Transcript Thermoacoustic Refrigeration

Thermoacoustic Refrigeration
by Tekin Ozcay
Product Description
A thermoacoustic refrigeration device that
operates efficiently by using sound waves
and non-flammable environmentally
friendly gases and that is suitable for
handling residential refrigeration needs.
Situation Analysis
 Market size: 830,000 refrigerators annually sold in
Canada
 Sales of major household appliances: $ 1.4 billion
 Competition:
 Electrolux (Frigidaire)
 General Electric
 Kenmore
 Maytag
 Whirlpool
 Plus 30 others
Trends
Elimination of CFCs
(H)CFCs?
Electricity Efficiency
Tightening environmental regulations
Target Market
In Canada
25 to 44 year-old (married) couples
Home owners
High income (4th to highest Quintile)
Environmentally conscious
A closer look at the target market:
High income
4.5 million households with $ 53,000
and over income
 25 to 44 year-old (married) couples
49,7 % of the two highest quintile
85 % of them are husband-wife households
153,000 new marriages every year
A closer look at the target market:
Home owners
90,9 % are home owners
Canada average is 64.7 %
Note: Over 70 % replacement purchase
Basically, target customers are 25-44 year-old married couples
who own their home and have $ 53,000 and higher income.
These approximately account to 4 million households in Canada.
Customer needs and expectations
Environment friendliness
Efficient
Nice design and colour
Capacity
Long life span
Safety
Product Features
No CFCs
Competitively efficient
Adjustable temperature control
Safe (No-flammable gases)
Minimum moving parts
Extra-large
$ 2500-3000 retail price
Needs-Metric Matrix
Not too expensive
1
Long life span
Sufficiently large
High
Low
Average
*
27.3 4200
24.1 2400
26 2900
TARGET SPECIFICATIONS
General Electric
Electrolux (Frigidaire)
Stainless Steel colour
*
Whirlpool
3
Low maintenance
Maytag
Appealing design
Efficient energy use
4
Kenmore
Safe
* * * *
4
*
*
2
* *
3
*
3
*
2*
Environmental friendly
$2500-3000 Retail price
No lubricants
Over 24.1 Cu (Extra large)
COMPETITORS
Minimum number of pieces
Adjustable temperature
Customer Needs
Gas (No CFCs) or HCFCs
Importance
METRIC
1
1 2
1
2
3
4 4
3
4
2
3 3
4
2
2
3 4
1
2
3
0 3
4
2