Marketing  Research  Project    

Abstract Today, an air and water pollution, insufficiency of electricity, exhausting resources such

as fossil fuel that is limited, and widening gap between rich and poor are social issues in

India and all over the world as well because of sudden increase in population.

For the solution of these problems, nuclear fusion plant is the best, and this project try

how can nuclear fusion plant resolve these issues with mentioning the big five benefits and

even some weaknesses of this plant. Moreover, this project will try to develop India toward

the top GDP in the world with developing nuclear fusion plant.

Incidentally, even though India is developing today, enormous people have problems of

their lives; thus, this project will try mostly to resolve the problems for a comfortable and

secure life of people in India.

1. Hofstede’s Cultural Dimension Indian  Hofstede’s  4    

• Power distance - 77

• Individualism - 48

• Masculinity - 56

• Uncertainty avoidance - 40 (Exhibit 1)

Exhibit 1

Power  Distance  

Hierarchical degree is especially high in India. The high PDI suggest Caste still exists in India, so it

means society has more unequal distribution power among people and people follow authority. Thus, when we

start our project in India, we should approach this project to the authorities such as CEO or other director

managers in big companies. Because the project of nuclear fusion plant is big business, we are going to deal

with Indian government as well; therefore, we should also approach the authorities of Indian government with

using our network. Moreover, the planers of this project should have authority because Indian people follow to

planers who know everything about the project and the project is going to succeed smoothly.

 

 

PDI   IDV   MAS   UAI  Series  1   77   48   56   40  

0  

10  

20  

30  

40  

50  

60  

70  

80  

90  Indian  Hofstede’s  4    

Individualism    

IDV is near average, so it is considered that self interests and group interests are balanced. Because

several religion are mixed in India, individual is important with people who have different religion and

corporation is important with people who have same religion. Incidentally, when we start a business in India,

we should cope flexibly with any situation such as let Indian workers do their job if they want to do it

individually, but sometimes we need to make a team and good boss for advancing our project.

Masculinity

MAS is a little bit higher than average, so it is considered the big project such as nuclear power plant is

acceptable in India because this project is challengeable and innovative.

Uncertainty  Avoidance  

UAI is somewhat low, so people are okay with ambiguous situations and they accept challenges and

risks. Incidentally, India is democracy so citizens’ opinion will be reflected. Thus, we need to acquire an

understanding for new market from both government and citizens, especially for the power plant that has huge

influence for people and environmental. In addition, low point of UAI is good for opening market of unclear

power plant. India is not familiar with this new power plant due to depending thermal power plant, but Indian

UAI is low so they might be going accept this new power plant with explaining how it will contribute for India

2. Political Stability

Military  

The military has a strength of about 1 million and 130 thousand. In fact India is one of the countries that

has nuclear weapon, and this country is not approved to have nuclear weapon by NPT. However, India is very

peace like they do not have domestic war or war with foreign countries recently.

Politics  

India is the largest democratic country in the world because Indian has 1.22 billion people. In addition,

Indian government changed as Bharatiya Janata Party for the first time in ten years in May, 2014. Even though

government changed, corruption still exists, and even minister and secretary were involved graft. In order to

success this project, we need to find the earnest statesman who is interested in a power plant.

Social  Environment  

The social issue in India is the high rate of rape. Females are still low status because of Caste system. In

fact, foreign females are not exception, because a lot of crimes of rape to travelers are happened today.

Religion  

A conflict among several religions in India is also social issue. Occasionally, arson, plunder and murder

are happened due to religious conflict. In fact, Hinduism has bigger power than Islam in India. People have the

right of freedom of speech but the slander about religion is extremely taboo.

Restriction  on  Business  

Restriction to foreign company is very strict, for instance, for lottery, chit fund, atomic energy and

gambling. In addition, company is able to invest only 49% of entire energy plant investment in India, so as my

project, Indian government and our company divide half investment. If foreign company is against these

restrictions, Indian government expropriates.

3. Major problems in India Population  Explosion    

World  Population  Estimates  by  United  Nation  

Currently   2020   2030  

  Country   Population   Country   Population   Country   Population  

1 China 1,341,335 China 1,387,792 India 1,523,482

2 India 1,224,514 India 1,386,909 China 1,393,076

3 U.S. 314,551 U.S. 337,102 U.S. 361,680

 Insufficiency  of  Electricity  

• More than 300 million people in India still have no electricity.

• 620 million people in 22 states were hit by one of the world's worst blackouts in mid-2012.

• Average temperature is 80° in Kolkata.

• Sometimes temperature goes up to 122° in summer.

Production source of India’s electricity (GWh)

Regularly  Used  Sources  of  Fuels  for  Household  Lighting  

Source No Grid Electricity Use Grid Electricity Total Electricity Line 5.69* 97.61 61.16 Generator 0.48 1.03 0.82 Kerosene 98.55 98.25 98.37 LPG/Gas light 1.57 1.99 1.82 Candle 7.87 7.72 7.78 Solar power 0.12 0.16 0.14 Other 1.09 0.64 0.82

 

68%  

12%  

11%  

5%   3%   1%  Coal  (432526)  

Hydro  (75360)  

Gas  (72826)  

Oil  (29130)  

Nuclear  (17732)  

Solar  PV,  biomass  (5700)  

Satisfaction  with  regularity  of  electricity  supply  (%  of  households  reporting)  

Grade Season Summer Other

Very unsatisfied 82.00 79.84

Somewhat unsatisfied 13.68 15.04

Neutral 1.76 1.76

Somewhat satisfied 2.00 2.80

Very satisfied 0.56 0.56

Insufficiency  of  Water    

• Many water sources are contaminated with both bio and chemical pollutants

• 21% of the country's diseases are water-related

• Only 33% of the country has access to traditional sanitation

• Children of 100 million families live without water at home

• Water scarcity in India is expected to worsen as the overall population is expected to increase to 1.6

billion by year 2050

Unemployment • 113 million people are unemployed.

• 47 million young people such as between 15 years old and 24 years old are unemployed.

• The unemployment rate is 54% in West Bengal state and this rate is highest among all states in India.

 

Air  Pollution  

The  largest  producers  of  CO2  emissions  worldwide  in  2014    

 

0   2,000,000  4,000,000  6,000,000  8,000,000  10,000,000  12,000,000  

China  

United  States  

India  

The  contributors  of  CO2  emission      Insufficiency  of  Fossil  Fuel  on  Earth

 

 

 

   

The  End  Of  Fossil  Fuels  

4.  IMC/  Advertising  Suggestions  

Sales  Promotions  

This project is going to involve Indian government so we need a negotiation with them. In order to

receive an approval of investment and development of power plant from Indian government, we need to

explain what are the benefits of nuclear fusion plant and how does nuclear fusion plant contribute to India.

Benefit  of  nuclear  fusion  plant  • Create surplus of electricity

Nuclear fusion plant is able to create enormous energy. Usually, nuclear fusion plant is

able o create 2 billion calorie from 1 gram uranium;  however,  nuclear fusion plant is able to

create 14 billion calorie from 1 gram hydrogen, so it can be inferred it will create sufficient

electricity supply for Indian people and stop vast blackouts in India.

In addition, because of surplus of electricity, India will be able to sell other energy that is

made by other generating stations to other country around India, and also India can sell

methane hydrate that is buried in the deep Indian Ocean. Thus, India can increase exports and

also it is going to raise up GDP.

• Create surplus of water

When nuclear fusion plant evaporates water, the temperature of nuclear fusion reaction is

going to be over 800. Eventually, this high temperature is also able to use for desalination. As a

process of desalination, seawater is heated up first and then extracts fresh water. Nuclear power

in India is only 3% so with developing nuclear fusion plant, more fresh water can be made and

it is going to resolve the problem of insufficiency of water in India.

In fact, thermal power station, which uses petroleum,  natural  gas,  coal  and  nuclear  

energy,  needs  fresh  water  for  spinning  a  turbine  so  we  can  use  the  fresh  water  that  is  

made  by  desalination for thermal power station.

• Create employment

In order to build nuclear plants, we definitely need vast workers so this project is going to

create lots of employment and cure poor people.

• Resolve air pollution

The CO2 emission of nuclear fusion generation is same as hydroelectric power

generation and it means it is very low, so with increasing the proportion of using nuclear fusion

plant, air pollution is going to be resolved.

• Reduce  using  fossil  fuel  

The resources of nuclear fusion plant are hydrogen, which can be mined from seawater

inexhaustibly so India do not need to be worry about limitation and cost of fossil fuel.

Public  Relations   We need a promotion for not only Indian government but also consumers and stockholders. In order to

be accepted project of nuclear fusion plant among them, we need to promote extensively.

• Town  meeting    

It is assumed some people around the specific proposed construction site are going to

object the project because nuclear plant is considered dangerous. However, this plant uses

hydrogen mostly so it very safety if it has problem or accident. Thus, we need explain this them.

• Bill  board  

Billboard  is  also  useful.  We  can  put  benefits  of  nuclear  fusion  

plant  to  bill  board  and  advertise  our  project.    

 

 

• Media  relations  

  We also want to promote our project extensively. With promoting to government and doing

town meeting, probably medias is going to pick up our project as news, and we can spread more

information.

Epoch-Making Generating Station is

Coming Soon!!

Summary  of  Suggestions    

Indian government established “Rajiv Gandhi Grameen Vidhyutikaran Yojana(RGGVY)” on April

2005. This is the scheme that Government of India launched with the primary objective of creating rural

electricity infrastructure and completing household electrification. The scheme aimed 100 percent rural

electrification and thereafter providing electricity to all households by 2010. However, it is completed

only 44% currently so it is considered Indian government is very eager for an achievement of RGGVY.

Thus, if we can promote well about how good is the nuclear fusion plant that resolves the problem of

insufficiency of electricity, Indian government definitely approve our project.

Incidentally, Indian government does not permit investment of atomic plant so we have to explain

nuclear fusion plant mostly do not use atomic power which is danger.

In addition, India has a possible to make hydrogen bomb from nuclear fusion plant so we need an

agreement about India will not make any bomb from our plant.

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New York Times.

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