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Last SUNPOWER THAILAND GROUP 6
Sunpower Strategic Analysis for Expansion to Thailand

Alexis OrsetLukas Radzevicius
Johanna Wais
Adrien Podda
Lukas Radzevicius
Johanna Wais
Alex Orset

Professor: Dr. Stefan Lippert

2014

Summary:

Abstract

To define SunPpower’s strategic expansion plan to Thailand, we firstly looked at the external environment. We have analyzed different aspects of the country , starting from solar radiation coverage, population composition, political, legal environments and energy disposition among on-grid/ - off-grid. Further, we analyzed present competitors and then with various frameworks, like PestelPESTEL and Porter five forces. Wwe saw that Thailand has substantial potential in terms to start SunPpower’s operations.
Further, Internal analysis focused on finding the right aspects of value proposition of the company to expand in Thailand. We analyzed SunPpower’s in terms of value chain and, positioning. Then, after conducting a competitors’ analysis, we defined competitive advantages that could be used and identified strengths and weaknesses that could be transformed into opportunities. In the end, we saw that SunPpower has a great potential to achieve substantial market share in Thailand if it redefines it`s value proposition.
In the last chapter, we were givinggive recommendations that could be used as action plan for the CEO of SunPpower. We represented them in terms of creating Joint venture and establishing local subsidiaries for transnational expansion.

Abstract 2
EXTERNAL ANALYSIS 4
Geographic segment 4
Thailand in Perspective of South-East Asia 5
Thailand in terms of Power Consumption 5
Thailand in Solar Power Segment 6
Thailand In Off-grid - On-grid Solar Energy Perspectives 8
Thailand in Solar Power perspective of Governmental and Legal Environment 9
PESTEL analysis 10
Competitive Environment 12
Thailand in future perspective of solar energy 16
Internal analysis 17
Internal Segmentation Analysis for Sun Power 17


References: http://www.greenrhinoenergy.com/solar/market/micro_market.php 2014 “Thailand 's latest solar lessons for the world”, Raymond Schonfeld (2013) http://www.smv-online.com/solar-lesson-for-the-world.php
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