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1、SolarWorld Sunmodule,Dr. Robert HarmonPortland State UniversityMKTG 464, Summer TermPresented by:Joe BazeghiRob MacyBrandon PitzerRian RifkinMike Tomasovic,Agenda,Business OverviewTechnology AssessmentMarket AnalysisCompetitor AnalysisNet AssessmentMarketing StrategyImplementationConclusion,The BIG
2、Idea,Why solar?Rising energy prices and increased environmental concerns are driving solar energy adoption.Renewable energies lessen dependence on foreign and fossil fuel sources.Extension of 30% federal ITC until 2016.Installing solar saves money on energy bills, and increases property values.Solar
3、 installations have a life-cycle of 25-30 years.Boosts the economy by creating jobs for domestic manufacturers and installers.,Business Opportunity,The U.S. is currently the fourth largest PV market in the world, and poised for massive growth as the economy recovers, driven by falling prices for sol
4、ar products and government incentives at both the state and federal level:The PV industry generated $38.5 billion in global revenues in 2009.34,000+ new solar installations in the U.S. in 2009.Solar is closer than ever to achieving grid-parity.The 30% federal tax credit has been extended through 201
5、6 for both commercial and residential PV installations.,Achieving Grid Parity,Business Unit Overview,SolarWorld USAHillsboro, OR: Produce monocrystalline silicon ingots, cut wafers, and manufacture of PV cells.Camarillo, CA: Cells assembled into high-quality Sunmodule solar panels.Vancouver, WA: Rec
6、ycling and reprocessing of silicon for reuse.,Product Description,SolarWorld provides customized solar energy solutions for consumers seeking renewable and sustainable sources of power.,Objective, Scope & Advantage,Objective: To become the quality leader and top-of-mind brand for solar modules withi
7、n the United States in the next 3 years.Scope: The companys production facility location strategy allows for rapid market response within key geographic segments with the greatest growth potential. Vertical integration throughout the PV value chain allows the company to secure access to raw material
8、s at competitive prices. With more than 30 years experience in the solar market it is a recognized brand name, and has a history of quality production to back it up.Advantage: SolarWorld will provide thehighestquality, mostefficient solar panels at competitive pricesfor residential and commercial se
9、gments within the United States. Understanding the consumer better than competitors will allow SolarWorld to create value through superior design, efficiency,functionality, support and services, and effective marketing communications.,Brand Identity,Pioneering SpiritSocial ResponsibilityInnovationDu
10、rabilitySafetySustainabilityEconomic Success,Strengths/Weaknesses to Address,Strengths:Proven TechnologyBest ValueIndustry ExperienceBrand Equity (Germany)Weaknesses:Focus on Existing TechnologyLow-cost CompetitionLack of Brand Equity (USA),Product Description,Sunmodule Plus and Sunkit Customized So
11、lar SolutionsMax Power: 240 W17% STC Efficiency60 Monocrystalline Cells66” x 40”48.5 lbs.4 mm Tempered GlassAluminum Frame25-year Linear Performance GuarantyISO 9001:2000 Certified Facilities,Product Technology,Solar Installation: PV module array, interconnective wiring, inverter, and batteries (opt
12、ional).Solar Modules: Solar cells encased in glass and framing for durability and protection from elements.Solar Cells: Cut from monocrystalline (USA) and polycrystalline (Germany) silicon wafers.Photons from the sun are captured by solar cells, dislodging electrons in the silicon wafer, and produci
13、ng energy.Direct current (DC) power runs through the inverter, and is converted to alternating current (AC).,The Solar Value Chain,1. Silicon,2. Wafers,3. Cells,4. Modules,5. Kits,6. Systems,7. Recycling,Competing Technologies,Thin Film:Primarily uses cadmium telluride (CdTe) as semiconductor materi
14、al18% of PV product market in 2009First Solar (China) module was #1 PV product in 2009.43% of U.S. production was in thin cell technology in 2007 (Jager-Waldau, 2008)Cheap to produce ($1/W), but CdTe is highly toxic and banned in the EU.Ribbon:Silicon is grown in thin two-dimensional strips between
15、two ribbons to overcome inefficiency of crystalline ingot production.Evergreen is primary competitor using ribbon technology, but are not yet able to achieve power or efficiencies of SolarWorld modules.,Disruptive Technologies,Concentrating Solar Power (CSP): Uses mirrors and lenses to improve power
16、 generation efficiency.Axis-tracking Systems: Rotates panels on vertical and/or horizontal axis to increase degree of insolation (i.e. sun exposure).Electrochemical PV Cells: Possibly cheaper to manufacture than silicon-based technology, but efficiency and durability not yet proven.,Potential Market
17、 Segments,Residential customers are those living in space that has been designated bylocal authorities as an area primarily used for housing. The average residentialinstallation consists of fewer than thirty individual modules; however, in 2008almost 90% of total installations were at residential lo
18、cations. (Sherwood,2009)Commercial facilities are those that are designated forcommerce. They include retail, event, office space, and publicbuildings (including universities and other government facilities), aswell as multi-family residential facilities such as apartment buildings,condos and duplex
19、es; which are included because a decision toinstall a solar system will be based, at least in part, on increasedsales of units.Industrial includes all utility scale developments, which mayinclude a thousand or more individual modules per installation, aswell as factory and production based systems.
20、These are very largesystems; in 2008 “a total of 84 systems larger than 500 kWaccounted for more than 30% of the total PV capacity installed.”(Sherwood, 2009) Aggressive growth rates expected due to the introductionof statutory minimum shares of renewable energies in the energy mix as wellas Cash Grant programs available for the utilities providers.,
