case study Marketin
First Solar Turns Sunshine into Profits Case Summary:
First Solar was founded in 1999 from the Walton family. According to the Marketing Sun Power, First Solar’s mission is “to create enduring value by enabling a world powered by clean, affordable solar electricity.” (p. 90) The company manufactures solar modules, which have razor-thin cadmium telluride. They are manufactured this way because it can still produce electricity even when clouds are blocking the sun. With this product First Solar wants to promote that it is socially responsible. It not only markets its cost efficiency through solar energy, but it also helps maintain sustainability by reducing the use of fossil fuel. First Solar products have advantages with rival companies because its product does not depend on silicon wafers. Silicon wafers is the preferred product from other solar companies. Silicon wafers is a costly product and it’s also a scarce resource.
Key Marketing Issues • Competition: In the business world competition is when businesses or firms enter the market with similar products. Per the article First Solar does not seem to have great threat of other firms, as it is the leading manufacture of solar power. First Solar uses razor-thin cadmium telluride material, while other companies use silicon wafers. Silicon is a scarce material and expensive as well.
• Oligopoly: I would consider First Solar to be an oligopoly. Since it seems that there are few sellers that control the solar panel market. I would also say that since First Solar uses different material it has an upper hand when it comes to solar modules. This can change if different innovations enter the market.
• Political Forces: Political force can always influence the wellbeing of a company. For example Germany and other European nations are encouraging alternative energy and that is why Germany has become First Solar’s target market.
• Technological Forces: Technological forces will continue to change
First Solar was founded in 1999 from the Walton family. According to the Marketing Sun Power, First Solar’s mission is “to create enduring value by enabling a world powered by clean, affordable solar electricity.” (p. 90) The company manufactures solar modules, which have razor-thin cadmium telluride. They are manufactured this way because it can still produce electricity even when clouds are blocking the sun. With this product First Solar wants to promote that it is socially responsible. It not only markets its cost efficiency through solar energy, but it also helps maintain sustainability by reducing the use of fossil fuel. First Solar products have advantages with rival companies because its product does not depend on silicon wafers. Silicon wafers is the preferred product from other solar companies. Silicon wafers is a costly product and it’s also a scarce resource.
Key Marketing Issues • Competition: In the business world competition is when businesses or firms enter the market with similar products. Per the article First Solar does not seem to have great threat of other firms, as it is the leading manufacture of solar power. First Solar uses razor-thin cadmium telluride material, while other companies use silicon wafers. Silicon is a scarce material and expensive as well.
• Oligopoly: I would consider First Solar to be an oligopoly. Since it seems that there are few sellers that control the solar panel market. I would also say that since First Solar uses different material it has an upper hand when it comes to solar modules. This can change if different innovations enter the market.
• Political Forces: Political force can always influence the wellbeing of a company. For example Germany and other European nations are encouraging alternative energy and that is why Germany has become First Solar’s target market.
• Technological Forces: Technological forces will continue to change