| Summary: | 碩士 === 國立交通大學 === 高階主管管理碩士學程 === 100 === "High oil prices”, “the war for oil" and "global warming" hidden crisis are prompting most countries to look for alternative energy with low cost and low-pollution. The renewable energy includes hydro, wind, solar , geothermal, biomass, etc., among which solar energy is more attractive. In recent years, the spirit of the German Renewable Energy Law was followed by most countries offering subsidies and rebate with solar industry. The revenue and installation of the global PV market has reached US$ 93B and 27.7GWp with significant growth of 140% and 350% in 2011, compared to 2008, respectively,
Compound annual growth rate of the solar PV industry is more than 30 percent in the past five years, which attracted many new competitors to enter the market. Now, the global PV cell/module is severe oversupply. Most solar cell/module plants face loss, shutdown, plant closings and the plight of the collapse or mergers. However, the crisis is a turning point.
The world's leading manufacturer of solar cells was taken as a case study through SWOT analysis and Philip Kolter dimensions evaluation criteria to analyze the competitiveness of company F. The general conclusions including “solar grid parity widely realized next 10 years”, "the strong demand for solar cell/module”, “with technical differences, the high conversion efficiency and low cost leader to maintain future 10 golden years” were found. SWOT analysis shows the competitive advantages of company F including “the excellent performance of the marketing and production departments to create first class brand "," low cost leading manufacturing technology "," excellent financial management”, “competitive products and stable factory”. Disadvantages include “film product price per watt lower than silicon”, “rare and raw materials of critical cost with limit room for negotiation”, “reliability more difficult to be accepted by customers like as silicon cell”.
This study suggests that the company F can adopt competitive strategy development including “continued investment in R&D, improve conversion efficiency, master key new technology”, “reduce manufacturing costs to realize grid parity”, "offer a complete solution with system implementation for the expansion of the business territory ",”as a system developer with module conversion efficiency enhancement”. The company F will be able to overcome the threat front of a highly competitive/oversupply market and continue to maintain a leading position in the solar PV industry.
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