Caitlyn (McClure) Batche
Sustainable Business Managment Portfolio
Primary Marketing Research: Online Surveys
Customers and Supply Chain
To understand marketing expectations for the solar farm, basic questions need to be formulated:
Who will invest? Who will be against the operation?
Who will benefit? Who will be hurt?
Who is against the solar farm? Who supports the solar farm?
What are the consequences? What are the benefits?
What are the risks? Will jobs be lost?
What threatens the operation?
To answer these questions all stakeholders must be written out: community, media, local, state and federal politicians, oil companies, interest groups and NGO’s, customers, oil company workers, competing companies, R&D companies, suppliers (workers and companies), environment, shareholders.
After all the social, economic, and environmental factors have been assessed it is important to analyze the data to understand who the target audience is. Research surveys through the internet are recommended as primary research. Two examples of surveys are posted below: one for customers and one for the supply chain.
Green Marketing Research Analysis
Secondary Market Research
Secondary research is advised to look at similar operations and their approach, target audience, and their business numbers (revenue, investment rate, stock trends, and social responsibility models).
Questions to Answer when analyzing other solar farms and their marketing data:
Has their revenue increased?
What demographics are associated with solar farm supporters?
When was information dated?
Is the data understandable and relevant?
Where is the data coming from (region)?
What community programs are other solar farms active in, and how does this strengthen their company?
