The thermal heat pump

Résumé du document

Le Comptoir Parisien du Chauffage (CPC) is a company which has been established on the French market for over 30 years. It is a company creating and selling aero thermal heat pumps in Paris and its region by itself, and in France trough partnerships. Backed by its experience and expertise, CPC has been able to follow market trends and adapt its products to the market demand. With an R & D subsidiary located in Grenoble, CPC has obtained many patents due to its innovations in the energy field. Now present in the distribution of conventional heat pumps (gas, oil, electricity), CPC wants to focus more on the aero thermal heat pump, which is the ecological heating concept of the future. Indeed, ecology is a rising tendency and now consumers want to consume while protecting the planet. CPC wants to touch the green business market. A positive economic factor which could affect the market is the expected economic revival. This could impact positively the economic power of French people intending to build a new home and allow them to choose this kind of heating more easily. Moreover in order to boost the consumption after the financial crisis, the key interest rate is decreasing and low, which implies that people would have less to reimburse after contracting a loan. In the energy market we notice volatility in oil and gas prices, which are increasing significantly. That could encourage alternative sources of energy.

Extraits

[...] Thus, we have to be sure that our strategy will be profitable. From a position of one of the heat pumps constructors' pioneers we aim to benefit from our technological expertise apart from the product sale. Using and developing our knowledge and experience in thermal technology, we will try to be more valuable in the eyes of our potential consumers. These added services will support our strategy of differentiation, because the technology used for the product will be more or less the same regarding constructors. [...]

[...] Therefore we can estimate the degree of rivalry as medium. Conclusion The analysis of the external environment raises an obvious opportunity in the thermal heating market. Indeed, we saw that political, social, cultural and economical factors affect much more positively than negatively this market. Regarding the forces that drive the market we notice a certain degree of rivalry in the whole heating market. However, the renewable energy using heating represents a business opportunity where traditional heating competitors tend to drive and diversify, although the pioneers in these green technologies still have an important advance. [...]

[...] However, the current economic situation is still fragile. Banks conditions to allow loans to their customers are very strict. The unemployment rate is significantly increasing in France and Europe and many people face purchasing power issues. Those elements could then threaten the investment in Heat pump. Technology Researches in the yield of renewable energies are increasing with the more powerful sustainable development way of thinking and doing. The scientific community tries to find new environmentally friendly solutions that help to minimize exhaust emissions and natural resources depletion. [...]

[...] In order to lead our project successfully we intend to support our strategy on the strong basis of our expertise and core competences. We own already strategic human and material resources. However, the structure of our company has to change to support our new concept. That drove us to propose strategic possibilities for which we intend to get a minimization of the risks and a maximization of the profitability of our company. Besides, we had previously conducted a marketing mix, which supported our innovative reversible heat pump in its competitive market. [...]

[...] So, we have to drive them and suggest the right solutions. - Services: Once the contract is signed, and once the installation is rolled out, our mission continues. Indeed, we offer to customer an after sale service, in terms of maintenance, eventually repairing, and consumption reports. Each customer will have the chance to evaluate their electrical consumption thanks to our remote reporting control. III) The Process Innovation process We will try to show up our process of innovation from the idea generation to the main strategic issues we are going to face. [...]