Concept development and marketing plan for a sustainable offering
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Concept development and marketing plan for a sustainable offering


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Collaboratively develop a sustainable offering and corresponding situation analysis.


1. The New Sustainable Market Offering

Due to the depletion of non-renewable energy sources, there is a growing need to explore different opportunities that facilitate the utilization of renewable source. The use of biomass as an alternate fuel source is expected to reduce environmental threats especially green gas emissions (IEA 2013). This wiki assesses the idea to market biovehicle, a biomass powered car in the Australian market. To test the viability of this idea, a creative problem solving approach is applied. 

1.1 Creative Problem Solving (CPS) – BioVehicle

The CPS approach is applied to gain an understanding of the identified sustainable product offering, a biomass powered car in Australia through the five stages of problem solving (Lamb et al. 2015).


i. Problem Identification

The unsatisfied requirement of the mineral-fuel powered car users are determined through a brainstorming session of the marketing team members.

It is determined that pollutants, rate of fuel consumption and fuel prices are significant concerns. With the growing environmental consciousness among car owners and potential customers, there is a higher preference towards pollutant-free vehicles.

ii. Problem Delineation

Road transport in Australia is a major source of emissions due to the increased use of motor vehicles for passenger and freight transportation. Passenger cars account for 53% of the total transport emissions reaching 43.5 Mt CO2 –e (Commonwealth of Australia 2017). This diminishes the air quality in traffic congested areas leading to health hazards impacting adults and children.

iii. Information Gathering

Based on the team discussion, the issue is identified as that 'the mineral-oil powered cars currently available in the market lead to higher greenhouse gas emissions which lead to environmental pollution as well as health hazards for the people'. Using the questioning approach, the cause of this issue is determined.

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