Patrick  Peque  –  ID#  28140  Emeline  Mangulabnan  –  ID  #  28702  NDAB601  –  MARKETING  PLANNING  AND  CONTROL      

R O B E R T   D A V I S  T u t o r  

 

Situational  Analysis  

 

TABLE  OF  CONTENTS    

 PROJECT  PLAN  ..........................................................................................................................  1  

EXECUTIVE  SUMMARY  ...........................................................................................................  1  

BUSINESS  DEFINITION  AND  SCOPE  ....................................................................................  2  Company  Name  and  Vision  ............................................................................................................  2  Product  name  and  Technology  ....................................................................................................  2  Product  Design  and  Function  .......................................................................................................  4  How  the  Technology  works  on  the  Product.  .......................................................................................  5  How  Dye  sensitized  solar  cell  works  ......................................................................................................  5  Product  Diagrams  ...........................................................................................................................................  6  

Target  Market  ....................................................................................................................................  7  Brand  competitiveness  ...................................................................................................................  8  Product  Differentiation  ..................................................................................................................  8  Opportunities  .....................................................................................................................................  9  Scope  .....................................................................................................................................................  9  

EXTERNAL  ENVIRONMENT  (MACRO)  ................................................................................  9  Political  ................................................................................................................................................  9  Economic  ...........................................................................................................................................  10  Social  ...................................................................................................................................................  10  Technological  ...................................................................................................................................  11  Environmental  .................................................................................................................................  11  Legal  ....................................................................................................................................................  12  

EXTERNAL  ENVIRONMENT  (MICRO)  ..............................................................................  12  

INTERNAL  CAPABILITIES  ...................................................................................................  13  

COMPETITOR  ANALYSIS  (Pat)  ..........................................................................................  13  SWOT  ANALYSIS  ....................................................................................................................  13  

CONCLUSION  AND  RECOMMENDATION  (Pat)  ..............................................................  16  BIBLIOGRAPHY  ......................................................................................................................  17  

APPENDIX  ................................................................................................................................  19    

 

Situational  Analysis   1    

PROJECT  PLAN  

Wk1 Wk2 Wk3 Wk4 Wk1 Wk2 Wk3 Wk4Project.Plan 18#Mar PatrickExecutive.Summary 3#Apr EmelineBusiness.Definition.and.Scope EmelineTarget6Market 20#Mar EmelineBrand6Competitiveness 20#Mar EmelineProduct6Differentiation 20#Mar EmelineOpportunities 20#Mar EmelineInternal.Environment 23#Mar PatrickII..Review.of.External.EnvironmentMacro 25#Mar PatrickPolitical 25#Mar PatrickEconomic 25#Mar PatrickSocial 25#Mar PatrickTechnological 25#Mar PatrickLegal 25#Mar PatrickEnvironmental 25#Mar PatrickMicro 25#Mar PatrickIII..Determination.of.Critical.Success.FactorsSWOT6Analysis 1#Apr BothKey6Issues 1#Apr BothKey6Drivers 1#Apr BothCritical6Success6Factors 5#Apr BothStrategic6Objectives 5#Apr BothIV..Review.of.Internal.Capabilities 3#AprNon#marketing6Capabilities PatrickMarketing6Capabilities PatrickFinal6revisions 6#Apr Both

On6TrackNeed6attentionNot6on6track

Deadline Status AccountabilityActivity March April

EXECUTIVE  SUMMARY   P&E Solaire Company is a business firm offering solar powered products that can help save the environment. The establishment is located in Auckland, New Zealand. It will produce and sell solar bottle that are powered by sunlight to individuals that have an active lifestyle who likes to go camping, hiking, fishing and other outdoor activities. The product will utilize the latest generation of solar technology. The purpose of this situational analysis is to determine whether Sola-bottle will be marketable to the consumers in New Zealand and if they are willing to spend money for a sustainable product. This analysis will study the external environment so that the internal capabilities can be assessed and to diagnose the opportunities and threats that the company will encounter. It will also cover the internal environment to understand how the organisation thinks and works which is important for the success of the business. The competitors will be reviewed whether they are geographically located in New Zealand or International, their current marketing performance, their competitive position, the analysis of their strategies, capabilities and vulnerabilities. (Reed, 2010)

 

Situational  Analysis   2    

Solar cells, also called photovoltaic (PV) cells by scientists, convert sunlight directly into electricity. PV gets its name from the process of converting light (photons) to electricity (voltage), which is called the PV effect. There are other kinds of solar cells such as the flat-plate made of silicon, the thin-film that are from amorphous silicon or non-silicon materials such as cadmium telluride and the third-generation solar cells are created from a variety of new materials besides silicon, including solar inks using conventional printing press technologies, solar dyes, and conductive plastics. Some new solar cells use plastic lenses or mirrors to concentrate sunlight onto a very small piece of high efficiency PV material. (NREL:Learning - Photovoltaic Technology Basics). The proposed product will use the third-generation PV cells that are from solar dyes called Dye Sensitized solar cells (DSSC). This new class of advanced solar cell can be likened to artificial photosynthesis due to the way in which it mimics nature’s absorption of light energy. (Dye Sensitized Solar Cells, 2015)

BUSINESS  DEFINITION  AND  SCOPE  

Company  Name  and  Vision   P&E Solaire Company is a manufacturing firm recently established in Auckland, New Zealand that uses the 3rd Generation thin-film Photovoltaic solar particularly the Dye-Sensitized Solar Cells (DSSC) on its product. Its vision is to provide a solution for a clean and green product to the target markets because the health and happiness of the customers are the company’s priorities. To design and deliver the future of things in New Zealand, the energy for life. According to Green Growth – issues for New Zealand, “Economies will shift to more sustainable practices, driven by change in many factors including consumer preference, market demand, business strategy, government policy, global governance and the emergence of “cleantech” technologies. New Zealand’s ability to anticipate and respond appropriately to these changes is critical to our maintaining and strengthening competitiveness and positive reputation in the global market place.” (Green Growth - issues for New Zealand, 2011)

Product  name  and  Technology   Sola-bottle is a portable vacuum flask container that functions as a heater or chiller for drinking water which is powered by the sun. This product is ideal for travelling, camping, picnics and other outdoor activities where there is no access to electricity. It can be utilized indoors when saving energy is concerned.

 

Situational  Analysis   3    

This product uses the 3rd generation photovoltaic solar cells called Dye Sensitized solar cells (DSSC), also sometimes referred to as dye sensitised cells (DSC), are a third generation photovoltaic (solar) cell that converts any visible light into electrical energy.

This new class of advanced solar cell can be likened to artificial photosynthesis due to the way in which it mimics nature’s absorption of light energy.

Dye Sensitized solar cells (DSSC) were invented in 1991 by Professor Michael Graetzel and Dr Brian O’Regan at École Polytechnique Fédérale de Lausanne (EPFL), Switzerland and is often referred to as the Gräetzel cell, we call it GCell.

DSSC is a disruptive technology that can be used to produce electricity in a wide range of light conditions, indoors and outdoors, enabling the user to convert both artificial and natural light into energy to power a broad range of electronic devices. (Dye Sensitized Solar Cells, 2015)

According to Israel Scandinavia Business Magazine “DSC technology itself is not new. A Solar company named 3GSolar has solved key technical issues for embedding DSC technology in both glass and plastic substrate. Unlike silicon-based technology, dyes are printed onto the film. 3G has succeeded in scaling up the technology, creating large-area dye cells of a size, stability and durability fit for building integrated photovoltaics, and has developed the largest DSC cells to date. These cells can be integrated in both clear and coloured glass panes. Although still in development, 3GSolar’s DSCs compare favourably with silicon-based cells in the amount of light they convert into electricity in the less-than-perfect light conditions of building facades. (Redefining Solar Technology)”

Dye-sensitized Solar Cells (DSC) are the generation of solar technology that has been in the development for the past 2 decades. It works like the principle of Photosynthesis where it collects and converts solar energy into electrical energy for everyday use. Unlike conventional solar cells, DSC are able to work better under indirect, diffused, and low light conditions. This means that DSCs generate energy as long as there is light which make it ideal even for indoor use. DSCs are more environmentally friendly and potentially cheaper to produce. They comprises of materials such as Titanium Dioxide (TiO2) found commonly on toothpaste which is easily obtained. The techniques required for manufacturing are also less complex and elaborate. Also, DSC have flexible properties, dyes can easily be applied on variety of surfaces such as glass, metal, and even plastics. This therefore allows for greater integration and novel applications in the existing sectors of building facades, automobiles, and electronic devices. On top of these, DSCs hare unique semi-transparent properties. Color of dyes can be change, allowing for different designs on the solar cells this makes possible on the seamless convergence of aesthetics and functionality like never before. Scientists and researchers all over the world are currently working hard to make commercialization of DSC possible. It is a ground breaking technology that has a

 

Situational  Analysis   4    

huge potential to change the way we live to obtain energy without compromising the environment in the near future.

Product  Design  and  Function  

Sola-bottle is using the solar cells on a plastic substrate. A thin film is wrapped around the bottle and comes in various colors.

Flexible Thin-film Solar Cell on a Substrate (Redefining Solar Technology)

The cells absorb the sun’s rays and convert it into electrical energy and then collected into a built-in rechargeable battery. Basically, the user pushes the button switch to turn on the heating or the cooling element for an option of hot or cold water.

 

Situational  Analysis   5    

How the Technology works on the Product.

How Dye sensitized solar cell works The figure below shows how a DSSC cell captures light energy and transformed it to electrical current that flows into the external circuit. The cell drawing is taken from Solar Novus Today site.

(Dessau, 2010)

 

Situational  Analysis   6    

Product Diagrams Side View

Back View

Top View

Cross-Sectional View

 

Situational  Analysis   7    

Target  Market  

The target markets are the indoor and outdoor people who have an active lifestyle and looking for a clean renewable product. These consumers are willing to spend for quality merchandise that is convenient and energy-efficient. This product is for all genders that belong to the age group of 20 – 60 years of age.

 

Situational  Analysis   8    

Brand  competit iveness   There are a few brands that indirectly compete the market of sola-bottle which are not manufactured and locally available in New Zealand. These are the Solar Rocket and Solar Panel Plus.

1. SunRocket Solar Water Heater/Thermos

2. Solar Panels Plus and Thermos

Product  Differentiation  

• Sola-bottle is the first solar water bottle in New Zealand that is using the latest solar technology, the Third-gen Photovoltaic DSSC cells

• The bottle comes in different colors • The user has the option to heat up the liquid inside the vacuum flask when

they need hot a beverage or cool it during very warm weather • Portable and convenient • An environment friendly product • This product is locally manufactured and marketed in New Zealand

 

Situational  Analysis   9    

Opportunit ies   Many New Zealanders love to travel around the country and enjoy camping, fishing, hiking thus the portable Sola-bottle is easy to carry around. Another favourable aspect is health since physical fitness and well-being remained an important priority for New Zealand consumers where there is a need for constant consumption of water and hydration. Designing, manufacturing and marketing this renewable product complies with the government’s programme on SUSTAINABLE DEVELOPMENT FOR NEW ZEALAND released in 2003. As stated in the discussion papers by the Green Growth Advisory Group, “New Zealanders have a growing demand for “green” products and services thus having we have the opportunity to make Green Growth an economic growth engine for New Zealand.” (Green Growth - issues for New Zealand, 2011)

Scope  

The purpose of this situational analysis is to determine whether Sola-bottle will be marketable to the consumers in New Zealand and if they are willing to spend for a sustainable product. This company will develop, deliver and market a green product that focuses on the customers who are 20-60 years old, have an active lifestyle, enjoys travelling and other outdoor activities in New Zealand. This strategic plan will last for three years from March 2015 to February 2018. The Internal and External (Macro and Micro) environment will be analysed to determine the critical success factors of Sola-bottle. For any changes in the Situational Analysis, an assessment will be done to check the effects of adjustment on all aspects of the product and apply the necessary modifications needed to remain its marketability. (Reed, 2010)

EXTERNAL  ENVIRONMENT  (MACRO)   There are a number of political, economic, social, technological, legal, and environmental issues to take into consideration in understanding the market and factors that could affect the promotion and market penetration of Sola Bottle. A thorough research and planning is important in understanding these external factors that can influence and can create an impact in launching our product to New Zealand.

Polit ical  The New Zealand government has a number of projects particularly on sustainable energy such as Tokelau, an island in the pacific that uses renewable energy. Other projects such as in Tonga, building a 1 megawatt photovoltaic power plant. This meand that New Zealand is open to expand its programs in developing alternative energy sources and sustainable projects. Solar panel are

 

Situational  Analysis   10    

also becoming popular in New Zealand due to the increasing cost of electricity. Currently, there are no subsidies or incentives in New Zealand for homeowners to install solar power systems. The Government did provide subsidies for solar hot water systems for a few years, but that never applied to solar power (Price of Solar Power System)

Economic   According to Statistics New Zealand data, Gross Domestic Product (GDP) grew 0.8% in December 2014 quarter (MacPherson, 2015). GDP is the official measure of economic growth of New Zealand which means that the economy is healthy and ideal to do business. Retail trading was up 2.3% due to increasing tourist spending. Consumers are not only people living in New Zealand but also people who are travelling in the country brought about by increasing tourism campaign for New Zealand. Real Gross National Disposable Income (RNGDI) per person increased by 61% between 1992-2014 (see Apendix1). Increasing national disposable income indicates that the country has an increasing standard of living and improving quality of life. It also means that the people in New Zealand has a money to spend to things that are not part of their usual budget. A nation with a rising per person RGNDI will have a greater capacity to deliver a better quality of life and the standard of living to its population (Ministry of Social Development, 2010). Unemployement Rate (see Apendix 2) in New Zealand increased to 5.7% in the fourth quarter of 2014 from 5.4% in the third quarter of 2014 (Statistics New Zealand, 2015) but this remain low compared to unemployment rates in other country.

Social   The work-life balance in New Zealand is exceptionally good. This was confirmed by the 2015 survey by Mercer as No. 3 in Quality of Living Worldwide City Ranking (Mercer, 2015) and insights from the New Zealand General Survey in 2012 with regards to social well-being, 87% of New Zealanders are satisfied with their lives and having a good health is important to life satisfaction (Welch, 2013). Most New Zealanders have an active lifestyle. Several sports that are popular such as rugby, football, cricket are enjoyed all year round. Tennis, golf, horse riding, athletics, swimming, and sailing are also popular. Mountaineering, biking, skate boarding, walking and fishing are one of the popular outdoor activities. The way New Zealanders interact socially is important in understanding on how we will position our product in the future.

 

Situational  Analysis   11    

Technological   In a study conducted by Sustainable Electricity Association New Zealand in 2012, they found out that photovoltaics are already cheaper than grid power for small systems in the country. Data from the Ministry of Business, Innovation, and Employment suggest that the average residential electricity cost per unit for the year 2014 was 2.3 percent higher than for the previous year (Ministry of Buisiness, Innovation and Employment, 2014). Renewable energy contributed 79.8% of New Zealand’s electricity in the December quarter 2014 (Ministry of Business, Innovation and Employment, 2015).

Environmental  

New Zealand has unique environment with its long coastline, geothermal areas, and high level of solar radiation. Nick Marston stated that the intensity of sunlight varies with latitude, and the areas with highest solar radiation are generally in the band latitude 15-35°. The equitorial belt 0-15° has less solar radiation due to high atmospheric humidity and more cloud cover. New Zealand lies on the latitude range of 34-47° and it is much more sunnier than most of Europe and North America, making more solar radiation received due to lack of pollution and closed approach to the sun during summer (Marston, 2014).

Solar Irradiance figures for New Zealand. Map adapted from NIWA Sola bottle is ideal for New Zealand use since it uses power from the sunlight. Solar radiation for instance in Auckland are high during the months of November

 

Situational  Analysis   12    

to March wherein most New Zealanders are likely to go for outdoor adventures during summer.

Source: National Renewable Energy Laboratory

Legal   The company name , registration, product design is patented, certifications, permit and other legal issues associated with the company and the product are one of the important factors that could affect in terms of legal aspect of our product. Making sure that all licences and ISO certifications are updated and approved by New Zealand Intellectual Property Office, getting environmental choice and ecolabelling licence from Environmental Choice New Zealand.  

EXTERNAL  ENVIRONMENT  (MICRO)   Energy are becoming expensive. Yearly, electricity rates are increasing in New Zealand. Renewable and sustainable energy solution is the smart investment for the future. It will allow yu save more money and at the same time care for the environment. Solar radiation is an abundant energy source which is free, non-polluting, and renewable. New Zealand has good solar radiation levels in many locations and it is ideal for Sola Bottle to be marketed in New Zealand.

 

Situational  Analysis   13    

INTERNAL  CAPABILITIES   P&E Solaire is a new company established and based in Auckland, New Zealand. As a new player in hydration market, its research and development comes from investors from the project. In terms of intangible resources, the company will have 3 divisions namely Sales & Marketing, Research & Development, Finance, and Human Resources Department. The employees are exceptional in their chosen field. The company plans to establish its core competencies by providing continuous trainings, individual development plan (career growth) for employees, providing them with competitive salaries and benefits, developing and creating new product innovation. Our asset is our people because they represent the company and our products.

COMPETITOR  ANALYSIS  (Pat)   Sola Bottle is a unique product in hydration market. Unlike with other solar powered water bottle that only provide minimal features such as light, our products can heat or cool down the liquid inside the bottle providing flexibility and convience of use. Currently there are no direct competitors but there are a lot of competing brands in the market today. The company will be playing in the niche market particularly in customers who have active lifestyle. Kim Gordon stated that niche market is extremely cost effective (Gordon, 2002) and in a startup company like P&E Solaire, it is important that we focus on our marketing and strategy on selected target audiences. Creating unique needs, providing benefits that have a special appeal to the target market, looking for ways to tailor our products to meet their expectations. We need to assess our competitors and determine how we position ourselves against them. By conducting competitive analysis on how they promote their products, reviewing their websites, and analysing their key selling points will help us understand of positioning in the niche market. In reaserch done by Nielsen, New Zealanders spent a staggering $60.4 million on bottled water at petrol stations and supermarkets in 2013 (Wade, 2013). This means that there is a huge need for hydration considering the weather that we have here in New zealand.

SWOT  ANALYSIS  Strengths

• First solar powered water bottle in New Zealand • Breakthrough technology • Patented product • Portability

 

Situational  Analysis   14    

• No electricity cost • Green energy technology/ clean and renewable energy • Solar energy is free • Environmentally friendly • Sola Bottle is an innovative product that has a potential for expansion

Weakness

• Expensive / high cost • Promo sensitive • New company • Non essential product

Opportunities

• Lowering cost of solar cell • New Zealanders view on sustainability products • High sunlight hours in New Zealand • New Zealanders have an active lifestyle • Health conscious • Technology keeps on improving • Marketability in other parts of the world • There are a number of products that uses solar energy • Online presence • New Zealand is 3rd as the country with best quality of water based from

World Water Development Report • 1 of 5 NZ don’t know what sustainability means and there is a need to mek

them aware Threats

• Huge numbers of competitors in hydration market • Competitors price are cheaper and customers are satisfied using a regular

water bottle • Substitute products

 

Situational  Analysis   15    

TOWS Analysis for Sola Bottle

STRENGTHS(•  First solar powered water bottle in

New Zealand!•  Breakthrough technology!•  Patented product!•  Portability!•  No electricity cost!•  Green energy technology/ clean and

renewable energy!•  Solar energy is free!•  Environmentally friendly, made from

recycled material!•  Sola Bottle is an innovative product

that has a potential for expansion!•  Cost effective product!

WEAKNESS(•  Expensive / high product cost!•  Promo sensitive!•  New company!•  Non essential product(!

OPPORTUNITIES(•  New Zealanders have an active

lifestyle •  Lowering cost of solar cell •  New Zealanders have a positive

view on sustainability products •  High sunlight hours in New Zealand •  New Zealanders have an active

lifestyle •  Health conscious •  Technology keeps on improving •  Marketability in other parts of the

world •  There are a number of products that

uses solar energy •  Online presence •  New Zealand is 3rd as the country

with best quality of water based from World Water Development Report

•  Increasing demand of bottled water in New Zealand

SO(STRATEGY((A2acking(Strategy)(

Leverage'as'the'first'company'to'innovate'water'bo5le'to'

maximize'the'poten9al'of'the'product'to'New'Zealanders'with'

ac9ve'lifestyle'

WO(STRATEGY((Build(strength(for(a2acking(strategy)(

Counter'the'high'product'cost'by'highligh9ng'on'real'value'for'

money'

THREATS(•  Preference of buying bottled water

over bringing water containers •  Huge numbers of competitors in

hydration market •  Increasing number of competing

products •  Substitute products

ST(STRATEGY((Defensive(Strategy)(

Leverage'the'innova9on'in'solar'technology'to'minimize'product'subs9tu9on'and'compe99on'

WT(STRATEGY((Build(strength(for(defensive(strategy)(

Counter'high'product'cost'and'increase'awareness'on'sustainable'products'

 

Situational  Analysis   16    

Key$Issues$&$Opportuni0es$from$SWOT!

Short$Descrip0on$ Key$Drivers! Strategies$and$Cri0cal$

Success$Factors$Strategic$Objec0ves$

New Zealanders have an active lifestyle

Key Driver 1

Active lifestyle of New Zealanders

will drive the growth of Sola

Bottle

•  Highlight on the benefit of hydration on health

•  New Zealanders perceived that hydration is important in their health

To establish Sola Bottle as the first

solar powered water bottle for

people who have an active lifestyle

Innovative and Sustainable product

Key Driver 2

Acceptance of

Sola Bottle as an innovative and

sustainable product

•  Emphasize the importance of environmentally friendly products and its effect on the environment

•  Take advantage of the high solar radiation in New Zealand

To leverage Sola Bottle as an

innovative and sustainable product

in the market

Price!of!regular!water!bo0le!are!cheaper!and!customers!are!already!sa8sfied!using!it!!!

!Key!Driver!3!$

Sola$BoCle$are$believed$to$be$a$real$value$for$money$

•  Highlight!the!savings!you!can!get!from!using!Sola!Bo0le! To!highlight!the!cost!

effec8veness!of!the!product!and!the!

savings!that!they!will!get!!

CONCLUSION  AND  RECOMMENDATION  (Pat)   In today's modern world, it is becoming ever important to find alternative sources of energy that are both cheap and efficient. Solar cells have become one of the most widely-researched methods of obtaining energy in "greener" ways. Solar power generation is the future. As power is becoming more expensive, creating a product with sustainable benefits is one of the goal of P&E Solaire. Providing Energy to improve the lives of active New Zealander. Bringing the technology of solar cells and combining it to ordinary water bottle can change the way people think about the product. A personalize power water bottle that is generated with the help of the sun. It is the energy that matters.

 

Situational  Analysis   17    

BIBLIOGRAPHY   MacPherson, L. (2015, March 19). Gross Domestic Product: December 2014 Quarter. Retrieved from Statistics New Zealand: www.stats.govt.nz Ministry of Social Development. (2010). Economic Standard of Living. The Social Report 2010. Statistics New Zealand. (2015, March 2). New Zealand Unemployment Rate. Retrieved from Trading Economics: www.trading economics.com Mercer. (2015). 2015 Quality of Living Rankings. Ministry of Buisiness, Innovation and Employment. (2014). Sales-based Electricity Cost. Economic Development Information. Ministry of Business, Innovation and Employment. (2015). New Zealand Energy Quarterly Report 2015. Economic Development Information. Green Growth - issues for New Zealand. (2011). Retrieved March 23, 2015, from http://www.med.govt.nz: http://www.med.govt.nz/sectors- industries/environment/pdf-docs-library/green-growth-disscussion-document-30june.pdf Dye Sensitized Solar Cells. (2015). Retrieved March 23, 2015, from gcell.com: http://gcell.com/dye-sensitized-solar-cells Redefining Solar Technology. (n.d.). Retrieved March 23, 2015, from www.israscan.com: http://www.israscan.com/redefining-solar-technology/ Reed, P. (2010). Strategic Analysis. In PeterReed, Strategic Marketing Decision Planning & Control Edition 3 (pp. 66, 75, 92). Sydney: Cengage Learning Australia Pty Limited. Welch, D. (2013). New Zealand General Social Survey 2012. Statistics New Zealand. Marston, N. (2014, June 1). Sun-Smart Materials. Retrieved from Build Magazine: www.buildmagazine.org.nz Gordon, K. T. (2002, March 4). 3 Rules for Niche Marketing. Retrieved from Entrepreneur: www.entrepreneur.com Wade, A. (2013, June 10). Is bottled water a case of money down the drain? The New Zealand Herald .

 

Situational  Analysis   18    

Price of Solar Power System. (n.d.). Retrieved April 7, 2015, from My Solar Quotes: www.mysolarquotes.co.nz Green Growth - issues for New Zealand. (2011). Retrieved March 23, 2015, from http://www.med.govt.nz: http://www.med.govt.nz/sectors-industries/environment/pdf-docs-library/green-growth-disscussion-document-30june.pdf Dye Sensitized Solar Cells. (2015). Retrieved March 23, 2015, from gcell.com: http://gcell.com/dye-sensitized-solar-cells NREL:Learning - Photovoltaic Technology Basics. (n.d.). Retrieved April 1, 2015, from www.nrel.gov/learning: http://www.nrel.gov/learning/re_photovoltaics.html Redefining Solar Technology. (n.d.). Retrieved March 23, 2015, from www.israscan.com: http://www.israscan.com/redefining-solar-technology/ Reed, P. (2010). Strategic Analysis Chapter 3. In P. Reed, Strategic Marketing Decision Planning & Control Edition 3 (pp. 65, 66, 75, 92). Sydney: Cengage Learning Australia Pty Limited. Dessau, K. L. (2010, November 2), Learning from Nature: Dye Sensitize Solar Cells. Retrieved April 4, 2015, from www.solanovus.com:http://solarnovus.com/learning-from-nature-dye-sensitize-solar-cells_N1598.html

 

 

             

 

Situational  Analysis   19    

APPENDIX   Appendix 1. Real Gross National Disposable Income per person from 1992-2014

Appendix 2. New Zealand Unemployment Rate

 

Situational  Analysis   20