EcoATM is a very young enterprise with good respect of the environment. Their main idea is to develop in the United States for the moment an ECycling machine. It's a machine in which you can put your electronic wastes. In exchange it gives you money. You can choose to keep the money or to give it to a social organization. We want to introduce this product on the French market so we have to study the French market of recycling by different way:
? the market size
? the competitors
? the past market and future market evolutions
The first station was implanted this year in the USA. Introduction to the market was soft, but like the impact is good, in 2010, EcoATM Company had planned a massive development. The strategy is the following: the station must be found easily, in point of sales where there are a lot of people.
The brand uses the impact of the ecological questions actually, to develop and attract more and more people. But the difficulty is to differentiate from the competitors. When customers put their old mobile phone in the EcoATM station, they have in exchange purchase vouchers: this will attract them and will be good for retailers and the consummation in their stores.
The product accomplishes an ecological mission: the protection of the environment. There is a social merit, and the customers have a feed back for their generous actions (a financial compensation). Everybody wins and first, the planet.
By the identification of the main competitors in the French market, we know that it's possible to settle EcoATM in the French market. To give a successful conclusion about the analysis of the external environment of the market of recycling mobiles in France, various analyzes appear: Like Porter five forces analysis, the general environment and the SWOT Analysis.
After these searches we can conclude that also there is a public force, commanded by the European Union, which really want to take care with the environment, and ruled directives for recycling mobiles phones.
People want also to take care and want to be responsible of our environment, they are our potentials customers. Despite some weaknesses, like potentials competitor, and organism which have been already settled, EcoATM has a different way to lead the market thanks to it's automate which can be putted everywhere, not only in stores like others services.
Today with the economic crisis and ecological crisis our product, it may not solve all problems. But if we look good is with small gestures like this that will change our mind. Young adults who now are racing to profit, are in our machine does earn some money doing a good deed. Plan on a little more marketing company will have to make the right choice of location because it true that this kind of machine is not yet in France. They will have to find solutions to problems posed by French customers. To summarize ATM has set up a network very well tie to please consumers but also companies which will buy the products for recycling
The communication strategy is to educate the French with a campaign that will target more people. The best way to communicate is the high tech media such as internet and television. Communication short and medium term is the best ways to educate people more quickly. We set the price for each of the phones we acquire a customer and then selling to businesses. It is important to position itself in France, because it is a developed country in the first part in sustainable development. I for example the Kyoto agreements and the Copenhagen summit.
[...] This product accomplishes an ecological mission, which is the environmental protection: recycling polluting products. Actually, the need of recycling is more important than before, everyone is more concerned by the questions of the protection of the planet. Our planet is in danger, we have to protect her and recycling our old cellphone by putting it in machines like ecoATM stations contributes to its protection. The ecoATM gives to your used product a value and pays you in the form of reduction in a store, of gift vouchers, for example. [...]
[...] "The ecoATM makes it easy and convenient for our customers to trade-in and recycle their used mobile phones" said Jay Buchanan, Electronics Division Director, Nebraska Furniture Mart, Inc., America's Largest Home Furnishings Store. "This benefits both our customers and the environment." The strategy is that those machines can be found easily, in point of sales where there is a big influx of people. It is a selective distribution, because there are limited numbers of machines, in selected areas. The advantage of this type of distribution is that ecoATM Company chooses the most appropriate outlets. [...]
[...] Nevertheless, for the company the objective is to act in an ecological way but all the customers don't think like that. We have seen that there are ecological customers but for others, the principal objectives are to earn money easily or to make a donation. In these two cases, it can be justifiable. This concept could help poor people or people from the middle class, even if it is not a big amount of money. But there are also customers who will act to make a donation; their way of thinking is that they can easily help other people by taking a few minutes to go the ecoATM machine whereas throwing their devices in their garbage. [...]
[...] This mode can be likened to the direct export as the exporter is the prime marketing (negotiation, conclusion of contracts, direct link with the user) and assumes the risks ➢ Export outsourced or indirect exports involving the sale through intermediaries that support all or part of the marketing process; ➢ Export coordinated through which the company exports in cooperation with other companies (his nationality or foreign). Strategic alliances and partnerships are part of the latter category In our case we preferred to use an export controlled. Certainly the risks are greater but controlled in effect if the market for this machine is fully open, no such machine exists yet, ecoATM will therefore have a considerable lead over its future competitors and reap maximum benefit. [...]
[...] On the other hand, behaviors have changed in recent years. Growing concerns on environmental issues has resulted in stabilization or a decrease in waste production per capita in the medium term Recycling plays an increasing role in our economy thanks to a part to incentive's measures from the authorities. The Chamber of International Recycling (BIR) said that the recycling industry manages more than 500 million tons of waste and employs over and annual turnover of 160 billion USD Past market evolution 1. [...]
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