MKG210 assessment2
center850008549640May 25, 2018
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Table of contentsContents
TOC o “1-3” h z u Table of contents PAGEREF _Toc515468682 h 11.0 Introduction PAGEREF _Toc515468683 h 22.0 Literature Review & Framework PAGEREF _Toc515468684 h 32.1 Overview of literature on topic PAGEREF _Toc515468685 h 32.2 Theory/framework/Concept PAGEREF _Toc515468686 h 43.0 Marketing Strategies PAGEREF _Toc515468687 h 53.1 Market strategy in cooperation with environmental public welfare institutions PAGEREF _Toc515468688 h 53.2 Social media strategy PAGEREF _Toc515468689 h 63.3 Government oriented market strategy PAGEREF _Toc515468690 h 74.0 Recommendation & Conclusion PAGEREF _Toc515468691 h 8Bibliography PAGEREF _Toc515468692 h 10
1.0 IntroductionOverview of Topic
Australia’s energy consumer association recently released a survey report that 90% of Australia’s family are going out of the power grid to turn to renewable alternative energy, such as solar energy, as electricity continues to rise CITATION Tho16 l 3081 (Thornton, 2016). Because electricity accounts for a large proportion of residents’ expenses, people are willing to invest in this way to save money, instead of simply installing energy-saving lamps to save electricity charges. Now many thousands of households have installed solar panels, which has a huge impact on electricity demand and will reduce investment in power grid. Solar panel is a device for direct or indirect conversion of solar radiation to electrical energy through the absorption of sunlight through the photoelectric effect or photochemical effect CITATION Loc08 l 3081 (Locke, 2008). Compared to ordinary batteries and rechargeable batteries, solar cells are more energy-efficient and environmentally- friendly green products.
Target Market
The target market is chosen as the house owners that understand electricity charges and want to reduce the financial pressure. Whatever they are households or developers, they want to use solar power to reduce electricity charges, reduce carbon emissions and increase the value of property. Data shows that by the end of 2016, the number of households installing solar panels has reached one and a half million, and the proportion of over nine million of the total number of households has reached over fifteen percent. CITATION Sol18 l 3081 (Anon., n.d.). It can be seen that the house owner is an important market group of the product.

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Problem/Opportunity Statement
Although these products have been on the market for some time and have been applied they have not yet been widely popularized. Additionally, the initial high financing cost of solar power is prohibitive, so some people still reject these products. Therefore, how to promote and encourage people to use solar panels and household batteries has become a big problem.

2.0 Literature Review ; Framework2.1 Overview of literature on topicThere are many kinds of uses of solar energy, which can use the thermal effect of light to convert the solar radiation into heat energy, and can also use the volt effect of light to convert the solar radiation directly into electric energy and so on. In the effective utilization of solar energy, the photoelectric utilization of solar energy has become the fastest growing and most dynamic research field in recent years. Research and development of solar cells are also growing rapidly. The photovoltaic effect (Photovoltaic Effect abbreviation PV), as the basic principle of solar cell operation, was discovered in l839 CITATION Rom13 l 3081 (Rompicherla, 2013). The electric potential is generated by the interaction between the light quantum of the sun and the material, which converts the energy of light into electrical energy, which is called a solar cell (SolarCel1), also called a photovoltaic cell. In 1954, the Bell laboratory developed the first solar cell, but because of its low efficiency and high cost, it lacks commercial value CITATION Wil12 l 3081 (Willeke ; Räuber, 2012). With the development of space technology, the role of solar cells cannot be replaced. Solar cells have become an irreplaceable part of space vehicles. The solar energy battery was first installed on the US V hoe Guard1 on March 1958. Solar cells were also installed on the third man-made satellites launched by the Soviet Union in May 1958 CITATION Esc17 l 3081 (Eschner, 2017). By the year 1969, Americans landed on the moon, making the development of solar cells reach first peaks. Since then, almost all the man-made celestial bodies have been equipped with solar cells. In the early 70s, because of the Middle East War and the oil embargo, the oil supply was interrupted in industrial countries, and the “energy crisis” appeared, and people began to realize that they could not rely on traditional energy for a long time. In particular, in recent years, the reduction of fossil fuel resources and environmental pollution in the ground energy resources, so the application of solar cells has been put on the agenda of the governments of various countries. After 1990, the development of solar energy began to be combined with civil electricity. “Grid-connected photovoltaic system” began to be promoted. The new structure and manufacturing technology of solar cells have been developed CITATION Kas15 l 3081 (Kassim, 2015).

2.2 Theory/framework/ConceptIn this report, the theory of planned behaviour (TPB) will be applied to the study of this problem. The theory of planned behaviour is a theory that can solve the gap between attitudes and behaviour. It can help us understand how people change their behaviour patterns. TPB believes that human behaviour is the result of careful planning. Attitude is defined as a general evaluation of people, objects, advertisements or questions CITATION Kre62 l 3081 (Krech, et al., 1962). The theory of planned behaviour is proposed by Icek Ajzen. It is the successor of the Theory of Reasoned Action, co-proposed by Ajzen and Fishbein. Because Ajzen founded that human behaviour is not voluntarily motivated, but under control, so he augmented the Theory of Reasoned Action and added a “control of self” behaviour. The new concept of “Perceived Behaviour Control” has developed into a new model of behavioural theory. The Theory of planned behaviour believes that all factors that may affect behaviour are indirectly affected by behaviour intention. The behaviour intention is influenced by three related factors. One is the “attitude” that comes from the individual itself, that is, the “attitude” held by a particular act, and the second is the “subjective norm” derived from the external, this is, the “subjective norm” that will affect a certain specific behaviour. Finally, it comes from Perceived Behavioural Control CITATION Ajz91 l 3081 (Ajzen, 1991). In general, the more positive attitude of a person to a certain behaviour, the stronger the individual’s behaviour intention; the more positive the subjective norm of a certain behaviour is, the stronger the same personal behaviour will be. The more positive the attitude and subjective norm and the stronger the perception of the behaviour, the stronger the personal behaviour will be.
For solar power products, people who do not want to buy the product mostly think that the cost is high and it is perceived to be too intermittent. In order to open up the product market, the first thing we should think about is how this attitude is formed, and using a scientific and effective way to turn negative attitude into positive attitude. In this report, we focus on the attitude of consumers to solar energy products and analyse how this attitude is formed. In addition, in order to encourage people to use these products, how make the consumers’ attitude towards the product positive is a key issue. The theory of planned behaviour has profoundly analysed the relationship between consumers’ attitudes and behaviours, so this report chose this theory as the basic research theory of the business problem.

3.0 Marketing StrategiesMarketing strategy is an enterprise taking customer needs as the starting point, obtaining the information of customer demand and purchasing power according to the experience and the expected value of the business community to organize various business activities in a planned way CITATION Var09 l 3081 (Varadarajan, 2009). According to 4P (product, price, place promotion) theory, marketing strategy can be divided into product strategy, price strategy, channel strategy and advertising strategy.

3.1 Market strategy in cooperation with environmental public welfare institutionsIn recent years, with the enhancement of public’s awareness of environmental protection, more and more public welfare organizations aiming to protect the environment appear. Solar panels and household batteries are products of solar energy, which belong to green and environment-friendly products. The company can cooperate with some influential environmental organizations. The company provides free solar products for these organizations, which are used as promotional materials to appeal to people to protect the environment in order to attract environmentalists’ demand for the products. At the same time, environmental elements can be used in product packaging. For example, green, bright yellow and other natural colors can be used in color selection. Picture design is as simple and clean as possible, and it can also be marked on the outer package with the words “XX organization designated strategic partners”. The initiative can not only enhance the visibility and credibility of products, but also help establish a positive corporate image and improve the reputation of company. In connection with the theory of planned behavior, the public welfare organization, as an influential group, can help people establish a positive attitude towards the products, increase the subjective norms, and have a positive impact on whether the individual chooses to buy solar energy products. The strategy mainly reflects the product strategy of the marketing strategy. Through product packaging, design, style, trademark and so on, give the product characteristics, and let it impressed in the minds of consumers. Overall, the strategy can make an important contributions to defining and deepening the position and characteristics of products.

Advantages Disadvantages
It helps to establish a good public image and reputation of brand It is an economic loss to sell products to the public welfare organizations at reduced prices or free.

Forming advertising effect and expanding popularity. The cooperative public welfare organization is in the same position as the enterprise. Once the agency has negative news, it will also have adverse effects on the enterprise.

Clear product positioning and attract environmentalists as potential customers 3.2 Social media strategyAccording to statistics, by the end of 2019, it was estimated that almost three million people would use e-mail. It was estimated that over two point half million people would use social networking sites CITATION Sam17 l 3081 (Ferguson, 2017). Social media marketing is also called socialized marketing. It is a way to use social networks, online community or other internet collaboration platform media to carry out marketing, public relations and customer service maintenance. First of all, enterprise need to establish their own account and home page information on major portals. Using advertisement and promotion to promote public interest in website information. Secondly, improving the product information published on social media and making detailed information about the performance, advantages and usage of solar panels. Thirdly, establishing social media data monitoring department to collect customer purchase psychology and preferences, so as to improve product quality and user satisfaction. Finally, increasing the input of new media advertising will enable the public to have a correct understanding of solar energy products and have a deep understanding of it use. At the same time, corporate social accounts should actively interact with customers and help answer questions so that establish close ties between them.

Advantages Disadvantages
Orientate target customers accurately It can reach close contact with users Not easy to control.

Make information more timely Have a higher rate of return on investment The quality of social media marketing is difficult to detect
Social media marketing can see the effect of advertising communication more intuitively. Have a more efficient sales conversion rate It is easy to be fake. It is difficult to discriminate against malicious fraud in the market, customers are sceptical of the data.

3.3 Government oriented market strategyIn order to promote the discovery of solar energy industry and promote the popularization of clean energy, the Australia government has issued a number of supportive policies. In addition, the implementation of the solar family and community plan has greatly enhanced the enthusiasm of ordinary residents for the installation of solar power equipment. According to news reports, Australia will set a revolutionary project to take the lead in using solar panels to build an ‘electronic road’ in the world that is the longest in the world to provide wireless charging for electric cars CITATION Rob17 l 3081 (Robertson, 2017). In this situation, it is a win-win and mutually beneficial choice to reduce the price of the product and optimize the quality and service of the product in order to seek the opportunity of cooperating with the government. In order to obtain opportunities for cooperation with the government, enterprises should enhance their overall requirements for products so as to enhance their competitiveness. First of all, increase investment in science and technology and increase research efforts to make products stand out in similar products. Secondly, improving after-sales service, such as providing product installation service and technical consultation for customers, establishing the standard of replacement and maintenance service, so as to improve customer satisfaction and establish trust relationship with customers. Finally, establishing efficient production chain, improving production efficiency and reducing costs, thereby enhancing product cost performance and achieving price advantage. In short, there are many advantages to cooperate with the government, but the premise of this opportunity is to improve itself from all aspects.

Advantages Disadvantages
Help improve the reputation and credibility of the enterprise It is difficult to win the opportunity to cooperate and the competition is fierce.

Establishing a good cooperative relationship with the government is conducive to the long-term development of the enterprise in all aspects. In cooperation with the government, the government is dominant; Enterprises need to give up some profits.

Large projects that cooperate with the government usually have their social and historical significance, which is beneficial to enhance their social status and reputation. Capital investment is huge
4.0 Recommendation & ConclusionThrough the comparative analysis of the advantages and disadvantages of the three marketing strategies, it can be seen that cooperate with public welfare environmental protection agencies is the best choice. Firstly, take the risk into consideration, social media marketing is a new thing. Its development process does not have enough reference, and the uncontrollable risk is too high. In contrast, the two other strategies are safer. Secondly, considering the difficulty of cooperation, it is simpler and more effective to cooperate with public institutions than with the government. Finally, cooperation with public welfare organizations can also achieve the purpose of promoting products and establishing a good corporate image. Therefore, comprehensive consideration, strategy one is the best choice. In conclusion, in order to promote the demand for solar products in Australia, enterprises should make efforts in product publicity and quality improvement.

Bibliography BIBLIOGRAPHY Ajzen, I., 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), pp. 179-211.

Anon., n.d. Solar PV. Online Available at: 22 5 2018.

Eschner, K., 2017. The World’s First Solar-Powered Satellite is Still Up There After 59 Years. s.l.:SMARTNEWS.

Ferguson, S., 2017. Campaignmonitor. Online Available at: 18 5 2018.

Kassim, M. P. M., 2015. Feasibility Study on Solar Power Plant Utility Grid under Malaysia Feed-in Tariff. American Journal of Engineering and Applied Sciences, 8(2), pp. 210-222.

Krech, D., Ballachey, E. L. ; Crutchfield, R. S., 1962. Individual in society. s.l.:New York, McGraw-Hill.

Locke, S., 2008. How does solar power work?. s.l.:Scientific American.

Robertson, J., 2017. Queensland to build one of the world’s longest electric vehicle highways. s.l.:The Guardian.

Rompicherla, S. M., 2013. Solar Energy: The Future. International Journal of Engineering Trends and Technology (IJETT), 6, 4(6), p. 2513.

Thornton, K., 2016. Clean Energy Australia Report 2016, s.l.: The Clean Energy.

Varadarajan, R., 2009. Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, 38(2), pp. 119-140.

Willeke, G. P. & Räuber, A., 2012. On The History of Terrestrial PV Development: With a Focus on Germany. Semiconductors and Semimetals, Volume 87, pp. 7-48.


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