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Sustainable initiatives refer to the steps taken towards achieving sustainability. Various steps must be taken in order to achieve sustainability. Over the years, Dubai has taken a lot of steps towards achieving sustainability. They have mainly focused on environmental sustainability because it is the major concern for environmentalists. In recent global analysis of ecological resource use, the UAE came out top as the least environmentally friendly country owing to its heavy reliance on air conditioning and desalinated water. The LIVE PLANET report in 2006 revealed that UAE was responsible for the world's largest ecological footprint. World Wildlife Fund revealed that UAE was five times more unsustainable than any other country in the world.
This business report would be written to show the need for the cool roofing initiative in Dubai. It will cover the description, properties, types and benefits of the cool roof. It would also show the legal and organisational structure of the business and the marketing plan of the business and demonstrate how the business would use the marketing mix to promote the initiative. This report would help prove that there is a potential demand for cool roofs in the UAE. This report would be to introduce the business initiative cool roofs in the UAE. The type of sector being focused upon would be the secondary and tertiary sector because it has to do with manufacturing of the cool roofs and provision of roofing services. This report would help prove that there is a potential demand for the use of cool roofs in buildings as a cost effective way of conserving electricity in the UAE.
A cool roof is a roof designed to maintain a lower surface temperature in bright sunshine than a conventional or traditional roof. They reflect more sunlight and releases more absorbed heat thereby reducing the heat transferred into the building below. The coolness of a roof is determined by two properties:
1. Solar reflectance or Albedo which refers to the fraction of sunlight and heat reflected away from a building, reducing roof temperatures.
2. Thermal emittance or emissivity which is the ability to emit absorbed heat. This describes how well the surface radiates energy away from itself.
Both solar reflectance and thermal emittance can be expressed as a percentage or in decimal fraction. The properties are measured on a scale of zero to one (0 to 1) - the higher the values, the cooler the roof
Cool roofs may be installed on low-slope roofs (such as the flat sloping roofs typically found on commercial and industrial buildings) or the steep-sloped roofs used in many residences and retail buildings. Cool roofs for commercial and industrial buildings can be made from inherently cool roofing materials or an existing roof can be made reflective by applying a solar reflective finish to its exterior.
Cool roofs provide both instant and future benefits. These include:
Reduced energy cost and use
Dubai has the world's highest per capita energy consumption at 20,00kWh per year (Sinclair, 2008). It transfers less heat to the building so the building remains cool and uses less energy for air conditioning, thus reduces the need for electricity to cool buildings and increases savings on annual electricity.
Extended service life of roofs
They reduce roof maintenance and replacement expenses by extending the life cycle of the roof and reduce roofing waste added to landfills. Thus, they are durable and sustainable.
Improved human health and thermal comfort
They reduce the air temperatures and increase thermal comfort in buildings helping to prevent heat related illnesses and deaths.
Reduced air pollution and greenhouse gas emission
By lowering energy use, they decrease the production of related air pollution and green house emissions. They also decrease the emission of nitrogen oxides, sulphur oxide and mercury from electrical power plants.
The name of my company will be "BEMA ROOFING PLC". It will be based in Dubai, the United Arab Emirates. It will operate both in the secondary and tertiary sector of business because it has to do with the manufacture and sales of roofing materials. We also provide roofing services. The company will be doing direct production and sales of sustainable roofs, otherwise known as cool roofs.
Bema roofing has several aims, objectives and policies as an organisation but we tend to pay more attention to the main areas that give rise to significant sustainability effects. Our sustainability targets have been directly aligned to our core business objectives. The central doctrines of this policy are:
To reduce greenhouse gas emissions.
To help restore the global ecosystem.
To prevent ecological degradation which leads to the destruction of the ecosystem and extinction of wildlife?
To reduce harmful effects upon the environment and use sustainable resources where possible.
To integrate the best environmental practices into everyday business processes.
To realise commercial returns in an environmentally responsible and sustainable manner.
It is mandatory that every legal business, irrespective of size, environment and nature of the business, should have a legal structure and an organisational structure in order to ensure smooth operation of the business. Bema roofing would be adopting the private limited liability company legal structure, making it Bema roofing plc. This means it could be owned by a minimum of two and a maximum of fifty private shareholders; it would be a separate legal unit from its owners, the shares cannot be easily sold to members of the public and there would be perpetual succession unlike structures like sole trading where there is no succession after death of owner and public limited liability companies where the shares can be bought on the stock exchange by any member of the public. I chose this legal structure because of the benefits that comes with it:
The profit is shared between a few people
It is relatively less cumbersome to organise and operate
There are less legal restrictions
The organizational structure of a business indicates the roles of the employees and establishes a clear line of communication between them.
Organizational structures are considered the most predominant framework of a business and are also very compulsory because they show the roles, responsibilities and relationships of each member and department of the firm. It ensures for proper division of responsibilities within an organisation. Due to the size, nature and experience required for the operation of the organisation (Bema) (or for production), It would have a wide span of control and a tall hierarchy. This means there would be a large number of employees and quite a number of managers to supervise the activities carried out by the employees of the various departments of the organisation. The organisational chart shows the stages of hierarchy of people in the business. As shown in the organisational chart in the appendices below, there would be:
A board of directors, which consist of the shareholders of the business and make the final decisions of the business.
A managing director, which is an active shareholder and head of all other directors.
A marketing director, which is in charge of the marketing department. Marketing managers may also design and oversee variousÂ environmental scanningÂ andÂ competitive intelligenceÂ processes to help identify trends and inform the company's marketing analysis.
A finance director, which is the head of the finance department and monitors the company's accounts. A financial manager is responsible for providing financial advice and support to clients and colleagues to enable them to make sound business decisions.
A human resources director, which is in charge of the human resource department and is responsible for theÂ attraction,Â selection,Â training,Â assessment, andÂ rewardingÂ of employees, while also overseeing organizationalÂ leadershipÂ andÂ culture, and ensuring compliance withÂ employment and labour laws.
A production director who controls the production department. A production manager is involved with the planning, coordination and control of manufacturing processes. They ensure that goods and services are produced efficiently and that the correct amount is produced at the right cost and level of quality.
A marketing plan outlines the detailed actions you aim to carry out to attract potential clients and persuade them to buy the products or services you provide.
The target market would be organisations, construction companies, roofing companies, owners of residential, industrial, commercial buildings and offices whose intent is to reduce electric and roofing bills and have the interest of the environment at heart.
With a good understanding of the marketing mix (price, place, product and promotion) and the market size, mapping and analysis, Bema roofing plc has decided to tackle the four P's of the marketing mix individually to ensure that the product is highly effective and competitive and generates maximum profit and returns on investments.
PRICE: We would ensure that the goods are provided at a reasonable price. It would be cheap and affordable to wholesalers, retailers and direct consumers of the product.
PLACE: We would also ensure that the products are available at various sales outlets located at places which are convenient for consumers to access. Various strategies like selective, intensive, exclusive distribution and franchising can be used by our marketers to compliment the other aspects of the marketing mix.
PRODUCT: The product would be of good quality, sustainable, have a good and appealing appearance, would be packaged and warehoused properly after production. The product would be obtainable in a different variety of shapes and colours - including "cool black" in some cases. It has a 3year or two and half year warranty within which it is subject to free repairs and change if the need be or arises.
PROMOTION: In order to create a public awareness about the initiative, various modes/methods of communication would be adopted by the marketing department to provide information to different parties about the product. These include:
Advertisements through cinema commercials, radio, internet, print media and billboards.
Public relation through press releases, sponsorship deals, exhibitions, seminars, trade fairs and events.
Personal selling which is informal communication by individuals and satisfied customers. This is where the sales force comes to play an important role.
Methods & Findings:
The method used was primary and secondary research. In the primary research, a survey amongst the target market and an experiment was carried out on a roof in Arizona to determine the preference for home roofs and to show the need for cool roofs.
In the survey.
In the experiment, Hand-held temperature readings were taken from a certain roof before and after a cool roof treatment on a hot summer afternoon. When the temperature reading was taken from the roof before treatment, the thermometer reading was 178-degree Fahrenheit at the roof surface. (But) After a cool roof treatment was installed, there was a dramatic decrease in roof air temperature. The thermometer reading was then 93-degree Fahrenheit. This proves that cool roofs installation reduce the building temperature as well as the roof temperature.
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