Most important points article industry.docx - CASE STUDY 2 solar industry GREENoneTEC Product flat plate solar thermal collectors for water heating

Most important points article industry.docx - CASE STUDY 2...

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CASE STUDY 2 - solar industry GREENoneTEC Product: 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. KIOTO GREENoneTEC’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
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