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explore the target markets and employ efficient distribution strategies of Soren Chemical
explore the target markets and employ efficient distribution strategies of Soren Chemical
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ANALYSING THE CASE
Strategic problem statement:
Subsequent to the launch of Coracle product which was deemed superior and was expected to raise high revenue by selling a lot of units, Soren Chemicals is still faced with the problem of marketing the product and raising its sales.
Tactical Problem Statement:
Soren Chemical has failed to properly launch and market their new product due to lack of comprehensive consumer research and consumer awareness as well as absence of proper strategy to explore the target markets and employ efficient distribution strategies.
Identification of issues and symptoms:
Coracle
Soren Chemical initially concentrated on business to business sales but in in 2002 they began developing brands for potential consumer market. The company decided to come up with pool water clarifier for their consumer market and the marketing manager, Moritz was to come up with go to market strategy. Coracle is a “flocculants” chemical alongside Kailan MW were made to form insoluble hydroxides that could physically trap suspended particles that cannot be removed through physical filtration alone.
The product could help in purifying water by getting rid of even smaller particles of 0.5 microns from the pool. Kailan MW proved to be superior because it could combat even organic debris such as algae, various water pathogens as well as oils from deodorant, hair spray and lotions that could perhaps make water cloudy and even smell bad. The product was also so effective that even a small quantity would work on a bigger volume of water.
U.S market is estimated to be approximately $30 million with commercial pools expected to give the highest demand of almost 300, 000 while 1, 000 water parks in U.S. The commercial facilities had a high number of clients and therefore required clarity and treatment of water than private pools. However, Kailan MW was only meant for large scale commercial facilities yet there was need to consider smaller pools in the residential which is an untapped market. This later prompted the development of a product similar to Kailan MW in chemical content but could be used for smaller pools, lower bather loads and less frequent usage known as “Coracle”. Coracle had a more fragmented consumer market with nearly 9 million residential swimming pools that needed regular maintenance and cleaning.
A two-step process to wholesale distributors that supplied specialty retailers and service professionals was used with a few numbers of suppliers. Three competitors for the residential pool clarifiers were identified including Keystone Chemicals, Kymera and Jackson laboratories with each having between 15% to 20% market shares. The product was sold for $14.88 manufacturer price in a two quart bottle. Wholesale distributors expected a 30% gross margin as retailers and professionals took 15% gross margin and leading to a retail price of $25 to consumers. With the high expectation of 50, 000 gallons, only 3, 725 were sold.
Symptoms: The product had a retail price of $25 which was higher than the price of other competitors
Issue 1: (Weakness) the price is so high for the consumers who are used to low price clarifier provided by other competitors. Other measures should be taken to curb the high cost of distribution.
Symptoms: Coracle undergoes several intermediaries including wholesalers, professionals and retailers that make distribution very expensive. This has been the system in the industry yet it is a very expensive process.
Issue 2: (Threat) Coracle incurs a lot of cost in the distribution because of the involvement of many intermediaries who charge high gross margin thus leading to its high cost.
Symptoms: Coracle is very effective and efficient compared to other products offered by other competitors but retailers are not very much aware of the effectiveness and even the product itself.
Issue 3: (Strength) Coracle is of high quality in its working compared to products offered by the competitors and sell very well if the consumers can be made aware.
Symptoms: Coracle is not reaching many consumers at the grassroots levels and the same distributors, service professionals and retailers for other competitors such as Keystone Chemicals, Kymera and Jackson laboratories are the ones Soren Chemicals uses. They are only selling what they are used to and what they find easy to sell.
Issue 4: (Opportunity) most consumers are not aware of the product because of the poor and biased distribution channels as well as insufficient marketing.
Symptoms: Soren Chemicals is not experienced in selling consumer products and they do not have a loyal customer base as other companies.
Issue 5: (Weakness) The Company only has experience in business to business transactions and therefore requires intensive marketing to reach target market
Categorizing the issues in order of importance (Long-term/Short term)
Short Term:
High cost of Coracle (Issue 1)
Soren Chemicals sells Coracle at a very high cost, $25, compared to other products and therefore Moritz should arrange with the company to ensure affordable prices.
Company lacks consumer research (Issue 4)
The company should begin research about consumer buying preferences for better and successful sales. Moritz needs proof of who would actually buy, how and when and why they would want Coracle before entering the market.
Eliminating Intermediaries (Issue 2)
Several intermediaries involved including wholesalers, retailers and pool service professionals need to be reduced or completely eliminated because they hinder sales of Coracle by hiking its price.
Long Term:
Lacking consumer base (issue 5)
Soren was initially doing business to business transactions and therefore did not have a good consumer base being that they never dealt with consumers directly. Being that competitors are already having a market share, Soren Chemicals should also strive to have a share in the industry.
Promoting the efficiency of the products (Issue 3)
Coracle is very efficient but pool owners both in the private and commercial sector seem not aware of it.
RECOMMENDATIONS
On Issue 1:
Alternative 1: The Company should endure to minimize Coracle cost through reduction of various intermediaries.
Alternative 2: The Company may reduce the packaging and insist on the effectiveness of Coracle as the benefit derived from buying it.
On issue 2:
Alternative 1: Soren Chemicals should come up with their outlets to distribute and sell Coracle
Alternative 2: the company may also deal only with a single intermediary that is deemed effective and efficient
On Issue 3:
Alternative 1: The effectiveness of the product should be done through promotions and demonstrations
Alternative 2: Soren should focus on superiority of Coracle while doing advertising and marketing
On Issue 4:
Alternative 1: Thorough market research should be done to ensure maximum domination and penetration of the market.
Alternative 2: The Company may hire a consulting firm to carry out market research and advise them on the best advertising and marketing strategies.
On issue 5:
Alternative 1: Media advertising should be increased to create awareness
Alternative 2: There should be road shows and promotions of Coracle product everywhere throughout the country
How Global warming and climate change affects us
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How Global warming and climate change affects us
Introduction
Global warming is the gradual increase of regional and global temperatures because of increased greenhouse gas emissions such as carbon dioxide, methane, nitrous oxide, and fluorinated gases. These gases fuse with re-reflected solar radiations from the earth’s surface known as albedo and end up, leading to a gradual increase in temperatures. It leads to microclimates and eventually resulting in climate change. Climate change happens when weather patterns are unpredictable; rainfall becomes erratic, and global temperatures become unbearable to all organisms in various ecosystems.
Both natural and anthropogenic reasons can cause global warming. Naturally, global warming is; volcanic eruptions, solar variations, and even ocean currents. With such kinds of causes, humans have very little control over them, and the much we can do is predict and carrying out prompt preparedness to avoid exposure to more harm (Junliang et al., 2016).
Anthropogenic causes are human induced, and they are the most severe and greatest contributers to climate change (Kelvin & Michael, 2020). They include burning carbon-based fuels, deforestation, Increased livestock farming, use of nitrogenous fertilizers, fluorinated gases, and increased industrial emissions.
Global warming and climate change have become global and regional issues because their effects are universal; pollution caused in one region can potentially affect people living very far away from the point of pollution. Pollution can, therefore, sip through the numerous environmental channels and end up affecting even the most innocent people who do not know what is going on. Nations have, therefore, partnered in trying to combat the issue. Some of the conspicuously arisen effects include massive Loss of biological diversity, Loss of aquatic flora and fauna, habitat degradation, unpredictable weather patterns, and increased human diseases and infections. All these effects require our attention, and all people should partner towards combating the issue.
Research hypothesis
Global warming and climate change are the causative agents of most world problems.
Increased industrialization leads to increased environmental degradation.
Climate change has resulted in the extinction of numerous plant and animal species in the world (Daniel et al., 2016).
Risks associated with climate change will be the independent variable, while exposure and vulnerability will be the dependent variables. We are at risk whenever we are exposed to toxins. Our vulnerability in terms of preparedness also matters because our tolerance or intolerance to the effects of climate change will dictate the intensity of harm that is caused.
Unprecedented pollution can, therefore, be mitigated by cutting exposure and vulnerability.1619250276860
Literature review
Various Governmental bodies, international companies, and cities and researchers are coming together to act promptly and try to mitigate the issue of global warming and climate change. Treaties and codes of conduct have been signed, and all states are tirelessly working towards minimizing the pollution rates that lead to undesirable global warming and climate change.
The need for a review of industrial systems that are dependent on a constant supply of resources and high energy consumption has also arisen. Currently, eco-industrial parks are being set, and wastes from one company can be used as a resource in another company (Xing Sheng et., al, 2020). The reliance on non-renewable and carbon-based fuels is also being cut by establishing renewable energy plants that neither deplete nor cause more harm to our highly threatened environment (Jonathan, 2016). United Nations Framework Convention on Climate Change is one of the radical treaties that has 197 member states globally. Its main agenda is to prevent the harmful interferences of the climate system by man. Developed countries are associated with high rates of pollution and thus, it led to the establishment of aspects such as “polluter pays principle.” The principle requires anyone or any industry that causes pollution to pay for the unit’s pollution. The payment is used as compensation to the affected people and environmental rehabilitation (Kelvin & Michael, 2020.
Some actions, such as increased use of non-renewable resources, deforestation, and overexploitation of resources, have watered down the attempt to mitigate the impacts of global warming and climate change. Therefore, it is to stop such actions from working with unison in ensuring that the challenge is completely mitigated.
Research design
This study will use the descriptive research design, which is more in-depth research that answers what and how. This design is suitable for the study because it involves observation, recording, describing, and classifying the phenomenon that we are investigating. With this type of design, information obtained from observations and questionnaires can be analyzed. Thus we can obtain qualitative and quantitative data that can be used in decision-making procedures. Relationships between variables can be denoted easily, and quantification of pollutants is therefore done easily.
The research design will also clarify people’s risk by simply assessing their vulnerability level and exposure to global warming and climate change. The research design will also demarcate the boundaries within which we work, make the study as efficiently as possible, and yield more information with minimal expenditures.
With all objectives at hand, the researcher can parameterize and identify pollutants that need to be controlled. We are also able to come up with appropriate mitigation measures that will not only aid in reducing the impacts but also help in reducing our vulnerability.
Conclusion
The underlying global warming issue and climate change require rapid action from all people to minimize our environment’s harm. We are tasked with doing sustainable development to meet our needs fully without compromising the future generation’s ability to fulfill theirs. We should coexist in a healthy environment since we are the entrusted parties for taking care and safeguarding the environment (Xing Sheng et., al, 2020). By doing this, we are assured of having a very healthy environment, and we will have reduced the effects of climate change tremendously.
Human-induced causes, which are major causes of global warming and climate change, should be cut and minimized. This is, however, not a one-time thing, for we need to review our lifestyles. Tough and strong regulations should be made, and violators should be fined in courts or prosecute. Industrial systems will need review, and we should head to a closed system such that no waste is disposed to the environment. People in communities should also participate in tree planting activities because trees are the “earth’s lungs” because of their ability to absorb toxic gases such as carbon dioxide used during photosynthesis and oxygen emitted as a byproduct of the process.
Human health is at risk because we are experiencing completely outrageous experiences such as an increased number of heatwaves, intense tsunamis and hurricanes, severe droughts, flooding, and even the emergence of very dangerous diseases and infections.
References
Daniel Benjamin, Han-Hui Por, David Budescu, (2016) Climate Change Versus Global Warming: Who Is Susceptible to the Framing of Climate Change? Retrieved from; https://journals.sagepub.com/doi/full/10.1177/0013916516664382.Jonathon P. Schuldt, (2016) “Global Warming” versus “Climate Change” and the Influence of Labeling on Public Perceptions. retrieved from; https://oxfordre.com/climatescience/view/10.1093/acrefore/9780190228620.001.0001/acrefore-9780190228620-e-309Junliang Fan, Lifeng Wu, Fucang Zhang, Youzhen Xiang & Jing Zheng, (2015) Journal of Hydrology; Climate change effects on reference crop evapotranspiration across different climatic zones of China during 1956–2015. Retrieved from; https://www.sciencedirect.com/science/article/abs/pii/S0022169416306278?via%3DihubKelvin O. Yoro & Michael O. Daramola, (2020) Advances in Carbon Capture; Methods, Technologies and Applications Chapter 1 – CO2 emission sources, greenhouse gases, and the global warming effect
Xin sheng Liu, Feng Hao, Kent Portney & Ying Liu, (2020) Examining Public Concern about Global Warming and Climate Change in China. Cambridge university press Retrieved from; https://www.cambridge.org/core/journals/china-quarterly/article/examining-public-concern-about-global-warming-and-climate-change-in-china/19F90CC5DAE9FFE4EE4E132B942FE989.
Adult education in the perspective of access as well as political viewpoint.
Reading critical theory helps critical thinking
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Introduction
Adult education is only appropriately achievable through adoption of sound education system that does not only incorporate feasible practices, programs and policies but also allow fairness as well as democracy in the access of such service by learners. In essence, adult education requires democratization of the whole education process taking into consideration the interests of all stakeholders regardless of whom they are in the society in terms of class, age, gender, or race. Higher education brings contentment to learners as well as instilling political power and prosperity especially when it is implemented appropriately (Herman & Mandell, 1999). This paper therefore addresses adult education in the perspective of access as well as political viewpoint. Moreover, it compares and contrasts approaches to adult education as discussed in the two theories of Peggy Sissel and Herman and Mandell. Finally, the paper provides a conclusion on the issues discussed.
Adult education is majorly affected by the political framework of the educational setting. To begin with, both the articles appreciate the influence of politics on education. Sissel (2001) argues that politics affect the relationships between the learners and the faculty especially in the perspective of gender, race, age, as well as class thereby determining the outcomes of the education. Throughout his discussion, Sissel mainstreams politics as a sole factor that determines the effectiveness of failure of an adult education process. He outlines five aspects of politics including diversity, interest, material conditions and control as well as accommodation and resistance and explains how these factors affect adult education process. For instance, he argues that as educators, we need to embrace positive relationship with the learners by taking into consideration their interests. This includes accepting their cultures, learning styles as well as background in an attempt to facilitate the process. This view is shared by Herman and Mandell (1999) who considers access to adult education as a political demand that no one should be denied. They reiterate the need to practice fairness and democracy in handling the issue of access to adult education. Besides, the duo explains that such access have been denied learners based on who they are in the society in terms of ethnicity, age, gender and class. They conclude that accessing adult education is the only way to achieve social as well as educational ideals.
Both the theorists also appreciate diversity in colleges as a means of promoting adult education. According to both the scientists allowing access to adult education to all learners regardless of their race, class, gender and age brings people with varied culture, background as well as learning styles. Consequently, new voices are introduced in addition to experiences that are necessary in the academy. Embracing the needs of students ensures that the authority is shared between the institution and the learners, a concept necessary for the democratization of the learning process (Herman and Allan, 1999).
Besides, both the scientists also view divergent interests in adult education as an equally important facet in the education process. According to Sissel (2001) educators may act politically by ignoring the diverse interests among the learners in the academy. For instance, the interests of the learners would bring diverse perspectives as well as experience to the educational setting when their interest is considered. Moreover, this will improve the relationship between the educator and the learners thereby enhancing the educational process. However, without such commitments by educators, the learners’ interests are at stake thereby jeopardizing the adult education process.
Moreover, the two articles agree on the issue of accommodation or resistance of the adult education system. Sissel (2001) argues it is important for educators to consider accommodating or resisting education system in order to transform and improve learning process. He resorts to resisting the system and transforming it so that we not only create but also perpetuate ideologies and liberal structures in our institutions. On the other hand, Herman and Allan (1999) explain the need to reform the social systems as well as institutions in an attempt to create education system that addresses inequity in the society. They argue that the faculty has changed the learning process to satisfy the demands of the market and the students instead of offering the required human value.
However, the articles differ on some pertinent of issues. At the outset, as Sissel (2001) bases his arguments on policies, funding, accountability as well as lack of visibility as the issues of concern among adult educators, Herman and Allan (1999) on the other hand lobbies for truth, justice and beauty as the main factors that will not only decorate the life world of the learners but also enhance relations with the educators. They stress on the fairness, authority as well as democracy in the access of adult education.
Conclusion
Access to adult education is vital in the transforming the lifestyle learners as well as the society as a whole. However, a variety of factors affect such access to education. More importantly is the political factor which happens to influence adult education from all perspectives. The politics of education through its dimensions of diversity, interests, conditions and control, accommodation and resistance as well as politics of resources greatly affect the practice of educators as well as their relationship with the learners. Sissel argues that a sound education process can be realized when the aforementioned facets of adult education are addressed besides incorporating feasible practices, programs and policies that would govern the process. On the other hand, issue of access is equally important as explained by Herman and Allan (1999). This too is governed by political factors including power, money among other factors. It is vital for the educators to be focused and accountable to the practice of education in order to enhance service delivery despite the external influences of funding and restrictive policies.
Reference List:
Herman, L., & Mandell, A. (1999). On access: towards opening the lifeworld witin adult higher education systems. In A. Tait, & R. Mills (Eds.), The convergence of distance and conventional education: patterns of flexibility for the individual learner (pp. 17-38). New York, NY: Routledge.
Sissel, P. A. (2001). Thinking politically: A framework for adult and continuing education. New Directions for Adult an Continuing Education(91), 5-15.
Brookfield, S. (2005). Storming the Citadel: Reading Theory Critically. San Francisco. National-
Louis University press.