Strategic Marketing Plan for Tata Bp Solar

Topics: Marketing, Strategic management, Solar power Pages: 19 (5244 words) Published: June 17, 2011
Table of Contents
1. Introduction 2
1.1 Company Overview2
1.2 Company Mission2
2. Situational Analysis3
2.1 External Environment3
2.1.1 PEST Analysis3
2.1.2.Market Analysis4
2.1.3 Competitors analysis5
2.1.4 Target Customers5
2.1.5 Porters 5 forces5
2.1.6 Key success Factor7
2.2. Internal Environment8
2.2.1 Current Strategy8
2.2.2 Marketing Mix8
2.2.3Performance Analysis 9
2.2.4Resource Analysis10
2.2.5 Strategic Options10
3.SWOT Analysis10
4.Competitive Advantage11
5.Strategic Thrust12
5.1 Recommended Strategy – medium term (3-5 years)12
5.2.Marketing Goals13
5.3.Product-Market investment Strategies13
6.Strategic Marketing Mix14
6.1 Target Market 14
6.2 Positioning Strategy 14
6.3Marketing Mix15
7.Sales Forecast and Financial Projections16
9.Conclusion 17

1. Introduction

Solar Fan is a clean and greener fan from Tata BP Solar for indoor air. Better way to cutter customer’s power bill. Solar fan a product of Tata BP solar going to hit the middle class market in India. Tata BP Solar is one of the top company which created customized solar solution that illuminate home, street and community.

1 1.1 Company Overview

Established in 1989, Tata BP Solar is a Joint Venture between Tata Power Company, a pioneer in the power sector in India and BP Solar, one of the largest solar companies in the world. The sophisticated 84 MW Solar Cell manufacturing facility is capable of processing mono and multi crystalline wafers of 125mm2 and 156mm2. Their state-of-the-art 125 MW module manufacturing facility is one of the largest in Asia and capable of manufacturing modules from 0.3Wp to 280Wp and beyond. Company’s talent pool comprises over 600 employees spread over 4 manufacturing units and 8 regional offices. Manufacturing facilities are ISO 9001 and ISO 14001 accredited from BVQI, London. Tata’s solutions include customized solar solutions that illuminate homes, streets and communities; pump water to thirsty fields and heat water for residential and commercial applications. They also provide reliable and cost-effective solar power to wide-ranging sectors from education and banking to healthcare and telecommunications. Specialist applications include BIPV, Hybrid Systems and solutions for railways, defense and offshore platforms. Tata BP Solar possesses excellent skills and capabilities in providing complete EPC solutions for large, commercial Solar Power Plants of Megawatt scale. Tata BP Solar has more than 200 dealers, 600 sub-dealers and 30 Authorized Service Centres spread across the country, catering to the needs of different customer segments. It is also represented in the neighboring countries of Pakistan, Nepal, Bhutan, Bangladesh, Afghanistan and Sri Lanka.

2 1.2 Company Mission

The Tata BP Solar fan's mission is to produce innovative and high quality water filtration and purification products to meet the future needs of the target market and also to enter the international market and position itself in the global competition. Tata BP Solar fan is trying to enter into Indian market and provide the high quality and innovative water purifiers to meet the needs of target customers in terms of filtration and purification of water, increase its market share and with world class marketing techniques can achieve tremendous growth in market and become market leader in Indian market. (Cravens & Piercy, 2006)

2. Situational Analysis

Situation analysis is conducted to evaluate strategy performance and any needed changes in the strategy. The management uses the information provided by the situational analysis to guide the design of new strategy or change an existing strategy. (Cravens,2006)

1 2.1 External Environment

The external factors of an organization have a significant...
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