Over the past few years, various entities have shown concern over the effects of
unsustainable energy production methods. This led to the timely innovation by Company X to
develop a Solar Oxide Fuel Cell. The company achieved this after a substantial investment in
research and development to create a workable solution in the generation of clean energy,
especially in off-grid systems. This will be a massive contribution towards promoting sustainable
growth and energy production. As a result, there will be a much lower energy production through
the use of an unsustainable method like fossil fuels.
This project aims to understand the structure of the market and how well the company
can venture into selling it, seeing that it is a new technology. The project also aims to provide
recommendations to the company about how it can maneuver various challenges that it may
encounter in the market as it rolls out the product. It aims to achieve a clear strategy on the
process of commercializing an emerging clean and low carbon technology in the UK. It will
tackle the various challenges that may arise and how to handle them when doing business. The
project will as well identify various opportunities existing in the sustainable energy market and
how to take advantage of them for company growth.
1. Define the sustainable energy market
2. Identify the appropriate market segments for the company to approach
3. Develop a sales and revenue creation plan while identifying the appropriate customers to
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4. Select the most appropriate time for the company to onboard the market with its new
How to strategize the commercialization of an emerging clean, low carbon technology in the
The research will rely on a few analytical methods as outlined below that can be used to
effectively analyze the business. Some of the most suitable tools for analysis are such as Porter’s
Five, SWOT and TOWS.
Porter’s Five Forces
This research project will apply the porter's five forces model which is considered when
analyzing the competitive environment of the business within its context (Liu 2016). This tool is
the most appropriate for measuring business performance in that it outlines the position of the
business in relation to both the internal and external factors that affect business success (Grant
2016). The business can therefore have a much clear Outlook of what actions it should take to
ensure success moving forward. However, the tool poses a major limitation in that it does not
clearly outline methods to analyze companies in different sectors of the economy especially
considering the fact that some businesses deal with a very unique kind of consumer group. For
example businesses that offer services to government like money manufacturers, do not deal with
similar challenges with those that sell consumer goods.
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The research will as well be utilizing the SWOT analysis to which identifies various
factors that directly impacts on businesses and these are Strengths, Weaknesses, Opportunities
and Threats (Liu 2016). This tool can be used with any objective in a business organization
whether it be strategic planning, competitive analysis or product development it applies in all
cases and therefore it can be used effectively. It is a multilevel tool that offers businesses a wide
array of options in terms of factors they should consider when making a decision. One of the
major limitations of this tool is that it is ambiguous in nature and Focuses on no specific problem
that businesses or to solve or often encounter in their processes.
TOWS is an extension of SWOT analysis where it goes beyond just analyzing the
specific areas of a business but also comparing the various aspects identified in a SWOT
analysis. This makes the process of considering business much easier and it is a greater
advantage because one can clearly see the interconnectedness between various factors that affect
business growth. One of the major limitations of this tool is the fact that it assumes that the
factors affecting businesses are simplistic in nature and therefore one can compare them as they
desire while this is not the case because many of those factors are complex in nature.
Revenue Generation Plan
The incentives theory Propose is offering various incentives to wholesalers and
distributors to then push the product in the market. A business organization can increase
profitability by advancing more discounts to wholesalers or retailers who purchased the goods in
a bulk measure. This ensures that they can sell more of the product and therefore generate more
revenue for the business. The pull theory on the other hand is trying to reach consumers directly
as a way of increasing demand for the product. The theory states that if a business increases
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demand for products among consumers then they will demand from the retailers and retailers
will purchase more of the business’ products.
Standard Sales Process
A successful business needs to establish various standard practices to attain successful
operations. The business needs to conduct screening process, pitch documents and develop a website
detailing various details about the company (Liu et al. 2019). To effectively manage its customers, the
company will need to establish a robust CRM tool and customer management processes. In relation to
sales processes, the company should establish an NDA and quote process, meeting process and
timelines for deliveries. The company may also need to conduct tests and a proof of concept process to
determine how it will scale-up and roll out planning. Finally, it must provide after sales and service and
B2B Segmentation – Market segmentation
Market segmentation refers to the process of breaking down a large market into small
manageable groups that the business can then decide to target. It is easier for companies to
identify a specific market niche they will be serving and try to focus all their efforts on that
specific market. This will reduce the expenditure on marketing while also increasing the number
of conversions after marketing by a huge margin. Businesses segment their markets based on a
number of factors but the main segments are Geographical location, demographic, behavioral
and psychographic (Liu et al. 2019). All of these factors determine the direction that a business
will take and also the success of the business in achieving its goals (Grant 2016). Despite the fact
that market segmentation and targeting increases the chances of success it is also expensive to
manage especially when a business is targeting a wide range of segments. This occurs when the
business has to apply different promotion expenditures for the sake of effectively targeting a
specific segment. Changes in the market occur frequently and this may lead to a market segment
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changing buy a great manner. This will as well cause the business to change and therefore affects
the possible success of the business in the long term.
Project Management Models
Agile Project Management
The agile Project Management framework is a system which incorporates frequent
project reviews to ensure that the team working on the project is on track. In the course of any
Project, the benefactor normally Institute numerous changes to ensure that the resulting product
fulfill their complete needs (Grant 2016). In agile Project Management, the people developing
the project and those who benefit from it have frequent me tips to discuss milestone set at the
beginning of the project. They then review the achievement that the responsible developers have
met by the time of the Milestone and try to identify changes that they could make to improve the
project and achieve much better results or fulfill the exact needs of the project. This reduces
revisions and time spent on projects but also increases the budget for production.
The lean project management approach is aimed at assigning resources to only actions
that lead to value creation for the company. Organizations using this method remove all
processes that do not add value to the company or the customer and therefore reduce wastage of
resources. A company that uses this approach spends a lot less in the management of their
projects and experience higher profit. Customers can clearly pinpoint the benefit they gain from
utilizing products or services from the company. The company has a generally increased quality
of production which serves well with consumers (Grant 2016). This approach is also limited in
that it does not allow for processes that are not easily quantifiable and they may get labeled as
non-beneficial while they are actually crucial to the process. Inasmuch as it results in reduced
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costs, this approach is in itself very expensive to implement and maintain over a long period of
Critical Path Approach
In the Critical Path Approach, businesses can identify activities that have a severe impact
on project schedule. This characteristic makes their approach very useful and beneficial in
developing a project schedule and fulfilling it. Through this approach, the project leadership can
clearly identify dependencies in the project and know what contributions they make to
it. Understanding these relationships makes it easier for the organization to also plan for
activities long before they require execution (Umanailo et al. 2019). One can also clearly identify
the slack for each activity and know how long it will take to complete a particular activity and its
impact on the project schedule. This approach cannot effectively function in a large organization
where there are thousands of activities and dependencies. It is hard to manage a project without
software which may at times be expensive especially for a large organization and this works
against the wholesome aims of conducting a project.
The preferred method for this project is through a qualitative study and specifically conducting
interviews with various individuals. The research will conduct an interview considering 20
individuals drawn from different areas in there sustainable energy sector. The project will prefer
professionals in the area of marketing and sustainable energy. The researcher will gain access to
these individuals through referrals from the course instructor and other networks to grow a
population knowledgeable to the two fields mentioned above (Umanailo et al. 2019). These
individuals will provide knowledge in terms of market operations as well as the production of
this equipment and provide in-depth information that will be of help to the company. Data
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collection will also occur through the use of secondary sources of data and with specific focus on
company reports to better understand the scope of the market currently. The researcher will then
integrate the results of the study into the entire research project and provide recommendations
based on the outcomes to the company (Fitzmorris 2010). It is expected that the company is after
that fulfilling the recommendations and achieving better market operations and penetration to
enable it to achieve its Goal of high profitability as well as providing a much better and
convenient energy source for consumers. The underlying theoretical foundation is the
interpretive theory, which assumes that individuals in society have their belief systems, and one
cannot generalize knowledge about Society (Umanailo et al. 2019). The researcher will be
aiming to collect individual perceptions towards solar energy and the operations of the entire
This research method will allow the researcher to seek for much more information compared to
producing a survey with a limited number of questions (Umanailo et al. 2019). The Close
interaction between the researcher and the various respondents will allow him to validate the
information from the respondent and provide the research with a high level of validity (Hennink,
Hutter & Bailey 2020).
The interview method has several limitations, including the level of reliability it provides in
research. The researcher can put in some degree of bias into the study with or without knowing
(Hennink, Hutter & Bailey 2020). This will significantly affect the reliability of the results and
the accuracy of information provided to the organization involved. Another significant limitation
with this research method is the number of resources that the researcher will need to fulfill it
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completely. First and foremost, the researcher will need to schedule a given time appropriate for
both him and the identified respondent (Umanailo et al. 2019).
All the respondents will be required to fill a consent form showing that they are voluntarily
taking part in the research process. No respondent will go through coercion to participate in the
research, but they will all only participate voluntarily. Another factor to consider is that during
the interviews, the respondents will have the opportunity to opt-out of any questions they feel
uncomfortable with. No compulsion will exist for them to have to answer those questions they
are uncomfortable with (Hennink, Hutter & Bailey 2020). Also, a respondent will be allowed to
stop the interview altogether and opt out of it in case they feel uncomfortable with it.
Task and Plan
June Review of business history, canvas, market growth, customers
July Target markets, segmentation, target customers, scalability.
August Revenue generation plan and sales roadmap-timeline, closely
aligned with the technical team timeline.
September A standard sales process, timeline and resources list.
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Fitzmorris, A. J. (2010, April). Solar Domestic Water Heating Technology: Market Barriers and
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A. T. (2019). Utilization of Qualitative Methods in Research Universities. Education
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Votteler, R., Hough, J., & Venter, C. (2014). An analysis of the solar service provider industry in
the Western Cape, South Africa. Journal of Energy in Southern Africa, 25(2), 70-80.
Liu, J., Liao, X., Huang, W., & Liao, X. (2019). Market segmentation: A multiple criteria
approach combining preference analysis and segmentation decision. Omega, 83, 1-13.
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