Green Rubber Case Study
Green Rubber Global (GRG), a subsidiary of the Petra Group, own the global patent for the ‘DeLink’ technology, a compound that can be used to create a new product called ‘Green Rubber’. This revolutionary process transforms scrap (including vulcanized) rubber into a new recycled compound that possesses many of the desirable characteristics of virgin rubber, while doing so at a reduced cost to business and the environment.
GRG was formed in 1996 by businessman Vinod Sekhar to promote Green Rubber (GR). Initial attempts at commercialization failed, due largely to the Asian financial crisis, low oil and rubber prices, and society’s general indifference on environmental matters at the time (Case Study, 2011), however, an attempt to re-introduce the product on a commercial scale has recently been launched.
A number of circumstances have changed since the initial entry attempt, and with the world’s ever-increasing rubber consumption pattern, we are not far from seeing global demand for rubber exceed supply (Case Study, 2011), making Green Rubber an incredibly relevant product for this current day and age.
This report contains an analysis of the company and its customer groups. Key strategic decisions need to be made in a number of areas, and the goal of this report is to inform decision makers and provide a basis for judgment formation.
2.0 Company Analysis
The ‘Dell’ model (Hutt, et. al, 2010) looks at four major components of a business concept; Customer Interface, Core Strategy, Strategic Resources, and Value Network. The GRG business has been analysed using this model, and the following points of note were evident.
(See diagram overleaf)
* Strategic focus * Complete customer solutions * Revolutionise rubber product industry * Marketing objectives * Initiate widespread industrial trial of Green Rubber * Further the brand through strategic partnerships
References: * Asia Case Research Centre, University of Hong Kong, 2010, Green Rubber: The Revolution of Rubber Recycling Business, RMIT B2B Marketing Resource * Hutt, M, Speh, T, Zimmerman, A, Blythe, J, 2010, Business Marketing Management – an Asia Pacific Focus, 1st ed, Cengage Learning, South Melbourne