Scrubber System

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Global marketing presentation introducing clean coal burning power plants in the Beijing, China demographic. Identifies implementation costs, barriers to entry and construction costs featuring partnerships with global manufacturing companies.


  • 1. Introducing a Scrubber System toCoal Power Plants in Beijing, China A Global Marketing Presentation by:Greg Jackson Frankie Kuhne

2. Our Presentation will Discuss

  • Background of a Scrubber System
    • What is its purpose?
    • Why is it useful?
  • Target Market Analysis
  • Economic Analysis
  • Social & Cultural Analysis
  • Political & Legal Analysis

3. What is the Scrubber System?

  • Instituted in the 1970s, the Scrubber System is officially known as the Flue Gas Desulfurization (FGD) process
    • Mainly effective during the coal burning process
    • Scrubs the air before it exits through a cooling tower removing harmful SO2 toxins
    • S02 is a major component to acid rain

4. How does it Work?

  • Conemaugh Power Plant, located in New Florence, Pennsylvania will show us how the Scrubber System actually works and the potential benefits.

5. Why is it Useful?

  • Major step for coal power plants to Go Green
  • SO2 is most noted in acid rain and can cause:
    • Nausea
    • Heart & Lung Disorders
    • Respiratory Complications
      • Bronchitis
      • Asthma
    • Premature Death
  • Acid Rain is tasteless and can be easily mistaken for clean water
  • Can decrease Sulfur Dioxide Emission by over 95%
  • Bi-products of the Scrubber System can be used in other concrete products and not discarded in a waste facility.

6. Welcome to Beijing, China *Home to one of the Worlds Most Air Polluted City (World Health Organization estimates that the air quality here is five times above the normal amount) 7. Target Market Analysis

  • Strictly Business-to-Business Service
  • Focused on Coal Fired Power Plants
  • Standardized Marketing Process

8. Beijing: Economic Analysis

  • 17.4 million people (end of 2007)
  • GDP:exceeded 1 trillion
  • GDP per capita: over U.S. $8,000
  • Per capita disposable income of urban residents:24,725 yuan
  • Natural resources:
    • coal, iron ore, limestone, marble, granite
    • 5 rivers flow across the city
  • Transportation:Public transits (buses & subways within the city), trains, airplanes, cars, bicycles
  • Communication systems:internet, cell and home phones and mail system.

9. Economic Analysis (Contd.)

  • Working Conditions: unstable in some areas (improper wages, dangerous working conditions, no health or accident insurance)
  • 2008 Unemployment rate:1.82%
    • 2009 goal: under 2.5%
    • Beijings employment image is outstanding
    • However, not all jobs offer sufficient working conditions or benefits for the workers.

10. Beijing: Cultural Analysis

  • Capital city of the Republic of China
    • 2 ndlargest city to Shanghai
  • Language: Beijing dialect of Chinese
  • Education: similar to U.S.
    • Home to many universities and colleges

11. Cultural Analysis (Cont.)

  • Living conditions: Wide gap between rich and poor
  • 1.1 million people live with a per capita living space under 6 square meters
  • Many people do not even have toilets in their houses

12. Air Quality

  • Air pollution levels on an average day in Beijing are nearly five times above World Health Organization standards for safety.
  • Government regulations were set in place leading up to the Olympics in order to improve air quality for the Games.
    • Nearly $17 billion spent
    • Public transportation and subways encouraged
    • New regulation passed in October 2008 making public transportation mandatory one day a week

13. Huaneng Beijing Co-Generation plant

  • 845-megawatt (MW) coal-fired plant
  • Features sulfur removal, water recycling and dust control
  • Emits 6 million tons of CO 2per year
  • Their system captures 3300 tons of CO 2which means that99.9%of CO 2is still emitted into the atmosphere

14. Political & Legal Analysis

  • Political:
    • It is a socialist republic ruled by the Communist Party of China under a single-party system
  • Legal:
    • Many taxes and tariffs on oil, textiles, and other various goods
    • Could hinder the possibility of importing materials for construction of the facility

15. In Conclusion

  • Benefits of the Scrubber system are very high and needed in Beijing
  • Automated process is safe for the workers
  • Rich culture and historical background is dominant in Beijing
  • Elimination of SO2 gases will eliminate acid rain and improve air quality.

16. Sources

  • Macur, Juliet (2008-01-24), " Olympic Teams Vying to Defeat Beijings Smog ",The New York Times ,
  • Post-Olympics Beijing car restrictions to take effect next month
  • Beijing's Showcase "Clean Coal Power Plant
  • Beijings 2008 GDP expected to exceed 1 trillion. January 15, 2009.
  • Beijing to keep unemployment rate below 2.5% in 2009
  • Shanghai, Beijing mayors vow to help their residents
  • Effects of Acid Rain - Human Health. June 8, 2007.
  • Conemaugh Generating Station Virtual Tour DVD

17. Any Questions?