Jabil
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Jabil is a large electronics manufacturing company that faces criticism over poor working conditions and lack of green practices. However, Jabil has competitive advantages from its experience and large customer base. To address criticisms and future-proof its business, Jabil plans to become 75% green by 2015 through efficiency measures and green product marketing using a "Green Stamp of Approval". The campaign will use print, TV, online and billboard ads over 3 months in the Tampa Bay region with a budget of $70,700.
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STRENGTHS:
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Pioneer in the personal desktop computer.
Max market capitalization.
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VISION STATEMENT : (Future positon ideas)
We strive to provide users of Apple products the best experiences possible though innovative product designs and software
MISSION STATEMENT:
Not all market shares are equal, and Apple has never been about the most; we are about being the best.
We believe that we are on the face of the earth to make great products and that’s not changing.
We are constantly focusing on innovating.
We believe in the simple not the complex. (only selected initial 3 statement by Tim)SWOT ANALYSIS:
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Pioneer in the personal desktop computer.
Max market capitalization.
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117
11
For example, let’s say your company magically reduces the environmental
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Marketing evolution, Database Markeing and Predicting Analytics
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a plain old-fashioned PR grab. If you’re an engineer who’s really interested
in making a positive environmental impact, what should you focus on? Here
are a few suggestions, based on lessons learned from the real world of eco-
engineering.
Carbon Neutrality: Good Start but Not Enough
Corporate sustainability leaders tend to be a collaborative group. They are
open to sharing ideas, swapping stories, and growing their networks of col-
leagues in other companies. And that’s a great thing, because those of us who
deal with corporate sustainability on a daily basis know we’re in uncharted
territory and that we’re all learning as we go. We understand it’s in every-
one’s best interest if the overall economy becomes more sustainable. After all,
when it comes to climate changes there aren’t winners and losers—ultimately
we’ll either all win or all lose.
117
11
For example, let’s say your company magically reduces the environmental
impact of its operations to nothing so that you’re able to deliver your products
and services with no impact of any kind. But in the excitement your company
decides that you have created such a big advantage through your eco-effective-
ness that you better keep it a secret and not share your magic with anyone else.
In this case, how much better off is the world? Does erasing the impact of one
company make a big difference? Unfortunately, no.
Which brings us to the subject of carbon neutrality, the term often used to
describe the goal of corporate efforts to lessen companies’ impact on the
environment. No company can reduce its greenhouse gas (GHG) emissions to
zero, so the idea is that Organization A pays Organization B to plant trees,
increase energy efficiency, create green energy, or do something else with a
positive impact on GHG emissions, thus offsetting Organization A’s own car-
bon emissions.
Many companies have centered their environmental strategy on a goal of
achieving carbon neutrality. They are generally doing some efficiency proj-
ects, purchasing some green energy, and offsetting the rest. But we’ve been
looking at product and service lifecycles, and we know the part that’s within
your four walls may be only a small part of your overall impact. What about
your supply chain? What about your products in use at your customers’ facil-
ities? What about your products at the end of their usef ...
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CANADIAN SOLAR INC.
MBA640 – Innovation Through Marketing and Technology
Executive Summary
Situation Analysis
Company Overview
Canadian Solar Inc. (Canadian Solar) is one of the largest manufacturers of solar panels. It is a Chinese Company based in Guelph, Ontario, Canada. According to Bloomberg, the Company is a provider of solar power products, services, and system solutions with operations in North America, South America, Europe, Africa, the Middle East, Australia, and Asia (Canadian Power). The Company was founded in 2001 in Ontario, Canada. Today the Company has successive subsidiaries in 19 countries around the world. China and Canada is where the Company’s manufacturing facilities are located. The Company markets their products to diverse customers in various markets, including Germany, Italy, France, Spain, Czech Republic, China, the US, Canada, Japan, and India. Canadian Solar is headquartered in Guelph, Ontario, Canada.
The Company is listed as CSIQ on the NASDAQ market with reported revenues of (US Dollars) US$3,744.5 million for the fiscal year ended December 2018 (FY2018), an increase of 10.4% over FY2017. In FY2018, the Company’s operating margin was 9.7%, compared to an operating margin of 7.9% in FY2017. In FY2018, the Company recorded a net margin of 6.3%, compared to a net margin of 2.9% in FY2017 (E Trade, 2019).
Canadian Solar employees 12,000 people in 12 different countries, 70% work in China, and of those 30% are female. Canadian Solar has strong employee labor rights in all of their facilities.
Mission
The Company’s vision, as described by Dr. Qu is to foster sustainable development and to make lives better by bringing electricity powered by the sun to millions of people worldwide (Canadian Solar Inc., 2018). Canadian Solar Inc.’s mission is the delivery of clean, safe and affordable solar energy (Canadian Solar Inc., n.d.).
Customers have a choice to invest in a single module or a tailor-made energy solution. In an effort to help those customers make difficult choices, Canadian Solar is dedicated and has made it a mission since their inception, to help customers make changes for the betterment of their lives. Their PV panels are thoroughly tested and proven to work effectively even under harsh conditions. Their dedication to their products and to supporting their customers in over 20 countries also demonstrates attractive bankability for the Company. Their customers can always depend on Canadian Solar Inc. to deliver quality products and are content with showing their buying commitments and devotion to support an exceedingly credible solar energy business.
Product or service description
Canadian Solar Inc. is a leading global provider of solar energy and the man.
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Marketing evolution, Database Markeing and Predicting Analytics
- Traditional marketing using non-digital methods like print ads, TV commercials, and brochures will become obsolete as data-driven digital marketing rises (Paragraph 4).
- As more data is created and collected, marketing will shift from focusing on brands to understanding individual customers using big data analytics (Paragraphs 8, 10, 14, 15).
- By analyzing structured and unstructured data on customer behavior over time, data-based marketing allows companies to improve customer retention, response rates, and revenues through approaches like response modeling and churn analysis (Paragraphs 20, 23, 24).
Business model innovation
1) It is becoming increasingly evident that traditional innovation approaches focusing only on new technologies and products often do not work. Successful companies like Airbnb and Uber have grown enormously through innovative business models rather than new products.
2) Professor Netessine discusses frameworks for business model innovation, including focusing on "What", "When", "Who", and "Why" decisions to manage risks like information and incentive alignment issues. He provides examples like Dell changing production timing and Google changing decision makers.
3) Constant reinvention is key to surviving disruption. Companies must anticipate issues and re-evaluate business models. Amazon is praised for relentlessly analyzing and disrupting its own model through changes like Prime shipping and expanding product categories
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Jabil
- 1. Jabil
- 2. Customer Pain Points Jabil has been caught hosting sweat shop type atmospheres in their manufacturing plants both in America and overseas. Employees are not treated with high respect. Jabil does not offer any Green facilities. Jabil does not produce any Green products.
- 3. Business Background Jabil is the world’s third largest electronic manufacturing company with their headquarters located in St. Petersburg, FL. Jabil is known for providing customers with “intelligently designed supply chains.” Serving many of the world’s most well- known brands, Jabil takes pride in providing quality service to their customers. Jabil provides customized design, manufacturing, distribution, marketing and aftermarket services ("Securities and exchange,”). The company creates an entire marketing plan for each of the products it creates and sees forth the products succeed in the market. The company operates in a variety of sectors, including aftermarket services, computing & storage, defense & aerospace, digital home & office, healthcare & instrumentation, industrial & clean tech, materials technology, mobility EMS, networking, and telecommunications. Jabil works with HP, Whirlpool, General Motors and many other world-wide known brands.
- 4. Situational Analysis Perhaps the largest competitive threat to Jabil's future in the technology industry is the creation and advancement of sustainable products and electric-based vehicles. As the world turns to a more "green" environment, Jabil's competitors are using solar energy and battery-powered vehicles to stay ahead of the game and in a new market that has been previously untouched by the electronics industry. However, Jabil has a competitive edge because they produce more than just technology. Strategic Positioning Statement: For the environmentally aware target market, Jabil is going to head in the direction of producing products out of green facilities because compared to Flextronics, we are more efficient and user friendly.
- 5. Marketing Strategy & Goals To become a 75% green facility by 2015. Implementing new rules, such a recycling, efficient lighting, minimizing waste. Implement basic energy saving measures supported by the use of Siemens’ APOGEE building automation system. This intelligent building automation system can reduce energy consumption without sacrificing any comfort. The system monitors the building and makes adjustments as needed and can reduce energy consumption by 15-30%. Create broader marketing schemes for customers by implementing green products and addressing the target market for these products. Providing initiative through advertising for customers to purchase products created from a green facility.
- 6. Creative Media Green Stamp of Approval: This green stamp of approval will be placed on all of Jabil’s products that are manufactured from a green facility and promote a green lifestyle. Customers will begin to associate this green stamp with products and will trust the products with this stamp. Therefore, the green stamp of approval will be a selling point for potential customers and will also gain consumer trust from their target market.
- 7. Budget & Controls Regional – Tampa Bay (6 Week Campaign, ~3 months) PRINT MEDIA Tampa Bay Times ($1,300 per week for a 2”x2” ad) $7800.00 Tampa Bay Magazine ($3,500 per month x 3 months) $10,500.00 Billboard (Clear Channel Media, 16-week contract) $25,000.00 TELEVISION Local CBS station (30 second, prime-time, 6 weeks) $10,000.00 Local FOX station (30 second, rotation, 6 weeks) $8,000.00 ONLINE/WEB Online website for product (weekly updates, merchant) $4,000 (year) Online ads (@ $0.60 per click, aggressive campaign, 3 mos.) $5,400 Total Campaign Costs $70,700
Editor's Notes
- Green Stamp of Approval: This green stamp of approval will be placed on all of Jabil’s products that are manufactured from a green facility and promote a green lifestyle. Customers will begin to associate this green stamp with products and will trust the products with this stamp. Therefore, the green stamp of approval will be a selling point for potential customers and will also gain consumer trust from their target market.
- The above is an example of what it would cost to run a regional marketing campaign for a smaller company. The above would all be created and followed through with one of Jabil’s account managers and design team. According to Newsweek’s 2010 Global Rankings, IBM saved more than $370 million for its energy conservation efforts (Kawamoto, 2011). It’s apparent that the costs of going green and promoting green products are well worth the price. a