Analysis Of Glass Recycling Business Strategy Of A New Green Building Material Entrepreneurship

Glass has been used for thousands years. The earliest known glass objects were beads, the mid third millennium BCE in coastal north Syria.[1] Modern glass industry, especially after the invention of float glass manufacture technology, make it reality that large amount various glass products are widely used in human world. Since 1959, UK developed the world’s first commercially successful manufacture of high quality flat glass; globe glass production has been rapidly growing up, 2010 globe annual glass production reached 55 million tons [2]. China has leaped to the largest glass manufacturer. According data from national bureau of statistics, 2014 china annual glass production rushed to 40 million tons. In production process, it makes 15%-25% waste glass [4]. 3%-5% urban trash is waste glass [6], and the proportion is consecutively increasing. But in China only 10% waste glass are reused [3], big lag behind EU developed nations on average of 63% waste glass reuse rate [4]. The waste glass recycling industry in China is nearly “Zero” [6]. Some researches show recycling waste glass can reduce 6%-22% atmosphere pollution, save 6% energy [4]. Western developed nations have established systematic waste recycling industry. Chinese various scientists and engineers are chasing through hardworking.Through 5 years efforts on R&D, writer developed a manufacture technology which make Micro-crystalline glass, Micro-crystalline ceramic and micro-bubble ceramic almost all from recycling waste glass. This technology has two competencies. The first one is our unique forming technology of which waste glass composite is up to 95%, organic additive extremely little. Fast sintering system is another competency which is quite different from traditional process. It makes energy saving and higher production efficiency.This thesis aims marketing strategy developing of Micro-crystalline glass, Micro-crystalline ceramic and micro-bubble ceramic products. With the help of strategic development theory, analysis tools of marketing environment and knowledge of management, study micro-enterprise how to make these new green building materials to be used in popular. Why we choose entrepreneurship making green building materials? At first of all, Chinese society need cleaner water, fresh air and reduce wastes after decades crazy developing. Second, government encourages “the mass entrepreneurship and innovation”, and has written resource recycling economy into developing schedule 2015-2025[67]. The third, we have core technology. To make mosaic tiles rather than other products is a considerate choice. It depends on two facts. One is the mosaic tiles’ market is huge enough whose market volume is up to 20 billion Yuan and trend to be more diversifying as more and more after 80 s and 90 s generation became consuming main force. The other one is there are plenty of niche markets inside and niche market is more suitable for small and micro enterprises rather than big enterprises considering the fact that small and micro enterprises are much easier to adapt changes than big enterprises do.Based on real enterprising operational data, break-even risk analysis told me the business is profitable. But our business is facing many challenges. Marketing personnel met great pressure as we did not know in advance. At the beginning, we are small, lack of resources. Further our competitors are very strong. It is nearly impossible to find a space they did not touch. Finally, it is meanless only to tell potential customers that our products made from 95% waste glass or it is environment protection products. Environment protection is not Chinese customers’ priorities. Next step we need to enhance company’s resource, bring in sales talents, improve marketing and selling capacity. Second, we need to further focus on niche market, further take care of consumers’ feeling, reinforce focus strategy implement. Finally, we need to enhance Non-equity strategic alliance, further cooperate with citizens, society and government protecting environment, appeal for more supporting and helps.The body of this paper is divided into six parts. The first part is introduction. It is mainly about the purpose, meaning, theme, and research method of this paper. The second part is Literature Review in which the basic concepts, relevant literature and analysis tools used in this paper will be introduced in detail. The third part is case description. This part presents the general characteristics of new green building materials, prospect of application, and competing product market. With the detailed analysis of the internal and external environment of the company, the strength and weakness, opportunity and threats will be revealed in the fourth part. And in the fifth part the author will provide specific suggestions for marketing of new green building materials which are Focus Strategy and Non-equity strategic alliance. Finally, the sixth part is the general summarize of the strategy and tactics for the development of glass recycling industry as well as the vision of future study in this subject.The conclusion of this paper is that only with the combination of Focus strategy and Non-equity strategic alliance; including government’s financial and non-financial supports can the micro-enterprise choose to run new green building materials in waste glass recycling industry.