/23Applied Polymer Science
5
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
04/18/23Applied Polymer Science
6
Market research shows the possible application areas of the Foamed-dome Concept
Ph
oto
: h
ttp://w
ww
.moth
ere
arth
ne
ws.co
m/G
reen
-Hom
es/1
98
0-0
5-0
1/A
-Foam
-Dom
e-
Hom
e.a
spx
Unexpected Feedback from Architects:Unexpected Feedback from Architects:
04/18/23Applied Polymer Science
7
Market Feedback
FlammabilityFire marshal
regulationsUnproven building
materialAdherence to
building codesDurability
Picture from http://www.coolflatroof.com/
Jan JensonJan Jenson Management ConcernManagement Concern
04/18/23Applied Polymer Science
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.
8
Current Situation
Managers aren’t sureImmediate boss is
supportive
Ph
oto
: h
ttp://w
ww
.dre
am
stime.co
m/h
an
d-g
o-sto
p-w
ait-
imag
e8
09
00
60
Key Questions
04/18/23Applied Polymer Science
9
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
10
How did the company get into the situation
“Essentials of Marketing”, Perreault, Cannon, McCarthy
Advice to Jan Jenson
04/18/23Applied Polymer Science
11
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
04/18/23Applied Polymer Science
12
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?