EcoRes is an independent project designed to reach the goal of energy saving in student accommodation sectors

The object of Eco-Res witness is to achieve a design of aptitude deliver in five years by pickings engineering measures in student accommodation. This applied science management report leave alone give a roadmap of where the future of Eco-Res bemuse lie. The hunting affairs allow be included in this report Current engineering solutions in the cypher saving area. How to make transfers happen? The key number one woods in the transmit management. What factors might stop in the process of Eco-Res picture. Different figures of budges and how to achieve them. The principal(prenominal) risks might exist in Eco-Res invent. Some strategy recommendations and other related to information.Over descry of engine room roadmap for the next 5 yearsCurrently, the ability usage in University mainly depend on the traditional push source. For next 5 years, these goals should be achieved Reduce efficacy consumption by students and staff bread and butter on campus by 30% over the next five years. gain additional savings enormouser than investment to develop further environmental activities over sequence.1. Technology solution indicating leader or engineering science followerEco-Res is an independent go for designed to r severally the goal of sinew saving in student accommodation sectors. Technology solutions applied in Eco-Res labor should enable students and staff who reside on campus to monitor and reduce their residential usage. In ordinate to achieve the tar dispirit of heartiness saving, nigh renewable get-up-and-go technology should be used in Eco-Res advise. Considerable technology solutions are listed below.Solar p longingovoltaic technology converts solar radiation into electricity, and in this way, solar photovoltaic system quite a little produce brawn for fooling life usage. Solar thermal technology mainly collect the alter from the Sun by solar collectors, and transfer heat by hot water. Solar great power is a kind of green re adiness which support be installed easily and widely in student accommodation.Wind power potbelly be utilized by wrench turbine. A wind turbine plays a voice of converting wind energy into mechanical energy. Different type of wind turbine so-and-so be used according to divers(prenominal) circumstances. other technology solution is take installation. By installing LED lights, a erect amount of energy bills can be saved. Cycle by cycle laundry equipment could besides be considered as a technology solution.Biomass is another technology solution can be considered. Biomass can e truly be used directed or convert into other energy forms. Garbage, wood, waste, landfill gases and alcohol fuels are the main resources of biomass.1. Type of change management compulsioned key driversThis section volition summarize the almost(prenominal) important drivers of change management. In Eco-Res project, the main change management drivers lie in strategical change, technology change, cha nge forces and humans resource.Figure Nature of change (Balogun and accept Hailey,1999)This picture shows the type of change model. From the aspect of Eco-Res project, the main drivers of this technology change are increasing desire of energy (Incremental) and low energy efficacy (Transformation), in that keepfore, Eco-Res project is an evolution.Staffordshire University, adapted from Balogun and Hope Hailey,1999, Exploring Strategic Change, Prentice Hall.CUserssdzhangweiDesktopQQ20141228200251.png beginning adapted from Johnson & Scholes, 1999, Exploring Corporate Strategy, p.511From the change style model produced by Johnson & Scholes (1999), the Eco-Res inescapably transformational change, in that locationfore, the direction style strategic should be applied to the project. The key driver to this change management is the use of authority to set direction and inwardness of change.Morgen Witzel (2003). Fifty key figures in management. Routledge, 2003. ISBN 0-415-36977-0p.96 .In technology change, it willing be very necessary to respond to change according to mousetrap Theory. According to the functional theory of Henri Fayol (Morgen Witzel, 2003), in technology change management, there were devicening, organizing, ascendanceing, co-ordinating and controlling. In technology management today, there should also collapse forecasting. By applying the functional theory to Eco-Res project, the key drivers can be summarized as follow Make a complete project plan for recommended technology solutions in Eco-Res project. Appropriate organization of Eco-Res project. Make a Gantt chart of Eco-Res project to command it. Arrange divers(prenominal) specialized peck on different role in Eco-Res project. By setting up milestones in the project plan to control the process. Get to know the future of the technology solutions applied in Eco-Res project.1958 J. March & H Simon organisations (New York, John Wiles & Sons, 1958)From the respect of internal pressures, Ec o-Res project need to fulfil the necessitys of energy saving raised up by s renderholders. From the respect of external pressures, much and more benefits of renewable energy appeared recent years. For example, governing supports and grocery storeing benefits. merchandise pull and technology push like renewable technology becoming more important in energy food merchandise and more and more renewable energy can be recognize in daily life are the promotion sections of Eco-Res project.From the perspective of human resource in managing change, different role plays different dampen in the change management. First of all, as the change agent in Eco-Res project, this entity should do a long-term strategic plan for this project. As the strategic lead in Eco-Res project, this role should vouch every process of the project difference well to achieve the goal of energy saving. As middle managers, these people contribute to Eco-Res project as gate players. The middle managers sho uld convey the legal opinion from the top manager and reflect the feedbacks from the lower managers, and they also control the executing of Eco-Res project.3. Resistance to changeCommon reasons for resistanceTopicReasoning egocentrismFor students themselves, Eco-Res project do not provide direct benefits.DisagreementDo not trust Eco-Res project can achieve the goal of energy saving. On the other hand, students may think too overmuch time and money will be spent on this project.Remuneration by dint of the period of Eco-Res project, the reward of work may change, but because of the contract, the remuneration will not change, therefore, staff postulate in this project may not satisfied with this.FearNew technology may exist some risks during installation and usage.MisunderstandingThe tar tucker out of Eco-Res project may not be expressed clearly.HabitStudents and staff live on campus may like to stick to traditional habit, and refuse to involve in Eco-Res project.Culture good deal from different heathenish background may start different count of energy saving.IndifferenceNot all students and staff concern intimately environmental problem.Forcefield Analysis (Lewin, 1951)Organizational resistanceTopicReasoning animated StructureHierarchical and flattened relationship as an existing complex body part may make things more difficult in new technology management.Power BasesSpecific power bases are necessary like compute controls, autocratic or not and stakeholder mapping.CultureDifferent ways of relations with different technology management.PlanningTechnology roadmap including mission, vision, forecast, firefighting, reactive, resources and rewards make limitedally for Eco-Res project is necessary.TrainingStaff involved in Eco-Res project should be happy before the start point.ResourcesHuman resources and material resources should be considered properly.IncentivesToo much or too little incentives will be the resistance element in Eco-Res project. Proper incentives can inspire staff work dangerouser. archivesThere were some energy saving project before Eco-Res project, and there also exists some traditional solutions may affect the innovation in Eco-Res project.Cultural Web (Johnson et al, 2005)Lewin K. (1951) Field Theory in Social Science, harper and Row, New York.4. Hard and/or Soft system changesIn hard system changes, there are different technology solutions and installation of the renewable energy equipment.In soft system changes, the main point is cultural change of the organization. From the culture web of organization (Johnson et al, 2005)Johnson, G., Scholes, K. and Whittington, R. (2005) Exploring Corporate Strategy, Prentice-Hall,Harlow.CUserssdzhangweiDesktopQQ20141230043225.png5. Major risks or downsides for the initiativeRisk spreadsheetRisklikelihood tingeMitigation optionsWrong estimation of the process durationmediumlargeKeep working on the wrong estimation process and get another independent process begin at the like time.Under wareion of the energy saving projects taskmediumlarge attach duration of the task and rearrange the project process arrangement.Cost overspend (variable components prices)largelargeLook for other investors and build cooperation, or talk terms more investment from existed investors.Decrease of government subsidizationmedium bittyIncrease the efficient of the energy saving project to save cost.Equipment also-ran in usagemediumMedium-largeEstablish maintenance team and localisation the equipment immediately.Variables of weatherMediumlargeBackup the electricity usage by using existing grid to power up.Failure of installation of facilities elongationMarket strategy for Eco-Res solutionExecutive SummaryThis report proposed a market strategy to promote and encourage use of the Eco-Res solution by University students victuals on campus.1. Market searchThe purposes of Eco-Res project market research are identified as Get to know the attitudes of students and staff on ca mpus towards Eco-Res project. Determine promising students and organise markets (on campus) for Eco-Res project. Help make market split upr by doing a survey somewhat how students behave to achieve energy saving. Recommend a most acceptable renewable energy technology from the market research, and also investigate an acceptable cost for Eco-Res project.Both Internet-based and mail-based surveys were implement to assess the sentiency and attitudes of students and staff on campus towards emerging renewable technologies. And the methodological analysis of the Eco-Res market research is Aim at students and staff live on campus. Developmentally market researches should be designed to determine the target market more accurately.The overall key findings of the present market researches are well-nigh students and staff who participated in the market researches are quite touch with energy saving, and they think more improvement of energy saving should be do in the University of York . Solar PV is the most acceptable technology in energy saving area. As for daily life behaviour, most students and staff have more or less energy saving habits.The gaps of present market researches are The most questions in the questionnaires are near the general awareness of energy saving, further investment roughly Eco-Res project should be done. Researches about personal and general information about students should be done to get to know the customers of Eco-Res project better.1. Motivation theoryTo make students and staff living on campus get involved in Eco-Res project, some motivation theories should be applied to subjoin the amount of participation.Maslow Hierarchy of NeedsA conspiracy of Maslow-Hierarchy of Needs model and Self-Efficacy theory could be applied to Eco-Res project, specifically, the esteem and recognition part could be combined with the Self-Efficacy theory. Eco-Res project fulfil the requirement of energy, therefore, the physiologic stage has been ach ieved. The energy usage in daily life can be guaranteed in Eco-Res project. Safety as a basic requirement in energy usage can also be a fundamental assurance. In the aspect of Love/Belonging, an association of Eco-Res project can be established to make students aware of their contribution to school energy saving. By involving in this visible association, a feeling of belonging is exploitation, and Eco-Res project will not just a school project.The combination part is the most import part in motivating students and staff. In social club to let students feel respected, every student involved in Eco-Res project should be connected by email and text, and special services for rank and file should be established. Different school events like renewable energy entre and practice of installing renewable energy equipment should be held. By these kind experiences, students on campus will get the meaning of Eco-Res project. Elective courses can be set up to coach students in behaviours of e nergy saving in daily life and also introduce the honor of Eco-Res project. At the same time, speeches about energy saving or some green consequence speech competition can be held in order to increase the concern of energy saving between students.Bandura Self-Efficacy TheoryAjzen Theory of be after Behaviour (Ajzen, 1985)From the model of Planed Behaviour theory, it can be proven that a complete plan of Eco-Res project is very important. By providing a specific progress to students on campus, the feeling of everything is under control can be established.c. Market segmentationMarketing is the heart of a triumphful technology project like Eco-Res project. In order to convey the information efficiently and effectively, a considerable way is based on marketing segmentation. Market segmentation is defined as dividing a market into distinct sorts of buyers who have distinct needs, characteristics, or behaviour and who might require separate products or marketing mixes (Arm good. G . and Kotler. P. 2005). There are many different ways to divide market, and the Determinants of Consumer Behaviour model (Kotler and Armstrong, 2008) could be referenced for market segmentation.From the perspective of behavioral segmentation, a survey about Eco-Res project produced by Rachel Bate showed that most students and staff on campus have the habit of saving energy. The Defra research (James Murray, 2008) could be a reference for Eco-Res project marketing segmentation, and the Defra research produced a great method of dividing behavioral segmentation. However, different level of concern lead to different frequency of behaviour. The types of consumer behaviour (Doyle and Stern, 2006) showed the theory support of behavioural segmentation. Therefore, the target conclave in behavioural segmentation first comes to students and staff who have very good energy saving habits. Students and staff who are not concerned about energy saving could be the emphasis of promotion.CUserssdz hangweiDesktopmotivation.pngTypes of Consumer demeanor (Doyle and Stern, 2006)Students and staff from different economic circumstances could also be a way of segmentation. People from low-income household may value more about energy saving, since Eco-Res project could bring a great saving of energy bills. However, in Eco-Res project, there may exist cost to get involved in this project. Students and staff from higher income family also have a mark to join Eco-Res project considering the cost and benefit from this project. Therefore, an appropriate cost for Eco-Res project and an announcement of the money could be saved from this project are required.In the aspect of demographic segmentation, students and staff may have different view of Eco-Res project because of different age, occupations and educational levels. A market research from group 6 showed that people who have higher educational levels concern more about energy saving. A deeper market research should be made to show how age and occupations affect peoples tendency to take part in Eco-Res project. This research could also include survey about students from different countries and different colleges. In this way, the demographic segmentation could combine with geographic segmentation. For example, if the market research shows that both postgraduate students and students from other countries concern a lot about energy saving, then the Wentworth College could become a target market.d. The marketing mixThe 4 Ps Marketing Mix (McCarthy, 1960) comprises Product, Price, house, and Promotion. The important elements offer a useful matrix to assess Eco-Res project. Eco-Res initiatives should address each of the 4Ps. While Eco-Res project do not control the technology and installation, the success of this project is only linked to the success of getting students and staff involving into this project. The most important goal of this marketing strategy is building a strong customer base for renewable energy te chnology usage in their dormitories. The 4Ps of Eco-Res project are defined as below.For marketing purposes, Eco-Res project can evaluate the product from the perspective of consumers rational and emotional attitudes towards energy saving. These attitudes affect the desire to get involved in this project. The brand name is Eco-Res, and the value of this project is to save energy and develop more environmental friendly projects. In Ansoff Matrix model, Eco-Res project in the University of York belongs to product development. In product development, Eco-Res project should develop plans to fulfil the target market segments. In order to build a sustainingPicture Ansoff Matrix (Ansoff, 1957)brand for Eco-Res project, the value of energy saving in this project should be showed to appeal the target students and staff who are interested in energy saving in the behavioural segmentation. In order to express Eco-Res project better, a logo was designed as follow.CUserssdzhangweiDesktoplogo.png Picture logoPrice is one of the biggest barriers to growing the energy saving marketing, and Eco-Res project should be addressed to help bounce back customer price concerns. Eco-Res project has a merit of saving the energy bills for students and school, which could make accommodation fee per week cheaper compared with non-Eco-Res buildings. Different prices should be essential to appeal to students and staff in different economic circumstances. For example, customers can shoot the LED installation plan only or both LED installation plan and solar PV installation plan. Different choices come with different prices, and a list of cost and maintenance fee should be produced.Place should be considered through the building of a strong provider network. This supplier network should ensure students can easily find different part of Eco-Res project. In other words, this project should be visible. In place strategy, Eco-Res project can use website, referral systems and fixed places in targ et colleges. An Eco-Res project website should be established to help students and staff on campus know the Eco-Res solution better. A general introduction about Eco-Res, the benefits of Eco-Res and the way to get involved in Eco-Res should be showed on the website.Another way of place strategy is by email. In target colleges which showed large interest in Eco-Res project from market research, messages about Eco-Res should be emailed to the students and staff in these colleges. Referral and information desks should also be set in these targeted colleges.Promotion behaviour of Eco-Res project should be presented to ensure the right messages are conveyed. Exhibitions about Eco-Res project can be held in these targeted colleges, and at the same time, direct advertising by post or door-drop could be down. Social media (like Twitter and Facebook etc.) promotion between students and staff is also necessary. On school journals in University of York, the accurate target and value of Eco-Res project should be introduced.