The master’s thesis aims to analyze photovoltaic (PV) solar systems
market in Turkey and suggests possible marketing strategies for installer
companies in the context of marketing purposes.
In this frame, the secondary research in macro- and microenvironment
reflects the market conditions with an indicative primary research.
Therefore, seventy active PV solar energy companies were found and
analyzed through a scanning in the Internet. In addition, twenty installer
firms reflected their company characteristics and respective evaluations
about the market and their marketing strategies through a web basedsurvey.
Different approaches to PV solar energy marketing are reviewed such as
customer centered marketing strategy, green marketing and diffusion of
innovations model.
In the light of this information, the major observed barriers against
deployment of PV solar energy are latecomer regulations, weak
governmental support, and high level of local interest rates in terms of
macroenvironment. Moreover, lack of customer centered professional
marketing strategies by firms was discovered against diffusion of PV
technology in Turkey.
Moreover, the average rate of installed PV systems to potential market
size is forecast under 0,01% among respondent marketers. Further, the
average of marketing employees is 2,7 and average marketing budget is
about USD 124.000.
To summarize, more specific marketing strategies by power demand of
customers and by profiles (innovators and early adaptors) of diffusion of
innovations model are recommended for installers of PV solar energy
systems, in order to deploy the PV solar energy in Turkey.
Table of Contents
1 Introduction
1.1 Research Questions
1.2 Research Aims and Objectives
1.3 Research Method
2 Literature Review
2.1 Marketing Environment
2.1.1 Microenvironment
2.1.2 Macroenvironment
2.2 Marketing Strategy
2.3 Diffusion of Innovations
2.4 Green Marketing
2.4.1 Segmentation
2.4.2 Green consumer buying strategies
2.4.3 Green Marketing in Turkey
2.5 Conclusion
3 Photovoltaic Solar Energy and Systems in Turkey
3.1 Photovoltaic Solar Energy Systems
3.2 Industry
3.3 Marketing Environment
3.3.1 Microenvironment
3.3.2 Macroenvironment
3.4 Market
4 Empirical Study
4.1 Survey Design
4.2 Empirical Results
4.2.1 Company
4.2.2 Microenvironment
4.2.3 Macroenvironment
4.2.4 Marketing Strategy
4.2.5 Performance, Customer Portfolio and Governmental Support
5 Marketing Strategies for Installers
5.1 Segmentation
5.2 Targeting
5.3 Differentiation
5.4 Positioning
5.5 Marketing Mix
5.5.1 Product
5.5.2 Price
5.5.3 Promotion
5.5.4 Place
6 Conclusion
Discussion and Further Research
Objectives and Core Themes
The primary objective of this thesis is to analyze the photovoltaic (PV) solar systems market in Turkey and develop a general marketing strategy to facilitate the deployment of such systems by installer companies. The research addresses the market conditions through secondary research and primary web-based survey data to identify barriers and potential strategic pathways.
- Analysis of the current PV solar market landscape in Turkey.
- Evaluation of macro- and microenvironmental factors influencing market adoption.
- Identification of barriers such as regulations, financing, and customer knowledge.
- Application of marketing models including the Diffusion of Innovations and Green Marketing.
- Formulation of specific marketing strategies for solar system installers.
Excerpt from the Book
3.1 Photovoltaic Solar Energy Systems
The title is used to define any systems which are generating electricity through photovoltaic panels. Lynn defines that: "PV systems are generally divided into two major categories: grid-connected (also known as grid-tied) systems that are interfaced to an electricity grid; and stand-alone systems that are self-contained. {Lynn 2010 #11: 103} Moreover, these groups have variety of names. The common names are off-grid for stand-alone and on-grid for grid-connected systems, which are mostly used in Europe and divide the systems by connection to utility grid.
Grid-connected system transfers the energy to the electricity network (grid), in order to sell the unused generated power. So, these systems are fostered with a feed in tariff in several countries such as Germany. On the other hand, Off-grid systems use the generated energy for local use with charging batteries and just like their name they stand alone without connection to grid.
Both systems have different application areas. For example, in developing countries off-grid systems used to supply electricity, where higher investment costs for installation of grid connection are needed. Therefore, stand-alone systems are optimum solutions for agricultural areas far away from grid connection, although they have larger installation costs than on-grid systems.
In contrast to stand-alone systems, grid-connected systems are more suitable for homes or commercial use where grid connection available. Their advantage is to reduce daily high power cost at day-time especially for industrial use and to allow generating income from attractive feed-in tariff or reducing high utility costs.
Summary of Chapters
1 Introduction: This chapter introduces the focus on the Turkish PV solar market, highlighting the motivation and the core research question regarding the development of marketing strategies.
2 Literature Review: This section reviews theoretical marketing frameworks, including the marketing environment, marketing strategy, the diffusion of innovations model, and green marketing principles.
3 Photovoltaic Solar Energy and Systems in Turkey: This chapter provides an in-depth analysis of the solar energy industry, environmental factors, and the market situation in Turkey.
4 Empirical Study: This chapter details the survey methodology used to gather data from active installer companies and presents the subsequent empirical results.
5 Marketing Strategies for Installers: This chapter provides actionable recommendations for PV solar system installation companies regarding segmentation, targeting, differentiation, positioning, and the marketing mix.
6 Conclusion: This chapter synthesizes the research findings, confirming that while the Turkish market is still in its early stages, professional marketing strategies are essential for future growth.
Keywords
Photovoltaic, Turkey, Solar Energy, Marketing Strategy, Installer Companies, Renewable Energy, Diffusion of Innovations, Green Marketing, Market Environment, Grid-connected Systems, Off-grid Systems, Market Barriers, Sustainability, Feed-in Tariff, Consumer Adoption.
Frequently Asked Questions
What is the core focus of this research?
The work focuses on analyzing the photovoltaic (PV) solar energy systems market in Turkey and developing general marketing strategies for installation companies to increase system deployment.
What are the primary themes covered?
Key themes include the analysis of the Turkish marketing environment, the application of the diffusion of innovations model, green marketing approaches, and the practical evaluation of installer companies' strategies.
What is the main objective or research question?
The main question asks: What are the actual conditions of the PV solar systems market in Turkey, and how can a general marketing strategy be developed for installation companies to increase PV energy usage?
Which scientific methods are utilized?
The study utilizes both secondary research for analyzing the environment and quantitative research methods via web-based surveys to gather primary data from active market players.
What is treated in the main body?
The main body examines the marketing environment (micro and macro), existing industry structures in Turkey, results from the empirical survey, and tailored marketing strategy recommendations.
Which keywords define this thesis?
The key concepts include Photovoltaics, Turkey, Solar Energy, Marketing Strategy, Diffusion of Innovations, and Market Barriers.
Why are off-grid systems currently relevant for Turkey?
According to the study, off-grid systems offer immediate solutions for remote or agricultural areas in Turkey where grid connection is unavailable or difficult, serving as an entry point for PV technology.
How does the cultural environment affect solar adoption?
The research identifies cultural barriers such as high uncertainty avoidance, noting that adoption could be accelerated if solar solutions are recommended by influential local figures (leaders) and if long-term guarantees are provided.
- Quote paper
- Taner Hamid Yilmaz (Author), 2012, Marketing Strategy for Set up Photovoltaic Solar Energy Systems in Turkey, Munich, GRIN Verlag, https://www.grin.com/document/213496
