Research On Company ABC’s Market Development Strategy

During the period of the12th Five-Year Plan, the solar photovoltaic industry will enter a key period of rapid expansion. Expected at the end of the12th Five-Year Plan, the goal of photovoltaic installation capacity will be adjusted to35GW. Currently, the country has proposed themes of preferential development such as "developing and utilizing renewable energy massively with low-costs". The National Energy Administration has released the "12th Five-Year Plan on solar power generation development" and the "announcement of the application of distributed photovoltaic power generation demonstration area". National Grid has also introduced a number of policies to encourage the development and utilization of new energies. With the support of a number of new national policies and measures, the prospect of new energy market especially solar power generation is very promising.Based on the bright market prospect, this thesis selects ABC Company as the research object. ABC Company was founded based the joint investment of AB and a Spanish company named W in Sept.2012. The company focuses on the R&D, manufacturing and sales of solar photovoltaic inverters. It also provides solutions and maintenance services of solar PV inverters. Currently, as the company has been newly established with a complex market environment, it must draft a long-term steady action plan, and set the goal and guideline of operation which can guide the marketing management, in order to reach the specialized marketing objective. Market development strategy is an integration of the goal and means. It is very important in improving the company’s marketing capacity to make the right market development strategy. For this consideration, the thesis starts with research on related theories and methods. Based on a detailed introduction to the development of ABC, the author conducts PEST and SWOT analysis on ABC’s operation environment, to suggest ABC should adjust its market development strategy to an "intensive-grow" one. From the aspects of optimization of organizational structure, R&D system, manufacturing ensurance system, cost control system and enterprise cultural construction, the author puts forward measures to guarantee the implementation of market development strategies.Furthermore, in the thesis the author conducts an in-depth case study of market development strategies for ABC Company. The study is conducted in the hope of providing this company certain theoretical and practical guidance to optimize companies’ market development strategies, to improve technical progress and market development, and to build the core competitiveness for setting a solid foundation of sustainable rapid development of ABC Company. The author also hopes to provide reference of market development strategies for peer photovoltaic enterprises, in an attempt to promote a scientific development of China’s photovoltaic industry.