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
                               METRIC                                                                                                                                                                                         COMPETITORS




                                                                                              Minimum number of pieces



                                                                                                                                          Over 24.1 Cu (Extra large)
                                            Gas (No CFCs) or HCFCs




                                                                                                                                                                                                                              Electrolux (Frigidaire)
                                                                                                                                                                           $2500-3000 Retail price
                                                                     Adjustable temperature




                                                                                                                                                                                                     Stainless Steel colour


                                                                                                                                                                                                                                                        General Electric
                                                                                                                         No lubricants
                               Importance




                                                                                                                                                                                                                                                                                              Whirlpool
                                                                                                                                                                                                                                                                           Kenmore
                                                                                                                                                                                                                                                                                     Maytag
Customer Needs
Environmental friendly             4 * * * *                                                                                                                                                                                              1                     1 2                     1         2
Efficient energy use               4   *     *                                                                                                                                                                                            3                     4 4                     3         4
Low maintenance                    2     * *
Long life span                     3     *
Sufficiently large                 3         *                                                                                                                                                                                            2                     3 3                     4         2
Safe                               2*
Appealing design                   3                                                                                                                                                                 *                                    2                     3 4                     1         2
Not too expensive                  1                                                                                                                                   *                                                                  3                     0 3                     4         2
                        High                                                                                                             27.3 4200
                        Low                                                                                                              24.1 2400
                     Average                                                                                                               26 2900

                                            TARGET SPECIFICATIONS