The Research On Development Strategy Of Tayal Photovoltaic Company

Facing the increasing outstanding problem of global energy shortageand environmental pollution, photovoltaic (PV) generation has attractedworldwide attention and emerged as key development industry for itscleanness, safety, convenience, and high efficiency. After the excessiveexpansion in2010, the market price has changed tremendously.According to the industry development law, the trend of PV industry willshow "Price increase while volume decreases". In the future, the wholeindustry will not be able to enjoy the exorbitant profits ages but step tothe era of fair-price. PV industry needs to build its competitive advantageby better cost control, advancing technical skills, in order to seek for rightposition in market. Only by doing this, PV industry can compete withtraditional energy industries with its own advantages.This thesis has firstly analyzed market development and environmentof PV industry by introducing both domestic and international PV marketdevelopment, including analysis on law, economy and culture, techniqueand environment etc.. Second, author analyzed the segment market of crystalline silicon cutting edge material-silicon carbon market, withMichael Porter's five-force, to understand this segment market. Third,author introduced the general business model of PV industry by analyzingTayal, a private enterprise based in Jiangyin city, Jiangsu province, whichproduces subsidiary material for PV industry. This thesis has studied thecurrent development situation, internal and external environment,business model, enterprise culture of Tayal, evaluated current resourcesand capacity to understand its advantages and disadvantages,opportunities and threats. In the fourth chapter of this thesis, author hasfocused on strategic plan of Tayal, discussed plan design, establishmentand execution. By analyzing the challenges and opportunities whichTayal is facing, this thesis has discussed the future management strategyand business strategy. It also discussed to reach Tayal's goal of strategictarget and to implement execution plan through upgrading organizationstructure, operation integration, quality control, research technique,performance management, internal control and construction etc., so toclarify implementation and control thoughts as well as practical measures.Last but not least, determine the future business model, developmentstrategy and direction.As an emerging industry, PV industry will surely have to follow itsdevelopment law during course of birth, develop, mature and furtherdevelopment. In China, questions in this industry still need to be solved by standardization in technique, business and resources as well asprofessional resolution. This thesis aims at a clear strategic position andresource allocation of Tayal, through analysis on PV and segment marketof silicon carbon, evaluate Tayal's internal resources; carry on a researchof planning and execution to help Tayal find a suitable developmentmodel and direction based on above analysis. PESLT analysis method,Michael Port's five-force model analysis, SWOT analysis have beenapplied in this thesis. With lots of first-hand materials and understand thecurrent situation of Tayal's management, the author have used theory inenterprise strategic management to help Tayal find its position,advantages and development strategy.