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Green Life

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Submitted By ambre4469
Words 7937
Pages 32
GREEN LIFE
An Electronics Recycling Service
To educate and to serve

Marketing Project

By students: Ambre Comes

Gonzague Cavrot

Morgane Wernert

Rainer de Sousa

Romain Ades

Course: Marketing Principles

Professor: Girish Prayag

Supervisor: Jeanette McDonald

Skema Bachelor

Spring 2011

Executive Summary

Undergraduate students at the Skema Business School at Sophia-Antipolis, France; we have been conducting an on-campus marketing feasibility study to evaluate what would be the chances of successfully implementing a new service to the entire school community, focusing especially on the French student population. Our service concept involves educating our target market about recycling (focusing on the recycling of electronics), motivating our target market to recycle electronic devices, collecting the devices and handling them to recycling facilities.

We carried out an initial exploratory research in the form of a focus group and based on it, on our insights and perceptions about the relation between the issue of recycling and our school, and also based on secondary research, we developed a descriptive research in the form of a questionnaire in French composed by closed-ended questions to be answered by 100 francophone Skema students chosen randomly across various classrooms. We obtained a 100% response rate.

The analysis of the study results has indicated that despite the fact that practically everyone considers recycling important, almost a third of the respondents don’t take into consideration how green a school is before applying to it. Most people recycle plastic and paper, but only a very small number recycle electronics. More than half of the respondents said they keep their old electronics for a while, but end up throwing them for not knowing what else to do. Additionally,

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