Green Technology and Innovation Management †MyAssignmenthelp.com

Question: Discuss about the Green Technology and Innovation Management. Answer: Introduction The purpose of the report is to develop a situational analysis considering New Zealand to market the eco products for household and fulfill the needs and requirements of people effectively. The scope of conducting the situational analysis in the report is huge, and the business that delivers eco products for the households is EcoWarehouse in Tauranga, New Zealand (ecowarehouse.nz 2017). The business organisation is one of the most popular online shop in New Zealand that delivers good quality sustainable and environment-friendly eco products for households to fulfill the needs and requirements of customers effectively and keep them safe and healthy (Andi, Yurt and Baltac?o?lu 2012). EcoWarehouse is a family run business that promotes and sells environment-friendly eco products that are free from any toxic materials and harmful substances. The business manages an online shopping web site where all the sustainable and environment friendly eco products such as beauty products, bathroom, beauty and health, non-toxic textile materials are available for the customers to purchase with ease and effectiveness (Beltramello, Haie-Fayle and Pilat 2013). Few other products of the business include Non-stick parchment roasting bags, Bee fresh deodorants, reusable coffee cups, Bamboo cotton buds, Oxygen bleach, SoapNut liquid, Eco face paint for kids, natural paint brushes, bamboo biochar composting, liquid fertiliser used for eco gardening, certified organic fantail shopping bags, etc (Cherian and Jacob 2012). All these products are free from any toxic materials and this can manage good health and safety of consumers. This has created a positive mindset among them and influenced their buying behaviours to purchase the products and services of the business (Cai and Aguilar 2013). The business organisations maintain a strong corporate culture by maintaining shared values, behaviours and beliefs and has created a positive mindset among people by delivering eco products for the households (Hair Jr and Lukas 2014). The core competencies of the organisation include various skills and expertise in certain areas such as management of financial assets, ability to deliver a wide range of best quality eco products that can make people stay healthy and safe from any toxic and harmful materials that are found in the products delivered by other business organizations (Delmas, Nairn-Birch and Balzarova 2013). Environment scanning The environmental scanning of EcoWarehouse is done with the help of PESTEL analysis to identify the various political, economic, social, technological, environmental and legal factors that can create a positive as well as negative impact on the business functioning (Hollensen 2015). As the business delivers environment friendly eco products for the households, it is necessary to maintain the standards of products and services delivered and ensure that the business organisation functions properly within the competitive business environment with ease and effectiveness (ecowarehouse.nz 2017). The PEST analysis is provided as a graphical presentation in an appendix at the end of the report. The Government of New Zealand has influenced the economy f the country and has even imposed new tax and duties to change or improve the entire structure of revenue for EcoWarehouse. The tax policies, fiscal policy and trade tariffs are applied for creating changes in the revenue structure and ensure improving the current economic structure of the company in an effective manner as well (Hitchcock 2012). The legal frameworks are applied to make sure that the company meets the safety and quality standards and deliver good quality environment friendly eco products for the households to keep the needs and preferences of customers fulfilled (McGivern 2013). These are the factors that influence the growth in the economy of the country and create long term positive effects for the company as well. The change in the rate of inflation has allowed EcoWarehouse to set prices of products delivered accordingly and meet the expectations of customers too. The prices of the products are kept lower so that it can influence the consumer buying behaviours as well as make changes to the demand and supply for the economy (Hoek, Roling and Holdsworth 2013). The foreign direct investments have also helped the business in New Zealand to manage import and export and ensure availability of products and services all over the world with ease and efficiency (Mullins, Walker and Boyd 2012). The demographic conditions are considered along with the identification of different market segments and population to examine the need for eco products for the household as well as enhance the demands of products with convenience. The buying trends for New Zealand can be considered as social factors too where the demand increases largely during the Holiday seasons (Leach, Fairhead and Fraser 2012). With the advancement in technology and communication nowadays, it has become easy for EcoWarehouse to deliver products online and deliver those at their doorsteps in quick time. Customers can even make online k payments through the payment gateway by using the internet on their mobile phones with ease. The automation process, research and development have also helped in creating technological awareness and make the company sustain in the business environment too (Paul and Rana 2012). The natural environment includes the natural circumstances, changes in climatic conditions and availability of raw materials based on which the environment friendly eco products are developed and then delivered to customers. With bad weather conditions, certain materials and resources might not be available, and this could decrease the availability of certain products and services delivered by EcoWarehouse (Phipps et al. 2013). The corporate social responsibilities of the organisation have helped in making improvements to the society by delivering environment friendly eco products and prevent usage of any harmful materials and substances. The ethics are maintained to understand what is right and wrong. The values and ethics maintained can also help in making business decisions effectively (Rettie, Burchell and Riley 2012). The company has understood that for maintaining a good and healthy environment for people to stay and live healthy and safe, it is important for the business to offer products that are free from any harmful substances and are can even maintain a good ecological balance in nature (Rousseau and Vranken 2013). Impact of engineering technologies and trends The three areas, which have been improved with the help of digital media and electronic marketing, are speed, relevance and reach to market segments. The social media has been considered such as Facebook, Twitter, etc. to improve the responsiveness, engage more customers, identify potential customers, manage affordability of social media campaigns to attract more customers and maintain a good database for meeting the diverse needs and requirements of business. Digital media and electronic marketing save a lot of time and money to reach customers and present the messages related to the delivery of environment friendly eco products to the customers in New Zealand (Suki 2013). The digital media has helped in obtaining data and information at a faster rate and provide the customers with information about the new products and services made available by EcoWarehouse and can even promote the products through email, social networking and by managing advertisements in internet web sites. Digi tal media can allow EcoWarehouse to reach more customers and create more options for customers to choose from (Andi, Yurt and Baltac?o?lu 2012). The electronic marketing plan consists of various components such as optimisation of site for search engines, development of the database, sending emails, purchasing online ads, registering a website with search engines and furthermore enhance awareness of the brand among the customers (Sarkar 2012). The electronic marketing has helped EcoWarehouse to improve the outlook of the web site and stay ahead of its competitors by differentiating itself from the competitors (Beltramello, Haie-Fayle and Pilat 2013). The consumer generated information includes the post information in the form of feedbacks and responses from customers regarding the acknowledgement of brand experiences, and this can allow EcoWarehouse to check whether the environment friendly eco products have managed to fulfill the needs and requirements of customers or not. This can also help the company to know what the customers want and develop products according to their changing needs and preferences (Cai and Aguilar 2013). Segmentation and targeting Marketsegmentation helps in dividing the market consisting of potential customers into various segments and groups based on the characteristics of the different segments of the market. The customers can respond to the marketing strategies with ease and share their traits, needs, preferences and areas of interests regarding the new products and services launched by the company (Delmas, Nairn-Birch and Balzarova 2013). The four segmentation bases are demographic, geographic, psychographic and behavioural segmentation. The demographic segmentation manages the division of market according to the variables like age, gender, family, income, occupation, race and religion. Income influences the purchasing behaviours of consumers while the choice for products is dependent upon the varying age of people (Schiederig, Tietze and Herstatt 2012). The geographic segmentation divides the market into several units based on the market conditions, and the variables can be climatic conditions, natural resources, the population density that can create an impact on the consumer buying behaviours too (ecowarehouse.nz 2017). The psychographic segmentation includes lifestyles and personality traits which make customers choose their products and services, whether t is some normal household product or some luxury item. Behavioral segmentation is managed with the help of considering the status of users, occasion, readiness of buyers and loyalty status that can create an impact n the buying behaviours of consumers (Hitchcock 2012). The segmentation of market has been provided as an appendix in the end of the report. Market segments targeted The two different market segments targeted by the organisation EcoWarehouse are psychographic and behavioural segments. Based on the personality and lifestyle behaviours, some individuals prefer environment friendly eco products for their household rather than purchasing the non-eco products (Yan, Hyllegard and Blaesi 2012). The prices of these products are though a bit on the higher side, so it has been targeted for the economic segments of customers. The Bee Fresh deodorants are the products considered within this segment for the customers (Hoek, Roling and Holdsworth 2013). The status of users and their eagerness to buy the environment friendly eco products fall into the behavioural segment. Oxygen bleach, bamboo cotton buds and fresh textiles are other products that are offered in this segment for the customers who prefer environment friendly products of EcoWarehouse to the normal products (Paul and Rana 2012). References Andi, E., Yurt, . and Baltac?o?lu, T., 2012. Green supply chains: Efforts and potential applications for the Turkish market.Resources, Conservation and Recycling,58, pp.50-68. Beltramello, A., Haie-Fayle, L. and Pilat, D., 2013. Why new business models matter for green growth. Cai, Z. and Aguilar, F.X., 2013. Meta-analysis of consumer's willingness-to-pay premiums for certified wood products.Journal of Forest Economics,19(1), pp.15-31. Cherian, J. and Jacob, J., 2012. 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