The SWOT analysis includes and summarized all relevant information gathered during the analytical phase of the marketing plan and categorizes them in:
Strengths:
characteristics of the Orchid House that may provide it with competitive advantage over others.
Weaknesses:
elements ot trend that may represent chances to improve performance in the external environment.
Threats:
Strengths Weaknesses
Opportunities Threats
1. Hosue projected for subtropical weather condition 2. A solution for stormwater run-‐off
3. A solution for urban regeneration
8. To innovate the modularized products by development
10. We have hign technology support
2. limited financial resources
public
1. Difficult to adapt to various type of rooftop
7. Limited awareness of Team Unicode brand to general 3. Hard to convinced by those who occupy the rooftop
1. Taiwan social housing ratio is low
2. The increasing population of younger generation cannot 11. The innovative green core system
afford a house in city
3. Integrating single house system into city network system 5. Improving the urban landscape by design but ramain the original urban context
1. How to comply with social justice 2. The market would be pessimistic
3. Highly fragmented sectors need to integrate 4. Limited awareness of the necessity of green building 5. Reducing the private space of certain group
6. Difficulty of the household in Orchid House to pay-‐back the money they earn from the energy saving
5. The excellent enterprise devote to the green field 6. To encourage city government modify the inapplicable law and policy
7. To systematize the old building
characteristics that may place the Orchid House at a disadvantage relative to others.
elements or trends in the external environment that could cause trouble for the Orchid House.
6. To save energy
7. To solve heat island effect
9. To collaborate with enterprise and academic 4. Deal with social housing issue
4. Improve the urban landscape -‐ city beauttiful movement of social housing in prefabricated houses, economical construction method and ecological materials Opportunities:
SWOT ANALYSIS
The SWOT analysis includes and summarized all relevant information gathered during the analytical phase of the marketing plan and categorizes them in:
Strengths:
characteristics of the Orchid House that may provide it with competitive advantage over others.
Weaknesses:
elements ot trend that may represent chances to improve performance in the external environment.
Threats:
Strengths Weaknesses
Opportunities Threats
1. Hosue projected for subtropical weather condition 2. A solution for stormwater run-‐off
3. A solution for urban regeneration
8. To innovate the modularized products by development
10. We have hign technology support
2. limited financial resources
public
1. Difficult to adapt to various type of rooftop
7. Limited awareness of Team Unicode brand to general 3. Hard to convinced by those who occupy the rooftop
1. Taiwan social housing ratio is low
2. The increasing population of younger generation cannot 11. The innovative green core system
afford a house in city
3. Integrating single house system into city network system 5. Improving the urban landscape by design but ramain the original urban context
1. How to comply with social justice 2. The market would be pessimistic
3. Highly fragmented sectors need to integrate
4. Limited awareness of the necessity of green building 5. Reducing the private space of certain group
6. Difficulty of the household in Orchid House to pay-‐back the money they earn from the energy saving
5. The excellent enterprise devote to the green field 6. To encourage city government modify the inapplicable law and policy
7. To systematize the old building
characteristics that may place the Orchid House at a disadvantage relative to others.
elements or trends in the external environment that could cause trouble for the Orchid House.
6. To save energy
7. To solve heat island effect
9. To collaborate with enterprise and academic 4. Deal with social housing issue
4. Improve the urban landscape -‐ city beauttiful movement
Analysis of the situation
• Definition of the Communication Objective / Message
Promoting knowledge of urban cities, architecture, and green energy.
• Identitfication of the Target Group:
the government, academia, those interested in architecture and sustainable energy.
• Message/s Establishment
We will use Orchid House as a prototype to disseminate our research for the house and the ur-ban issue.
• Action’s description / Projects i. Presentation of Proposal:
• Project: New city aesthetics – Urban rooftop regeneration
• Objectives: to offer a proposal to city government about the integration of social housing is-sue and urban regeneration.
• Time: March~September 2014
• Channel: publication, exhibition and workshop held by government.
• Audience: Department of Urban Development, Taipei City Government.
• Leader: David Tseng, Professor; Shuchang Kung, Associate Professor.
• Execution: To propose and demonstrate, via our solar house pototype, the possibility that it can transform the rooftops and increase the provision of social housing. It has been a com-mon practice for city housing to extend upwards by utilizing the roof area which was idle.
This is most evident in urban row-houses and duplex-houses in order to gain more livable space. However, we see this as an opportunity to convince the government to provide policy 3. Smart Living
4. Self-Sufficiency 5. Social Benefit
6. Collaborative Approach ii. Academic Conference:
• Project: Innovated, industrialized construction progress via academic collaboration with en-terprises - modularized and pre-fabrication system.
• Objectives: To offer a combination of seminar and forum to the community of academia and
professionals who are committed to sustainability and green practices in order to generate more awareness and discussion.
• Time: March~September 2014
• Channel: Publication, seminar, forum
• Audience: Academia such as NCKU, NTUST, delegates from enterprises, professionals from associations of architects, engineers, and students
• Execution: The focus of the conference will be - for the conservation and efficiency of energy we developed the Green Core System which serve as the heart inside the Orchid House. It provides not only the cooling effect but also helps ventilation. The most unique part is that it also maintains a comfortable balance between air and moisture for the interior. We wish to share this result of research with the audience and, via exchange and dialogues, messages and innovative concepts will be spread around the professional community.
iii. Open Panel – the Orchid House and Current Technology:
• Project: New Living Container - the Orchid House
• Execution: Forums and lectures will be offer at several government-backed locations -
- 2013/10/15: Big Data & Open Resources
- 2013/10/22: Hackathon & Design Thinking - 2013/10/29: Smarter City out to a broad range of audience whether general public or professional.
2.3 Outreach - Education Strategy
Planting the solar seeds (for a better future)We regard education as the most important communication strategy in our plan since it dierctly reaches our next generation – the foundation for our future. Therefore, we have designed such strategy to aim at mainly the high schoolers who have the basic interest in architecture, urban living, sustainability, and renewable energy. It will be executed in Phase 2.
• Definition of the Communication Objective / Message
Encourage interchange of knowledge and techniques involved with the creation of the Orchid House.
• Identitfication of the Target Group:
High school students.
• Message/s Establishment
To promote the six Values within our Orchid House design.
• Action’s description / Projects i. NCTU Orchid House Winter Camp:
• Project: Introduce and demonstrate the Orchid House, idea exchange and discussion, work-shop and exhibition.
• Objectives: To impress and to influence.
• Time: 2014/02/07~2014/02/10
• Channel: Exhibition, lectures and workshop.
• Audience: High school students, university students.
• Leader: NCTU/Unicode students and faculty.
• Execution: We are planning to invite high school students who express interests in sustain-able practices as well as high school science teachers to an highly interactive camp at NCTU campus. We wish to ignite their curiosities and aspiration for a better future. The camp will be a high-energy, intensive task-based campaign - Members will be introduced to the basic of environmental and sustainable issues and an orientation of the Orchid House design will be offered. Members will then be prompted to participate in a charrette, basically a reduced-version of solar decathlon competition. The competition focus on the process more than its result, aiming at using their imagination and innovative ideas. The workshop activities will also be deisgned to promote teamwork and collaborations with each others. In addition, two to three lectures will be provided to generate higher interest in continue the pursuit in this field when they plan for their college education. At the end of the winter camp, it will be the apex of the entire activity – a final presentation of their ideas! Various types of presentation
methods will be encouraged, whether drawing, collage, model, slides, animations, or any students from design background, one from non-design background, and two more from high school. Orchid House design will be held and open to the general public.
Objectives: ii. NCTU/UNICODE Orchid House Solar Seedlings Foundation:
• Project: Planting the solar seeds (for a better future).
• Objectives: To influence the architecture school students who had interested in the Orchid House and expect them to be our event volunteers.
• Time: February, 2014
• Channel: Lecture, open house.
• Audience: 20 NCTU students and other architecture school students
• Leader: Team Unicode students.
• Execution: In order to recruit the best qualified volunteers, we will conduct three types of activities in schools to“plant the seeds”.
(i) High schools attended by current college architecture students. They serve as the best ambassdors to encourage junior schoolmates to participate.
(ii) NCTU Leadership Course students will be encouraged to join us and help with the communication related works.
(iii) Social network such as Facebook friends and fans will also be exposed to daily re-newed news, messages, updates, and records of activities such as photos and videos.
2.4 News - Strategic Press Exposure
Analysis of the situationRevival of solar energy in the anti-nuclear age.
The main goal is to maximize media exposure with organized strategies. Various research articles will be publicized in synch with major milestones, news conference, and PR events. This will be imple-mented through Phases 2 and 3.
• Definition of the Communication Objective
Maximize the public exosure to SDE and NCTU/UNICODE Team and the Orchid House
• Identitfication of the Target Group:
General public, subscribers and readers of our selected media platforms.
• Action’s description / Projects i. Media Platform Lists
• Newspaper:
The following newspaper are the most popular ones:
CTNews: http://www.chinatimes.com/
UDN: http://udn.com/NEWS/mainpage.shtml The Liberty Times: http://www.libertytimes.com.tw/
NextMedia: http://tw.nextmedia.com/
Upaper: http://reading.udn.com/upaper/
Sharpdaily: http://sharpdaily.tw/
PowerNews: http://www.twpowernews.com/home/index.php Pots Weekly: http://www.pots.tw/
Economic Daily News: http://edn.udn.com/
• Magazine:
To encourage curiosity and debate about renewable energy through columns written by well-known people. These selected magazines are as following:
BUSINESS WEEKLY: http://www.businessweekly.com.tw/
CommonWealth: http://english.cw.com.tw/front.do?action=index Global Views: http://www.gvm.com.tw/
Interior: http://www.interior-mj.com.tw/
DFUN: http://www.dfunmag.com.tw/
La Vie: http://www.wowlavie.com/
• website:
To spread the news of Solar Decathlon Europe 2014 and encourage public excitement over NCTU/UNICODE’s participation via internet. The platform and website such as youtube, FB, Blog, google, Yahoo.
IOH: http://ioh.tw/
xin forum: http://www.xinmedia.com/xinforum/
Forgemind ArchiMedia: http://www.forgemind.net/xoops/modules/news/
ArchicultureForum: http://www.archiforum.org.tw/
JUT Foundation For Arts and Architecture: http://www.jut-arts.org.tw/cht/index.php City yeast: http://www.cityyeast.com/
Archicake: http://www.mmag.com.tw/ad/
Change Taipei: http://changetaipei.net/
Village Taipei: http://www.urstaipei.net/
• TV/Radio:
To increase the exposure and spark widespread interest in Orchid House project. The TV program or the radio such as ICRT will play an important role to spread the information. We expect to have some interview with well-known architects.
• PR:
creating the public relationship with sponsors as well as French Institute in Taipei, aim to have a collaboration with each other.
• Activities:
We are going to hold workshop as well as exhibition during winter vacation for senior high school students, in addition to having forum to general public.
Type of Type of Media Publication
CTNews newspaper print http://www.chinatimes.com/
UDN newspaper print http://udn.com/NEWS/mainpage.shtml
The Liberty Times newspaper print http://www.libertytimes.com.tw/
NextMedia newspaper print http://tw.nextmedia.com/
Upaper newspaper print http://reading.udn.com/upaper/
Sharpdaily newspaper print http://sharpdaily.tw
PowerNews newspaper print http://www.twpowernews.com/home/index.php
Pots Weekly newspaper print http://www.pots.tw/
Economic Daily News newspaper print http://edn.udn.com/
BUSINESS WEEKLY magazine print http://www.businessweekly.com.tw/
CommonWealth magazine print http://english.cw.com.tw/front.do?action=index
Global Views magazine print http://www.gvm.com.tw/
Interior magazine print http://www.interior-‐mj.com.tw/
DFUN magazine print http://www.dfunmag.com.tw/
La Vie magazine print http://www.wowlavie.com/
IOH website online http://ioh.tw/
xin forum website online http://www.xinmedia.com/xinforum/
Forgemind ArchiMedia website online http://www.forgemind.net/xoops/modules/news/
JUT Foundation For Arts and Architecture
City yeast website online http://www.cityyeast.com/
Archicake website online http://www.mmag.com.tw/ad/
Change Taipei website online http://changetaipei.net/
Village Taipei website online http://www.urstaipei.net/