Strategic Analysis – Group Project
University of Lugano
Table of Contents:
0.0. Executive Summary.
1.0. Introduction/ Background Information.
3.0. Strategic Analysis:
3.1. Five Force Industry Analysis
3.2. SWOT Analysis
* BP & their Competitors in the Solar industry: * Kyocera
* Shell Solar (Solar World)
* Current Strategic position:
* Solutions (Possible Solutions and suggestions)
* industry forecast carts:
* BP future projects:
* Key Statistic
0.0. Executive summary
BP Solar is a global company with over 2000 employees focused on transforming sun’s energy into solar electricity. BP Solar develops, designs, produces and provides maintenance solar electric systems for wide spectrum of applications and users from industrial to commercial and residential sectors. BP is one of the largest solar companies with over 40 years of experience in the industry and installations in more then 160 countries. The company’s production facilities are located in Australia, US, Spain and India.
The company was established by BP, British Petroleum in 1973 and was growing through acquisition of manufacturing plants and join ventures with companies including Spain, Greece, Italy, USA, India, China and Arab Emirates. The company has put a great emphasis and invested in R&D, as a result the company could afford the power as well as output warranty. The company stands behind its product. BP solar is involved a number of different projects all over the world.
Due to the fact that the clean tech industry is relatively new, the company is having many obstacles on its way to success, such as falling behind its competitors, equipment quality and cost structure problems, and the lack of faith from the management side of the company. However each problem has its solution.
In the strategic analysis part there are 2 main studies: first of all the five force industry analysis; the barriers to entry is strong and the industry inquires a large capital and a considerable economics of scale to achieve a leadership position in the large acquisitions and joint ventures, Due to the high switching cost, the power of suppliers is strong, The buyers got low bargaining power, and finally with the existence of the natural gas, and the standard electricity, the threat from these substitutes is great. Second of all, the SWOT analysis BP is major strengths is that it is a major corporation with plenty of financial assets to back up its alternative energy research, on one hand, BP brand is extremely strong for oil industry not as much as it is strong in the solar energy industry which again takes us to the weaknesses area ; on the other hand, its profits from oil, BP has a number of opportunities to invest and acquire more in the solar energy sector. There are many competitors in the solar market. Four Companies account for over 50% of solar cell production: firstly, Sharp, Sharp Solar manufactures solar modules with a range of power output levels, as well more customized looks. Secondly, Kyocera, founded in Japan, is one of the world's largest vertically integrated producers and suppliers of solar energy products. Thirdly, Shell Solar (Solar World), with its wafer business is a major profitable sector. And BP Solar comes in the third position of these four leaders. Then comes the Solutions part giving several Possible Solutions and suggestions; One possible way to reduce competition is to create a separated market. The solar PV market has both technology and quality competition keeping in mind that it should competing for the price by taking it to mass production level to go over the high fixed cost. Second it should increase in efficiency for Panels. Third there should...