Marketing Strategy

STRENGTH:

1. ZENON environmental inc. is the company which possesses the strength of efficient and effective technology.

Relatedness of the statement:

The ZeeWeed MBR process is a ZENON technology that consists of a suspended growth biological reactor integrated with an ultra filtration membrane system, using the ZeeWeed hollow fiber membrane. Essentially, the ultra filtration system replaces the solids separation function of secondary clarifiers and sand filters in a conventional activated sludge system. ZeeWeed membrane bioreactor technology effectively overcomes the problems associated with poor settling of sludge in conventional activated sludge processes. ZeeWeed MBR technology permits Bioreactor operation with considerably higher mixed liquor solids concentrations than conventional activated sludge systems that are limited by sludge settling.

This shows that the company is very strong in its equipement and technology sectors which help them to gain the huge market share of municipalities and industrial water users.

Justification:

ZENON’s technology has great demand in all the global market and they are assuming this demand to grow higher every year. ZENON estimates that the global market for water and waste water filtration equipment will increase to US$54 billion by 2010, up from estimates of US$34 billion in 2003. In 2003, the market for UF/MF membranes was approximately 2% of the overall market, with ZENON occupying about a third of that market share. It expects the total UF/MF membrane market to increase to approximately 22% of the overall market by 2010 or a market opportunity of US$12 billion. ZENON expects to maintain and grow its market share in this segment, achieving annual revenue growth in the range of 20% to 30%, i.e. $1 billion in revenue by the year 2010.

Relatedness with the HRP Model:

Technology:

Technological information can be seen from the case and thus put into HRP model. ZENON Environmental Inc. is now number...