Bright Light Innovation Case Analysis

1730 Words Apr 8th, 2015 7 Pages
Critical Issues
Bright Light Innovations SWOT Analysis
A group of professional members of Colorado State University excited about developing and marketing the product
The Starlight Stove consumes 50 to 70 percent less fuel than regular stoves
The stove generates electricity from a thermoelectric generator. Competitors do not offer the same features as the Starlight Stove.
Increase household income because Starlight Stoves allows families to focus more on earning more money rather than collecting fuel or wood to generate electricity
The Starlight Stove costs less than the competition

The university is a non-profit organization, making it harder to find funding
Working adults in Nepal make between $1 and $3 per day
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Therefore, strong marketing strategies and decisions have to be introduced to effectively promote the Starlight Stove throughout the 75 districts (60 villages consisting of 450 villages). Management needs to carefully consider the marketing plan for this product since there are technology limitations and only half of the adults can read in Nepal.
Support of Recommendations

Market segmentation allows marketers to understand customers’ needs and identify target markets (Peter & Donnelly, 2011). Bright Light Innovations will be able to evaluate different segments to determine differential advantages in each of those segments. Furthermore, management will be able to determine any of the particular marketing mix for a more successful strategic plan. Market segmentation can be obtained by researching geographic data (zip code, region, etc), demographic data (age, occupation, nationality, etc), psychographic data (social status, personal type, etc), behavioral data (customer behavior), or any other data that can be beneficial to the research (Kawasaki, 2004).
According to Hyman and Sierra (2010), before a service or product is introduced into the market, the marketer needs to have a good understanding of the consumer’s needs and preferences. For that reason, it is recommended that management considers all of the limitations and challenges that the Nepalese market has for the Starlight Stove.
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