Professional Documents
Culture Documents
THE USA
Matthew Westbrook
Shawn Sahihi
Arian Dezfoolian
Priya Singh
Salman Jasani
Introduction
ProductSolar Panels are designed to absorb the sun's
rays for generating electricity or heating.
Soltech FactsFounded in 2008 in Farmers Branch
Production Capacity has more than doubled since
then, from 15 MW to 40 MW
Produces solar panels ideal for residential,
commercial, and utility applications
MissionDisplay highest quality solar panels that can generate
and supply electricity in commercial and residential
applications
Video
A video demonstrating solar panels.
Market Research
Credibility of Positive
Statements about Solar Power
Credibility of Negative
Statements about Solar Power
Growth Phase
Goals:
Consumer Behavior
Perceptual Map
Solar World
USA
P
r
i
c
e
SunTech
SolTech
Sharp
Efficiency
Sanyo
Efficiency
P
r
i
c
e
SWOT
Strengths
1) Made in the USA
2) Industry Leading
Warranty
3) Multiple Certifications
4) Small Company Feel
Weaknesses
1) Lack of Awareness
2) Limited Production
Capacity
3) Perceived as too high
of cost
Opportunities
1.
Success Probability
High
Low
Attractiveness
High
Low
1 2
3 4
2.
3.
4.
Increase name
recognition
Change perceived cost of
solar system
Make a solar system for
the manufacturing plant
Expand our market to an
international level
Threats
1.
Probability of Occurrence
High
Low
Seriousness
High
Low
1 2
3 4
2.
3.
4.
Production capacity is
limited by plant size
Federal Government
reduces incentives
Cost of solar materials
remains high longer than
expected
Other companies flood
the market
Ages from 34 to 54
Income above
150,000
Homeowners
Live in the Sun Belt
Are environmentally
conscious
Wealthy Businesses
Have large facilities
Operate in the Sun
Belt
Interested in
becoming more
green
Positioning
Market Strategy
Product Development
Product Differentiation
Products
Place
Focus on:
Texas - Solar energy is currently not a mature
market, but the state has plenty of sun and land to
strengthen its market.
California - Solar energy is highly incentivised by
the state of California and therefore is an
important market for a company like SolTech.
Price
- The price of a home solar powered system
can not be declared without taking into
consideration a few very important factors.
- The government gives quite an incentive to
those who want to have their homes run by
solar power.
- The average home solar system will cost
about $50,000 before incentives & rebates &
about $20,000 after incentives & rebates.
Promotion
Search Engine Optimization
$4,000
Google AdWords
Free
D Magazine
$24,000
Website Redesign
$3,000
Direct Mail
Total
$46,400
Digital Media
The main website used for the majority of the business SolTech has. Contact
information as well as product information is here.
Digital Media
Magazine Advertisement
D Magazine
Advertising Cost- $24,000
CPM- $12,000
2/3 Vertical ad for six months
4 5/8 x 9 3/4
Total Monthly Readership-372,230
Average Age- 47.9
Median Income-$337,000
Regular Readers- 95%
Success Metrics
Goals:
10% increase in general sales.
Our website currently has 3,000 total
views. Goal is to increase this by 750 1,000 views by the end of the campaign.
Sources
http://1soltech.com/
http://corp.dmagazine.com/Content/MediaKits/D_MediaKit_2013.pdf
http://www.seia.org/research-resources/solar-means-business-top-commercialsolar-customers-us
http://www.seia.org//research-resources/national-solar-database
http://www.seia.org/sites/default/files/resources/Major%20Solar%20Projects%20Li
st%2011.5.12.pdf
http://apps1.eere.energy.gov/solar/newsletter/detail.cfm/articleId=299
http://www.solarbuzz.com/reports/marketbuzz
http://www.solarbuzz.com/reports/solarbuzz-quarterly
http://www.solarbuzz.com/reports/north-america-pv-markets-quarterly
http://apps1.eere.energy.gov/news/news_detail.cfm/news_id=18777
http://www.greentechmedia.com/research/ussmi
http://www.greentechmedia.com/articles/read/open-automated-demand-responsegoes-big-in-california
http://www.greentechmedia.com/articles/read/how-to-match-wind-and-solar-with-thegrid
http://www.greentechmedia.com/articles/read/for-western-states-transmission-willthere-be-strength-in-unity
http://www.pikeresearch.com/newsroom/solar-energy-market-will-grow-43-year-overyear-in-2010-but-oversupply-is-likely
http://www.youtube.com/watch?feature=player_detailpage&v=y85Czw1Yf-g#t=21s
http://www.clearskyadvisors.com/scope-sheet-emerging-markets-americas/
http://www.seia.org/research-resources/potential-impact-solar-pv-electricity-marketstexas
http://www.dsireusa.org/incentives/allsummaries.cfm?State=us&re=1&ee=1