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The MineBurner : entering the humanitarian demining market

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The MineBurner : entering the humanitarian demining market

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Samenvatting

Landmines are explosive remnants of war that remain active long after the conflict has ended. Explosion can be triggered easily by human input and its consequences can be devastating. Landmines don't discriminate between soldiers and civilians. Once laid on the ground, they pose immediate threat for local communities and impede their everyday life. Every year, more than 26,000 of people are injured or die as a consequence of landmine accidents. A considerable percentage of the casualties are innocent children not aware of the danger. The World tends to see the mine problem as a serious issue that requires immediate humanitarian assistance. Ever since the Land Mine Treaty was signed in 1997 prohibiting the production, storage or utilization of landmines and setting a deadline to clear all mines in 10 years, demining has become the order of the day. Demining is a complicated process that requires not only immense budget and human resources, but also the knowledge how to use both budget and resources in the most efficient and effective way.
The most important actor in the field of demining are the non - governmental organizations(NGO's) as they are the experts in humanitarian operations. Supported by government funds as well as multiple private donations, NGOs carry out large scaled demining missions in the countries and regions where their help is needed the most. However, there is one problem that NGOs face and this is the lack of specialized technology for humanitarian demining. The products currently used come either from the military sector or from the agricultural sector which makes them irrelevant to the needs of the humanitarian demining industry.
MineBurner is a new product aimed at the humanitarian demining sector. By using a simple technology for burning the landmines, MineBurner is comparably cheap, does the work faster and in the same time is safe for the deminers. The product fulfills all requirements from the demining industry and has a considerable potential to succeed on the market. Nevertheless, a few barriers to entry have been identified, namely the lack of brand awareness, the human factor to resist change and the low budget for research and development as well as for promotion. Therefore, a good market entry strategy is a must. In the complex realms of NGOs, the most effective tool so far has proven to be the direct contact. Direct contact should be made by a specialized agent who communicates on behalf of the company producer. MineBurner has found a reliable agent in the company PSIC in the Netherlands but this connection will need to be strengthened. Further, in order to secure budget for Research and Development, MineBurner will have to apply for European Subsidies in the field of innovations which are distributed annually. Finally yet importantly, networking is a valuable tool and MineBurner should build a network of useful contacts with the help of the company PSIC who has experience in this field as well as already established connections with government officials and relevant organizations. MineBurner is a revolutionary device made to save human lives throughout the planet and has the full potential to become a market leader.

Toon meer
OrganisatieDe Haagse Hogeschool
AfdelingESC Europese Studies / European Studies
Jaar2010
TypeBachelor
TaalEngels

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