You are required to use and explain the relevant theory from the prescribed textbook and reading
materials in this course. You are not required to search for additional sources, or reference beyond
this, however you must explain the relevant theory in your own words, and not copy from the study
guide, textbook or readings in this course.
Marketing a comprehensive electrical heating / cooling / ventilation solution for
residential homes
Peter Meier was sitting at the airport in Milano waiting for his flight home to Munich, reflecting on his
week of discussions about the 5-year product plan for the HVAC group of Helvcom. While watching
the business news in the star-alliance lounge the reporter highlighted Greta, the Swedish girl traveling
from Europe to the US on a renewable energy powered boat. In the mind of Peter, the use of
renewable energy for transportation has been a focal point for many politicians, entrepreneurs, and
consumers alike.
Recognizing that energy requirements for transportation adds-up to a third of the world energy
demand, his thoughts go to the other two thirds, which are equally required by industries and by
buildings. In his mind, the public and politicians will very soon turn their attention to the building
sector and apply pressure to reduce substantially the energy requirements for buildings. In certain
countries, the developments of new building standards are calling for zero-energy-houses already.
Rather than waiting for laws limiting the use of products for air conditioning houses, his product
strategy needs to address this threat as an opportunity.
Peter is holding the position of Chief Operating Officer (COO) at the Helvcom-HVAC Group, a Swiss
based integrated collection of Ventures, designing, producing, and marketing Heating, Ventilation and
Air-conditioning (HVAC) products, primarily across Europe. The high-quality image of their products
and services, carrying 13 own brands and over 40 OEM brands, are perceived as benchmarks in the
industry.
Since taking over this function only 2 years ago, Peter has been challenged to effectively and efficiently
align the various R&D centres and 10 factories in 8 countries. With a 50% growth in revenues during
the past 6 years, this weeks’ discussions with Frank Huber, the CEO of the group, focused on the
external forces of change and the required actions for the next 5 years. One of the critical question
on the table is the potential investment of $16million in a start-up company to enter into the electric
battery market. Frank is seeking a response from Peter for his next month’s meeting with board
members.
Attachments:
Task2-Jan2020….pdf
