MG Industrial Marketing Project

Moser Baer Solar

Group 2
10927863 10927861 10927849 10927923 10927852 10927906 Swapnil Somkuwar Bharat Paldiwal Surinder Pal Singh Vishal Rozatkar Krishnakant Amit Vatkar

Solar Energy Landscape

Solar Energy Passive Thermal PV

2 2

Business Domain of Moser Baer Solar

PV Industry Value Chain

4 4

SWOT Analysis
STRENGTHS 1. Wide Product Range across value chain WEAKNESS 1. Financial Stress- consistent losses

2. Global Presence
3. Investment in emerging PV technologies 4. Fully automatic and good quality lines

2. Highly under utilized of capacity

3. No capability of producing Si ingots

OPPORTUNITIES

THREATS 1. Removal/ reduction of subsidies 2. Weakness in Eurozone affecting solar subsidy spend 3. Technological Obsolescence 4. High exposure to silicon price volatility

1. Aggressive JNNSM and State Policies

2. Possibility of replacement of Nuclear power plants by clean solar power plants 3. Solar power approaching grid parity 4. Rising coal prises

5. Chinese low cost competition

5 5

Company Analysis 7Ps

156mmx156mm Multicrystalline Solar PV Cells Multicrystalline Country City Power Output solar cells are Competitive Markets Typemanufactured from highly purified polysilicon CompetitionMW per annum on regulations (Eg. depends (Mar Ground India Product Gujarat 30Capacity: 170 MWp technological strength 2011) Showcased Competition with Indian manufacturers in Cr mounted Only while global Multicrystalline company in the world to be awarded 5 a-Si Si space ModulesGround competition in star 7.4Versatility in applications suited for residential, for two Footprint across TUV Rheinland for quality system rating Suppliers Germany Price Nordendorf MWp by 35 countries space). through distributors globally (recently tied up mounted Operate years commercial and industrial purposes. Solar industry, in general, lacks(Mar based in the Differentiation per Inc for workforce prize possible on Qimpro MW Ground Capacity: Distribution Award: QualTech with Munro150 Quality annumUS) 2011) skilled in this Germany Pfeffenhausen 5.7 MWp almost all categoriesRFQs/ Distributorship Uses manufacturing category Veryperformance reports, warranties, credibility, Wide Websites to generate represented field. Range mounted Applications Peacock award for Health and Safety Black has created a force of Six Sigma Green Belt and Golden Moser ThinMB Films etc. Developed EPC improve quality and productivity. GlassCorporate- to Indian film modulesplant developers Contractors/ Engaged Baer a-Si thin banks Powerfinancial institutions to Ground Moser with capabilities utilize own production belt holders integration in to and are frameless India Baer Tamil Nadu 5.0 MWpawareness Ltd,Solar Germany PSUs globally. Consume Promotio High verticalmoduleson to module business. sizeproject High pressure due Armed Forces,intechnical/ over core generate noinvacant mounted incapacity Offices Government- US, Japan are PVB-Glass on Silicon supplies for Cr varied Own depends NVVN andand available Si BusinessCurrently positions Only in JNNSM asinitiatives among fortune 500 rs n Bids Builders: BIPVfunctions Promoted green project developrs configurations management and REC group Deutsche modulesGround lighting systems, solar 4.7 MWp SolarMW per annum (Mar 2011) Small Investors- Lanterns, home rooftops Install atop their Czech Reublic Pozo Capacity: 50 Many suppliers foretc. project commissioning business- BoS pumping systems, mounted Got certifications providers mostly SMEs (UK), CEC (Australia), etc. Institutional- NGOs, MCS JET Junction Boxes (Japan), MFIs, Schools, Hospitals, Banks,DGS&D Ground Place/Dis Czech Republic Krom 4.6 MWp BoS space in collaboration with Yukita (India) Entry into People mounted tribution Participated in international exhibitions electricals

France

Pau

3.5 MWp 2.5 million per annum (Mar 2011) Roof mounted Capacity: 1.7 MWp Roof mounted

North Italy

South Tyrol

6 6 6

Current Problems

Consistent Cash Losses in operations

Mainly due to over capacity and marriage to Thin Film Technology which didnt take off as well as expected.

Stiff competition at home and globally margin on pressures.

7 7

B2B Strategy- Gaps & Recommendations

Product DifferentiationPhoton Magazine Rankings Currently focusing on awards and certifications Should also consider securing better ranking in opinion leader magazines like Photon This might help command premium for their modules business.

Focus on Remote Installations

Focus greatly on large scale grid connected power plants. Moser Baer seem to have neglected the grid deprived remote location solar installations. This business segment can be given a wider base through Micro Finance Institutions, NGOs, Indian Military, etc. to help grow this segment multi-fold.

8 8

B2B Strategy- Gaps & Recommendations

Converting competitors into customers

Have exclusive cross marketing arrangement with other technology producers globally E.g. if company A produces CIGS, CdTe or other technology solar cells in country X, MB can have an arrangement wherein MB will sell their modules to any project developer seeking those technologies in India. In return, company A will market MBs silicon solar cells in country X. Thus, MB will be able to tap into the marketing channels of companies across globe. Holding industrial meetings or investor workshop inviting past customers and prospective customers (project developers) to share their experiences will position itself as industry leader Allow past customers to share their good experiences with Moser Baer- timely delivery, promised performance delivery, BOT support, etc. This can be done at trade fairs by hosting conferences
9 9

Customer Ambassador ProgramLeapfrogging Contractors

B2B Strategy- Gaps & Recommendations

Brand Presence

To improve the brand presence and awareness, they should try to bag projects in high visibility/ strategically significant areas like Airports, Stadia, Parliaments, Building integrated installations, etc.

The B2C Channel of Moser Baer

For its Optical Disc business and consumer electronics business can be tapped to increase the sales of solar lanterns, home lighting kits, etc. which are relatively high margin low volume business segment.

Collaboration

Collaboration with automobile industry for design of hybrid vehicles to ensure stake in future.

10 10