Problem statement
Solar products have been used more often in people’s daily life with the development of technology. From year 2005, Chinese companies accelerated their development of solar panels. Even China government has started promoting companies to develop solar technology and use solar products. Many companies and factories are producing and selling the solar panels. But there are no more than 20 factories that produce solar panel frames, and less than 40 companies that sell solar frame only. In fact, the whole world is getting more interested in solar panel applications, thus the demand for solar panels is increasing as well.
As all we know each solar panel needs one solar frame, a higher demand for solar panel means a higher demand for solar frames, as a result, the current demand for solar frames exceeds of its supplies. Thus, Joyance, a Bedding company, wants to conduct some marketing research about German solar frame’s market to decide if it should enter into the German market. This dissertation aims to find out if Joyance should enter into solar frame market and how to enter by the external and internal analysis?
Abstract
This thesis describes analyses and evaluates Joyance’s strategy to enter the German market for solar panel frames. Joyance originally is a manufacturer of bed-frames. On the basis of external and internal analysis this thesis focuses on the general decision to enter the German market by using five-force, SWOT, DOWS and marketing matrix analysis.
The external analysis shows that the demand of German market for solar panel frames is significant. Our research shows that the market size of solar panel frame is around 47 million Euros in 2010 and is still growing. It is mainly due to the stimulation by Germany government. The main suppliers for German market are Chinese solar frame manufactories and wholesalers due to its cheap price and relatively good quality. The five-force analysis shows German market is attractive due to its low threats for substitute products, low entry barriers, medium bargaining power for suppliers and buyers, and medium industry rivalry.
By using SWOT analysis, 4P marketing mix, Porter’s generic strategies, Ansoff”s marketing matrix and Kotler’s STP, we figure out Joyance should enter Germany market as a wholesaler by targeting the SME of retailers and installation companies. Its ....
Finally,...
TABLE OF CONTENTS
PROBLEM STATEMENT 3
ABSTRACT 4
1.INTRODUCTION 5
2.EXTERNAL ANALYSES 7
Inhaltsverzeichnis (Table of Contents)
- Problem Statement
- Abstract
- 1. Introduction
- 2. External Analyses
- 2.1 Political Environment
- 2.2 Market Analyses
- 2.2.1 Energy market in Germany
- 2.2.2 Solar Power for Hot Water and Heating
- 2.2.3 The market size analysis of solar panel industry in Germany
- 2.2.4 Solar frame industry analysis
- 3. Competitor Analysis
- 4. Five Forces Analysis
- 5. Customer Analysis
- 5.1 Customer segmentation
- 5.1.1 Segmentation one: installation service companies
- 5.1.2 Segmentation two: solar panel companies
- 6. Internal Analyses
- 6.1 Joyance industry glances
- 6.2 Finance performance
- 6.3 Marketing performance
- 6.4 SWOT analysis
- 6.4.1 TOWS Matrix analysis
- 7. Objective
- 8. Strategy
- 9. Conclusion and Recommendation
- 10. Reference
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this thesis is to analyze whether Joyance, a bedding company, should enter the German solar panel frame market and, if so, how. The study uses external and internal analyses to inform this decision.
- Market analysis of the German solar panel frame industry
- Competitive landscape of the German solar frame market
- Feasibility of Joyance entering the German solar frame market
- Appropriate market entry strategy for Joyance
- Marketing mix and strategies for success in the German market
Zusammenfassung der Kapitel (Chapter Summaries)
Problem Statement: This section introduces the context of increasing demand for solar panels and frames globally, highlighting a supply gap and Joyance's interest in exploring the German market. It clearly states the aim of the dissertation: to determine if Joyance should enter the German solar frame market and how to achieve that through external and internal analysis.
Abstract: The abstract summarizes the thesis's approach to evaluating Joyance's potential entry into the German solar panel frame market. It emphasizes the use of external and internal analyses, including five-force analysis, SWOT, TOWS, and marketing matrix analyses to inform the decision. It further mentions the significant demand for solar panel frames in the German market and the key findings that suggest a viable market entry strategy as a wholesaler, targeting SMEs, utilizing a cost leadership strategy and a market diversification approach. Finally, it gives a glimpse into the financial projections for the venture.
1. Introduction: This chapter provides background information on Joyance Industry Company, its history, and its current business operations in the bedding industry. It describes Joyance's growth, its organizational structure, its decision to build its own factory, and its exploration of new business opportunities outside the bedding sector, particularly its interest in the solar panel frame market, stemming from the owner's attendance at a solar exhibition in Germany. The chapter sets the stage for the subsequent market analysis.
2. External Analyses: This chapter conducts a thorough analysis of the external factors impacting the solar frame market in Germany. It examines the political environment, and then delves into the market analyses, including the energy market, solar power applications, the overall size of the solar panel industry, and specifically the solar frame industry within Germany. This comprehensive overview provides a strong foundation for assessing the opportunities and challenges in this specific market.
3. Competitor Analysis: This chapter focuses on the competitive landscape within the German solar panel frame market. It analyses the key competitors, their strengths and weaknesses, market share, and competitive strategies. This in-depth look at the competition provides crucial information about the market dynamics and the potential challenges that Joyance might face. It's vital for formulating a successful competitive strategy.
4. Five Forces Analysis: This chapter applies Porter's Five Forces framework to assess the attractiveness of the German solar frame market. It analyzes the threat of new entrants, the bargaining power of suppliers and buyers, the threat of substitute products, and the intensity of rivalry among existing competitors. This helps determine the overall profitability and attractiveness of the market to Joyance.
5. Customer Analysis: This chapter focuses on identifying and segmenting the target customers for Joyance's solar panel frames in the German market. It explores potential customer segments such as installation service companies and solar panel companies. This is crucial for tailoring marketing and sales strategies to the specific needs and preferences of these customer groups.
6. Internal Analyses: This section provides a comprehensive evaluation of Joyance's internal capabilities and resources, including an overview of the company's performance, financial standing, and marketing capabilities. The SWOT analysis is particularly important, providing a structured view of the company's strengths, weaknesses, opportunities, and threats within the context of entering the German market. The TOWS matrix further analyzes the strategic implications of the SWOT analysis, leading to recommendations for effective strategic alignment. This chapter is essential for determining Joyance's preparedness to enter the new market.
Schlüsselwörter (Keywords)
Solar panel frames, German market, market entry strategy, Joyance Industry Company, competitor analysis, five forces analysis, SWOT analysis, marketing strategy, market segmentation, cost leadership, diversification strategy, market analysis, energy market, SME, wholesaler.
Frequently Asked Questions: Joyance Industry Company's Market Entry into the German Solar Panel Frame Market
What is the main objective of this thesis?
The main objective is to analyze whether Joyance, a bedding company, should enter the German solar panel frame market and, if so, how. The study uses external and internal analyses to inform this decision.
What key themes are explored in this thesis?
Key themes include market analysis of the German solar panel frame industry, the competitive landscape, feasibility of Joyance's market entry, appropriate market entry strategy, and marketing mix and strategies for success in the German market.
What type of analyses are used to inform the decision?
The thesis employs both external and internal analyses. External analyses include market analyses (of the German energy market, solar power applications, and the solar panel and frame industries), competitor analysis, and Porter's Five Forces analysis. Internal analyses encompass Joyance's industry overview, financial and marketing performance, SWOT analysis, and TOWS matrix analysis.
What are the key findings regarding Joyance's potential market entry?
The abstract suggests a viable market entry strategy as a wholesaler, targeting SMEs, utilizing a cost leadership strategy and a market diversification approach. Financial projections are also mentioned, although the specific details are not provided in the summaries.
What is the structure of the thesis?
The thesis is structured logically, starting with a problem statement and abstract, followed by an introduction to Joyance. It then delves into detailed external analyses (political environment and market analysis), competitor analysis, and Porter's Five Forces. Internal analyses, including SWOT and TOWS, are presented. The thesis concludes with objectives, strategy, conclusions, recommendations, and references.
What specific customer segments are analyzed?
The customer analysis focuses on two main segments: installation service companies and solar panel companies.
What strategic tools are used in the analysis?
The thesis utilizes several strategic tools, including Porter's Five Forces, SWOT analysis, and TOWS matrix analysis. These frameworks provide a structured approach to evaluating market attractiveness and Joyance's competitive position.
What are the key chapters and their focus?
Key chapters include: Problem Statement (sets the context and objective), External Analyses (political and market analysis), Competitor Analysis (competitive landscape), Five Forces Analysis (market attractiveness), Customer Analysis (target segments), and Internal Analyses (Joyance's capabilities and SWOT/TOWS).
What are the keywords associated with this thesis?
Keywords include: Solar panel frames, German market, market entry strategy, Joyance Industry Company, competitor analysis, five forces analysis, SWOT analysis, marketing strategy, market segmentation, cost leadership, diversification strategy, market analysis, energy market, SME, wholesaler.
What is the overall conclusion and recommendation (based on the chapter summaries)?
The provided summaries don't explicitly state the final conclusion and recommendation, but they strongly suggest that a viable market entry strategy exists for Joyance in the German solar panel frame market.
- Quote paper
- Shanshan Ren (Author), 2011, The Marketing Plan of Solar Frame in Germany, Munich, GRIN Verlag, https://www.grin.com/document/189603
