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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Research Questions
- Research Aims and Objectives
- Research Method
- Literature Review
- Marketing Environment
- Microenvironment
- Macroenvironment
- Marketing Strategy
- Diffusion of Innovations
- Green Marketing
- Segmentation
- Green consumer buying strategies
- Green Marketing in Turkey
- Conclusion
- Photovoltaic Solar Energy and Systems in Turkey
- Photovoltaic Solar Energy Systems
- Industry
- Marketing Environment
- Microenvironment
- Macroenvironment
- Market
- Empirical Study
- Survey Design
- Empirical Results
- Company
- Microenvironment
- Macroenvironment
- Marketing Strategy
- Performance, Customer Portfolio and Governmental Support
- Marketing Strategies for Installers
- Segmentation
- Targeting
- Differentiation
- Positioning
- Marketing Mix
- Product
- Price
- Promotion
- Place
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis aims to analyze the photovoltaic (PV) solar systems market in Turkey and propose effective marketing strategies for installer companies. The study incorporates both secondary research, examining the macro- and micro-environments, and primary research, conducted through an online survey of 70 active PV solar energy companies and 20 installer firms. The analysis focuses on identifying barriers to PV solar energy adoption in Turkey, particularly in terms of macro-environmental factors, including latecomer regulations, weak government support, and high local interest rates. Additionally, the research delves into the lack of customer-centered marketing strategies employed by firms, hindering the diffusion of PV technology. The study further examines the potential of various marketing approaches, such as customer-centered marketing, green marketing, and the diffusion of innovations model, to overcome these challenges.
- Analysis of the photovoltaic (PV) solar systems market in Turkey
- Identification of barriers to PV solar energy adoption in Turkey
- Evaluation of marketing strategies employed by PV solar energy companies in Turkey
- Exploration of effective marketing approaches for promoting PV solar energy adoption
- Recommendations for marketing strategies that can overcome barriers and foster PV solar energy deployment
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the research questions, aims, and objectives of the thesis. It outlines the research method used to analyze the PV solar energy market in Turkey.
- Literature Review: This chapter provides a comprehensive review of relevant literature on marketing, focusing on the marketing environment, marketing strategy, the diffusion of innovations model, and green marketing. The chapter examines green consumer buying strategies and the role of green marketing in Turkey.
- Photovoltaic Solar Energy and Systems in Turkey: This chapter delves into the specifics of photovoltaic solar energy systems and their role in Turkey. It analyzes the industry structure, marketing environment (microenvironment and macroenvironment), and market dynamics. The chapter provides an overview of the current state of PV solar energy deployment in Turkey.
- Empirical Study: This chapter presents the design and results of the empirical study conducted as part of the research. The study included a survey of 70 active PV solar energy companies and 20 installer firms. The chapter analyzes the collected data to reveal insights into the companies, their microenvironment, macroenvironment, marketing strategies, performance, customer portfolio, and government support.
- Marketing Strategies for Installers: This chapter presents a framework for developing effective marketing strategies for installers of PV solar energy systems in Turkey. It includes discussions on segmentation, targeting, differentiation, positioning, and the marketing mix (product, price, promotion, and place).
Schlüsselwörter (Keywords)
This study explores the marketing strategies for photovoltaic (PV) solar energy systems in Turkey. It examines the market environment, including the macro- and micro-environmental factors influencing the adoption of PV solar energy. Key themes explored include green marketing, customer-centered marketing, the diffusion of innovations model, and the role of government support. The study utilizes both secondary research and a primary survey of PV solar energy companies and installers to understand the current state of the market and identify potential barriers to growth.
- 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
