1) China's market share of solar panel production increased dramatically from 2009 to 2011, accounting for over 70% of the top 10 producers' market share in 2011. Taiwan is also becoming a major producer. 2) The price of solar panels strongly influences sales and market ranking - companies with lower prices saw higher sales and rankings. To remain competitive, companies must reduce costs throughout the supply chain. 3) First Solar has been the only Western company able to keep pace with the rapid growth of Asian solar panel producers such as Suntech, Yingli Green Energy, and Trina Solar.

1. Bernhard Baumgartner
bernhard.baumgartner@skema.edu

2. Ranking

3. Current
Ranking
Company logo
2009 2011
MW installed 2009 Technology
Green: above average
Red: below average
MW installed 2010
Technology breakdown
MW installed 2011
Price mono Price poly Price thin film

4. 1
2 1
704 MW 2009 C-Si
1 585 MW 2010
Mono Poly
2 400 MW 2011
Price mono

5. 2
6 2
520MW 2009 C-Si
1 463MW 2010
Mono Poly
2 200 MW 2011

6. 3
1 3
1 100MW 2009 CdTe
1 412 MW 2010
CdTe
2 100 MW 2011
Price thin film

7. 4
5 5
525MW 2009 C-Si
1 060 MW 2010
?? ??
1 500 MW 2011
Price mono Price poly

8. 5
8 4
399MW 2009 C-Si
1 050MW 2010
?? ??
1 700 MW 2011
Price mono Price poly

9. 6
4 9
585MW 2009 C-Si
CIGS
1 014 MW 2010
?? ??
1 230 MW 2011
Price poly

10. 7
11 5
360MW 2009 C-Si
945MW 2010
?? ??
1 500 MW 2011

11. 8
3 8
595MW 2009 C-Si
a-Si
910MW 2010
?? ??
1 250 MW 2011
Price mono Price poly Price thin film

12. 9
10 7
368MW 2009 C-Si
827MW 2010
mono poly
1 260 MW 2011

13. 10
7 16
400MW 2009 C-Si
650MW 2010
?? ??
800 MW 2011
Price poly

14. Analysis
Company Comparisons
Future growth
Key factors for success

15. Producers Evolution
2500
2000
1500
2009
2010
1000 2011
500
0
Suntech JA Solar First Solar Yingli Green Trina Solar Q-Cells Motech Sharp Gintech Kyocera
Energy Energy
Suntech will keep on leading te market.
First Solar is the only Western company that keeps up with the Asian growth

16. Country Evolution
8000
7000
6000
5000
2009
4000 2010
2011
3000
2000
1000
0
China USA Japan Taiwan Germany
The heart of the industry gets closer to China and Taiwan
The production of the historical producers( Japan, Germany) increases only slowely

17. Country Evolution
100%
90%
80%
70%
60% Germany
Taiwan
50%
Japan
40% USA
China
30%
20%
10%
0%
2009 2010 2011
China’s market share had a 23% increase in two years
China and Taiwan will account for 70% of the Top 10 market share in 2011

18. Correlation Price-Ranking
Mono Poly
Price
Price
0 0
0 Ranking 0 Ranking
Price Linéaire (Price) Price Linéaire (Price)
The market is price driven: the lower the price the higher the sales
 An effort has to be made in the supply chain to drive down costs
 Risk of outsourcing for companies from Western countries

19. Sources
• Photon Magazine April 2011 (French version)
Bernhard Baumgartner
bernhard.baumgartner@skema.edu