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The Starlight Stove Bright Light Innovations has a top management team made up of students and faculty from Colorado State University's Colleges of Business and Engineering. The management team has developed a product known as the Starlight Stove. This stove was developed in hopes to improve the overall quality of life for less fortunate people. The management team wishes to address the everyday consumer needs for safe cooking and electricity. The Starlight Stove requires less biomass fuel and also has the ability to convert heat from the stove into electricity.
This new feature gives everyday people the opportunity to enjoy safe cooking and electricity at an affordable price. The management team knows that they have great technology; they just need a marketing plan in order to get their product out on the market. While the product does not appear to be very sophisticated, it does represent a breakthrough technology for its target market which is located in the Nepal. There are other products that provide electricity or the heat and cooking benefits of the stove, but no other product does both like the Starlight stove.
Bright Light, like many organizations are now seeking new opportunities in international markets. Moving into an international market is a good strategy because they usually are developing countries. These countries have some of the fastest growing markets, especially for new, affordable, reliable technology and can be very profitable for a company. One thing that the management team does need to keep in mind though is that developing countries can sometimes lack in certain tools needed to do business successfully. "But avoid investing in developing countries, and you won't remain competitive for long" (Khanna, Palepu & Sinha, 2007). The company should also understand that many global businesses fail even after well thought out strategic planning occurs and tactical adjustments are needed to correct malfunctions to original plans.