Develop new grass concrete for new markets

Can you help Morssinkhof Groep expand their market?

Morssinkhof Groep is the market leader in the Netherlands in the field of grass concrete alongside the roads. Besides the ‘road market’, Morssinkhof Group presumes that there are also opportunities for their product in other markets. Perhaps with some design modifications. Can you help them enter this new market?

BACKGROUND INFORMATION

The Morssinkhof Group is a manufacturer of concrete GRW (Ground, Road and Water constructions) and decorative paving products and a supplier of paving and facing bricks. The market knowledge and product & production expertise among its employees ensures that they can safely say they have mastered the ‘tricks of the trade’, while continuing to invest in modernising production processes. Meanwhile, they guarantee the quality of the concrete GRW and ornamental paving products produced. That, of course, in full compliance with the standards and requirements. The Morssinkhof Groep sees it as a challenge to bring together the potential creativity of the landscape architect or urban planning for example, with the expertise and inspirational ability of the design manager of Morssinkhof City Styling.

PROBLEM STATEMENT

Morssinkhof Groep is the market leader in the Netherlands in the field of grass concrete alongside the roads They currently supply 24 types of grass concrete. Their grass concrete products can be seen via this link. Grass concrete can contribute to the water climate, because of its permeability. Below is a typical example of the use of grass concrete. Besides the road market, Morssinkhof Groep presumes that there are also opportunities for their products in other markets. Perhaps with some adjustments to the design.

ASSIGNMENT DESCRIPTION

Morssinkhof Group would like to develop a new product-market combination in which the base remains grass concrete. Think of public spaces, but also the private market. What should that product exactly look like? What are the unique selling points of this new product? For instance looking at the water permeability. Suppose the product changes compared to the current product, how can it still fit within the production process of the Morssinkhof Groep? These are some of the questions you will face during this challenging assignment.