50%(2)1 out of 2 people found this document helpful
This preview shows page 1 out of 1 page.
CASE STUDY 2 - solar industryGREENoneTECProduct: flat plate solar thermal collectors for water heating. Rules of the game change: Chinese players begin offer their cheap products. Strategy= Focus on R&D and production, leaving branding, sales, distribution, and system integration to marketing-affine partners. Original equipment manufacturer (OEM). High-volume, low-margin strategy. KIOTOGREENoneTEC’s sister company. Photovoltaic modules for both private households and industrial buildings. Manage the whole value chain. 2012: integrated group of companies offering products/services in all sectors of solar industry. Customers: 40% Germany, 40% other European countries, 20% rest of the world. Solar heating specialists, wholesalers and system integrators. Markets:-Europe: (trends) Growing demand renewable energy, but 60% new installed collectors in