PV Technologies- Case study Subject: B2B Markeing

BY Venkata R.C. Tummala EPGP-05-159

Executi e Su!!ary
PV Technologies, nc is ma!ket lea"e! in the su##l$ o% Photo&oltaic n&e!to!s to 'ola! Ene!g$ %iel" PVT !ecei&e" R(P %!om his long time client 'olene!g$ %o! 'u##l$ o% utilit$ scale cent!al in&e!te!s PVT sales #e!son !ecei&e" uncon%i!me" in%o!mation that it is t!ailing )ehin" com#etito!s in the )i""ing #!ocess PVT has to take management "ecision to sa%egua!" its lea"e!shi# #osition an" also manage )usiness ma!ket #!ocess to %ace lo* cost com#etito!s

PV Technologies-"uick #acts
(oun"e" in 199+ , Glo)al s#ecialist in !ene*a)le ene!g$ *ith !e&enue ,1.-. )illion *ith /' ma!ket sha!e o% +01 n"ust!$ lea"e! *ith !e#utation %o! #!o"uct !elia)ilit$, e%%icienc$ an" se!&ice !es#onse, )ut at highe! cost 2e&elo#e" e3cellent custome! engagement )$ u#"ating them *ith latest #!o"ucts an" technologies P!esence in th!ee segments4 Resi"ential 5+0.116 an" comme!cial7in"ust!ial 5.-..16an" utilit$ com#anies 5-8.916

Solenergy $$C- Vendor E aluation

Pa!t o% com#anies o#e!ations !isk management #olic$ to e&aluate su##lie!:s %inancial status an" an" #!o"ucts PVT:s #!o"uct ;ualit$, !elia)ilit$ an" maintaina)ilit$ is goo" *hen com#a!e" to com#etito!s P!ice "i%%e!ence )et*een PVT an" com#etito!:s is huge 'olene!g$ committe" %o! cost cont!ol so "ecision ma$ %a&ou! )ase" on lo*e! cost o% #!o"uct *ith some #!ecautiona!$ co&e!s on maintenance sche"ules an" #!oacti&e ;ualit$ cont!ol #!og!am

Solar Energy- Market

<o!l" *i"e %ocus on !ene*a)le ene!g$ sou!ces like sola! "ue to en&i!onmental im#acts an" !ising ene!g$ costs PV installation "ou)le" to total 080 =< in -010 %!om the .88 =< in -009 /' ma!ket *as %o!ecaste" to e3#an" at a +0..1 C>GR "u!ing -010--015 Polic$ incenti&es )$ &a!ious Go&t. =ostl$ !elationshi# "!i&en sales )$ sales %o!ce ?o stan"a!" set o% met!ics to measu!e e%%icienc$ an" !elia)ilit$ o% PV in&e!te!s

%lternati e Solutions
@#tion 14E3ten" *a!!ant$ to -0 $ea!s
P!os4 Economic &alues o%%set the #!o"uct cost !elate" sho!t comings Cons4 m#acts #!o%ita)ilit$. E3isting *a!!ant$ 510 $ea!s6 is mo!e than in"ust!$ stan"a!" 55 $ea!s6

@#tion -4@%%e! 991 u#time gua!antee "u!ing se!&ice li%e

P!os4 Rein%o!ce ;ualit$, !elia)ilit$ an" "u!a)ilit$ o% #!o"uct Cons4 Cost in lost *a!!ant$ !e&enues *oul" negate most o% the #!o%it

@#tion +4 nt!o"uction o% ne* gene!ation 1.-5 =< mo"el

P!os4 can im#!ess 'olene!g$ *ith e%%icient #!o"uct an" !o)ust s$stem Cons4 Potential mal%unctions a!e un"e! estimate"

@#tion .4 >##!oach Ao!"an an" sha!e in%o!mation, !e;uest %o! !ee&aluation

P!os4 can #!e&ent "amage in ma!ket !e#utation in case e3#ecte" !e#o!t is #u)lishe" Cons4 =a$ )ack %i!e as the leakage o% e&aluation !e#o!t is uno%%icial

&eco!!endations
Reassess Customer value
Constantly sense market priorities Craft market strategy based on-Total value of product(economical, technical, service, social)

Creating Value
Market offerings based on customer requirement esign customer driven marketing and distribution c!annels

&eco!!endations
Value based positioning
"#$ % &'s( product) price) place) position Manage Market &lace relations!ips-bot! current and prospective customers evelop connected relations!ips -it! customers $stablis! transactional and collaborative relations!ips -it! customers

*orking Relation and +usiness ,et-ork