A Marketing Plan Feasibility Study

WASTE TO ENERGY

TEAM MEMBERS
Rizwan Saleemi Yousaf Khalid M. Sikander Tariq Yasir Nasir

09-5439 09-5460 09-5476 09-5500

INTRODUCTION

Waste to Energy?

Technique to convert solid waste into energy Modern technique to generate electricity directly from combustion

Examples of Recyclable Materials are plastic, paper, glass, cloth, refuse from gardens, non-food corrosive refuse, wood, food refuse and rubber.

(National Technical Experts from P.T. Chazaro Gerbang Internasional, 2005)

INTRODUCTION (CONTINUED)

Some Examples of Waste to Energy Plants

1.

2.

3. 4. 5.

6.

Montgomery County Resource Recovery Facility in Dickerson, Maryland, USA (1995) Spittelau (1971), and Fltzersteig (1963), Vienna, Austria SYSAV in Malm (2003 and 2008), Sweden Algonquin Power, Brampton, Ontario, Canada Teesside EfW plant near Middlesbrough, North East England (1998) Edmonton Incinerator in Greater London, England (1974)

We are planning to do the same in Pakistan

WHAT IS MARKETING
Needs and Wants Solutions For a Profit? Vision of Business Leaders

1.
2.

Identification of Market Opportunities which no one is addressing Tap the Untapped Portion of Market.

Results Long Term Financial and Non-Financial Returns

OUR COMPANYS VISION AND MISSION

VISION: To convert the threats and problems into opportunities and benefits to meet peoples basic energy needs and wants innovatively MISSION To fulfill the current energy needs of our clients and customers

TWO BASIC MAJOR PROBLEMS

Energy

Current Energy Crisis Too Much Dependence on Hydro and thermal Political Instability and Conflicts (Rao Rafique, 2009)
Rapid Industrialization and Urbanization Poor Management Poor Planning Communicable Diseases and unhygienic environment (Visvanathan, Ulrich Glawe, 2006)

Waste Management

CURRENT ENERGY PRODUCTION AS ON 21-092010

Source: http://www.pepco.gov.pk/pow_situation.php

Total installed capacity of WAPDA

19500 MW(two third of this power comes from thermal power plants (fossil fuels), one third is generated by water and about 2% comes from nuclear power plants) 13000 MW 6500 MW 600 MW 17500 MW 11000 MW

Thermal Hydel Nuclear/coal Demand Summer peak Demand Winter peak

http://www.articlesbase.com/public-company-articles/pakistan-electricitycrisis-912410.html

POOR WASTE MANAGEMENT IN PAKISTAN

There is a limited focus on control mechanisms which is adversely effecting on safety, health and the environment. SWM does not seem to be a priority. None of the cities has an integrated solid waste management system Collection rate 51-69 % of total waste generated. Hospital and industrial wastes are treated as ordinary waste A lot of potential for recycling and involvement of private sector which is overlooked No disposal facilities Open burning of waste or open disposal is most common practice. Open burning of non-degradable components like plastic bags are adding to air pollution Much of the uncollected waste poses serious health hazards

(Aman Mahar, Riffat Naseem Malik, Abdul Qadir, Tahira Ahmad,

WASTE MANAGEMENT

http://www.swlf.ait.ac.th/IntlConf/Data/ICSS WM%20web/FullPaper/Session%20I/1_05 %20_Aman%20mahar.pdf

WASTE MANAGEMENT

http://www.swlf.ait.ac.th/IntlConf/Data/ICSS WM%20web/FullPaper/Session%20I/1_05 %20_Aman%20mahar.pdf

WASTE MANAGEMENT

http://www.swlf.ait.ac.th/IntlConf/Data/ICSS WM%20web/FullPaper/Session%20I/1_05 %20_Aman%20mahar.pdf

WASTE MANAGEMENT

http://www.swlf.ait.ac.th/IntlConf/Data/ICSS WM%20web/FullPaper/Session%20I/1_05 %20_Aman%20mahar.pdf

WE HAVE THE SOLUTION WASTE TO ENERGY

Landfills around big cities like Lahore No proper utilization of waste Adoption of Best Practices from America and Europe Solid Waste, Municipal Waste and Garbage Recycling

TECHNICAL PROCESS

HOW WILL WE DO IT?

Rental Power Plants and IPPs for thermal Energy generation. (Kalbe Ali, 2009) Costly and Rare approximately Rs.22 per Unit (Waheed Habib, 2009) Shortage of Oil Resources and also the problem of circular debt as well (Dr Shams Hamid, 2010) We will work as Rental Power plant or IPP for government. We will also offer our services to the private sector like Bahria Town developments and private sponsored projects

IDENTIFICATION OF MARKET OPPORTUNITY

Build/Make or import machinery for the infrastructure. Plus point is that short term costs may be high but in long term it is cheaper and easy. (Julius N. Fobil, 2005) B2B Marketing -Target Market - Government and Corporations (Eden, Bahria etc.) No tastes and Aesthetics in B2B marketing

Focus on value (which is the net Worth in monetary terms for Social, economic, technical and service benefits.)

MARKETING PLAN

Development of the marketing mix for the market offering (PRODUCT, PRICE, PLACE, PROMOTION) Industry Analysis (Porter five forces) SWOT and PEST analysis Market Sensing Market Potential and Market Demand estimation Feasibility Study Formulation of Marketing Strategies (Offensive and Defensive) Managing Market Offerings New Offer Realization etc.

TIMELINE
Activity Proposal Submission and Initial Homework Literature Review Feasibility Testing September 2010 October 2010 Semester Time September 2010

Report Writing
Submission and Final Presentation

November 2010
December 2010

CONCLUSION
Providers of the solutions Social welfare Living standard

Aman Mahar, Riffat Naseem Malik, Abdul Qadir, Tahira Ahmad, Zahiruddin Khan, Mauzam Ali Khan (2007), Review and Analysis of Current Solid Waste Management Situation in Urban Areas of Pakistan, Available at: http://www.swlf.ait.ac.th/IntlConf/Data/ICSSWM%20web/FullPaper/Session%20I/1_05%20_Aman%20mahar.pdf (Accessed: 24 September 2010) Dr Shams Hamid (2010), Despite Missing Deadlines, Pakistan Gets $1.13 Billion IMF Loan, Available at: http://ibrahimsajidmalick.com/tag/imf/ (Accessed: 24 September 2010) Julius N. Fobil (2005), Evaluation of municipal solid wastes (MSW) for utilisation in energy production in developing countries, Available at: http://www.environmental-expert.com/Files/6471/articles/6269/f641085127392111.pdf (Accessed: 25 September 2010) Kalbe Ali (2009), Plan for 1,500MW rental power plants, Available at: http://www.dawn.com/wps/wcm/connect/dawncontent-library/dawn/news/pakistan/12-plan+for+1500mw+rental+power+plants--bi-07 (Accessed: 14 September 2010) National Technical Experts from P.T. Chazaro Gerbang Internasional (2005), Utilization of Municipal Solid Waste for Electricity Generation 2005, Available at: http://www.adb.org/Clean-Energy/documents/INO-PFS-Municipal-Waste.pdf (Accessed: 24 September 2010) Ranosam and Rambol (2006), The most efficient waste management system in Europe Waste to energy in Denmark, Available at: http://viewer.zmags.com/showmag.php?mid=wsdps (Accessed: 14 September 2010) Rao Rafique (2009), Solutions of energy crisis in Pakistan, Available at: http://www.ilmkidunya.com/student_articles/solutions-of-energy-crisis-in-pakistan.aspx (Accessed: 14 September 2010) Visvanathan Ulrich Glawe (2006), Domestic Solid Waste Management in South Asian Countries A Comparative Analysis, Available at: http://www.faculty.ait.ac.th/visu/Prof%20Visu's%20CV/Conferance/25/3R-MSWM.%20Visu.pdf (Accessed: 14 September 2010) Waheed Habib (2009), Pakistan Energy Crisis, Available at: http://www.articlesbase.com/public-companyarticles/pakistan-electricity-crisis-912410.html (Accessed: 24 September 2010)

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