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Produktportfolio-Analyse

Case study: Prefabricated house manufacturer

A major prefabricated house manufacturer aims to expand its business areas in Germany. Following exhaustive market surveys and consumer research, four possible new Strategic Business Units (SBUs) are identified and are discussed with stakeholders. The PROSA portfolio analysis of sustainability opportunities results in the following assessments (cf. also Figure beside).

Standardized thermal insulation of existing buildings (SBU 1)

High eco-potential (very large stock of existing buildings, energy reduction potential is very high per building and overall; major contribution to climate change mitigation); the key social objective of “creating employment” is promoted (Benefit 1) because insulating existing buildings creates many jobs in crafts companies and the construction sector; the key social objective of “securing energy supply” (Benefit 2) is promoted because energy consumption is reduced significantly.

New construction of plus-energy houses (SBU 2)

Eco-potential is given, but is smaller for the foreseeable future than in the case of the thermal insulation of existing buildings, because only a few hundred thousand houses are newly built per year. The key social objective “securing energy supply” (Benefit) is promoted nonetheless.

Wood pellet heating systems (SBU 3)

Eco-potential is given (wood is a replenishable resource, but limited in Germany). The key social objective “creating employment” is promoted (Benefit 1) because the forestry and wood processing sectors are labour-intensive. The key social objective “securing energy supply” (Benefit 2) is promoted because wood is a domestic resource.

Gas-fired condensing boiler (SBU 4)

Eco-potential is given (efficient type of heating system; can be fitted in new construction and existing buildings alike). Compared to the other options, the employment effect is far lower. In the same vein, energy security is improved only marginally.

 

PROSA "Strategic opportunities"product portfolio