Organize the Market

With help from Thomas Heldgaard (Rockwool) and Sijmon van der Wal 

Our example is from the company named Rockwool. The company produces quite a number of things, but its main interest is in thermal insulation of buildings, using, not surprisingly. Rockwool (see Appendix 15-2). 

Design and Development of Biological, Chemical, Food and Pharmaceutical Products J. A. Wesselingh, S. Kiil and M.E. Vigild 2007 John Wiley Sons, Ltd 

One further idea that we are playing with is to find a first customer interested in the idea. We will get assistance from an architect and a construction engineer to work out the plans. They will have to develop ideas on living outside on how to handle sun, cold, wind and rain. To entice the customer we may need to provide some guarantees or co-financing. In return we expect him to share experiences with us and further customers. 

We are going to explore this by setting up a marketing plan. This is an exercise we are not suggesting that it is a good idea. It is not the main way that Rockwool currently markets its materials. 

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Phase 4 follows development. This book only considers the exploitation phase in as far as it influences development - not the daily operation of a company. The subjects that we will consider are how to organize the marketing of the product, forecasting costs and revenues (the... 

Organize the Market Forecast Money Hows Learn to Sell... 

Organize the Market. Make a plan for the project consider the expected tumover/profit/ loss, the customers, the story around the product, how that will be communicated, and the distribution chaimel. 

Examples of biotech-based processes and products that are already to be found are biocatalysis and biomolecules in fine chemicals, biopolymers as substitutes for synthetic polymers, enzymes and modified additives in specialties, and modern fermentation as a production process for basic and intermediate organics. The market for biotech-based products (excluding traditional fermentation in, for ex-... 

Although a tremendous number of fermentation processes have been researched and developed to various extents, only a couple of hundred ate used commercially. Fermentation industries have continued to expand in terms of the number of new products on the market, the total volume (capacity), and the total sales value of the products. The early 1990s U.S. market for fermentation products was estimated to be in the 9-10 x 10 range. The total world market is probably three times that figure, and antibiotics continue to comprise a primary share of the industry. Other principal product categories are enzymes, several organic acids, baker s yeast, ethanol (qv), vitamins (qv), and steroid hormones (qv). 

The globalization of the markets for chemicals has led to an increasing number of market and marketing analysts to have a membership ia all of these organizations and to attend meetings ia each geographic area. 

In the eady 1920s, experimentation with urea—formaldehyde resins [9011-05-6] in Germany (4) and Austria (5,6) led to the discovery that these resins might be cast into beautiful clear transparent sheets, and it was proposed that this new synthetic material might serve as an organic glass (5,6). In fact, an experimental product called PoUopas was introduced, but lack of sufficient water resistance prevented commercialization. Melamine—formaldehyde resin [9003-08-1] does have better water resistance but the market for synthetic glass was taken over by new thermoplastic materials such as polystyrene and poly(methyl methacrylate) (see Methacrylic polya rs Styrene plastics). 

Other Chlorobenzenes. The market for the higher chlorobenzenes (higher than di) is small in comparison to the combined mono- and dichlorobenzenes. Trichlorobenzenes are used in some pesticides, as a dye carrier, in dielectric fluids, as an organic intermediate and a chemical manufacturing solvent, in lubricants, and as a heat-transfer medium. These are small and decreasing markets. 

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