Market Analysis and Strategy Development

Market Analysis and Strategy Development
Andrew Knox: Mentored by Jonathan Rubin, Caroline Noblet, and Mario Tiesl

The Northeast region of the US is heavily endowed with forests and thus has the potential for high yields of forest bioproducts – one of which is cellulosic ethanol. The use of ethanol in gasoline reduces greenhouse gas emissions, energy dependence from oil and, financial payments to petroleum exporting countries. The goal of this research project is to design and test marketing strategies for the integration of cellulosic ethanol and other practical biofuels into the Northeast’s light-duty fuel supply. This information can be used to help gauge the potential market penetration that cellulosic ethanol will have in the Northeast – enabling the estimation of gasoline displacement, potential job creation, and production costs. This will be accomplished by performing an in-depth literary review of possible marketing techniques to employ for cellulosic ethanol, formulating a survey tool to determine consumer awareness and interest in biofuels, and utilizing the survey in a focus group setting. The results will produce crucial insights into the most effective way to promote the purchases of biofuels, and provide necessary information to policymakers on potential standards for certification and labeling of biofuels products.

Listen to an interview with Andrew on July 9. 2008 (06:40 minutes)