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Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
Industrial research solar pv industry
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Industrial research solar pv industry

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  • 1. INDUSTRY RESEARCH STUDY OF SOLAR PV INDUSTRY Submitted to PROF. K.K.SRIVASTAVA By GROUP M123 SRI HARSHA K MOHAMED ARSHAD Y
  • 2. GENERAL FACTS ABOUT SOLAR PV INDUSTRY  Solar energy is the most Abundant, Sustainable and Renewable source of energy.  Global Solar Energy Capacity has increased >600% in the last 5 years.  The cost of photo voltaic panels came down 75% in the last 5 years.  The world's top solar market (as off now) is China, Followed by Germany and USA.  The matured markets are Germany, Spain, Italy and California (USA) and the new markets are India, Australia, South Africa and Ontario (Canada).  Around one third of Indians do not currently have access to electricity.  Solar industry is a policy driven market, therefore the Government's role is key to the industry.  India has a separate ministry called Ministry of New and Renewable Energy, with the motto of reaching parity for solar power by 2022.  100% FDI allowed in RE sector in India with no prior approval.
  • 3. GENERAL DESCRIPTION Overall size (volume, value)  Global PV installations: - 32 GW in 2012 - 35GW in 2013 (projected)  Indian PV installations: - 1GW in 2012 - 2GW in 2013 (projected)  Global Solar Energy market: $77billion
  • 4. GROWTH RATE The 5 year growth rate from 2007 to 2012 was approximately 55% per year!
  • 5. PV Solar Installations by Country
  • 6. FUTURE OUTLOOK After 2013, the growth estimates range from 15% to 25% globally. The Indian solar energy sector is estimated to grow at 25% year on year in next few years. India is expected to install 12 GW by 2016
  • 7. SWOT ANALYSIS OPPURTUNITIES  Increased awareness on green energy  India is a Tropical country embraces more production  India is a power deficit country  Attractive Feed in Tariff  State/central governments subsidies and tax exemptions  Government mandation on electricity from renewable sources THREATS  Policy driven market  Dependency on dollar market  Cost of silicon  Grid must be maintained well
  • 8. STRENGTHS  Among the other sources of energy – Wind- Erratic power supply – Hydel- Not a single dam is not cash flow positive and high risk of flood – Thermal- Coal cost is high and it is depleting – Bio Gas- Heavy maintenance and waste management is a challenge  Decentralized and Lots of business opportunities  Government support WEAKNESS  Relatively high consumption of water, especially under southern weather conditions  High consumption of agrarian fields comparing to other energy production methods  Returns only after 7 years
  • 9. GENERAL SKETCH LOCATION CONCENTRATION
  • 10. PRODUCT/SERVICE PORTFOLIO  ON GRID Grid connected power (solar power plants)  OFF GRID – Solar lanterns – Emergency lights – Street lights – Solar Power Plants for village – Solar Pumps – Solar water heaters – Solar home lighting systems – Solar power plant for industries
  • 11. TARGET MARKET Residential sector (in KW’s & Stand alone) Commercial sector (in MW’s & Stand alone) Utility sector (in MW’s & Grid-connected)
  • 12. COMPETITIVE ADVANTAGE OVER RIVAL INDUSTRIES Oil, coal and other fossil fuels are a finite resource they will eventually become depleted. As these resources become depleted they will rise in costs. Solar industry’s competitiveness depends on the sunlight. Hence solar power industry stands competitive in tropical country such as India.
  • 13. DESCRIPTION OF PRODUCT/SERVICE  ON GRID (in MW’s) (For Utility Scale) Products Capacity Range Grid connected power (solar power plants) 1MW & above  OFF GRID (in W’s & KW’s)  Solar lanterns, Emergency lights, Pumps and Street lights to Regulatory bodies/panchayats  Solar home lighting systems and solar water heater systems (roof top systems) to End customers  Stand alone solar power plants usually (<300KW) for Commercial/industrial purposes Products Capacity Range Solar Lanterns 2-15 Wp Solar Home Lighting Systems 37-74 Wp Solar Pumps 1-2 KWp Solar Street Lights 26-74 Wp Solar Power Plants for Village 1 KWp-110 KWp
  • 14. GEOGRAPHICAL
  • 15. SIZE OF SEGMENTS Type Installed Capacity (In MW) by the end of 2012 Grid Connected Power 1176.25 Off-Grid (SPV Systems) 106.33
  • 16. COMPETITORS The competition is a between 'concentrated' and 'fragmented'  Largest players will include TATA – Strengths- Its brand value, 25 years history in solar. Weakness- Breakup with BP, outdated manufacturing processes used. Opportunities- Anti dumping fear in the market, large markets opening up in South India. Threats- New manufacturers with better technology and lower prices. L&T – Strengths- Brand value in infrastructure development Weakness- New entrant in solar, not a manufacturer. Opportunities- People realize the importance of operation and management of plant their forte. Threats- Global players entering the market with extensive experience in solar. MAHINDRA- Strengths- Brand value in consumer goods Weakness- New entrant Opportunities- Market has opened Threats- Global players entering the market with extensive experience in solar.
  • 17. CORPORATE STRUCTURE  MOSTLY SOLE PROPRIETORSHIP
  • 18. MARKETING STRATEGY WIDELY PRACTICED IN THE INDUSTRY  Product Strategy- Products/ solar modules are commoditized. They are categorized in terms of 'Wp'. No innovation is entertained at this point.  Pricing- Solar Cells amount to 70% of making cost of solar modules. Prices are hence directly affected by the dollar price. Cost based purchase prices based on FIT(Feed-In-Tariff) policy  Promotion- Promotion is exclusively through trade fairs/shows  Placement- As far as modes of distribution go, the manufacturers involve in direct selling

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