Title of project:
A technical marketing research of the use of CO2-refrigeration at the dairy farmer in Denmark.
This project is a survey involving the dividing factors that contribute to an evaluation of the main issue regarding whether the use of CO2-refrigeration in the Danish national dairy industry is competitive.
The survey, performed as technical market research, takes all stakeholders into consideration including the dairy, the agriculture consultant, the refrigeration engineer and the dairy farmer. The stakeholders have been interviewed in order to understand their literacy on CO2-refrigeration, the present circumstances in the dairy industry and their acquaintance on the anticipated F-gas regulation.
The technical market research is conducted by dividing the analysis into internal as well as external analysis. The internal analysis, based on the Parametermix, processes the expected advantageous properties of using CO2 as refrigeration at the operating conditions at the dairy farmer. Furthermore the survey reviews the operational and set-up costs comparing HFC-refrigeration in proportion to the use of CO2-refrigeration, using PackCalculation II, version 3.08.
The extern analysis, based on Porters Five Forces and the PESTEL-analysis, highlights the conditions that the use of CO2 refrigeration at the dairy farmer is subjected to, including legislation, environmental issues, political initiatives, the economical circumstances in the dairy industry as well as working conditions.
The technical market research is condensed into a SWOT analysis. The SWOT analysis summarizes the research into helpful and harmful factors that have an influence on the competitiveness of CO2-refrigeration at the dairy farmers in Denmark.
The outcome of this research estimates the use of CO2 refrigeration as being competitive as an individual consideration. Dairy farmers are subject to diversified economic situations, which qualify only to the dairy farmers with a healthy economy.
In sheer defiance of the majority of factors that seem to come into play for CO2 as being competitive, heavily indebted dairy farmers or those with a poor financial grounding will not find this product competitive.