The paper 'Market Feasibility of Gravity Lights" is a good example of a marketing case study. This report addressed the market viability of Gravity lights a new product that is intended to be an alternative source of energy in areas with limited power supply. The target area for this new product which has already been launched in other regions that have no power access is camping and caravan sites. The product offers a unique advantage compared to other competing products. It is cheaper and uses no alternative energy sources such as solar, batteries and charging as other products require. Description of current business Because of the paramount importance of energy in both developing and developed nations, alternative sources of power besides the main sources of power such as commercial power mains, solar, wind and nuclear in developed countries are always welcome.
In essence, with the need to ensure minimal greenhouse emission, this desire has been growing even bigger with citizens and governments seeking alternative ways of power that have minimal or no effect on the climate. Cleaner energy sources are welcomed both in developing and developed worlds alike (Vyge 2012).
Cleaner alternative sources of power such as solar and wind energy still have limitations. Solar energy will demand the presence of the sun most part of the day and also require batteries to store the absorbed energy for usage at night or when the sun is temporarily barred by bad weather. On the other hand, the wind energy will demand a special location which is exposed to direct wind in order to function; it also demands the presence of backup power.
Other electrical sources which store power are also demanding because they require regular charging and hence requiring nearness to mains power. As noted alternative sources of power especially to remote areas in Australia is still a problem, and hence a market gap that must be addressed (McQueen & Christina 2002). The business concept is, therefore, the introduction of Gravity lights. Manufacture and mass sale of gravity lights in the Australian market is the business concept that will be transferred overseas to Australia. Gravity lights essentially work by using gravity as the name suggest. The only source of energy in the production of gravity lights in a weight placed for a few seconds and the light lasts for about 30 minutes.
Considering that the weight can be anything, this eliminates the restrictions given by alternative sources of power such as the solar, the wind energy and other alternative sources that demand charging from the mains power source, batteries and good weather. Gravity lights can, therefore, be used when there is a mains power outage, in remote areas such as camping sizes given its lightweight and it is a good idea for energy sensitive individuals while it is by far cheaper than other alternative sources of energy such as wind and solar energy and it is friendlier to nature as it emits now waste as compared to other alternatives.
Gravity lights effectively solve the identified business problem and hence making it commercially viable. This business concept currently targets developing countries with minimal access to power, it gives an alternative source of power to developed countries and especially regions with minimal or no power supply (McQueen & Christina 2002).
Australian Bureau of Statistics (ABS) 2012, Cat. No.8635.0 Survey of Tourist Accommodation, Australia.
Blyth,J 2009, Key Concepts in Marketing, SAGE New York, NY. PP.123-142.
Carravaning and camping 2012, Tourism Research Australia National Visitor Survey (NVS) and International Visitor Survey (IVS) 2001-2011 (unpublished data) All figures refer to persons over the age of 15 years.
Keizer, JA, Vos, JP & Halman, JIM 2012, Risks in New Product Development, Developing a Risk Reference Framework.
Kothari, CR 2008, Research Methodology: Methods and Techniques, New Age International. London.
Loudon, DL, Stevens, RE& Wrenn, B 2005, Marketing Management: Text and Cases,: Routledge, Melbourne. PP. 2-6.
McQueen, R &Christina, K 2002, Research methods for social science: a practical introduction, Prentice Hall, New Jersey.
Pride, WM, Hughes, RJ & Kapoor, JR 2012, Foundations of Business, Cengage Learning, Sydney.pp.306-310.
Schmidt, JF & Calantone, RJ 2002, Escalation of commitment during new product development, Journal of the Academy of Marketing Sciences, vol.30, no. pp. 103-118.
Vyge, J 2012, The Dragons' Den Guide to Assessing Your Business Concept, John Wiley & Sons, Michigan. PP. 232.