Unformatted text preview: Marketing & Financial plan for Windmills & Solar system in Lebanon
Marketing Presented by
Rami C. Dirani To
Professor Sharon Ann Wulf PhD
Professor Cambridge College
1|Page Marketing Strategy Green Lebanon is the company that is going to be running this business. It will be known
as nature friendly and its ambition is to minimize the air pollution in Lebanon by offering
alternative solutions in producing electrical power through the use of natural power like wind
and sunlight instead of using oil fuel and extracting CO2 into the atmosphere.
Presently, competition is minimal. In the solar system domain there are about 34 Solar
Thermal Suppliers & Manufacturers in Lebanon as per the market survey conducted by
Lebanese Center for Energy Conservation Project (LCECP) between on May & June 2008. For
the windmills there is no competition even though some individuals have installed such
machinery in their farms for personal use. An owner of a small business was studying in Sweden
his engineering degree. When he came back to Lebanon he imported a huge windmill and
installed it on his own. In a recent conversation with him in the summer of 2009 he told me that
he had a difficult time when ordering the product from Sweden with shipment fees, taxes, etc.
Also he couldn’t install it so he was forced to get engineers from Sweden and Japan. He had to
pay their travel expenses and a charge of $500 per day to help him in the installation process and
operation. Still if there are any problems with the windmills there is no service available in
I can consider the electrical generator suppliers as my biggest competitors, but the gap is
obvious between the two businesses. In a time where the trend is shifting toward a healthier
environment there is no chance of machines damaging nature by producing CO2 comparing to
machines that can give the same performance with less cost and produce zero pollution.
machines 2|Page The product installation is complicated and needs specialized engineers and technology,
but once installed it becomes easy to use and operate. The advantages of these machines is that it
doesn’t need any kind of fuel oil. The energy can be produced from the wind power and the sun
light. A combination of solar system and windmills is the best type of energy. On a windy day
the windmills will be doing the job and in a sunny calm day the solar system will take over the
same job. The healthy benefits of such combination compared with the unwell of generators is
shown in table 3.1 Windmills & Solar System
Windmills Electrical Generators Wind Power
Wind Oil Fuel (fuel price is ever-increasing)
Oil Free of air pollution
Free air CO2 gas in the air
CO2 No sound pollution (quiet)
(quiet) Noisy Environmentally friendly Harm the environment and nature Beautiful shapes and dirt free Ugly. Need special spaces, and unclean -Table 3.1- Windmills & Solar System v/s Electrical generators benefits
Windmills The distinction is obvious. While the world is going green many companies are
promoting for a healthier environment and some governments are supporting these initiatives.
Interested companies in such plans will be fascinated by the benefits of this technology, and
from previous experience at one of the biggest manufacturing companies in Lebanon and the
middle east, “INDEVCO”, such companies are looking to help the environment and give back to
society by reducing the amount of toxic pollution produced by them in order to have a bright
image in the market and be able to grab more customers. I believe that such companies will be
very interested in windmills and solar system and they are willing to shift from highly polluted
electrical generators to healthy power and save money in the long run.
3|Page Marketing Tactics
Marketing My target market is divided into 4 sections: 1- manufacturing companies, 2municipalities, 3-government agencies and organizations and 4- individual customers and
households. 5% 5% 30%
60% 1st Sector
4th Sector 60% of the market concentration will be on the first sector, because they are the most
powerful and potential sector, they have the money to invest in new technology and they lokk
forward to implement it so they can profit better on the long run through minimizing the fuel
consumption near zero, and improving their image in the society.
the second biggest sector will be the municipalities, especially those who are far away
from the capital and who exist in geographic areas where the wind power is typical for such
technology, and the lack of electricity in those municipalities is obvious, 6 hours of electricity
power is provided by the government and the rest is offered by generators owned by the local
municipality or any individual person, and usually its not effective many problems occur and
operation prices are very high, thus the existence of windmills in such towns will be the solution
4|Page for the electricity power and more over if a municipality decide to invest heavily and so it can
generate electricity from the windmills more than her capacity of consumption, the rest of the
power could be sold for neighbor towns and that could be a cash inflow to the town.
The 3rd sector is the government agencies and I really don’t rely on this sector because
they may have their own electricity from the government for free, but some agencies exist in
small towns far from the capital and have the same problem as mentioned before in the
The final sector is the household sector and any individual who is interested in following
the trend of green power and feel committed to preserving the nature from more toxic and
In my first year I will choose to start with the first sector in my market, the biggest and
the most powerful one. If this sector can be penetrated successfully I will be able to survive in
the market and to expand to other sectors. This sector is the manufacturing companies existing in
Lebanon, because they have the money to invest and they have the willingness to use this
I’ve chosen to communicate with this sector through direct marketing techniques. I need
to set up meetings with the influential people in the companies, accompanied by the group of
engineers who will be presenting the product features to let the clients know why they have to
invest in our products and what the benefits are related to the cost of fuel and being
environmentally friendly as shown previously in table 3.1.
The cost of one windmill turbine could vary from thousands of dollars to a few million
dollars. Hence serious companies that are interested in the product will have to invest many
millions of dollars in such a plan. Therefore a highly professional and technical product
presentation should be offered to the clients including all figures and numbers and benefits of the
5|Page product. Companies will not invest millions in a product that was marketed on billboards or seen
on an Ad on a local TV network. We will need to go into many meetings and make many
presentations. The process will be long and customers will ask for more information. As a
marketing team we should be prepared for any requests by the client. They will most likely be
doing their own research and it will take time to have their response whether they would like to
invest in our product.
A secondary marketing tactic will be used. This is a TV advertisement which will
air half hour before the 8:00 pm news. More than 80% of the Lebanese population will be sitting
in front of their TVs waiting for the news. A 30 minute clip will introduce the company to the
audience, its mission, values and the product benefits. They will be made aware of the pollution
created by the electrical generators and its effect on their health, their children, their nature and
their beloved country and stimulating there mind to start thinking green and encouraging them to
shift their demand for healthy power.
My company will be supporting many NGOs concerned with protecting nature and the
environment similar to “Green Peace,” the well known independent global campaigning
organization that acts to change attitudes and behavior, to protect and conserve the environment
and to promote peace. Supporting such NGOs to help change the minds of the people by putting
pressure on governments and companies will be helpful for us because people will be more
aware of the danger that comes from toxic chemicals in our environment that threaten our rivers
and lakes, our air, land, and oceans, and ultimately ourselves and our future. As a result
communities will start looking for healthier solutions that we as a company can offer. That kind
of indirect marketing will be very supportive on the long run; it will take time to change
people’s mind and opinions and to make that campaign effective.
people’s 6|Page Meanwhile, we can put some advertising materials on TV that support the Green Peace
campaign and other campaigns against global warming and air pollution. We can start
introducing small spots in the ad showing solutions by using more green energy machines than
oil-run machines. This is an indirect marketing campaign that will have a slow impact on the
sales in the short term but it will prepare the market on the long run to be able and willing to
demand our supplies.
Moreover, after having done some business with customers, advertisements on TV will
include customers speaking about their experiences with our company after using the product
and speaking on the benefits that they gained, their satisfaction and the way they feel
comfortable in diminishing the global warming and air pollution.
comfortable Pricing Being the first company to install windmills in the Lebanese market, our prices cannot be
compared with any historical pricing trend in the region. But pricing will be compared with the
prices offered by foreign companies that sell the same product. Knowing that we are not able to
manufacture the windmill turbines nor install them, our company will be outsourcing those two
tasks to a foreign company that will be our main supplier such as like Siemens (Sweden),
Aermotor Windmill Company (USA), and many others.
Our main job will be to sell the clients the product. Our suppliers will install it, launch it
and make sure it operates effectively, and our company will be handling the rest as the
maintenance support, services, parts repair, etc.
But the clients will find a difference in the prices because we’re going to be able to
negotiate with our suppliers on better prices, sales discounts. We will be able to offer our client
7|Page the product with lower prices and more services then the foreign companies, so prices may be
lower by 10% from the original price offered by the mother company.
Increasing prices by 10% will make our prices same as the manufacturers, but still the
client will purchase the product from us because we are offering more services like 24/7 free
service for the first 3 years. An increase in 20 % or more will harm the company sales and will
drive the client to look for other suppliers. Possibly other investors will take advantage of our
high prices and enter the business with lower prices.
Decreasing prices by 10 % or more will not be effective for us because we are not the
company that manufactures the product, so we cannot control pricing. The 10% could be our
profit from the business so if we decreased prices by 10% that means we are going to be doing
business without profit and the company will not be able to survive with no profit. So this
strategy will not be used at least for the first 5 years. After 5 years, if the company is growing
and making good profit we can decrease prices upon the market demands.
The green energy business is expanding and more and more the competition is becoming
serious. New companies and manufacturers are entering this business, and prices are declining
slowly. The trend for the future is that prices will be lower than the present.
So in the present time we will be offering some sales discounts for big customers. If a
customer is willing to buy 10 windmills we’re going to offer a good deal and a higher rate of
discount than a customer who is buying only 1 windmill. Also credit on sales will be given for
180 days. Upon purchase, the customer will have to sign a contract and pay 35% of the total
price and will be able to pay the rest in 180 days. Warranty is for 3 years beginning the day of
installation of the equipment and free services will be offered for the first year 24/7.
installation 8|Page Marketing Communications
Marketing Communication is always one of the most important and vital strategic areas of an
organization's success. Two of the main marketing communication tools and the core of the
marketing plan are the public relations and the personal selling. As mentioned before, the
product we are selling is expensive and the customer needs to have full information about it. The
customer needs to feel safe in order to invest large amounts of money to buy the product. The
best marketing communication tool is using a mix of public relations and personal selling.
Public relations will help us to introduce our company to important clients. Through our
network with the community; we will be helping many NGOs to fight for their rights and for the
sake of humanity and living in a healthy environment. Once introduced to the market with the
bright image of being environmentally friendly it will become easy for our company to have
contact with clients and then we will be using the direct selling process through a team of
technical engineers who will have to explain to the customer technical features of the product
such as: how much electrical power each turbine will generate, where is the best place in the
company to install it, how much will be needed to replace all the generators available and be self
sufficient, and if it is feasible to install it in this area where the company exist.
All this technical information is important for a client to know and he cannot get it
through other communication tools, like publicity in a newspaper or a magazine or on billboards.
The marketing team will contain sales people who will be able to negotiate prices and terms of
payment and special discounts.
During the first year $100,000.00 will be spent on the marketing plan. It will be enough
for the first year. Some of this money will go for the NGO like Green Peace and the other will
9|Page be used for advertisement. In the next years the amount of money used will be a percentage of
sales. I believe the more your sales increase the more you will need to spend on advertisement. Financial Plan
Financial Financial assumptions 1- The trend today in the business market is toward a healthier environment, using
machines that generate the minimum amount of pollution in the air. Cars are shifting
to hybrid and manufacturers being the highest producers of air pollution must follow
this trend to be on the safe side, to maintain their image in the market and to be able
to grab new customers. Electrical generators produce a large amount of the pollution
if not the largest, thus companies are seeking to get rid of those heavy polluting
machines and to install machines that are environmentally friendly.
2- The fuel reserve in the world will last for another 80 years maximum, and after 80
year we will have no fuel to use thus all the machines that used to run on fuel will
10 | P a g e become useless, so the clever manufacturers will not wait until that time to exchange
their generators, they will start this act as soon as they can.
3- The business sector is growing promptly in Lebanon, foreign investors are
reinvesting their money after the independence in 2005.
4- Clients will buy our product because there are no similar companies that offer the
same product in Lebanon, and if they buy from foreign companies they will not
receive the same quality of services offered by our company, such as 24/7 service,
one year free services, 3 years warranty.
5- I assume that my energy is legitimately more cost effective than other energy that
maybe a solution for the pollution and I mean the bio-fuel which seems until now
impossible to get it easy because of its high cost of production.
The oil price will be mostly monitored; it is easy to get numbers about oil prices in the
market daily, the more the price of oil fuel is increasing the more the companies will be serious
in shifting into green power and I believe that oil prices will always increase according to the
law of demand because demand is increasing and supply is decreasing.
law The competition is another key that will be monitored so if any company is planning to
get in the business we have to be alerted quickly and be prepared for the competition.
get Many changes could occur to the plan if one of the assumptions will not be realized, but
the first one is commonly true because all the people are aware of the global warming and no
debate can be made if we should change to a healthier free polluted environment. The other
assumption about the fuel extended life, it may take more than 80 years to run out of oil fuel this
assumption 11 | P a g e may be caused by shifting the energy consumption into green energy and other fuels like biomay
fuel or any new invented chemical fuel. Return on investment is an indicator of how profitable a company is relative to its total
assets, thus I assume that all the assets that our company will be using is to facilitate the
existence of the company and the operation process, like building, computers, vehicles etc. I
mean the product we are selling will not be purchased on our account and be introduced in our
balance sheet as an asset; once the client signs a contract to install a windmill then we will order
the product from our suppliers.
For the AR and collection of notes payable, given the discount rate that we offer to our
clients and the 180 credit to pay the rest of the money, some problem may occur with the client
he may lack cash in some point of time because of other investment in other areas or fields so we
may give him more time to pay back the money and we may charge him interest.
Research and development costs will be very little, because we are not the company that
produces the product so we are not related in developing the product, but we will have some
R&D concerning new customers and potential competitors.
Selling expenses will vary from customer to another, one customer he may demand more
information and take more time to decide then others, that means more follow up, and we may
conduct many meetings in order to convince him and the expenses for this sales accomplishment
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