Analysis of the Marketing Position of Solarworld AG

Dossier / Travail , 2013 , 29 Pages

Gestion d'entreprise - marketing en ligne et marketing hors ligne

SolarWorld AG is an international photovoltaic energy company that manages all stages of production starting by the raw material silicon for solar wafers to the entire solar module ‒ including its own research and development. Through an international distribution network, SolarWorld supplies customers all over the world with solar modules and complete systems. SolarWorld is through its subsidiary company Solarparc AG also involved in the construction of several large-scale solar power stations and operates with approximately 2,600 employees two production sites - one in Germany and one in the United States. The company is based in Germany. The by far biggest part of the entire sales is generated in Germany (49.5%) followed by the United States (23%) and the rest of Europa (19 %).

The objective of this assignment is a complete and comprehensive analysis of SolarWorld AG and its surroundings. In order to get a complete picture of the current situation the company has to face, it is necessary to analyse in a first step, the Macro- as well as a Micro environment of the company. For this a macro- as well as a Microanalysis is performed. In a second step the by the analysis recovered data and information are collected and interpreted in a SWOT (Strength, Weaknesses, Opportunities, Threat) analysis. Finally, the SWOT is carried out to create the basis for a future strategy.

For that work no primary data was collected, the entire work is based on secondary data. The necessary information for the analyses that were previously only scattered published or accessible will be combined and analysed by the author. The sources of secondary data are, for example, the annual report of the company.

Table of Contents

List of Abbreviations

List of Figures

List of Tables

1 Introduction
1.1 Brief introduction to Solar World
1.2 The stock price performance of Solar World
1.3 News and latest situation of Solar World

2 Problem definition

3 Objectives

4 Methodology

5 Macro Analysis
5.1 The PEST(EL) Analysis
5.1.1 Political Factors
5.1.2 Economic Factors
5.1.3 Environmental Factors
5.1.4 Technological Factors
5.1.5 Missing Factors

6 Micro Analysis
6.1 Porters Five Forces
6.1.1 The risk of entry by potential competitors
6.1.2 The intensity of rivalry among established companies within an industry
6.1.3 The bargaining power of buyers
6.1.4 The bargaining power of suppliers
6.1.5 The closeness of substitutes to an industry’s products

7 SWOT Analysis
7.1 Internal analysis
7.1.1 Strengths
7.1.2 Weaknesses
7.2 External analysis
7.2.1 Opportunities
7.2.2 Threats
7.3 Turning SWOT Analysis into a Strategic Plan

8 Results and Interpretation

Appendix

A Performance exchange rate dollar / euro

B Global annual PV market scenarios until 2017

C Module Manufacturing Cost by Value Chain

Bibliography

• Université: University of applied sciences, Nürnberg
• Auteur: Martin Pruschkowski (Auteur)
• Année de publication: 2013
• Pages: 29
• N° de catalogue: V432954
• ISBN (ebook): 9783668749542
• ISBN (Livre): 9783668749559
• Langue: anglais
• mots-clé: macro analysis, PESTEL, micro analysis, SWOT, solar, porters five forces