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
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:
5.2 Customer
6. INTERNAL ANALYSES
6.1 Joyance industry glances
6.2 Finance performance
6.3 Marketing performance
6.4 SWOT analysis:
6.4.1TOWS Matrix analysis
7. OBJECTIVE
8. STRATEGY
9. CONCLUSION AND RECOMMENDATION
10. REFERENCE
Research Objectives and Themes
This thesis aims to evaluate the strategic viability of Joyance, a bedding manufacturer, entering the German solar panel frame market. By conducting comprehensive internal and external analyses, the study seeks to determine the potential for market entry, identify target customer segments, and formulate a competitive strategy based on market demand and profitability factors.
- Market Analysis of the German renewable energy and solar sector
- Competitive Landscape Assessment (Five Forces and Rivalry)
- Customer Segmentation and Purchasing Behavior Analysis
- Internal Strategic Evaluation using SWOT and TOWS matrices
- Development of Marketing Strategies (4Ps, Positioning, and Entry Tactics)
Excerpt from the Book
2.1 Political Environment
Germany is not known as a place full of sunshine in Europe. But you find a lot of their roofs installed solar panels. Since the introduction of the Renewable Energies Laws (EEG) in April of 2010, Germany has been experiencing a rapid increase in solar energy.
Meanwhile, there are also some policies are good for solar development in Germany, the German government has agreed to substantially raise the target installation rate of solar photovoltaic (PV) systems from 1,100 MW-1,700 MW per year in 2010 to 2,500 MW-3,500 MW per year (EEG Data). Parliament will reduce solar PV tariffs showed in chart 2. It shows you the tariff for PV users ranged from 0.165EU/kWh to 0.329EU/kWh, and the tariff depends on the type of the PV, and it will be provided for 20 years.
The EEG also regulates subsidy levels. If, for instance, new PV capacity exceeds a 1,500 megawatt-threshold, a reduction in subsidies for solar installations is automatically triggered. Such was the case at the end of September, when the Federal Network Agency (Bundesnetzagentur) confirmed the threshold had been exceeded. As a result, beginning January, the yearly scheduled decrease in feed-in-tariffs will be 9 percent for rooftop systems and 11 percent for ground-mounted systems, instead of 8 percent and 10 percent, respectively.
Summary of Chapters
1.INTRODUCTION: Outlines the background of Joyance, its transition from bedding to solar frame manufacturing, and the research methodology.
2.EXTERNAL ANALYSES: Examines the German political landscape, market growth trends, and the specific dynamics of the solar energy and frame industries.
3.COMPETITOR ANALYSIS:: Evaluates key industry players and Joyance's competitive position relative to Chinese and German suppliers.
4. FIVE FORCES ANALYSIS: Applies Porter’s model to determine the attractiveness and competitive intensity of the German solar frame market.
5.CUSTOMER ANALYSIS: Identifies target customer segments, specifically installation companies and retailers, and analyzes their purchasing behavior.
6. INTERNAL ANALYSES: Assesses Joyance’s financial and marketing performance, utilizing SWOT and TOWS models to define strategic options.
7. OBJECTIVE: Defines short-term and long-term financial and operational goals for the company.
8. STRATEGY: Details the STP (Segmentation, Targeting, Positioning) framework and growth strategies selected for market entry.
9. CONCLUSION AND RECOMMENDATION: Summarizes the findings and provides the final strategic recommendation for Joyance to enter the market.
Keywords
Solar frame, Germany, Market entry, Joyance, Renewable energy, SWOT analysis, Five forces, Wholesaler, Solar panel, Market segmentation, Cost leadership, Diversification strategy, Marketing mix, Business strategy, Photovoltaic
Frequently Asked Questions
What is the core focus of this thesis?
This work evaluates the feasibility of Joyance, a Chinese bedding manufacturer, entering the German solar panel frame market by analyzing external market conditions and internal company capabilities.
What are the primary themes discussed in the report?
The core themes include the regulatory environment for renewable energy in Germany, market size forecasts, competitive rivalry between Chinese and German frame manufacturers, and strategic marketing planning.
What is the ultimate goal of the research?
The primary goal is to provide a comprehensive market report and strategic recommendation on whether Joyance should enter the German solar frame market and, if so, how to execute this entry effectively.
Which scientific methods are employed in this analysis?
The analysis utilizes Porter’s Five Forces, SWOT and TOWS matrix analysis, the 4P marketing mix, Ansoff’s growth matrix, and Kotler’s Segmentation, Targeting, and Positioning (STP) framework.
What does the main body of the report cover?
The main body covers external environmental and market analyses, competitive landscapes, internal financial and marketing performance metrics, and a detailed strategic recommendation for market entry.
Which keywords best characterize this work?
Key terms include solar frame, market entry, Joyance, renewable energy, strategic management, and the German solar industry.
Why did Joyance choose to target the German market?
Joyance was attracted to the German market due to the significant government incentives, rapid growth in solar energy installations, and the clear market potential for solar panel components.
What is the recommended entry strategy for Joyance?
The thesis recommends that Joyance enters the market as a wholesaler, utilizing a cost-leadership focus strategy, while outsourcing manufacturing to minimize investment risks and leverage existing Chinese industrial capabilities.
- Citar trabajo
- Shanshan Ren (Autor), 2011, The Marketing Plan of Solar Frame in Germany, Múnich, GRIN Verlag, https://www.grin.com/document/189603
