511 Midterm

Topics: Solar energy, Steve Baer, Target Pages: 23 (8739 words) Published: March 24, 2013
511Part 1. Zomeworks: Four Decades of Design-Driven Innovation in the New Mexico Desert

1.)I believe that no, Zomeworks should not aggressively pursue the solar water heater market. I believe this for many reasons. Number one being that natural gas is one of the most abundant natural resources that the world has and if individuals are not being compensated for using a different technology then they will not change, it is sad, but it is reality. In today’s present society individuals do not like change nor do they like more expensive change. What I mean by that is it is quite expensive to have a solar water heater installed. I think that Zomeworks has a great opportunity to further maximize their current portfolio as long as they really start to focus on it. Zomeworks is a leader in Passive Solar Technology. I feel that this type of technology is not well known and that by pursuing the solar water heater market they are going to jump their innovative wave too soon. I think a good indication of this is the fact that Zomeworks is producing products right here in New Mexico and I have not heard about them until this midterm. Zomeworks need to capitalize on the very valuable assets it has to offer. For example, Zomeworks Passive Solar Tracker is a great product for them to get their brand name recognized.

While all of this is just my opinion I believe that in order to really make an educated analysis on whether or not Zomeworks should pursue the water heater market, the first thing I would look into is the overall goals of the outside investors, since they hold the majority stake in the company. I would want to look at the actual finances of the company. I would conduct research to find actual amount of quantities sold, revenues generated by each product type, and production costs associated with each product. In addition, it would be important to know the firm’s costs of optimizing its existing portfolio and its benefits against the costs and benefits involved in focusing on the solar water heater market.

Minimum Winning Game is defined as, “the first major market opportunity for a new technology that is limited enough to provide a clear target for the technology and product development efforts in the short to medium term and, and sufficiently large enough to establish the foundation for the long term business and financial success. It requires iterative double linking process of understanding the business opportunity for the technology and linking that to technical priorities.” For example, a minimum winning game for Zomeworks would include many different facets. A winning strategy at Zomeworks would include further product and technological development that energizes and inspires its target consumer. The company knows that its target consumer base is mostly comprised of either “going green” supporters or those off the grid who require their specialized products. Zomeworks simply needs to use a more effective strategy to communicate its message of “why” consumers should purchase its solar water heater. El Bulli accomplished the communication of its vision by highlighting an expression of innovation and a team that “constantly sought new techniques and new equipment with which to experiment”, rather than the message of running a restaurant to make money. Zomeworks needs to focus on redesigning the core meaning behind its entire portfolio before it can successfully expand its reach in promoting its solar water heater, Zomeworks currently caters to the niche buyer who has a definitive need for a solar product. If Zomeworks is going to expand into the consumer solar water heater segment, work needs to be done on communicating the environmental benefits of this product. A winning strategy at Zomeworks would include leveraging their customer target segments that show the most growth potential.

2.) Full Credit Leadership is one of the key drivers in running a company. Leaders have many techniques and...
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